Relationship between gender differences and impulse buying behaviour: a case of college-going students in kolkata

Abstract

Impulse buying or unplanned purchases by consumers constitute a major proportion of purchases in certain product categories. Studies in the United States widely reported that impulse consumer buying behaviour accounts for up to 80 percent of all purchases in certain product categories, and it has been suggested that purchases of new products result more from impulse purchasing than from prior planning. The specific objectives are– 1) To examine whether gender difference has any impact on impulse buying. 2) To examine whether emotions, inter-personal influence and self-control substantially influence impulsive behaviour.