Assignment

Journal

of

Management

Research

Vol. 13, No. 3, July–September 2013, pp. 145–154

A Study of Influence of Demographic Factors

on Consumer Impulse Buying Behavior

Abu Bashar, Irshad Ahmad and Mohammad Wasiq

Abstract

The main purpose of the paper is to determine the correlation of consumers’ demographic factors on

the impulse buying behavior with respect to a number of single impulsivity indicators and one collective

indicator. The paper consists of theoretical and research aspects. The first part encompasses theoretical

insights into the secondary research regarding impulse buying while the practical part presents the

methodology and primary research results. With respect to the subject matter, research goals as well as

previous findings and primary research results, corresponding hypotheses were set and mainly confirmed.

Inter variable correlation and regression analysis has been performed to test the hypothesis. The results

showed that demographic factors, such as the disposable income and age, are related to most impulse

buying indicators and to the impulsivity collective indicator. However, educational qualification and

gender produced marginal association with impulsive buying behavior. The paper also summarizes

research limitations as well as the work contribution and future research guidelines.

Keywords: Impulsive buying, consumer behavior, buying decision, individualism, gender, age group,

marital status, profession

INTRODUCTION

Recently, consumers have been undergoing a major

transformation from passive buyers to active

enhancers or creators of new consumption

experiences, proactively taking part in the process

of collaborative marketing. The experiential

paradigm

of

consumer

behavior

views

consumption as a holistic expression of symbolic

meanings, hedonic (emotional) responses, and

sensory pleasures (Hirschman and Holbrook, 1986;

Holbrook and Hirschman, 1982). Echoing this

Abu Bashar (Corresponding Author)

IILM Academy of Higher Learning

Greater Noida...