Abstract
Impulse buying is defined as ‘an unplanned purchase’ that is characterized by ‘relatively rapid decision-making, and a subjective bias in favor of immediate possession’ It is described as more arousing, less deliberate and more irresistible buying behavior compared to planned purchasing behavior. This study focuses on assessment on Impulsive Buying Behavior of the consumer for the chocolates in grocery stores.
Methodology/ Material and Methods: To achieve the objectives of the study, both primary, as well as secondary data, have been collected from various sources. The primary data have been collected through a self-structured questionnaire. While preparing the data efforts have been made to justify the objective of the research. Each participant was given a comprehensive questionnaire to fill. The data is collected individually from each participant. The survey was carried out in and around the grocery store and marts in Pune. The subject enrolled were 120 people, and was divided in two groups, 60 respondents knew about impulse buying behavior and 60 respondents did not know what impulse buying was. The survey included a questionnaire related to impulse buying and the preferred brand of the chocolates. The statistical inference was calculated from differences in the Mean Value and Standard Deviation, comparing these two groups to understand the buying behavior of the consumer and why they prefer the specific brand of the chocolates.
Conclusion: Respondent’s most preferred brand for chocolate is Cadbury. Most of the people end up buying chocolates while waiting in a billing queue. Boredom has significant relation with Urge for Impulsive Buying but not in all cases. Taste has significant relation with Urge for Impulsive buying. It was found out that milk chocolates are more preferred than any other type of chocolates.
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