Effect of Education, Income and Gender on  Impulsive Buying Among Indian Consumer  an Empirical Study of Readymade Garment  Customers

Dr.Surekha Rana; Jyoti Tirthani

Volume : I, Issue : XII, September - 2012

Effect of Education, Income and Gender on Impulsive Buying Among Indian Consumer an Empirical Study of Readymade Garment Customers

Dr. Surekha Rana, Jyoti Tirthani

Abstract :

The impulsive buying occurs when an individual makes an unintended, unreflective, and immediate purchase. The objective of present study was to investigate the effect of Education, Income and Gender on the impulsive buying tendency among Indian consumers. A total of 450 shoppers at a selected authorized retail outlets and shopping mall in Patiala served as the sample. Descriptive data analysis was done to compute frequencies for each of the variables under study. ANOVA test at 5% level of significance was used in the study which shows that Education and Income of the consumers were more likely to influence impulsive buying than the Gender of the customers. Retailers may use the findings of the study to improve their merchandise assortment and improve the shopping environment.