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How the Situational Factors Impact the Consumers to Buy Food and Grocery Products Impulsively: A Study Conducted in the Organized Retail Formats of Kolkata


Affiliations
1 Assistant Professor, Institute of Engineering and Management (Under MAKAUT), Kolkata, India
2 Professor, Indian Institute of Social Welfare and Business Management, India
 

Impulsive purchasing is quickly becoming one of the highly observable behaviour for an increasing number of Indian consumers. Situational factors as experienced by the consumers inside an organized retail format affect the consumers to purchase different food and grocery products impulsively. These situational factors are impacted by a number of socio-economic and technological issues such as increase in online transaction facilities, unavailability of time to shop leisurely, increase in disposable income, financial independence of young shoppers, peer pressure, nuclear family structure etc. Food and grocery retailers might capitalize this change of buying pattern among tech-savvy and time pressed urban consumers by offering a range of technological facilities along with a decent service quality. This research studies the impact of the various situational factors eliciting impulsive buying behaviour among the consumers in the organized retail food and grocery outlets in Kolkata, through consumer survey by a standardized questionnaire.

Keywords

Impulse Buying, Consumer Behaviour, Situational Factors, Organized Retail Food and Grocery Outlets, Survey
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  • How the Situational Factors Impact the Consumers to Buy Food and Grocery Products Impulsively: A Study Conducted in the Organized Retail Formats of Kolkata

Abstract Views: 273  |  PDF Views: 0

Authors

Arindam Roy
Assistant Professor, Institute of Engineering and Management (Under MAKAUT), Kolkata, India
Gairik Das
Professor, Indian Institute of Social Welfare and Business Management, India

Abstract


Impulsive purchasing is quickly becoming one of the highly observable behaviour for an increasing number of Indian consumers. Situational factors as experienced by the consumers inside an organized retail format affect the consumers to purchase different food and grocery products impulsively. These situational factors are impacted by a number of socio-economic and technological issues such as increase in online transaction facilities, unavailability of time to shop leisurely, increase in disposable income, financial independence of young shoppers, peer pressure, nuclear family structure etc. Food and grocery retailers might capitalize this change of buying pattern among tech-savvy and time pressed urban consumers by offering a range of technological facilities along with a decent service quality. This research studies the impact of the various situational factors eliciting impulsive buying behaviour among the consumers in the organized retail food and grocery outlets in Kolkata, through consumer survey by a standardized questionnaire.

Keywords


Impulse Buying, Consumer Behaviour, Situational Factors, Organized Retail Food and Grocery Outlets, Survey

References





DOI: https://doi.org/10.23862/kiit-parikalpana%2F2023%2Fv19%2Fi1%2F220836