Cultural Factors through urge influence on Impulse Buying Behaviour of Working Women

Bharathy kennedy, Dr.B Vimala

Abstract


Impulse buying is one of the most fragmented concepts in consumer behaviour. There are difficult factors researched in relation to study the impulse buying behaviour. This research investigate the relationship between cultural factors: individualism, collectivism, on Impulse buying behaviour and urge to buy on impulse as a mediator to impulse buying behaviour.

A sample of 460 working women is administrated with structured questionnaire. The findings state that individualism do not much influences on impulse buying, whereas collectivism influences much on women buying on impulse.

Keywords: Impulse buying behaviour, Individualism, Collectivism, Working women and urge to buy on impulse


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ISSN : 2251-1555