Impulse Buying is a condition when a person feels a sudden and spontaneous urge to buy something immediately. The increase in consumerism in India has lead to an increase in organised retail in India. This can in turn trigger a lot of Impulse Buying in India. Hence it is important to study...

In March 2020, thousands of non profit organisations (NPOs) that engage with low income and vulnerable communities on critical issues like health, education, women’s empowerment, livelihood creation, and more had to halt their programmes due to the nationwide lockdown. The Government of India...

Brands have an important role to play when it comes to consumer decision making. The study focuses on this aspect of consumer decision making when it comes to fashion clothing. Data collected form a sample size of 170 indicate that brand is the third most important attribute after quality and...

The purpose of this empirical study is to examine the 'believability' aspect of Swiggy advertisement. The business of delivering restaurant meals to the home has undergone a rapid change across the globe. For the products in the early phase of their life cycle, advertising has to shoulder the...

Impulse Buying is an in-store decision made by consumer when he experiences a sudden and powerful urge to buy something immediately. Indians mostly shop with family and friends hence this paper looks at the phenomenon of Impulse Buying when the shopper is accompanied by family and friends and...

Role of Culture in Impulse Buying has been an area of interest for several researchers in the past. This study looks at Collectivism, one of the constructs of Culture and its influence on Impulse Buying. Sample of 445 respondents was collected from two different cities of India, Viz. Mumbai &...

Retailers carry out a variety of in-store activities with the objective of increasing impulse purchases of consumers. Aspects of in-store influences like price discounts, branding, perceived crowding have been studied in the past, however a comprehensive scale that looks at multiple parameters...