Abstract

Impulsive buying is one of most researched area in consumer research recently, managers are putting every effort to understand the factors and formulate strategies to sell more and more on impulse. The main purpose of this study is to understand and predict the impact of cultural values and life styles on impulse buying behavior of customers. Survey methodology has been used to collect the data by adopting convenient sampling technique. An empirical method with appropriate statistical tests has been used to analyze the collected data. The T-test indicates that gender role is the only one variable of cultural values and life style of customers where significant difference exists between male and female customers while making impulse buying behavior. Correlation test is used to analyze the relationship among the variables of cultural values and life style; the results suggest that there exists significant relation among all the variables of cultural values and life styles. The results also suggest that impulse buying behavior is predicted by security, life satisfaction, gender role, financial satisfaction, in group contact and life style variables of cultural values and lifestyles of consumers.

Keywords : Cultural factors, Group contacts, Impulsive buying, Consumer behaviour, Buying Decision, individualism, gender role, life style variables.