Volume 20 No 12 (2022)
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K.Aruna and Dr.Jublee
The concept of Impulsive buying is believed as an impromptu purchase which is distinct during the shopping experience from an internal or external trigger. Many researchers tried to explain the significance and root cause of impulse buying behavior. The focus of this article is to realize the impact of the global pandemic overconsumers impulsive buying behavior in Chennai and to inspect the factors that may influence the behavior. Since lockdown strategies have been implemented to reduce the risks of the pandemic, it had shown a contrasting sequel on the end user buying behavior. This study explores how the global pandemic crisis had affected impulse buying behavior with respect to emotional state of the consumer, positioning and characteristics of the product. To know about the relationship between the elements,interviews were conducted among the consumers to have a better insight about their shopping behavior on impulse. The data was collected through interviews from 33 respondents. The interview were recorded, transcribed and analyzed for identifying themes evolved from the study. The study revealed that the consumers invested less money ongoodsand services because of reduced public and social gatherings. Hence consumers tend to save money rather than purchasing goods or services. The consumers intention on medium of purchasing had also changed drastically from in-store purchase to online purchasing to avoid exposure and consumers follow a structured form of planned shopping to save better.The managerial issues, suggestions and implications are also discussed in the study for the future researchers. The outcome of study will be helpful for the academicians and marketers to have a better understanding of consumers shopping behavior.
Impulse, Buying, Behavior, Global Pandemic, Consumer Decision Making Process, Emotional Traits, Situational Factors
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