A STUDY ON FACTORS INFLUENCING IMPULSIVE ON BUYING ...

A STUDY ON FACTORS INFLUENCING IMPULSIVE ON BUYING

BEHAVIOUR AMONG WOMEN IN COIMBATORE CITY

Mrs. P.L.KANAGA,Ph.D Research Scholar, P.G&Research Department of Commerce,

Vidyasagar College of Arts and Science, Udumalpet 642 126.

Dr. K. CHELLADURAI, Research Supervisor, Head & Associate Professor, P.G&Research

Department of Commerce, Vidyasagar College of Arts and Science, Udumalpet 642 126.

Abstract

Impulse purchasing by customers structure is a key piece of purchasing in some item

types. Different investigates in the United States expressed that motivation purchasing conduct

of the clients signifies 80% of all shopping in certain item gatherings, and it has additionally

been discovered that buying of new items result more from drive purchasing than from earlier

arranging. Coimbatore is a city with developing number of customers characterized as spur of

the moment customers who respond to eye-appealing commercials like 'never to be beaten deals'

and 'get one get one free'. With the ever-developing Indian populace of understudies who later

settle their lives in Coimbatore is a gigantic crowd that the advertisers can target. Different

elements like Mood fix, deals advancements, marketing, client support and culture profoundly

affects why individuals purchase (Ali, 2018). Culture influences the particular things individuals

buy and furthermore the structures of utilization, singular dynamic, and correspondence in a

general public. It has been critical to decide if working ladies drive to buy more when they are

away from home and whether social contrasts had an effect on indiscreet purchasing conduct.

The essential examination objective was to survey the impact of the Impulse purchasing conduct

of working women in Coimbatore City. The discoveries of this exploration study demonstrate

results that show 30% of understudies consented to shop more in Coimbatore than in India. 67%

of understudies differ to shop more in Coimbatore, rest had no conclusion. The outcomes

demonstrated that 52% consented to shop more in India than in Coimbatore and just 26%

couldn't help contradicting it. Subsequently, it is obviously apparent that working women

favored shopping more in Tamil nadu than in Coimbatore.

Keywords: Attraction, discounts, exhibitions etc.,

Aut Aut Research Journal

Volume XI, Issue VII, July/2020

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INTRODUCTION

Impulse buying by consumers form a key part of buying in some product types.

Consumer behaviour theorists suggest that the consumption patterns of a society (food, fashion,

personal grooming, gifting, etc.) is determined by its culture (Ali and 2018). Psychology Today

says that the combination of basic evolutionary drives and the tactics retailers put in place makes

us more susceptible to spontaneously spend our money. The most common reason of people love

to shop as many say it‟s a „feel-good activity‟ and in some cases helps pick them up when they

are feeling down. Another driving force is the money many of us desire to save e.g. if one sees a

sign which says a limited period offer then they instantly buy the product thinking they may have

to pay more later rather they can buy it now. Impulsive shopping is starting to become more

common practice, experts say many children and young adults are starting to lose the touch of

what it feels like to save up to buy something new.

Drive purchasing by customers structure is a key piece of purchasing in some item types.

Different investigates in the United States expressed that motivation purchasing conduct of the

clients signifies 80% of all shopping in certain item gatherings, and it has additionally been

discovered that buying of new items result more from drive purchasing than from earlier

arranging. Coimbatore is a city with developing number of customers characterized as spur of

the moment customers who respond to eye-appealing commercials like 'never to be beaten deals'

and 'get one get one free'. With the ever-developing Indian populace of understudies who later

settle their lives in Coimbatore is a gigantic crowd that the advertisers can target.

Different elements like Mood fix, deals advancements, marketing, client support and

culture profoundly affects why individuals purchase (Ali, 2018). Culture influences the particular

things individuals buy and furthermore the structures of utilization, singular dynamic, and

correspondence in a general public. It has been critical to decide if working ladies drive to buy

more when they are away from home and whether social contrasts had an effect on indiscreet

purchasing conduct. The essential examination objective was to survey the impact of the Impulse

purchasing conduct of working ladies in Coimbatore City. The discoveries of this exploration

study demonstrate results that show 30% of understudies consented to shop more in Coimbatore

than in India. 67% of understudies differ to shop more in Coimbatore, rest had no conclusion.

The outcomes demonstrated that 52% consented to shop more in India than in Coimbatore and



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just 26% couldn't help contradicting it. Subsequently, it is obviously apparent that working ladies

favored shopping more in Tamil nadu than in Coimbatore

In India, the new essences of the cutting edge retailing condition are hypermarkets, super

bazaars and multiplex shopping centers (Muruganantham and Bhakat 2013). In India, the retail

business has sprouted as one of the quickly developing and most unique enterprises with

different remote and residential brands entering the Indian market. According to, the report by

(Kearney 2012) India is evaluated fifth in creating nations class, grounded upon a worldwide

retail improvement file of thirty creating nations. The arranged advertising in India is foreseen to

increment inside the following 5 years, that is principally dictated by always evolving ways of

life, developing monetary benefits, and great segment division.

A store claimed with high indulgent attributes gave excitement to purchasers (Parsad,

Prashar 2017). The arrangements of garments, in-store and window show assume a significant

job in making a craving for one to make an impromptu buy. Terrible temperaments are improved

by taking part in conceivably inspiring exercises or diverting oneself from the negative occasion

this prompts the purchaser to enjoy retail treatment, and positive mind-sets are continued by

maintaining a strategic distance from unsafe exercises that may possibly hose the positive

emotions or result in misfortunes (Atalay and Meloy 2011). Retail treatment or drive buy doesn't

have to be a costly illicit relationship, compensating yourself with a scented light likewise can be

an extraordinary mind-set fix. Social variables are probably the most grounded impacts on

customer purchasing conduct. Social components are the arrangement of essential qualities,

recognitions, needs and practices that are 'educated' by a customer from their families and other

significant social foundations (Lins 2015). Culture significantly influences why people buy.

REVIEW OF LITERATURE

GomatheeswaranM (2007)analysed the consumer preference for cosmetic product

where the main objective was to identify the socio economic background of the consumer,

source of awareness, level of satisfaction relating to the preference of the consumer for cosmetic

products. The major finding of the study was that the consumer preference for cosmetic product

is increasing. The increase in competition has resulted in continuous change in preference. Also

stated that socio-economic factors play a positive role in the purchase of cosmetics.



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Illas K (2008)81 made an attempt to study the influence of demographic factor and the

purchase of durable products within the urban and rural areas. It was concluded that there exits a

difference between the rural and the urban consumers as far as the purchase of durable product is

concerned. It was inferred that motivational factors influenced the purchase of the durable

products.

Muhammed Babamir (2011)82 in his study on the psychological and sociological

factors influencing cosmetic use among female. For the purpose of the study a few female

students of the University were selected to investigate the psychology and sociological factors

influencing cosmetics usage. It was concluded that psychological factor to large extent influence

females in use of cosmetics.

STATEMENT OF THE PROBLEM

Research motivation is to contemplate the attitudes of Indian students and their

impulsive shopping behaviour while they are in Coimbatore city. This study will be analysing

whether they practice the same buying behaviour as when they were while living with their

family and had the flexibility to enjoy the impulse purchasing within the shape of retail

treatment. Previously analysts had a longstanding interest in this unavoidable prodigy, but

numerous questions around impulse buying behaviour still stay unanswered (Li 2015). Retailers

have long figured out the control of impulse buying, which in fact could be a central point in

numerous obtaining exercises. Even though the subject has received the researcher’s intrigue in

investigating, little is known about how culture impacts spontaneous buys in Coimbatore city. A

person’s culture influences her morals, convictions and demeanours and thus it impacts

choices, counting her choices as a buyer. The paper also aims to answer the following

questions;

1. What are the various factors that influence working women to impulse buy when in

Coimbatore city?.

OBJECTIVES OF THE STUDY

To Assess The Influence of the Impulse Buying Behaviour of Working Women In Coimbatore

City.



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METHODOLOGY OF THE STUDY

To objectives of this study to understand the departmental stores environment factors

which influences impulse buying behavior and secondly on the basis of the analyse provide the

suggestions to attract to more customers in cosmetic stores. The research design for the study

isdescriptive in nature. Data collected through structured questionnaire which wererandomly

distributed among two hundred working women of Coimbatore City. To know exactly what goes

in subconscious mind of females which may trigger and increase their impulse purchase towards

cosmestic, sample was restricted to female only.Primary data was collected means of

communication from respondents through questionnaire consisting of dependent and

independent variable taken for the study. Secondary data was collected trhough journals,

magazines, websites etc., The sample size was taken from 200 working women in Coimbatore

city. On the basis of questionnaire following hypothesis are formed. And factors identified and

analysed. Demographic variables include questions related to age, annual income, and

occupation are asked based on (chens‟ 2001) scale and group interviews 5 point likers scale were

1 strongly dis agree and 1 strongly agree.



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ANALYSIS AND INTERPRETRATION

TABLE NO.1

RELIABILITY ANALYSIS FOR FACTOR INFLUENCING IMPULSE BUYING

FACTOR INFLUENCING IMPULSE BUYING Scale Mean if Item

Deleted

Cronbach's Alpha if Item

Deleted

tend to buy product if I really like it X1 59.9200 .733

I buy only what is on my shopping list X2 60.4686 .693

Sometimes I shop only to perk my mood. X3 60.6629 .687

I tend to buy product if I really like it. X4 59.7200 .710

I tend to get carried away by scheme, discounts and

campaigns X5 59.9943 .692

Sale placards attract me to the shop. X6 60.2914 .678

I own a credit card hence I buy on impulse. X7 60.1257 .677

One free with another product leads to impulse buying X8 60.3886 .675

If I see discount price, I tend to buy impulse X9 60.5771 .722

Sometimes I only visit shops because the window display is

beautiful X10 60.6343 .686

I am interested in shopping at well designed window shops

X11 60.0800 .709

If any item catches my attention. I tend to buy it. X12 60.5371 .679

The more time I spend in a shop, greater are my chances of

buying X13 60.5714 .664

I like to try new and innovative products. X14 60.3829 .708

The generally want to be the first person to own anything new

in the market X15 60.2686 .708

The eager and courtoeous sales person leads me to buying

on impulse X16 60.0343 .699

The popularity of the products appeals to me. X17 60.6286 .695

I tend to buy on impulse when my friends/relatives praise

about sometihing. X18 60.4800 .682

My income permits me to buy whenever and whtever I want.

X19 61.0971 .725

I tend to buy more on impulse when there is a festive season.

X20 60.7771 .711

Mean 63.56

Variance 78.800

Std. Deviation 8.87

Cronbach's Alpha .708

N of Items 20



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BEHAVIOUR OF WORKING WOMEN IN COIMBATORE It reveals that all the twenty measurement scale items of the factors influencing impulse buying

behaviour are reliable as the Cronbach alpha coefficient of 0.708. It is greater than the threshold level of

0.70. It’s provided good estimates of internal consistency reliability and also coefficient alpha values

ranged from 0.664 to 0.733 for all the constructs.It is indicating that the scales used in this study were

reliable. It clearly indicates that above scale items are consistent with each other and they are reliable

measure of factors related to the factors influencing impulse buying behaviour, so that it can be used for

next analysis.

DIMENSIONALITY OF THE MULTI-SCALE ITEMS (FACTOR ANALYSIS)

Factor Analysis is a set of technique by analyzing correlations between variables reduces

their numbers into fewer factors which explain much of the original data, more economically.

Even though a subjective interpretation can result from a factor analysis output, the procedure

often provides an insight into relevant psychographic variables, and results in economic use of

data collection efforts. The subjective element of factor analysis is reduced by splitting the

sample randomly into two and extracting factors separately from both parts. If similar factors

result, the analysis is assumed as reliable or stable.



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TABLE - 2

KMO AND BARTLETT’S TEST FOR FACTORS RELATED TO INFLUENCE

INBUYING BEHAVIOUR

KMO and Bartlett's Test

Kaiser-Meyer-Olkin Measure of Sampling Adequacy. .684

Bartlett's Test of Sphericity Approx. Chi-Square 1504.097

Df 190

Sig. .000

**p<0.01 S-Significant

From the above table, two tests, namely Kaiser-Meyer-Olkin Measure of Sampling

Adequacy (KMO) and Bartlett‟s Test of Sphericity have been applied to test whether the

relationship among the variables has been significant or not. The Kaiser-Meyer-Olkin Measure

of sampling adequacy shows that the value of test statistics is 0.684, which means the factor

analysis for the selected variable is found to be appropriate or good to the data. Bartlett‟s test of

sphericity is used to test whether the data are statistically significant or not with the value of test

statistics and the associated significance level. It shows that there exists a high relationship

among variables.



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Table –3

EIGEN VALUES AND PROPORTION OF TOTAL VARIANCE OF EACH

UNDERLYING FACTORS RELATED TO INFLUENCE INBUYING BEHAVIOUR

Total Variance Explained

Component

Initial Eigenvalues Extraction Sums of Squared

Loadings Rotation Sums of Squared

Loadings

Total % of

Variance Cumulative

% Total % of

Variance Cumulative

% Total % of

Variance Cumulative

%

1 3.857 19.284 19.284 3.857 19.284 19.284 3.603 18.013 18.013

2 2.725 13.625 32.910 2.725 13.625 32.910 2.558 12.790 30.803

3 2.200 11.001 43.911 2.200 11.001 43.911 2.218 11.092 41.895

4 1.769 8.846 52.757 1.769 8.846 52.757 1.705 8.527 50.421

5 1.378 6.889 59.646 1.378 6.889 59.646 1.467 7.335 57.756

6 1.261 6.303 65.949 1.261 6.303 65.949 1.378 6.892 64.648

7 1.030 5.151 71.100 1.030 5.151 71.100 1.290 6.452 71.100

Source: Primary Data.

The results of the factor analysis presented in the table, regarding factors related to

influence in choosing impulse buying behaviour, have revealed that there are nineteen factors

that had Eigen value exceeding “one”. Among those four factors, the first factor accounted for

19.28 percent of the variance, the second 13.625 percent, the third factor 11.01 percent, fourth

8.84 per cent, fifth 6.889 per cent, sixth 6.303 per cent and last factor 5.15 per cent of the

variance in the data set. The first seven factors are the final factors solution and they all together

represent 71 percent of the total variance in the scale items measuring the factors related to

influence in choosing impulse buying products. Hence from the above results, it is certain these

are the factors that are related to level of impulse buying about various products.



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TABLE ---4

COMMUNALITIES FOR FACTORS RELATED TO INFLUENCE INIMPULSE

BUYING BEHAVIOUR OF PRODUCTS

Communalities

Initial Extraction

I tend to buy product if I really like it X1 1.000 .678

I buy only what is on my shopping list X2 1.000 .785

Sometimes I shop only to perk my mood. X3 1.000 .573

I tend to get carried away by schemes, discounts and campaigns X4 1.000 .752

I tend to get carried away by scheme, discounts and campaigns X5 1.000 .760

Sale placards attract me to the shop. X6 1.000 .591

I own a credit card hence I buy on impulse. X7 1.000 .843

One free with another product leads to impulse buying X8 1.000 .847

If I see discount price, I tend to buy impulse X9 1.000 .836

Sometimes I only visit shops because the window display is beautiful X10 1.000 .782

I am interested in shopping at well designed window shops X11 1.000 .794

If any item catches my attention. I tend to buy it. X12 1.000 .848

The more time I spend in a shop, greater are my chances of buying X13 1.000 .772

I like to try new and innovative products. X14 1.000 .690

The generally want to be the first person to own anything new in the market X15 1.000 .457

The eager and courtoeous sales person leads me to buying on impulse X16 1.000 .674

The popularity of the products appeals to me. X17 1.000 .575

I tend to buy on impulse when my friends/relatives praise about sometihing. X18 1.000 .648

My income permits me to buy whenever and whtever I want. X19 1.000 .626

I tend to buy more on impulse when there is a festive season. X20 1.000 .688

Extraction Method: Principal Component Analysis.

The above table (Communalities) represents the application of the Factor Extraction

Process, it was performed by Principal Component Analysis to identify the number of factors to

be extracted from the data and by specifying the most commonly used Varimax rotation method.

In the principal component analysis, total variance in the data is considered. The proportion of

the variance is explained by the fourteen factors in each variable. The proportion of variance is

explained by the common factors called communalities of the variance. Principal Component

Analysis works on initial assumption that all the variance is common. Therefore, before



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extraction the communalities are all 1.000. Then the most common approach for determining the

number of factors to retain examining Eigen values was done

TABLE- 5

ROTATED COMPONENT MATRIX FOR FACTORS RELATED TO INFLUENCE

INIMPULSE BUYING BEHAVIOUR

Rotated Component Matrixa

Component

1 2 3 4 5 6 7

If any item catches my attention. I tend to buy it. X12 .906

I am interested in shopping at well designed window shops X11 .874

The eager and courtoeous sales person leads me to buying on impulse

X16 -.785

Sometimes I only visit shops because the window display is beautiful

X10 .645

The generally want to be the first person to own anything new in the

market X15 -.529

I buy only what is on my shopping list X2 .865

I tend to buy product if I really like it X1 .796

I tend to get carried away by schemes, discounts and campaigns X4 .697

Sometimes I shop only to perk my mood. X3 .607

I tend to buy more on impulse when there is a festive season. X20 .813

I tend to buy on impulse when my friends/relatives praise about

sometihing. X18 .705

My income permits me to buy whenever and whtever I want. X19 -.680

The popularity of the products appeals to me. X17 -.486

The more time I spend in a shop, greater are my chances of buying

X13 -.848

If I see discount price, I tend to buy impulse X9 .685

I own a credit card hence I buy on impulse. X7 -.911

One free with another product leads to impulse buying X8 .622

I tend to get carried away by scheme, discounts and campaigns X5 .851

Sale placards attract me to the shop. X6 -.134 .744

I like to try new and innovative products. X14 .342 .566


The above table represents the Rotated Component Matrix, which is an important output

of principal component analysis. The coefficients are the factor loadings which represent the



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correlation between the factors and the twelve variables (X1 to X12). From the above factor

matrix it is found that coefficients for factor-I have high absolute correlations with variable

X6(CRM Campaign),X5 (Brand familiarity), X12 (Cause- Corporate- Brand fit ) and X9

(Contribution level to cause) that is, .713, .648, .647 and.639 respectively. Similarly factor-II has

high absolute correlation with variable X1(Price of the product), X2 (Quality of the product),

X3(Nature of Cause), and X4 (Availability of the product) that is, .741, .643, .613 and.532

respectively. Next, factor III has high absolute correlation with variable X11(Sales promotional

activities)and X10(Attractive sales offers) that is, .793 and .703 respectively. Factor-IV has high

absolute correlation with variable X7(Previous experience), and X8(Package of the product ) that

is, .840 and .589 respectively. For example in this study, factor I is at least somewhat correlated

with twelve variable out of the twelve variables with absolute value of factor loading greater

than or equal to 0.5. In such a complex matrix it is difficult to interpret the factor. So proceed to

compute the rotated factor matrix.



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TABLE 6

COMPONENT TRANSFORMATION MATRIX

Component Transformation Matrix

Component 1 2 3 4 5 6 7

1 .938 .111 .202 .180 .018 -.184 -.018

2 -.089 .903 .150 -.020 -.332 .206 -.019

3 .156 .248 -.929 .024 .200 -.027 -.098

4 -.210 .078 -.024 .842 .019 -.264 .412

5 -.176 .299 .254 -.055 .757 -.386 -.300

6 -.003 .104 -.057 -.498 -.105 -.578 .627

7 .115 .061 .066 -.079 .515 .609 .580


The above table reveals the factor correlation matrix. If the factors are uncorrelated among

themselves, then in the factor correlation matrix, the diagonal elements will be 1‟s and off

diagonal elements will be 0‟s. Since matrix was rotated with Varimax, barring some variables all

other variables are found to have, even if not zero correlations but fairly, low correlation



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CONCLUSION

Thus the twenty variables in the data were reduced to sevenComponent factors and each

factor may be identified with the corresponding variables as follows:



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TABLE NO.7

CONCLUSION TABLE

FACTORS % FACTOR

If any item catches my attention. I tend to buy it. X12 82.08

ATTRACTIONS

I am interested in shopping at well designed window shops X11 76.39

The eager and courtoeous sales person leads me to buying on impulse

X16

61.62

Sometimes I only visit shops because the window display is beautiful

X10

41.60

The generally want to be the first person to own anything new in the

market X15

27.98

I buy only what is on my shopping list X2 74.82

INDUCE

SCHEMES/DISCOUNTS

I tend to buy product if I really like it X1 63.36

I tend to get carried away by schemes, discounts and campaigns X4 48.58

Sometimes I shop only to perk my mood. X3 36.84

I tend to buy more on impulse when there is a festive season. X20 66.10

FRIENDS/RELATIVES

I tend to buy on impulse when my friends/relatives praise about

sometihing. X18

49.70

My income permits me to buy whenever and whtever I want. X19 46.24

The popularity of the products appeals to me. X17 23.62

The more time I spend in a shop, greater are my chances of buying X13 71.91

CHANCES OF BUYING If I see discount price, I tend to buy impulse X9 46.92

I own a credit card hence I buy on impulse. X7 82.99

CREDIT FACILITIES One free with another product leads to impulse buying X8 38.69

I tend to get carried away by scheme, discounts and campaigns X5 72.42 CAMPAS/EXHIBITION

Sale placards attract me to the shop. X6 55.35

INNOVATIVE PRODUCTS I like to try new and innovative products. X14 32.04

Source: Primary Data.



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SUGGESTIONS OF THE STUDY

1. When shops/ malls invite them with their pen arms, they don’t let them down. Women love to

shop/ malls and the shops/ malls love them in return. Be it cosmetics, groceries, lifestyle

products, when they drop into the shops/malls, they shop till they drop.

2. Online shopping, window shopping or the actual shopping, women are synonymous with

shopping whether alone, or with a friend in tow, women and shopping go hand in hand.

3. It’s well known universal fact that outfits, footwear, eye wears, belts, jewellery, bags, skin care

and make up products, anything and everything that raises their style quotient deseves a place

in their shopping list. Buying one item on the automatically paves a way for the rest of items.

4. Amongst all the therapies available to combat depression, the impulse buying therapy wins

hands down. When women life those shopping bags, their spirits are lifted even higher. Their

stressed minds are rejunenated and they get that awaesome feeling.

5. When women life those shopping bags, their spirits are lifted even higher. Their stressed minds

are rejuvenated and they get that awesome feeling.

6. Festivel, weddings, anniversaries, birthdays, special occasions, not-so-special occasions that are

creatively made to seem special etc, seems to find unsual place in their hears to spurge on

some spending.

7. Sale and discounts offers tempt them the most, often it’s the colleagues who plan the trip

together to these places to get the maximum discount advantage.

8. Women also expressed that they also shop to beat their competitiors, be it their next door

neighbors or their colleagues in office. They simply shop because some else has it.

9. Finally, being a women itself qualifies as a reason for shopping. As the shopaholics that they are,

they never fail to live up to the expectations.



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CONCLUSION

This study is carried out with the aim to find out various factors that are associated with

the impulse buying behaviourand consumption pattern with respect to working women in

Coimbatore. The results of the study were mostof factors like offers and discounts, self

arrangement and window display, advertisement, and brand of the productsare induce the buyer

to move on the impulse purchases. The consumption pattern are also influenced by their age,

income level and marital status. The major finding of the study is the working women are

purchase more because oftheir additional income.

REFERENCES

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Coimbatore city”.

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3. Babamiri, M.,(2011). Psychological and sociological factors influencingcosmetics use by

female univesity students. Journal of Dermatology andCosmetic, 2(4), 193-203.

4.Fatima, S., & Lodhi, S. (2015). Impact of Advertisement on Buying Behaviours of the

Consumers: Study of Cosmetic Industry in Karachi City.

5. Guthrie, M., Kim, H. S., & Jung, J. (2008). The effects of facial image and cosmetic usage on

perceptions of brand personality. Journal of Fashion, Marketing and Management: An

International Journal, 12(2), 164-181.

6. Yuvarani, R. (2010). A study on rural consumer behaviour towards selected

fast moving consumer goods in Salem district.

7. Molander, S &Skålén, P. (2010). A Study of Factors Affecting on Men‟sSkin Care Products

Purchasing, Particularly in Karlstad, Sweden.

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Financial Services &Management Research, 1(11), 78-87.



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