A Project Report

On

“STUDY OF IMPULSE BUYING BEHAVIOUR OF PEOPLE

LIVING IN RURAL AREAS”

Submitted

In partial fulfillment of the requirement for the award of degree of

Masters of Business Administration

At
HIMACHAL PRADESH UNIVERSITY BUSINESS SCHOOL
SUMMERHILL, SHIMLA
(SESSION: 2016-2018)

Project
Dr. ShyamGuide:
Lal Kaushal Aditya
Submitted
Sharma MBA 4by:
R.no-3198(3430) Sem (B)t ih
 CERTIFICATE FROM THE GUIDE

This is to certif y thatMr. Aditya Sharma S/o Ajay Sharma, Exam Roll No-3198
, of the
session 2016-2018 has completed project“STUDY report OF IMPULSE BUYING
BEHAVIOUR OF PEOPLE LIVING IN RURALunder AREAS”
my supervision. I
recommend the same for evaluation.
I wish him all success in life.

Dr. S.L KAUSHAL

Director (HPUBS)

ii
 DECLARATION

I, ADITYA SHARMA, S/o Ajay Sharma, Exam Roll aNo.-3198 bonafide student of
“STUDY
MBA, hereby declare that this project report entitled OF IMPULSE BUYING
BEHAVIOUR OF PEOPLE LIVING IN RURALis AREAS” the record of authentic
work carried out by me and has not been submitted to any other
University or degree
award of any Institute/ diploma
for the etc.

Aditya Sharma
Roll No. 3198

iii
 PREFACE
The aim of this study is to know
the behaviour of people living in rural
during
areas
an
impulse buying and to know about the role of retailer in shaping
the consumer to buy a
particular product. Rural market is changing rapidly due to increasing
disposable income and
awareness level of consumers. Development of infrastructure,
educational institutions has led
to this change as education increases the awareness level of
consumers and infrastructure
leads to the faster exchange of information. The questionnaire was
derived from previous
studies and was filled by consumers of maranda, rajpur, thakurdwara,
baijnath and paprola
town people using convenience sampling. Descriptive test was
applied and means are
compared. The results indicated that the rural consumer have
started preferring brands in
impulsive situation or in case of impulse goods because of trust
factor, quality, ego needs,
rising awareness which results in leaving retailer with ver y less
power to persuade a
consumer. So, the future belongs to the companies who work on their
brand image. There is a
strong need for further research on this topic as the sample size is small
and collected from 5
towns.

iv
 ACKNOWLEDGEMENT

At the outset, I would like to extend a hearty gratitude to the

Almighty God who
bestowed me the potential and ability to make this project report
possible.
I am highly grateful to Dr. Shyam Lal Kaushal (Director-Himachal
Pradesh
University Business School, Shimla) for providing me the
opportunity to complete this
project work under his guidance. This project work has been a
collective effort of several
individuals. It is therefor e my foremost duty to acknowledge their
efforts that helped me to
complete my project.

I express my gratitude to all faculty members of Himachal

Pradesh University
Business School for their intellectual support throughout the course of
this work.
I owe entire responsibility for all the errors and omissions.

( ADITYA SHARMA)

v
 TABLE OF CONTENTS

CHAPTER NO. CHAPTER TITLE PAGENO.

1. Introduction 1-5

1.1 Impulse
1.2 Impulse Buying
1.3 Types Of Impulse Buying
1.4 Types Of Buyers
1.5 Branding
1.6 Types Of Branding

2. Review of literature 6-10

2.1 What is impulse buying

2.2 Hedonic and utilitarian behaviour

2.3 Normative evaluations of impulse buying

2.4 Lifestyle traits

2.5 Price and promotional factors

2.6 Product related factors

2.7 In store environment and retailer’s influence

2.8 Branding, packaging and labeling

3. Research Methodology 11-13

3.1 Research problem identification

3.2 Research objectives
3.3 Research Design
3.4 Variables
3.5
sample
3.6
3.7 Scope
Limitations
Scale,
size.
ofdata
the
defined
ofstudy
collection,
the study sampling process & vi
4. Analysis and interpretation of impulse buying 14-40
behavior of people living in rural areas

4.1 Descriptive Analysis

4.2 Analysis on the basis of questionnaire
4.3 Descriptive statistics
4.4 Age wise analysis of all variables
4.5 Education wise analysis of all the variables
4.6 Occupation wise analysis of all variables

5. Findings 41-42

6. Conclusions and future implications 43

References 44

Annexure 45-46

vii
 LIST OF TABLES

Table
1:Ag
Table
eTable
...... 3:
2:Oc
........
cupat
Gender4: Education
Table .........................................................................................................................
........
ion ..
.............
Table 16
5: promotional
........
.............
factor
Table 6: .......................
Normative
........
.............
.................................
Evaluation
Table ............
7: Suggestive
........
.............
.................................
...............................
Impulse .................
Table 8: Pure
........
.............
.................. 17
...............................
Impulse
Table .......
9: Reminded
........
.............
...........................
...............................
.....................
Impulse.................
Table 10: Hedonic Behavior .......................................................................................................... 22
........
.............
18
.......................... 19
.....................
..............................
Table 11: Desire as a factor of Impulse
........
.............
.....................
..............................
Buying
Table 12:.................................................
Retailer’s
........
.............
.....................
..............................
...........................
role 23 towards
................................
Table 13: perception
15
.....................
21
...............................
retailers
Table 14:................................
........ Friends
.... 20
...............................
..............................................
........
Influence
Table ...........of
15: Impact
..........................
............
........ 25
............................
Advertisement
Table 16: Impact...... 24of emotional
........
............................
...............................
advertisement
Table 17: Descriptive .........................
.....
........
............................
...............................
................................................
Analysis ...................
Table 18:Age wise Analysis of all
13
.....
............ 26
...........................
...... 28
..................................
variables
Table ......................................
19: Education wise Analysis of all
14
27
..................................
........................................... 33
variables
Table 20: .................................................
Occupation wise analysis of all the variables
.............................................................. 379
.....….. 291 346
....................

viii
 LIST OF FIGURES
Figure 1:
Age
Figure...... 2:
..............
Occupati
Figure 3:
..............
on .........
Gender
Figure 4:.
..............
..............
Educatio
Figure 5: Promotional
..............
n..............
...........
Factor.........................
Figure 6: Normative
..............
..............
...................................
Evaluation
Figure ..............
7: Suggestive
..............
..............
...................................
................................
Impulse
Figure 8:...................
Pure
..............
..............
.......... 17
................................
.................................
Impulse
Figure 9:.........
Reminded
..............
..............
......................
impulse
Figure 10: 18
.................................
.......................
..................
Hedonic
...........
..............
................... 19 as a factor of impulse............................................................................
.......................
................................
Behavior
.......... 11:...............
Figure
13
.............. Desire buying 23
.......................
................................
...............................
Figure 12: Retailer’s
14
...........
..............
.......................
Figure 21
...............................
role .........................
13: Perception towards
15
..........
............. 20
...........................
.................................
retailers
Figure 14:..................................
Friend’s
16
22
.................................
................................................
influence
Figure .............of Advertisement
15: Impact .............................................................................................. 27
....................
....... 24
2516: Impact of emotional
..............................
Figure
..............................
advertisement ..........................
..............................
..................................................
...26
28

ix
 CHAPTER-1

INTRODUCTION

Today, growing infrastructure in rural areas like schools, roads,

hospitals, small industries
has led to the development of these areas but has this development
impacted on consumer
buying behavior? More and more researchers are trying to access
this impact on rural
consumer’s behavior but this becomes more complex in the cases
where the buying decision
process is not followed. i.e. impulse buying. Impulse buying is in
itself a complex
phenomenon. Here our aim is not to define the factors affecting impulse
buying behavior but
to define the impact of branding on such impulse buying behavior
factors on rural
consumers.

1.1 IMPULSE:

Goldenson 1984, defined impulse as a strong, sometimes

irresistible urge: “a sudden
inclination to act without deliberation”. Wolman in 1973 suggested that
impulses are of two
types: biological and psychological and added that it is not consciously
planned, but arises
immediately upon confrontation with a certain stimulus. The
triggering of a psychological
impulse occurs suddenly and spontaneously and after that an impulse
encourages immediate
action. But our problem is to understand the impulse buying behavior.

1.2 IMPULSE BUYING:

According to Dennis w. rook in his journal “the Buying Impulse” said

that Impulse buying
occurs when a consumer experiences a sudden, often powerful and
persistent urge to buy
something
Bayley Rook
hedonically
prevents
While immediately.
spontaneously,
and
fromcomplex
Nancarrow
and
thoughtful It(1998)
is also
unreflectively,
Fisher
buyingand
(1995) hedonically
behavior
deliberate
quickly
defined
defined
and complex
inconsideration
which
impulse
kinetically,
impulse and
thebuying
buying
rapidity
Hodge
of may
alternative
behavior
trait
of
(2004)
anas aas
stimulate
impulse
information
tendency
suggested emotional
a sudden,decision
to
that conflict.
compelling,
and
buy
impulse
choices.
process 1
purchases are unplanned, decided "on the spot". So, in the impulse
buying consumer doesn’t
follow the buying decision model but show a behavior which is difficult
to understand but is
this behavior shown in some product categories or in all the product
categories or consumer
show behavior according to the situation he is in? According to David T.
Kollat and Ronald
P. Willett in “Is impulse purchasing really a useful concept in marketing
decision?” said that
Unplanned or impulse purchasing is not confined to any product
or retail setting. The
phenomenon has been used to describe purchases of products as
durable goods, jewelry,
wearing apparel, furniture, drugs and toiletries and grocery products.
Moreover , the behavior
has been found to occur in retail settings as drugstores, supermarkets,
department stores, and
variety and specialty stores including gift shops, book, auto
supply, lumber and furniture
stores. So, it is not confined to any particular product category, it can be
seen in any product
category and in any retail setting. But the question is, do really people
do impulse buying?
An interesting finding claimed that about 70 per cent of all purchasing
decisions are made at
the point of purchase(POP) (Heilman et al., 2002), with impulse
purchases emerging as an
important factor in describing the substantial volume of goods that are
being sold across a
wide range of product categories (Cobb and Hoyer, 1986; Rook and
Fisher, 1995; Weinberg
and Gottwald, 1982; Zhou and Wong, 2003).This means
consumers are inclining mor e
towards impulse buying than traditional buying decision model but the
real problem lies here
that how the companies deal with this? Do their brand image plays any
role in attracting a
customer during an impulse buying?

1.3 TYPES OF IMPULSE BUYING:

David T. Kollat and Ronald P. Willett described that there is nothing

like impulse buying,
actually there are four types of unplanned purchases:

(1) Pure impulse- It is a type of escape purchase which breaks a normal

buying
(2)
any
(3) pattern.
Reminder
Suggestion
other information
impulse-
impulse-
and
It occurs
It
remembers
occurs
when
when
that
a purchaser
there
shopper
is a sees
need
sees an
of
a particular
item
product
or for
recalls
item
the
visualizes
first
at home.
advertisement
time
a need
and
for it.or 2
(4) Planned impulse- It’s purchasing takes place when the shopper
makes specific purchase
decisions on the basis of price specials, coupon offers.

1.4 TYPES OF BUYERS:

Cobb and Hoyer (1986) identified the three types of shoppers –

planners, partial planners and
impulse buyers. Impulse buyers neither have intentions of purchasing
any product category
nor any brand whereas partially planned buyers have intentions to buy a
product category but
they do not decide of the brand prior to purchasing. Planned
purchasers have specific
intentions of purchasing both product category and brand. But do the
positioning of brand or
its value has no impact on consumer during an unplanned purchase?
Before analyzing the
impact of branding, we should know about the brand.

1.5 BRANDING:

The American Marketing Association defines a brand as a name,

term, sign, symbol, or
design, or a combination of these, intended to identify the goods or
services of one seller or
group of sellers and to differentiate them from those of competitors. It is
essentially a seller’s
promise to deliver a specific set of features, benefits, and services
consistently to the buyers.
It actually conveys a warranty to quality. Every brand has its
unique values, culture, and
personality with which customer associates and it is the true essence of
brand. The process of
making brand is known as branding. Branding is a wide term which
deals with phenomenon
like brand elements, brand positioning, brand relationships, brand
metrics, brand extensions
and brand management over time. Companies are regularly striving to
position their brand in
the minds of customer or trying to equate with consumer lifestyle so
that it can evoke the
same feelings which a consumer want to express. As brands convey
some feeling, values so
the consumer tend to form some kind of relationships with brands. So,
the companies
are trying
loyal to their today
to build
company.
that relationship
In issues like
through
brand extensions
their brand brands
values extend
so that to
the
customers
different
price levels
quality
remain
so that
or their market expands. 3
1.6 TYPES OF BRANDING

Cause Branding – In this company associate itself with a gr eater

cause of society so that
potential customers can relate to their personal goals or in line with their
values. This can be
a percentage contribution of company sales to charitable organizations
or donations to nature
and wildlife preservation councils.

Co-Branding – In this two or more well-known brands ar e combined in

an offer. Both brand
sponsor expects that the other brand name will strengthen preference
or purchase intention.
In the case of co-packaged products, each brand hopes that it might be
accepted by a new
audience by associating with the other brand.

Individual branding- here company gives individual brand names

to individual products.
Here company tries to keep away its reputation from the product
so that if product fails,
company’s reputation is saved.

Umbrella branding or blanket family branding- here every product is

introduced under the
company’s name.

Separate product line branding – here separate family name is given to

separate products.
Company trade name with individual product – here company name is
associated with every
product name so that individual product name helps in individualizing
each product.
1.7 RURAL

As this study focuses on the rural people so it’s important to define the
word rural. Actually,
Rural is not a place or area but it is a mindset of people who stick to
their culture, traditions.
It can be defined as the group of people who are traditional in look,
rooted to grass & resist
changes. According to census rural area is that area where:

1. Where 75% of population is engaged in the agriculture.

2. Area
3.
4. Population
Minimum
should
population
density
not be is
under
under
should
municipal
400
notpersons/sq.km.
be more
committee.
than 5000. 4
 CHAPTER-2

REVIEW OF LITERATURE

Many researchers have tried to describe the impulse buying behavior.

In the initial phase,
these researches ranged from defining impulse buying behavior to
classifying it into one of
several sub-categories and suggested that this shopping behavior was
more emotional than
rational, making that to be often perceived as "bad" (Rook, 1987).
Most of the researchers
described it as unplanned purchase which consumer does after
entering a retail setting.
According to Dennis W. Rook in “The buying impulse” the Extensive
research on impulse
buying began in the early 1950s and was done to investigate those
purchase decisions that ar e
made after the consumer enters a retail environment. Many studies
investigated the
frequencies of unplanned "impulse" buying across various product
categories (Applebaum
1951; Clover 1950; Katon and Mueller 1955; West 1951), and in
different retail settings
(Clover 1950; Consumer Buying Habits Studies 1965).

2.1 WHAT IS IMPULSE BUYING?

Impulse buying behavior is sudden, compelling, not preplanned,

hedonically multifaceted
behavior in which rapidity of an impulse decision process prevents
thoughtful and purposeful
consideration of alternative information and choices (Bailey & Buying
Nancarrow, 1998).
impulses are mostly forceful and urgent; contemplative purchasing
is less urgent and
forceful. Also, impulse buying is a fast experience. Grabbing a
product will be more, than
choosing one in impulse buying. It is more spontaneous than
cautious. A buying impulse
disrupts the consumer's behavior stream, but in contemplative
purchase consumer is more
likely to be a part of one's regular routine. It is more emotional than
rational, and is perceived
morefocused
when
was
impulse
range, as
frequently"bad"
buying
besides than
purchases
(Cobb "good."
onimpulsively
trying
small
and
have
range Finally,
toHoyer,
been
understand
than thewhy
ofreported
products
in
1986;
case consumer
among
Rook,
of
which eisgenerally
more
contemplative
customers
a1987;
arwide Rookelikely
variety to
ar purchases.
and
carr feel
of products
ying
Fisher,
free
out or aout-of-control
Initially
inexpensive
and
1995).
in
impulse
Now
impulse
broad
but
purchases
days,
price
inbuying
recentso
times, 5
Shopping has become a major leisure and lifestyle activity (Bayley and
Nancarrow, 1998).
Consumers are subjected to stimuli in many forms which triggers
impulse purchases without
planning and analysis of actual needs (Silvera et al., 2008; Zhang et al.,
2007). This trigger
involves a sudden, spontaneous and irresistible urge to buy
(Shoham and Brencic, 2003,
Wood, 2005; Zhang et al., 2007; Zhou and Wong, 2003). Impulse
buying can be because of
no. of factors, How a person’s mind thinks, understands and interprets
inf ormation, stimuli
can also lead to unplanned buying behavior, little or no cognitive
deliberation, and no future
concern (Youn, 2000). According to “f actors prompting impulse buying
behavior: shoppers
in Dubai” the traits of consumers as well as the opinions of others
influence impulse buying
behavior. Hausman (2000) found that consumers carry out impulse
purchases to fulfill their
self-esteem and self-actualization needs and it is a lifestyle trait.
Buying stimuli such as
products, in store environments also triggers impulse buying behavior
and hedonic shopping
motives of a consumer.

2.2 HEDONIC AND UTILITARIAN BEHAVIOR

Utilitarian consumer behavior can be defined as “The task oriented

behavior in which
consumers follows rational approach and does objective evaluation
to bring efficiency in
purchase, this experience may not provide fun, joy and playfulness”
(Babin et al., 1994) but
in hedonic concept of purchasing experience, emotions of
consumer are involved with
product e.g. joy, fun, fantasy, playfulness etc.

Often, consumers involve in impulse buying behavior whenever

they experience a strong
urge to buy as they are more reactive to their affective state and
less reactive to their
cognitive state (Dholakia, 2000; Rook, 1987; Youn and Faber,
2000). Weinberg and
Gottwald (1982) suggested that the impulse buyers demonstrate
greater feelings of
amusement, delight and joy without thinking about financial
consequences.
which so, the purchase
is unforeseen, unintended and hedonically motivated comes
into the buying
impulse dominion
behavior.
of 6
2.3 NORMATIVE EVALUATIONS OF IMPULSE BUYING

Shoppers also experience negative consequences as a result of

impulse buying. In a study
conducted by Rook (1987), about 80 percent of respondents pointed
out that their impulse
purchases had led to some negative consequences as it involved
consumer acts without
thinking of any financial consequences. So, normative evaluations are
the shopper judgments
about whether to buy or not in a specific situation which can be because
of negative views
about impulse buying behavior as “Risky and Useless” ( Rook &
Fisher,1995, p.306). After
shopping on impulse purchaser might feel guilt, embarrassment as it
was unnecessarily to
spend money (Dittmar & Drury, 2000).

2.4 LIFESTYLE TRAIT

Hausman (2000) found that consumers carr y out impulse purchases to

fulfill their self-esteem
and self-actualization needs and it is a lifestyle tr ait. Many of impulse
behavior occurs when
consumers find synchronicity to their personality. According to
(Dennis W. Rook), it is
useful to consider consumer impulsivity as a lifestyle trait. The
impulse objects are
interpreted to be meant personally, or even preordained for
consumers. Consumer
impulsiveness is related to various aspects of general acquisitiveness
and materialism (Belk
1982, 1984, 1985), to personality traits such as variety and
sensation seeking (Hirschman
1980; Raju 1980), and to risk aversion and parsimony.

2.5 PRICE AND PROMOTIONAL FACTOR

Unexpectedly low price can make consumers f eel that they are
spending less than they
originally planned (Stern, 1962). In stores, consumer buying behavior is
majorly triggered by
store promotional activities (Gilbert & Jackaria, 2002 Smith & Sinha,
2000 Diamond, 1992).
Promotional activities like the announcement of "Two for the price
attractive display an
of one", and/or showing the discount percentage may trigger an
impulse
X., et al,purchase
2007). (Zhang, 7
2.6 PRODUCT RELATED FACTORS

Stern (1962) identified nine product-related factors that might be

helpful in triggering of
impulse buying, these include; low price, marginal need for the
product/brand, mass
distribution, self-service, mass advertising, prominent store display,
short product life, small
size and ease of storage. These product related factors have helped us to
know that how the
perceived quality of the product in a consumers’ mind elevates the
mood of purchaser and
thus lead to an impulse purchase.

2.7 IN-STORE ENVIRONMENT & RETAILER’S INFLUENCE

Various studies have shown a positive impact of store atmospheric tools

like lighting, music,
colour-pattern and aroma in enhancing perceptions about product
quality (Baker et al. 2002),
strengthening brand image and positioning (Beverland et al. 2006). The
ability of salespeople
or retailer to inform and persuade the shoppers through effective
interactions influence the
purchase decisions (Grewal and Sharma, 1991). (Han et al.1991) found
that impulse buying
is influenced by the amount of interactions with a salesperson in the
store. Salespeople can
trigger shoppers to execute unexpected or impulse purchases through
the various interactions
thereby creating more desire for the purchase of a product (Hoch and
Loewenstein, 1991).

2.8 BRANDING, PACKAGING AND LABELLING

Brand is any name, sign, symbol, color term that differentiate the
product of one seller to
another. Word brand is derived from the word “brander” means “to
burn”. It is an asset of a
firm that enhances brand strategies and helps in building
positioning and equity (Keller,
1998). Most of the brands chosen by consumers for purchase are based
on impulse buying.
Packaging includes the activities of designing and producing the
container for a product. The
container is called the package, and it might include up to three levels of
like
have
purchasing
packaging
(Rettie
Self-service,
contributed
& Factors
material. Brewer,
acts
at aassale
acustomer
to
2000).
“salesman”
growing
pointPeople
(Prendergast
affluence,
packaging
at the
today
shelf
company
have
&need.
and
Pit,no
is1996).
Packaging
a&
time
source
brand
With
as of
image
they
isincreasing
one
are
andof
innovation
the
tr
communication
more
end
major
addicted
of self-service,
factors
opportunity
toand
impulse
inbranding 8
buying. So, package has to attract, promote, glamorize and improve
the worth of contents
(Stern, 1962). Now consumers are more educated and pending their
decision till last minute
or at point of purchase, this leads them to buy on impulse.
Packaging has to give more
information itself and stimulus because of self-service (Tauber, 1972).
Packaging makes the
product look good and is beneficial for both of low and high
involvement products. It acts as
a means of comparing with others products and provides guidelines on
how to use product.
Packaging performs dual functions i.e. logistics and as marketing.
Logistics protects product
from damages, but in marketing it communicates message about
attributes. If it conveys
message effectively, consumer perceive it as good quality product, if
it fails to do so, the
consumer per ceive it as a low quality and will be reluctant to
purchase. Ther e are few
package elements that effect purchase decision of consumer
(Visual and Informational).
Visuals contain graphics, shape, size, and lies in affective or cognitive
decision making.

9
 CHAPTER-3

RESEARCH METHODOLOGY

3.1 RESEARCH PROBLEM IDENTIFICATION:

Does branding motivate the individual to buy a particular brand of

impulses?
Do rural customers take retailer’s recommendation in an impulse
situation?
Do individual buys an impulse good by WOM (Word Of Mouth) or
through product’s
brand?
What type of advertisement strategy can be used to persuade rural
people to go for a
particular brand in an impulse situation?

3.2 RESEARCH OBJECTIVES:

To analyze the impact of branding on Ruralities during impulse

behavior.
To examine about the role of retailer in persuading a consumer.
To make suggestions to the companies about advertisement
strategies to persuade
Ruralities impulse behavior.

3.3 RESEARCH DESIGN:

The research involves both Descriptive and Explorator y design phase

as first phase involved
the investigation of secondary data through previous research papers
and personal interaction
with professor of HPUBS. It resulted in describing the variables
and generation of
questionnaire. The second phase was conclusive (descriptive) in nature
as it involved data
collection from respondents. The study is further done through single
cross-sectional design
which involves observation of some subset of a population of items, all
at the same time.
10
3.4 VARIABLES DEFINED :

Review of literature provided the variables of impulse buying which are used in
constructing
the questionnaire e.g. hedonic behavior, normative evaluation,
lifestyle trait, desire,
suggestion by retailer, synchronicity (feeling of need), spontaneous urge
etc.

3.5 SCALE, DATA COLLECTION, SAMPLING PROCESS &

SAMPLE SIZE.
SCALE – Five-point Likert scale was used in which 1 represents
‘strongly disagree’ and 5
represents ‘strongly agree’.

SAMPLE SIZE – Sample size is 157

RESPONSE RATE – 170 people were approached from which 157

responded.
POPULATION DEFINED – Population of interest was the people
of maranda, rajpur,
thakurdwara, baijnath and paprola town as these are rural areas.

SAMPLING TECHNIQUE – Non probability sampling technique

was used. More
specifically, convenience sampling and judgmental sampling was used.

METHOD OF DATA COLLECTION- Both door to door interview

and mall intercept
interview method was used to approach shoppers.

3.6 SCOPE OF STUDY:

The sample size is limited, so as to give the accurate information

regarding Customer
Satisfaction.
The scope is very limited, because attitude and expectations of
people change
according
The study to
Consistency timelacking
is was and situation.
restricted to Kangra
with regards
district
to of
theHimachal
infor mation
Pradesh
givenand
by that
few
to among 157
respondents.
customers. 11
The study is restricted to certain area, so it could not give whole
picture about Himachal
Pradesh or India.

3.7 LIMITATIONS OF STUDY

This study is subject to following limitations:

Measurement instrument bias error as reliability of questionnaire was

not checked.
Response bias error.

Convenience sampling is used.

The study is restricted to people of maranda, rajpur, thakurdwara,

baijnath and
paprola only.

Small sample size of 157 can be a limitation .

12
 CHAPTER-4

ANALYSIS AND INTERPRETATION OF IMPULSE

BUYING
BEHAVIOUR OF PEOPLE LIVING IN RURAL AREAS

4.1 DISCRIPTIVE ANALYSIS :

4.1.1 Age analysis :

Frequency Percent

Valid 10-20 26 16.6

20-30 58 36.9

30-40 29 18.5

40-50 24 15.3

50& above 20 12.7

Total 157 100.0

Table 1: Age

40-50 areage
(N=58), 15.3%
group
(N=24)
10-20 and
are 16.6%
those in(N=26),
age group
age50
group
& above
30-40are
are12.7%
18.5%
INTERPRETATION
(N=29),age
(N=20)
population.
of sample
group : age group 20-30 is maximum in sample population with 36.9
Figure 1: Age 13
4.1.2 Occupation analysis:

Frequency Percent

Valid agriculturist 9 5.7

service 50 31.8

self- employed 29 18.5

house wife 34 21.7

student 35 22.3

Total 157 100.0

Table 2: Occupation

Figure 2: Occupation

INTERPRETATION
comprises
students of: 18.5%
People22.3%
comprises with service
(N=29)(N=35) asofoccupation
and 21.7% sample
(N=34) are maximum
population.
respectively ofwith 31.8% (N=50),
Self-employed
sample
and House wives
population
agriculturists
andare 5.7% (N=9). 14
4.1.3 Gender Analysis:

Frequency Percent

Valid Male 89 56.7

Female 68 43.3

Total 157 100.0

Table 3: Gender

INTERPRETATION:
comprises of 43.3%
Males comprises
(N=68) of of
sample Figure 3: of
56.7%population.
(N=89) Gender
sample population and females
15
4.1.4 Education analysis:

Frequency Percent

Valid illiterate 3 1.9

10th 19 12.1

12th 30 19.1

graduate 49 31.2

post graduate & above 56 35.7

Total 157 100.0

Table 4: Education

Figure 4: Education
INTERPRETATION:
sample
10th withpopulation
12.1% (N=19)
while
Postand
graduates
graduates
illiterate
and
arear31.2%
above
e 1.9%are
(N=49)
(N=3)
maximum
of
andsample
those
with
with
of
population.
35.7%
12
19.1%
th(N=56)
(N=30),
of
16
 Analysis on the basis of questionnaire :

1. I have an strong spontaneous urge to buy when get to know that

branded product
is on sale rather than any other unknow n product

Frequency Percent

Valid strongly disagree 5 3.2

disagree 20 12.7

neutral 47 29.9

agree 56 35.7

strongly agree 29 18.5

Total 157 100.0

Table 5: promotional factor

INTERPRETATION
have spontaneous
: 35.7%
urge(N=56)
to buy of
when
the branded
population
Figure product
agreesiswith
5: Promotional on sale.
the statement that they
Factor 17
 2. When I have an emotional conflict in my mind about the future
consequences
particular of good, i go with brand rather retailer recommendation
impulse

Frequency Percent

Valid strongly disagree 7 4.5

disagree 22 14.0

nuetral 33 21.0

agree 63 40.1

strongly agree 32 20.4

Total 157 100.0

Table 6: Normative Evaluation

Figure 6: Normative Evaluation

INTERPRETATION
fact that they:prefer
40.1%brands
are agree
when(N=63)
they have
and 20.4%
emotional
(N=32)
conflict
are strongly
in mind.agree to the
18
 3. I prefer retailer recommendation when i want to try a new impulse good
than going
for brand .

Frequency Percent

Valid strongly disagree 14 8.9

disagree 24 15.3

neutral 40 25.5

agree 61 38.9

strongly agree 18 11.5

Total 157 100.0

Table 7: Suggestive Impulse

INTERPRETATION
says that they :go
when
withgoing
the retailer
for a new
recommendation.
product,
Figure 38.9% (N=61)
7: Suggestive Impulseof sample population
19
 4. I prefer brands when i have spontaneous urge to buy

Frequency Percent

Valid strongly disagree 18 11.5

disagree 18 11.5

nuetral 30 19.1

agree 48 30.6

strongly agree 43 27.4

Total 157 100.0

Table 8: Pure Impulse

Figure 8: Pure Impulse

the fact that they go with brand when they have spontaneous urge to buy
INTERPREATION
while
(N=30) 19.1%
are neutral
: 30.6%and
(N=48)
11.5%people
(N=18)agree
are also
and 27.4%
disagree
(N=43)
with it.
are str ongly agree 20
to
 5. If i get reminded of a need by seeing an impulse good in retailer shop, i
buy it
without seeing its brand or whichever is available with retailer.

Frequency Percent

Valid strongly disagree 20 12.7

disagree 32 20.4

nuetral 41 26.1

agree 50 31.8

strongly agree 14 8.9

Total 157 100.0

Table 9: Reminded Impulse

Figure 9: Reminded impulse

withstrongly
are retailer’s
agree
recommendation
to the fact thatbut
if they
12.7%realize
(N=20)of aare
need
strongly
insidedisagree
a retail
INTERPRETATION:
outlet,
and
disagree
20.4%
they
to (N=32)
this
would
statement.
31.8%
go (N=50) of the sample population is agree and 8.9% (N=14) 21
 6. I prefer brands when i tend to buy for excitement, joy, emotional .
satisfaction

Frequency Percent

Valid strongly disagree 7 4.5

disagree 26 16.6

Neutral 28 17.8

Agree 44 28.0

strongly agree 52 33.1

Total 157 100.0

Table 10: Hedonic Behavior

INTERPRETATION:
statement which
33.1%
means
(N=52)
they are
go with
strongly
brands
Figure agree
10: in case
and 28.0%
Hedonic ofBehavior
hedonic
(N=44)
buying.
are agree to this
22
 7. If an impulse good lying on retailer's shelf creates desire in me to buy it
then i don’t
see its brand, i just buy it.

Frequency Percent

Valid strongly disagree 13 8.3

disagree 24 15.3

nuetral 37 23.6

agree 58 36.9

strongly agree 25 15.9

Total 157 100.0

Table 11: Desire as a factor of Impulse Buying

Figure 11: Desire as a factor of impulse buying

strongly agree with statement that they can go for any brand, if that
INTERPRETATION:
product
them. creates desire
36.9%in (N=50) of people agrees and 15.9% (N=25) of people are
23
 8. Whenever i have to choose between the different brands of an impulse
good or low
cost good. i go with retailer's recommendation

Frequency Percent

Valid strongly disagree 14 8.9

disagree 36 22.9

neutral 45 28.7

agree 49 31.2

strongly agree 13 8.3

Total 157 100.0

Table 12: Retailer’s role

Figure 12: Retailer’s role

which means they22.9%

INTERPRETATION: don’t take retailer’s
(N=36) suggestion
of sample whendisagrees
population they have to the statement
with
choose between
different brands. the 24
 9. Retailer's always have better knowledge so, i take whichever brand
he gives rather
than a particular brand in case of impulse goods.

Frequency Percent

Valid strongly disagree 17 10.8

disagree 37 23.6

neutral 36 22.9

agree 51 32.5

strongly agree 16 10.2

Total 157 100.0

Table 13: perception towards retailers

Figure 13: Perception towards retailers

suggestions. While 32.5% (N=51) people think that retailer would give
INTERPRETATION
them
suggestions.
true : 23.6% (N=35) people don’t think that retailer would give them true
25
 10. I value my friend's recommendation rather than a brand in case of
impulse goods

Frequency Percent

Valid strongly disagree 7 4.5

disagree 17 10.8

neutral 38 24.2

agree 58 36.9

strongly agree 37 23.6

Total 157 100.0

Table 14: Friends Influence

Figure 14: Friend’s influence

INTERPRETATION
: 36.9% (N=58) are agree with statement i.e. they would go with their
friend’s suggestion rather than with brand in case of impulse goods. 26
 11. I tend to buy that impulse good more whose advertisement i have seen

Frequency Percent

Valid strongly disagree 10 6.4

disagree 27 17.2

nuetral 31 19.7

agree 53 33.8

strongly agree 36 22.9

Total 157 100.0

Table 15: Impact of Advertisement

the statement which states that I buy that good more whose
INTERPRETATION:
advertisement
17.2% (N=27) Iare
33.8%
have
also
seen
(N=53)
disagreeFigure
but are
with
agree15:and
it. Impact of Advertisement
22.9% (N=36) are strongly agree with
27
 12. I prefer that brand of impulse goods with which I am emotionally .
connected
Frequency Percent

Valid strongly disagree 7 4.5

disagree 25 15.9

neutral 41 26.1

agree 36 22.9

strongly agree 48 30.6

Total 157 100.0

Table 16: Impact of emotional advertisement

Figure 16: Impact of emotional advertisement

and the 22.9% (N=36) of population agrees with it, but 15.9% (N=25)
INTERPRETATION:
disagree. 30.6% (N=48) of sample population strongly agrees with statement
28
 Descriptive Statistics
N Minimum Maximum Mean Std. Deviation

1.) I prefer brands when i have

spontaneous urge to buy. 157 1 5 3.51 1.314
2.) I prefer brands when i tend
to buy for excitement, joy, 157 1 5 3.69 1.219
emotional satisfaction.
3.) I prefer retailer
recommendation when i
157 1 5 3.29 1.133
want to try a new impulse
good than going for brand.
4.) If i get reminded of a need
by seeing an impulse good
in retailer shop, i buy it
157 1 5 3.04 1.182
without seeing its brand or
whichever is available with
retailer.
5.) when I have an emotional
conflict in my mind about
the future consequences of
157 1 5 3.58 1.099
particular impulse good, i
go with brand rather
retailer recommendation
6.) If an impulse good lying on
retailer's shelf creates
desire in me to buy it then i 157 1 5 3.37 1.167
don’t see its brand, i just
buy it.
7.) I have an strong
spontaneous urge to buy
when get to know that
157 1 5 3.54 1.035
branded product is on sale
rather than any other 29
unknown product
8.) Whenever i have to choose
between the different
brands of an impulse good
or low cost good. i go with 157 1 5 3.07 1.110

retailer's recommendation

9.) Retailer's always have

betterr knowledge so, i take
whichever brand he gives
rather than a particular 157 1 5 3.08 1.185

brand in case of impulse

goods.

10.) I value my friend's

recommendation rather
157 1 5 3.64 1.092
than a brand in case of
impulse goods.

11.) I tend to buy that impulse

good more whose 157 1 5 3.50 1.202
advertisement i have seen

12.) I prefer that brand of

impulse goods with which I
am emotionalyy connected. 157 1 5 3.59 1.203

Valid N (listwise) 157

Table 17: Descriptive Analysis

INTERPRETATION
: Reminded impulse factor has mean score 3.04, perception towards
retailer has mean score 3.08, retailer’s role has mean score 3.07, which
means consumers are
reluctant to take suggestions from retailers.
30
 AGE WISE ANALYSIS OF ALL VARIABLES

age

10-20 20-30 30-40 40-50 50& above Total

Mean N Mean N Mean N Mean N Mean nnnnn Mean N

1.) I prefer brands when i

have spontaneous urge to 3.69 26 3.38 58 3.93 29 3.92 24 2.55 20 3.51 157
buy.
2.) I prefer brands when i
tend to buy for excitement, 3.69 26 3.72 58 3.93 29 3.79 24 3.10 20 3.69 157
joy, emotional satisfaction.
3.) I prefer retailer
recommendation when i
2.73 26 3.45 58 3.41 29 3.00 24 3.70 20 3.29 157
want to try a new impulse
good than going for brand.
4.) If i get reminded of a
need by seeing an impulse
good in retailer shop, I buy
2.54 26 3.12 58 3.14 29 2.92 24 3.45 20 3.04 157
it without seeing its brand or
whichever is available with
retailer.
5.) when I have an
emotional conflict in my
mind about the future
consequences of particular 3.50 26 3.48 58 3.97 29 3.71 24 3.25 20 3.58 157
impulse good, i go with
brand rather retailer
recommendation
6.) If an impulse good lying
on retailer's shelf creates
desire in me to buy it then i 2.81 26 3.72 58 3.21 29 3.21 24 3.50 20 3.37 157
don’t see its brand, I just
buy
7.)I it.
spontaneous
when
branded
rather
unknown
havethan
getproduct
an
product
toany
know
urge
strong
other
istothat
onbuy
sale 3.27 26 3.62 58 3.66 29 3.63 24 3.35 20 3.54 157 31
 8.) Whenever i have to
choose between the different
brands of an impulse good 2.69 26 3.03 58 3.45 29 3.00 24 3.20 20 3.07 157
or low cost good. i go with
retailer's recommendation
9.) Retailer's always have
better knowledge so, i take
whichever brand he gives 2.92 26 3.09 58 3.24 29 2.96 24 3.15 20 3.08 157
rather than a particular brand
in case of impulse goods.
10.) I value my friend's
recommendation rather than
3.27 26 3.86 58 3.79 29 3.42 24 3.55 20 3.64 157
a brand in case of impulse
goods.
11.) I tend to buy that
impulse good more whose 3.50 26 3.41 58 3.93 29 3.46 24 3.15 20 3.50 157
advertisement i have seen
12.) I prefer that brand of
impulse goods with which I 3.65 26 3.67 58 3.41 29 3.92 24 3.15 20 3.59 157
am emotionally connected.
Table 18: Age wise Analysis of all variables

INTERPRETATION:

For Question 1: above table interprets that those between the age group
of 10-20 (mean value
3.69) and 40-50(mean value 3.93) prefer brands in case of
spontaneous urge to buy which
means while exhibiting impulse behavior, these two age groups prefer
brands.
Question 2: age group 30-40, 40-50 are slightly agree with the statement
whose mean score is
3.93, 3.79 which mean these age group shows hedonic behavior in an
impulse situation.
Question
means they3: go
agewith
group
the brands
10-20 in
disagr
caseeesof with
suggestive
this statement
impulse while
with
mean
all
response
other
score
towards
have2.73
neutral
suggestive
which impulse. 32
Question 4: age group 10-20 and 40-50 disagrees with statement with
mean score 2.94 and
2.92 which means they go with brands in case of reminded impulse
and sychronity which
means they would only take product if it is of brand they use even if
they have a need of it or
the even if it seems that product is made for them or they were actually
in need of it.
Question 5: age group 30-40 and 10-20 agrees with this statement with
mean score 3.97 and
3.50 which means whenever they feel fear, emotional conflicts,
avoiding guilt after purchases
etc. then the people of these age groups go with brands which means
these age groups lacks
trust and go with the brands in case of normative evaluation.

Question 6: here age group of 20-30 with a mean score of 3.72 says
that when a product
creates desire then they don’t see its brand which means if companies
have this age group as
their tar get audience, they can easily attract them by hypnotizable,
lovable, attractive
packaging and labeling but age group of 10-20 (mean score 2.81)
disagrees with it.
Question 7: Age group 30-40 with mean score 3.66 agree with the
statement which means
even if in impulse buying factors like promotions. These age
groups don’t go with non
branded products. This shows that they have high trust issues.

Question 8: All the age groups with total mean score 3.07 disagree with
this statement which
means retailer influence factor of impulse buying has no impact on
rural people now days.
They choose product according to their choice.

Question 9: Again, all the age groups with mean score of 3.08 disagree
with this statement as
trust factor in them is decreasing. It can be because of many reasons e.g.
many cases of fraud
etc.

Question 10: Every age group have neutral response with mean score
3.64 on this statement
which
Question
are highly
means
11:
attracted
age
theygroup
are
bynot
advertisement
30-40
sure(mean
between
score
soword
if 3.93)
theofcompanies
mouth
agreesand
with
are
brand
this
targeting
preference.
statement
this
should
group
spend
which
thenonthey
advertisements.
means they 33
Question 12: all age group have neutral response with mean score
3.59 towards this
statement which means companies can also make emotional
advertisement for impulse goods

Education wise analysis of all the variables

education

post
graduate &
illiterate 10th 12th graduate above Total

Mean N Mean N Mean N Mean N Mean N Mean N

1.) I prefer brands when i

have spontaneous urge to 3.33 3 2.89 19 3.67 30 3.63 49 3.54 56 3.51 157
buy.
2.) I prefer brands when i
tend to buy for excitement, 3.33 3 3.00 19 3.33 30 3.84 49 4.00 56 3.69 157
joy, e motional satisfaction.
3.) I prefer retailer
recommendation when i
3.00 3 3.47 19 2.77 30 3.35 49 3.46 56 3.29 157
want to try a new impulse
good than going for brand.
4.)If i get reminded of a
need by seeing an impulse
good in retailer shop, i buy
2.67 3 2.95 19 2.73 30 3.27 49 3.05 56 3.04 157
it without seeing its brand
or whichever is available
with retailer.
5.) when I have an
emotional conflict in my
mind about the future
consequences of particular 3.33 3 2.95 19 3.73 30 3.69 49 3.63 56 3.58 157
impulse good, i go with
brand rather retailer
iticreates
6.)
recommendation
lying
just
then
If buy
on
an
i desire
don’t
impulse
retailer's
it. see
in me
good
its
shelf
to
brand,
buy 3.33 3 3.53 19 2.90 30 3.63 49 3.34 56 3.37 157 34
 7.) I have an strong
spontaneous urge to buy
when get to know that
3.00 3 3.32 19 3.33 30 3.49 49 3.79 56 3.54 157
branded product is on sale
rather than any other
unknown product
8.) whenever i have to
choose between the
different brands of an
2.67 3 3.21 19 2.67 30 3.31 49 3.05 56 3.07 157
impulse good or low cost
good. i go with retailer's
recommendation
9.) Retailer's always have
better knowledge so, i take
whichever brand he gives
2.33 3 3.53 19 2.60 30 3.29 49 3.04 56 3.08 157
rather than a particular
brand in case of impulse
goods.
10.) I value my friend's
recommendation rather
2.33 3 3.32 19 3.47 30 3.80 49 3.79 56 3.64 157
than a brand in case of
impulse goods.
11.) I tend to buy that
impulse good more whose 3.00 3 3.26 19 3.90 30 3.35 49 3.52 56 3.50 157
advertisement i have seen
12.) I prefer that brand of
impulse goods with which I 2.67 3 3.37 19 3.40 30 3.53 49 3.88 56 3.59 157
am emotionally connected.

Table 18: Education wise Analysis of all variables

disagrees (mean score 2.89). This can be inter preted as the people with
INTERPRETATIONS:
Question
10
not
to satisfy
th so
10 much
their
1: Consumers
aware
ego need.
aboutagrees
with
brands
12with
and
th people
statement
are
with
(mean
aware
12 thscore
and mainly
3.67) youth
andor
people
who
belowwant
with
are
35
th
Question 2: Here also consumers
(mean
till 10 th 3.00) does not prefer brands due to
score
awareness, lifestyle etc. while people with other educational
qualification have neutral
response towards this.

Question 3: Now here people with educational qualification of 10th

(mean score 2.77) and
illiterate (mean score 3.00) disagrees with statement which means
they would go with a
brand in the case of suggestive impulse also which means they are
highly aware of brands,
highly sensitive towards quality, ego needs, lifestyle.

Question 4: Here total population disagrees with statement (mean

score 3.04) mean people
now days don’t go with any unknown brand even in case of a need, they
choose the brand
about which they are aware.

Question 5: People with educational qualifications 12 th

and ofgraduation agrees with it
(mean score 3.73) which means they go with brands in case of
emotional conflicts in mind
like fear, doubt etc.

Question 6: All consumers with different educational qualification

have neutral responses
(mean score 3.37) which means they could buy a non branded product,
if it creates desire.
Question 7: Here the people with post-graduation and above agrees
with statement (mean
score 3.79) which means they would have a spontaneous urge only
when they get to know
that branded product is on sale.

Question 8: All the groups disagree with the statement (mean score
3.07), this shows the
growing awareness about brands in consumer’s mind and the distrust on
retailer.
Question 9: Here only group with educational qualification 10 th responses (mean
have neutral
score 3.53) rest all other disagr ee with it(mean score 3.08).
Question 10:
11:All
Illiterates
the groupsdisagree
have neutral
with the
response
statement
about(mean
this statement
score
whichin
come
3.00)
background
while
means
influence
of
educational
they
12 thof
can
agrees
their friends
(mean score
(mean3.90)
scorewith
3.64)
it. 36
Question 12: Here all have neutral behavior (mean score 3.59)
which means hedonic
behavior has no concern with educational qualification.

Occupation wise analysis of all variables

occupation

agriculturis self-
t service employed house wife student Total

Mean N Mean N Mean N Mean N Mean N Mean N

1.) I prefer brands when i have

spontaneous urge to buy. 2.33 9 3.60 50 4.07 29 3.35 34 3.37 35 3.51 157

2.) I prefer brands when i tend

to buy for excitement, joy, 2.67 9 3.88 50 3.90 29 3.53 34 3.66 35 3.69 157
emotional satisfaction.
3.) I prefer retailer
recommendation when i want
3.00 9 3.52 50 3.17 29 3.12 34 3.29 35 3.29 157
to try a new impulse good
than going for brand.
4.) If i get reminded of a need
by seeing an impulse good in
retailer shop, i buy it without 2.78 9 3.18 50 3.07 29 3.06 34 2.86 35 3.04 157
seeing its brand or whichever
is available with retailer.
5.) when I have an emotional
conflict in my mind about the
future consequences of
3.11 9 3.64 50 3.52 29 3.65 34 3.60 35 3.58 157
particular impulse good, i go
with brand rather retailer
recommendation
6.)If an impulse good lying on
me
retailer's
its brand,
to buyshelf
iitjust
then
creates
buy
i don’t
it. desire
see in 2.78 9 3.52 50 3.48 29 2.97 34 3.60 35 3.37 157 37
 7.) I have an strong
spontaneous urge to buy when
get to know that branded 3.00 9 3.44 50 3.59 29 3.59 34 3.71 35 3.54 157
product is on sale rather than
any other unknown product
8.) Whenever i have to choose
between the different brands of
an impulse good or low cost 3.00 9 3.20 50 3.14 29 3.06 34 2.86 35 3.07 157
good. i go with retailer's
recommendation
9.) Retailer's always have
better knowledge so, i take
whichever brand he gives 3.44 9 3.38 50 2.93 29 2.94 34 2.80 35 3.08 157
rather than a particular brand
in case of impulse goods.
10.) I value my friend's
recommendation rather than a
2.56 9 3.76 50 3.41 29 3.68 34 3.91 35 3.64 157
brand in case of impulse
goods.
11.) I tend to buy that impulse
good more whose 3.33 9 3.56 50 3.45 29 3.44 34 3.54 35 3.50 157
advertisement i have seen
12.) I prefer that brand of
impulse goods with which I am 3.00 9 3.72 50 3.28 29 3.79 34 3.63 35 3.59 157
emotionally connected.
Table 19: Occupation wise analysis of all the variables

Question 1: Consumers with different occupations have neutral response

(mean score 3.51)
which means while exhibiting the impulse behavior they could
buy brand or any other
product.

Question 3:
2: Agriculturists
Occupation background
disagree with
has the
no relation
statement
with
with
thethe
hedonic
mean
buyingofbehavior
score3.69).
score 3.00. (mean 38
Question 4: Agriculturists and student disagrees with statement
(2.78) and (2.86) which
means they go for brand even if there is ur gent need.

Question 5: all groups disagree with the statement with mean score of
3.58.
Question 6: all groups show neutral response to this statement
(mean score 3.37) which
means they could go for non brand also in case of emotional conflict.

Question 7: only agriculturists disagr eed with this statement (mean

score 3.00) which says
they see the brand even if it creates desire.

Question 8: here, also people with service are the only group who
agrees ( mean score 3.20)
with the statement while all the other are neutral about it.

Question 9: all groups’ shows disagreement to this statement (mean

score 3.08) which means
no group goes with the retailer’s recommendation.

Question 10: agriculturists are somewhat disagreeing with it (mean

score 2.56) which means
they go with brands rather than their friends while all other are neutral
towards it.
Question 11: Again, agriculturists disagree with the statement and
all other have neutral
responses (mean score 3.33).

Question 12: all are neutral towards it which mean emotional

advertisement does not
persuade rural people (mean score 3.59).

39
 CHAPTER-5

FINDINGS

This study shows following findings which are as follows:

Preference of brands –
1. Promotions – 54.2% says they will go with brand.
2. Emotional conflict- 40.1% agrees and 20.4% strongly agrees.
3. Suggestive impulse- 38.9% goes with retailer recommendation.
Pure
4. impulse – 30.6% agrees and 27.4% strongly agrees to the fact that
they
prefer brand in case of pure impulse.
5. Reminded impulse – 31.9% says that they will go with the available
brand.
6. Hedonic behavior – 61.1% goes with brand.
7. Packaging & labeling (Desire) – 36.9% agrees and 15.9% strongly
agrees that
they will not see brand.
8. Retailer recommendation – 31.2% disagrees and 8.30% strongly
disagrees.
9. Perception of retailer- 23.60% think that he will not provide
adequate
information.
10. Friend’s influence (WOM) – 36.90% goes with friend’s rather than
brand.
Out of all the age groups, 10-20 age group prefers the brand in most of
the impulse
situation i.e. they are preferring brands in suggestive, reminded impulse.
It is mainly
due to the awareness done by companies through their
promotional activities and
satisfaction of ego need.
Age group of 30-40 & 40-50 pref ers brand due to quality, which
means when they
have doubtlevel
Education
spontaneous about
urge.quality
makes issues
This aishuge
mainly ordue
impactanyto
other
on the emotional
preferences
fact ofconflict
that they in their
consumers
have low as
mind, they
for brands.
consumers
education
awareness
different go
brands
about
background
with and what oforthese
10
belowbrands
th don’t
communicate.
prefer brands when they have 40
Consumers with education background students prefers brand in most
of situations
which can be because of the reason that most of the consumers of this
background
were youth and are highly aware about different brands.
It is evident from the fact that the rise in educational level in rural areas
are helping
companies, as consumers are becoming more and more aware about the
brands.
House wives and self-employed have shown variations from all
other groups. The
main reason for housewives preferring br ands even when it creates
desire because
that in many cases they are in buyer role and they think that they are
more r esponsible
towards their family so, they don’t trust any brand easily and prefers
quality products.
Agriculturists have shown disagreement with all the statement
preferring retailer’s
recommendation. This might be due to fact that they themselves are in
market place
and know the basic intentions of retailers which is to sell the
product which has
maximum margin.
Emotional appeal in advertisement does have more influence on buying
behavior of
rural consumer.
Advertisement has significant impact on the consumers with
educational background
of 12while
th on all other educational groups, the impact is neutral. The main
reason
can be that it is a young segment and are inf luenced easily as
compared to the
segment of higher educational background.

41
 CHAPTER-6

CONCLUSION AND FUTURE IMPLICATIONS

The study gave many hidden insights about rural consumer’s impulse
behavior. Companies
which think rural market as non-profitable should change their
perspective as this study
shows that rural consumers also prefer brands in an impulse
situation. Trust factor and
awareness level are changing the market dynamics in rural areas.
As consumers are
becoming more and more educated, they are becoming more aware
about the brands, brand
quality, brands philosophy. They have started giving importance to
the quality as their
discretionary income is rising so there is huge scope for companies with
big brand name in
rural market. Trust factor has led to preference of brands in rural market
also as trust towards
retailer’s in consumers mind is decreasing so they seldom agree with
the suggestions of the
retailer’s which give very less power to him to influence the
customer. Consumer only
accepts the suggestions of retailers at the time of suggestive impulse
which mean when they
have to try a new product. This gives a strong indication towards future
market which implies
that only companies with a brand image will survive and companies
relying on the margins
to retailers have to build brands in order to survive. The survival of
retailers will also become
difficult as the companies with big brand names do not offer large So, they should
margins.
try to win the customer’s trust and after building trust, they should
try to build their own
brand in local market so that they could sell the goods of other
manufacturer under their own
brand name. This study also shows that packaging and labeling on
impulse goods also plays a
vital role in influencing rural consumers as it creates desire in them to
buy it. Advertisement
should focus on the value provided by product rather than emotional
aspect. To enter or to
make rural people try a brand, the company should do sale promotions
as this study reveals
that consumers have a spontaneous urge to buy when the branded
product goes on sale rather
than any unknown product. 42
 REFERENCES
WEBSITES:

https://www.ama.org/publications/E-publications/Pages/ama-journal-
reader-october-
14-branding.aspx
http://dx.doi.org/10.5430/ijba.v7n1p59

RESEARCH PAPERS:

The Buying Impulse Author(s): Dennis W. Rook Source: Journal

of Consumer
Research, Vol. 14, No. 2 (Sep., 1987), pp. 189-199 Published by:
Oxford University
Press Stable URL: http://www.jstor.org/stable/2489410
Accessed: 16-03-2017 11:07
UTC
Is Impulse Purchasing Really a Useful Concept for Marketing
Decisions? Author(s):
David T. Kollat and Ronald P. Willett Source: Journal of Marketing,
Vol. 33, No. 1
(Jan., 1969), pp. 79-83 Published by: American Marketing Association
Stable URL:
http://www.jstor.org/stable/1248750 Accessed: 16-03-2017 11:05 UTC
Factors Prompting Impulse Buying Behavior: Shoppers in Dubai.
Sanjeev Prashar,
Adeshwar Raja B., V. S. Parasaran, Vijay Kumar Venna / East
Asian Journal of
Business Management 5-3 (2015) 5-15. Received: January 02, 2015.
Revised: April
15, 2015. Accepted: July 15, 2015.

43
 ANNEXURE

PART (I) - GENERAL INFORMATION

Q- Age? 10-20yrs 20-30yrs 30-40yrs 40-50yrs 50
& above.
Q- Occupation? agriculturist service self-employed house
wife student
others…………

Q- Gender? male female others.

Q- Education? illiterate 10 th 12th graduate post graduate.

PART (II)
Rate the following on 1to5 scale where (1-strongly disagree, 2-disagree,
3-nuetral, 4-agree,
5-strongly agree)
(IMPULSE GOODS- those you buy without much evaluation,
generally
price low cost
chocolates, e.g. low
candies, small packet juices etc.)
Sr.no. Questions 1 2 3 4 5
1. I prefer brands when I have spontaneous urge to buy.
2. I prefer brands when I tend to buy for excitement, joy, emotional
satisfaction.
3. I prefer retailer’s recommendations when I want to try a new
impulse good rather than going for brand.
4. If I get reminded of a need by seeing an impulse good in retailer
shop, I buy it without seeing its brand or whichever is available
with retailer.
5. When I have an emotional conflict in my mind about the future
consequences of particular impulse good, I go with brand rather
than retailer’s recommendation
6. If an impulse good lying on retailer’s shelf creates desire in me
to buy it then I don’t see its brand, I just buy it.
7. I have a strong spontaneous urge to buy if I get to know that
branded product is on sale rather than any other unknown
product is on sale.
8.
9. Whenever
10.Retailer’s
I value Iimpulse
impulse have
recommendation.
brand
goods.
of an
my
always
he to
friend’s
good
gives choose
have
or
good.
rather between
recommendation
low
better
cost
than the
knowledge
good. Iorgodifferent
a particular
review
so,
with
brand
I take brands
retailer’s
rather
in ofofan
whichever
case
than brand
impulse 44
11. I tend to buy that impulse goods mor e whose advertisement I
have seen.
12. I prefer that brand of impulse goods with which I am
emotionally connected.

45