Impulse Purchase Behaviour Among Generation-Y

Impulse purchase or an unplanned decision to buy a product or service, made just before a purchase or on the spot purchase triggered by stimulus. Marketers and retailers tend to exploit these impulses which are tied to the basic want for instant gratification. Generation Y have been found to be materialists, brand oriented, risk takers and keen on business hedonism. The empirical study on impulse purchase behaviour of Gen-Y was conducted with the sample size of 150 respondents, being “youth” in Coimbatore city. Trend, fashion appearance and instant gratification were the factors highly motivated the youth to impulse buy. The impulse buying behaviour of the youth is associated with variables other than their socio economic profile