Academic journal article IUP Journal of Marketing Management

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Academic journal article IUP Journal of Marketing Management

Focus

Article excerpt

The first paper "Consumer Behavior Towards Packaged Food in Rural Areas: An Empirical Study in Ahmedabad District, Gujarat", by Shahir Bhatt and Amola Bhatt, discusses consumer behavior towards packaged food in rural India. Rural India has become a target for marketers because of the huge potential it offers.The research design for the study is descriptive in nature and the sampling unit is users of packaged food items. For the study, five-point Likert scale type statements were used. The data was collected using a questionnare and analysis has been done using multivariate techniques-factor analysis followed by ANOVA and post-hoc tests. The factors studied have significant relationship with age as well as monthly income.

Impulse buying is characterized by purchases with high emotional activation, low cognitive control and largely reactive behavior. Impulse buying is of four types-pure impulsive buying, suggestion impulsive buying, reminder impulsive buying and planned impulsive buying. The second paper "Impulse Purchase Behavior Among Generation-Y", by Aruna S and Santhi P, focuses on this impulsive buying behavior in Generation-Y. Generation-Y refers to the generation born between the 1980s and the early 1990s. The chief characteristics of Generation-Y are-they are introspectively and self-expressively motivated; they are interested in themselves; they are active socializers; and they give preference to established brands. This study focuses on the growing trend towards unplanned purchasing, particularly the Generation-Y. Expensive clothing, electronics and books may be considered as non-impulse items, yet their purchase can involve impulsive behavior, opine the authors. Fashion appearance and instant gratification were the motivating factors that made the youth indulge in impulsive buying. …

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