ABSTRACT

An impulse purchase or impulse buying is an unplanned or otherwise spontaneous purchase. Since the past two decades, millennials (Generation-Y) have become global marketers’ interest due to their spending power and high likely to engage in impulse buying behavior. This paper is an attempt to understand the consumer impulse buying behavior among the millennials at superstores in Agartala. The main objective of the research is to integrate all the possible factors with its dimensions and examine its simultaneous relationship with impulse buying behavior. The impact of various variables like discount offer, various scheme, promotional activities, retail store offer, display of product, behavior of sales person, popularity of product, influence of reference group, income level of customers and festival season, on consumer impulse buying behavior, have been analyzed. The study is based on the primary data collected with the help of structured questionnaire. Data analysis has been done using SPSS software. The statistical analysis method employed in this study is Factor Analysis. The final outcome of the study helps in understanding the factors that affect the impulse purchase or impulse buying behavior of the customers and also the stimuli that triggers impulse buying.

Keywords: Impulse buying, pricing strategies, millennials, superstores, instant gratification, stimuli.