A study on the factors promote impulse buying on ready to wear garments at Thanajvur
Keywords:
impulse buying, personal factors, store environment, promotional factors, situational factorsAbstract
The aim of the study is to determine the factors that promote the impulse buying among the customers on ready to wear garments.. The internal and external factors considered for the study were personal factors, economic factors, promotional factors and situational factors. The respondents were randomly selected from the customers in the textile malls at Thanajvur. A structured questionnaire was framed to collect the opinion of the respondents. The questionnaire consists of personal profile of the customers and questions regarding the factors taken for the study. The collected responses were analyzed with statistical tools such as descriptive statistics, ANOVA, regression and chi square test. The income and promotional factors have strong influence over the impulse buying of the customers. Other factors such as personal factors, situational factors, and store environment have minimum impact over the impulse buying of the customers. Based on the study suggestions were given to the textile showrooms regarding the improvement of promotional factors.
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