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 Guide: Submitted by:

Dr. Shyam Lal Kaushal Aditya Sharma
MBA 4th Sem (B)
R.no-3198(3430)

i
 CERTIFICATE FROM THE GUIDE

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

Dr. S.L KAUSHAL

Director (HPUBS)

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 DECLARATION

I, ADITYA SHARMA, S/o Ajay Sharma, Exam Roll No.-3198 a bonafide student of
MBA, hereby declare that this project report entitled “STUDY OF IMPULSE BUYING
BEHAVIOUR OF PEOPLE LIVING IN RURAL AREAS” is the record of authentic
work carried out by me and has not been submitted to any other University or Institute for the
award of any degree / diploma etc.

Aditya Sharma
Roll No. 3198

iii
 PREFACE
The aim of this study is to know the behaviour of people living in rural areas during 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 very 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.

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 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 therefore 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)

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 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 defined
3.5 Scale, data collection, sampling process &
sample size.
3.6 Scope of the study
3.7 Limitations of the study

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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

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 LIST OF TABLES
Table 1:Age ................................................................................................................................... 13
Table 2:Occupation ....................................................................................................................... 14
Table 3: Gender ............................................................................................................................. 15
Table 4: Education......................................................................................................................... 16
Table 5: promotional factor ........................................................................................................... 17
Table 6: Normative Evaluation ..................................................................................................... 18
Table 7: Suggestive Impulse ......................................................................................................... 19
Table 8: Pure Impulse.................................................................................................................... 20
Table 9: Reminded Impulse........................................................................................................... 21
Table 10: Hedonic Behavior .......................................................................................................... 22
Table 11: Desire as a factor of Impulse Buying ............................................................................ 23
Table 12: Retailer’s role ................................................................................................................ 24
Table 13: perception towards retailers .......................................................................................... 25
Table 14: Friends Influence ........................................................................................................... 26
Table 15: Impact of Advertisement ............................................................................................... 27
Table 16: Impact of emotional advertisement ............................................................................... 28
Table 17: Descriptive Analysis ............................................................................................….. 291
Table 18:Age wise Analysis of all variables ................................................................................. 33
Table 19: Education wise Analysis of all variables ..................................................................... 346
Table 20: Occupation wise analysis of all the variables .............................................................. 379

viii
 LIST OF FIGURES
Figure 1: Age ................................................................................................................................. 13
Figure 2: Occupation ..................................................................................................................... 14
Figure 3: Gender ............................................................................................................................ 15
Figure 4: Education ....................................................................................................................... 16
Figure 5: Promotional Factor......................................................................................................... 17
Figure 6: Normative Evaluation .................................................................................................... 18
Figure 7: Suggestive Impulse ........................................................................................................ 19
Figure 8: Pure Impulse .................................................................................................................. 20
Figure 9: Reminded impulse ......................................................................................................... 21
Figure 10: Hedonic Behavior ........................................................................................................ 22
Figure 11: Desire as a factor of impulse buying............................................................................ 23
Figure 12: Retailer’s role ............................................................................................................... 24
Figure 13: Perception towards retailers ......................................................................................... 25
Figure 14: Friend’s influence ........................................................................................................ 26
Figure 15: Impact of Advertisement.............................................................................................. 27
Figure 16: Impact of emotional advertisement .............................................................................. 28

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 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 immediately. It is also hedonically complex and may stimulate emotional conflict.
Bayley and Nancarrow (1998) defined impulse buying behavior as a sudden, compelling,
hedonically complex buying behavior in which the rapidity of an impulse decision process
prevents from thoughtful and deliberate consideration of alternative information and choices.
While Rook and Fisher (1995) defined impulse buying trait as a tendency to buy
spontaneously, unreflectively, quickly and kinetically, Hodge (2004) suggested that impulse

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 more
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 pattern.

(2) Reminder impulse- It occurs when a purchaser sees an item or recalls advertisement or
any other information and remembers that there is a need of particular item at home.

(3) Suggestion impulse- It occurs when shopper sees a product for the first time and
visualizes a need for it.

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(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 today
are trying to build that relationship through their brand values so that the customers remain
loyal to their company. In issues like brand extensions brands extend to different quality or
price levels so that their market expands.

3
1.6 TYPES OF BRANDING

Cause Branding – In this company associate itself with a greater 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 are 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. Population density is under 400 persons/sq.km.
3. Minimum population should not be more than 5000.
4. Area should not be under municipal committee.

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 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 are
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 & Nancarrow, 1998). Buying
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
more as "bad" than "good." Finally, the consumer is more likely to feel free or out-of-control
when buying impulsively than in case of contemplative purchases. Initially impulse buying
was focused on small range of products which are generally inexpensive but in recent times,
impulse purchases have been reported among a wide variety of products and in a broad price
range, besides trying to understand why customers are carrying out impulse purchases so
frequently (Cobb and Hoyer, 1986; Rook, 1987; Rook and Fisher, 1995). Now days,

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 information, stimuli
can also lead to unplanned buying behavior, little or no cognitive deliberation, and no future
concern (Youn, 2000). According to “factors 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. so, the purchase
which is unforeseen, unintended and hedonically motivated comes into the dominion of
impulse buying behavior.

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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 carry out impulse purchases to fulfill their self-esteem
and self-actualization needs and it is a lifestyle trait. 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 feel 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 of one", and/or an
attractive display showing the discount percentage may trigger an impulse purchase (Zhang,
X., et al, 2007).

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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 material. Factors
like Self-service, customer affluence, company & brand image and innovation opportunity
have contributed to growing packaging need. Packaging is one of the major factors in
purchasing at a sale point (Prendergast & Pit, 1996). With increasing trend of self-service,
packaging acts as a “salesman” at the shelf and is a source of communication and branding
(Rettie & Brewer, 2000). People today have no time as they are more addicted to impulse

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 perceive it as a low quality and will be reluctant to purchase. There 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 Exploratory 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 to time and situation.
 The study is restricted to Kangra district of Himachal Pradesh and that to among 157
respondents.
 Consistency was lacking with regards to the information given by few 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.

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 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

Figure 1: Age

INTERPRETATION: age group 20-30 is maximum in sample population with 36.9

(N=58), age group 10-20 are 16.6% (N=26), age group 30-40 are 18.5% (N=29),age group
40-50 are 15.3% (N=24) and those in age group 50 & above are 12.7% (N=20) of sample
population.

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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: People with service as occupation are maximum with 31.8% (N=50),
students comprises 22.3% (N=35) of sample population. Self-employed and House wives
comprises of 18.5% (N=29) and 21.7% (N=34) respectively of sample population and
agriculturists are 5.7% (N=9).

14
4.1.3 Gender Analysis:

Frequency Percent

Valid Male
89 56.7

Female 43.3
68

Total 157 100.0

Table 3: Gender

Figure 3: Gender

INTERPRETATION: Males comprises of 56.7% (N=89) of sample population and females

comprises of 43.3% (N=68) of sample population.

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: Post graduates and above are maximum with 35.7% (N=56) of
sample population while graduates are 31.2% (N=49) and those of 12th with 19.1% (N=30),
10th with 12.1% (N=19) and illiterate are 1.9% (N=3) of sample population.

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 unknown 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

Figure 5: Promotional Factor

INTERPRETATION: 35.7% (N=56) of the population agrees with the statement that they
have spontaneous urge to buy when branded product is on sale.

17
 2. When I have an emotional conflict in my mind about the future consequences of
particular impulse good, i go with brand rather retailer recommendation

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: 40.1% are agree (N=63) and 20.4% (N=32) are strongly agree to the
fact that they prefer brands when they have emotional conflict in mind.

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

Figure 7: Suggestive Impulse

INTERPRETATION: when going for a new product, 38.9% (N=61) of sample population
says that they go with the retailer recommendation.

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 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

INTERPREATION: 30.6% (N=48) people agree and 27.4% (N=43) are strongly agree to
the fact that they go with brand when they have spontaneous urge to buy while 19.1%
(N=30) are neutral and 11.5% (N=18) are also disagree with it.

20
 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

INTERPRETATION: 31.8% (N=50) of the sample population is agree and 8.9% (N=14)
are strongly agree to the fact that if they realize of a need inside a retail outlet, they would go
with retailer’s recommendation but 12.7% (N=20) are strongly disagree and 20.4% (N=32)
disagree to this statement.

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

Figure 10: Hedonic Behavior

INTERPRETATION: 33.1% (N=52) are strongly agree and 28.0% (N=44) are agree to this
statement which means they go with brands in case of hedonic buying.

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

INTERPRETATION: 36.9% (N=50) of people agrees and 15.9% (N=25) of people are
strongly agree with statement that they can go for any brand, if that product creates desire in
them.

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

INTERPRETATION: 22.9% (N=36) of sample population disagrees with the statement

which means they don’t take retailer’s suggestion when they have to choose between the
different brands.

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

INTERPRETATION: 23.6% (N=35) people don’t think that retailer would give them true
suggestions. While 32.5% (N=51) people think that retailer would give them true
suggestions.

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

Figure 15: Impact of Advertisement

INTERPRETATION: 33.8% (N=53) are agree and 22.9% (N=36) are strongly agree with
the statement which states that I buy that good more whose advertisement I have seen but
17.2% (N=27) are also disagree with it.

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

INTERPRETATION: 30.6% (N=48) of sample population strongly agrees with statement

and the 22.9% (N=36) of population agrees with it, but 15.9% (N=25) disagree.

28
 Descriptive Statistics
N Minimum Maximum Mean Std. Deviation

1.) I prefer brands when i have

157 1 5 3.51 1.314
spontaneous urge to buy.
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
unknown product

29
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 nnnnn

N Mean 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 it.
7.) I have an strong
spontaneous urge to buy
when get to know that
3.27 26 3.62 58 3.66 29 3.63 24 3.35 20 3.54 157
branded product is on sale
rather than any other
unknown product

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 3: age group 10-20 disagrees with this statement with mean score 2.73 which
means they go with the brands in case of suggestive impulse while all other have neutral
response towards suggestive 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 target 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 means they are not sure between word of mouth and brand preference.

Question 11: age group 30-40 (mean score 3.93) agrees with this statement which means they
are highly attracted by advertisement so if the companies are targeting this group then they
should spend on advertisements.

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, emotional 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
recommendation
6.) If an impulse good
lying on retailer's shelf
creates desire in me to buy 3.33 3 3.53 19 2.90 30 3.63 49 3.34 56 3.37 157
it then i don’t see its brand,
i just buy it.

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

INTERPRETATIONS:

Question 1: Consumers with 12th agrees with statement (mean score 3.67) and people with
10th disagrees (mean score 2.89). This can be interpreted as the people with 10th or below are
not so much aware about brands and people with 12th are aware and mainly youth who want
to satisfy their ego need.

35
Question 2: Here also consumers till 10th (mean score 3.00) does not prefer brands due to
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 of 12th and graduation 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 10th have neutral responses (mean
score 3.53) rest all other disagree with it(mean score 3.08).

Question 10: All the groups have neutral response about this statement which means they can
come in influence of their friends (mean score 3.64)

Question 11: Illiterates disagree with the statement (mean score 3.00) while educational
background of 12th agrees (mean score 3.90) with 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
retailer's shelf creates desire in
2.78 9 3.52 50 3.48 29 2.97 34 3.60 35 3.37 157
me to buy it then i don’t see
its brand, i just buy it.

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 2: Occupation background has no relation with the hedonic buying behavior (mean
score3.69).

Question 3: Agriculturists disagree with the statement with the mean score of 3.00.

38
Question 4: Agriculturists and student disagrees with statement (2.78) and (2.86) which
means they go for brand even if there is urgent 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 disagreed 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.
4. Pure 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 prefers brand due to quality, which means when they
have doubt about quality issues or any other emotional conflict in their mind, they go
for brands.
 Education level makes a huge impact on preferences of consumers as consumers with
education background of 10th or below don’t prefer brands when they have
spontaneous urge. This is mainly due to the fact that they have low awareness about
different brands and what these brands communicate.

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 brands even when it creates desire because
that in many cases they are in buyer role and they think that they are more responsible
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 12th while on all other educational groups, the impact is neutral. The main reason
can be that it is a young segment and are influenced 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 margins. So, they should
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 □10th □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 low cost e.g. low
price chocolates, 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. Whenever I have to choose between the different brands of an
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 rather than a particular brand in case of impulse
goods.
10. I value my friend’s recommendation or review rather than brand
of an impulse good.
44
11. I tend to buy that impulse goods more whose advertisement I
have seen.
12. I prefer that brand of impulse goods with which I am
emotionally connected.

45