Impact of Socio Cultural Variables on Impulsive Buying Behaviour in Selected Product Category in Uttarakhand

The social and cultural factors have always been a source of dominant influence in determining the buying decisions of the Indian consumers. Here we attempt to understand the role that these factors play in impulsive buying of some selected category of products. The societal influences shape up the personality of individuals and culture, beliefs and values are the reflection of an individual’s true self. Impulsive buying is a purchase decision without contemplating the consequences. The influence of different socio-economic variables on impulsive buying in different product category is studied with the help of a well structured questionnaire administered to a sample of 309 respondents. The various social-cultural factors are understood with the help of twenty five constructs. The dimensionality of these constructs is reduced using factor analysis, where eight factors are identified. Further analysis is conducted using sophisticated statistical tools like ANOVA, cluster and regression analysis. Using a comprehensive list of the different categories of items in modern retail, the degree of impulsiveness and the influence of the eight constructs of socio-cultural factors on impulsive buying is explored.