A STUDY OF INFLUENCE OF DEMOGRAPHIC FACTORS ON CONSUMER IMPULSE BUYING BEHAVIOUR

International Journal of Management and Strategy http://www.facultyjournal.com/
(IJMS) 2012, Vol. No.3, Issue 5, July-Dec.2012 ISSN: 2231-0703
International Journal of Management and Strategy ISSN: 2231-0703
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A STUDY OF INFLUENCE OF DEMOGRAPHIC FACTORS ON CONSUMER
IMPULSE BUYING BEHAVIOUR
Abu Bashar, Assistant Professor, Brown Hills College of Engineering & Technology, Faridabad,
Haryana, India.
Irshad Ahmad, Assistant Professor, Brown Hills College of Engineering & Technology, Faridabad,
Haryana, India.
Mohammad Wasi, Lecturer, Al-Falah School of Engineering & Technology, Faridabad, Haryana, India.
ABSTRACT
The main purpose of the paper is to determine the correlation of consumers’ demographic factors on the
impulse buying behavior with respect to a number of single impulsivity indicators and one collective
indicator. The paper consists of theoretical and research aspects. The first part encompasses theoretical
insights into the secondary research regarding impulse buying while the practical part presents the
methodology and primary research results. With respect to the subject matter, research goals as well as
previous findings and primary research results, corresponding hypotheses were set and mainly
confirmed. Inter variable correlation and regression analysis has been performed to test the hypothesis.
The results showed that demographic factors, such as the disposable income and age, are related to most
impulse buying indicators and to the impulsivity collective indicator. However, Educational qualification
and gender produced marginal association with impulsive buying behaviour. The paper also summarizes
research limitations as well as the work contribution and future research guidelines.
Keywords : Impulsive buying, Consumer behaviour, Buying Decision, individualism, gender, age group,
marital status, profession
1. INTRODUCTION
Recently, consumers have been undergoing a major transformation from passive buyers to active
enhancers or creators of new consumption experiences, proactively taking part in the process of

2
collaborative marketing. The experiential paradigm of consumer behaviour views consumption
as a holistic expression of symbolic meanings, hedonic (emotional) responses, and sensory
pleasures (Hirschman & Holbrook, 1986; Holbrook & Hirschman, 1982). Echoing this view,
evolutionary and rational choice theorists have contended that human experiences and impulse
buying should be interpreted as a consequence of cognition-based interactions between humans
and their environments (Clark, 1997; Dreyfus, 1991). That is, individuals react to particular
experiences that cause contextually embodied cognition and engage in context-specific behaviors
which ultimately leads to impulse buying. Therefore, it is critical to recognize this conceptual
base-linking behaviour in its context and empirically develop conceptual measures to ascertain
the roles of consumers’ demographic factors in their purchase behaviour.
Previous studies of shopping behaviour have emphasised some aspects of shoppers’ behaviours
related to purchase motives (Arnold & Reynolds, 2003; Eastlick & Feinberg, 1999; Buttle &
Coates, 1984), shopping benefits (Babin et al., 1994; Park, 2003; Hwang, 2010), and search
experiences (Bloch et al., 1986; Mathwick et al., 2003).
Such studies have typically approached shopping behaviour from rational (utilitarian) as well as
emotional (or hedonic) perspectives. Shopping involves diverse facets of shoppers’ experiences
requiring a substantial level of interactions among shoppers, salespeople, and the store’s
atmosphere. Given this characteristic, the shopping process entails sensory, emotional, and
rational experiences that shoppers may encounter in an interactive fashion. For instance,
shoppers, upon entering a store, come into contact with store atmospherics that stimulate their
sensory appeals, such as the store’s merchandise display, interior, aroma, lighting, and
background music. Such sensory stimuli can then evoke emotional responses such as joy,
delight, and excitement, among others. While searching for desired goods, shoppers have rational
experiences (e.g., they process information for alternative product choices), in this course they
subconsciously get involved in impulse buying.

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2. RATIONALE OF THE STUDY
It is seen that shopping mall owners tried to exploit impulses, which are associated with the basic
need for instant satisfaction. A buyer in the shopping store might not specifically be shopping for
the confectionary goods like, sweets, chocolates, bubble gums, mints and biscuits. However,
related confectionary items displayed at prominent places will certainly attract buyer’s attention
and trigger impulse buying behavior in them. This phenomenon can easily be understood with
the help of two principles/forces as a part of psychological review of literature, which interprets
impulses as the consequences of these competing principles/forces. These principles are well
presented in the papers of Freud (1956) and Mai,et al.(2002). These principles are stated below:
a. First, the pleasure principle
b. Second, the reality principle
The pleasure principle is related to immediate satisfaction felt by consumer whereas the reality
principle is related to delayed gratification. There is always an ongoing competition between
these two forces represented as principles within the buyer when they enter a shopping store with
the intention to buy. As a consequence impulse related behavior overcomes them because
impulses are usually difficult to resist and involve premeditated pleasurable experiences, as of
study of Rook (1987).
In this paper we are interested in finding associations among variables (demographic and
socioeconomic) regarding spending to different impulse buying patterns related to diversified
groups of buyers.
This paper will certainly add value to the existing knowledge base and simultaneously give us
courage to indulge in further advance researches in the field of management sciences. This study
is also useful for retailers and manufacturers who want to improve their understanding regarding
consumer impulse buying behavior.

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3. PURPOSE OF THE STUDY
The purpose of the research study is to test the association of the independent variables that are;
age, gender, income group, educational qualification, profession regarding consumer purchasing
with the dependent variable that is; impulse buying behavior of consumers who shop in the area
of Delhi & NCR.
4. LITERATURE REVIEW
Moods also influence the impulsive buying behavior. Researchers found that that the respondents
were of the opinion that the most frequently mentioned mood state for stimulating impulse
purchase was “pleasure” followed by mood states “care free” and excited”. Consumer believes
that, impulsive buying helps in extending these feelings.
Most of researchers’ findings are that positive moods facilitate impulsive buying, but a few
researchers also found that “negative” moods also facilitate impulsive buying (Gardner & Rook,
1987) Negative moods adversely affect “self control”, therefore, the individual fell prey to
impulsive buying (Herman & Polivy, 2004). Consumer in negative mood turns to purchasing
with the hope that this would alleviate their unpleasant mood.(Mick & Demoss, 1990).
Researchers have found a relationship between age and impulsive buying. Impulsive buying
tends to increase between the ages 18 to 39, and then it declines thereafter (Bellenger
&Robertson & Hirshman, 1978). An inverse relationship was found between age and impulsive
buying. It was also found that the relationship is non monotonic. It is at a higher level between
age 18 to 39 and at a lower level thereafter (Wood, 1998).
A relationship between gender and income was also found. Men and Women relate the material
possession differently. The research demonstrates that women preference is for items related to
elemental values, while men preference is for items related to leisure and finance. The reasons
for the respective preference were that women value their possessions for “emotional” and

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“relationship” reasons. Men on the other hand value their possession for “functional instrument
reasons”. It was also found that the men purchase items for personal identity reasons
(independent). Women on the other hand make purchase for social identity reasons (Ditmar et al,
1995).
Impulsivity is a personality trait defined as a tendency towards acting without forethought,
making quick cogni-tive decisions, and failing to appreciate the circumstances beyond the here
and now (Barratt, 1993). It is one of those dimensions of individual differences that are
frequently associated with the biological bases of personality; a state involving non-specific
physiological activation and the non-directional component of alertness (Anderson and Revelle,
1994). For over fifty years, consumer researchers have strived to form a better definition of
impulse buying.
Early studies on impulse buying stemmed from managerial and retailer interests. Research in this
vein placed its emphasis on the taxonomic approach to classifying products into impulse and
non-impulse items in order to facilitate marketing strategies such as point-of-purchase
advertising, merchandising, or in-store promotions. This approach is limited by a definitional
myopia, which simply equates impulse buying to unplanned purchasing (Bellenger et al., 1978;
Kollat and Willet, 1967; Stern, 1962). Impulsive buying has been defined as the spontaneous or
sudden desire to buy something, and when compared to more contemplative approaches to
decision-making, is considered emotional, reactive, and “prone to occur with diminished regard”
for the consequences (Rook, 1987: 191).
While impulsive buying is often emotion-related (Eysenck et al., 1985), there is evidence of a
cognitive component in impulsive behavior (Hoch and Loewenstein, 1991; Rook and Fisher,
1995); individuals are shown to consider an impulsive act a priori then engage in the behavior
because it is believed to be appropriate. In this case, short-term benefits may be chosen despite
their potential for “serious long-term consequences,” depending on the situation or a person‟ s
“chronic values” (Puri, 1996: 88). Although some individuals are more likely than others to

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satisfy hedonic goals by acting on impulse, “not all reward seekers are impulsive” (Ramanathan
and Menon, 2006: 640).
Impulsive buying has been described as making unplanned and sudden purchases, which are
initiated on the spot, and are accompanied by a powerful urge and feelings of pleasure and
excitement (Rook, 1987). In response to this definitional problem, researchers began to focus on
identifying the internal psychological states underlying consumers‟ impulse buying episodes
(Rook, 1987; Rook and Gardner, 1993; Rook and Hoch, 1985). Impulse buying was redefined as
occurring "when a consumer experiences a sudden, often powerful and persistent urge to buying
something immediately.
The impulse to buy is hedonically complex and may stimulate emotional conflict; also, impulse
buying is prone to occur with diminished regard for its consequences" (Rook, 1987: 191). In the
same vein, Hoch and Loewenstein (1991) explained impulse buying as a struggle between the
psychological forces of desires and willpower. The shift in defining impulse buying has drawn
particular attention to systematically investigating factors that may underlie or cause impulse
buying. This work includes examinations of the mood-impulse buying relationship (Gardner and
Rook, 1988; Rook and Gardner, 1993); the relationship between affective states, in-store
browsing, and impulse buying (Jeon, 1990); the holistic processing and self-object meaning-
matching in impulsive buying (Burroughs, 1996); and the normative influences on impulse
buying (Rook and Fisher, 1995).
There are several complementary models of purchase behaviors employed in consumer research,
such as utility-maximization, decision-making, behavioral influence, hedonic, and meaning-
transfer perspectives, and often purchase behavior is best explained by a combination of
perspectives (Arnould et al., 2004). However, impulse buying do not conform to any of the so-
called rational, economic, or decision-making perspec-tives and instead seem to be associated
with complex hedonic psychosocial motivations and low-effort, feeling-based decision-making

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(Holbrook and Hirschman, 1982; Hoyer and Macinnis, 2001). Prior research has described risk
taking in product choices, innovativeness in the adoption of new products and retail facilities,
variety seeking in purchase behavior, browsing, looking at window displays, and recreational
shopping as examples of exploratory consumer behaviors. These behaviors have the capacity to
lead individuals to exciting and novel purchase experiences, offer a change of pace and relief
from boredom.
As affective responses partially responsible for impulse buying, feelings of pleasure and
excitement have been assumed to take place before unplanned behaviours or during/after a
purchase. Some studies have considered the sudden buying urge as a type of pathological
compulsive behaviour and regarded regret as a post-impulse behaviour resulting from buying
something unnecessary (Dittmar & Drury, 2000).
Here the question is whether the type of in-store experience plays some role in inducing impulse
buying. Previous studies have shown that a positive store atmosphere can lead to approach
behaviours, which encourage shoppers stay longer in the store, spend more money, or engage in
impulse buying (Donovan & Rossiter, 1982; Foxall & Greenley, 2000; Sherman et al., 1997).
Although affective experiences have been found to influence impulse buying (Donovan &
Rossiter, 1982; Beatty & Ferrell, 1988), no study has examined the relationship between
demographic factors and impulse buying.
The store atmosphere has long been regarded as an important purchase-inducing factor because it
has considerable influence on the shopper’s perception of a store’s image, which is formed based
mainly on a wide range of the store’s tangible attributes such as its exterior/interior, lighting, and
display, among others (Milliman, 1982; Sparks, 1992; Baker et al., 1994; Doyle & Broadbridge,
1999). Zimmer and Golden (1988) suggested that the store’s image is an aggregate construct
representing its attributes, overall impression, business type, business typicality, product
relevance, and behavioural relevance. In particular, previous studies of the store atmosphere have

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suggested that affective responses to the store’s atmosphere are associated with impulse buying
(Beatty & Ferrell, 1988; Donovan & Rossiter, 1982).
According to Beatty and Ferrell (1988), store atmospherics such as the store’s display, aroma,
colour, and music draw attention, influence purchase motives, elicit moods, and induce impulse
buying, which clearly indicates a need for considering not only emotional but also sensory
stimuli inside the store when examining the effects of in-store experiences on impulse buying.
Donovan and Rossiter (1982) examined the relationship between the store’s atmosphere and
purchase intentions by employing the Mehrabian-Russell model and a sample of 11 retail outfits
and reported that pleasure increases the probability of overspending, providing support for the
validity of considering sensory experiences as a valid source of shopping pleasure leading to
impulse buying.
On the basis of above literature the following hypothesis have been designed to study, analyze
and understand the impact of demographic factors on the consumer impulse buying behaviour.
5. HYPOTHESIS AND RESEARCH QUESTION
The hypotheses formulated after review of the literature are given below:
H1: Age of the consumers has a strong association with the impulse buying behavior of the
consumers.
H2: Income level of consumers has a strong association with the impulse buying behavior of the
consumers.
H3: Gender of consumers has a strong association with the impulse buying behavior of the
consumers.

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H4: Educational qualification of consumers has a strong association with the impulse buying
behavior of the consumers.
H5: Nature of job has a strong association with the impulse buying behavior of the consumers.
The testing of the hypotheses is confined to the primary data collected from the area of Delhi &
NCR.
Research question: How much variance in impulsive buying can be accounted for by
demographic factors?
6. METHODOLOGY
The objective of the study is to analyze the degree of association between demographic factors
and impulse buying behaviour of consumer in Delhi & NCR. The Stratified random sampling
(Two stage sampling) was adapted in the study and the primary data from 250 customers was
collected with the help of structured questionnaire consisting of various closed and open ended
questions. Percentage analysis, inter variable correlation and regression analysis are used to
interpret the findings.

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7. RESEARCH RESULTS AND DISCUSSIONS
Table 1: Gender of respondents
Gender
Frequency Percent Valid Percent Cumulative Percent
Valid Male 121 48.4 48.4 48.4
Female 129 51.6 51.6 100.0
Total 250 100.0 100.0
The above table shows that 48.4% of male and 51.6% female respondents, it shows that more
females are making purchasing as compared to men.
Table 2: Age of respondents
Age in years
Vali
d
18-25 24 9.6 9.6 9.6
25-32 113 45.2 45.2 54.8
32-39 88 35.2 35.2 90.0
39-46 22 8.8 8.8 98.8
46 and above 3 1.2 1.2 100.0
Total 250 100.0 100.0

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Majority of respondents are in age group of 25-32 (45.2%) years and 32-39 years (35.2%) both
of this age group alone contains around 78% of total respondents. Therefore, it may be
concluded that most of the shoppers are in 25-39 years of age.
Table 3: Disposable Income of respondents
Disposable Income
under 5000 23 9.2 9.2 9.2
5000-10000 101 40.4 40.4 49.6
10000-15000 84 33.6 33.6 83.2
15000-20000 39 15.6 15.6 98.8
20000 and above 3 1.2 1.2 100.0
Total 250 100.0 100.0
Most of the respondents are having disposable income between 5000-15000 (74%).
Table 4: Nature of jobs of respondents
Nature of job
Frequency Percent
Valid
Percent
Cumulative
Percent
Government Employee 67 26.8 26.8 26.8
Private sector 163 65.2 65.2 92.0
self Employed 20 8.0 8.0 100.0
Total 250 100.0 100.0
Majority of respondents (65.2%) are in private sector jobs.

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Table 5: Frequency of weekly store Visit
Frequency of weekly store visit
Frequency Percent
Valid
Percent
Cumulative
Percent
once a week 10 4.0 4.0 4.0
twice a week 142 56.8 56.8 60.8
Thrice a week 80 32.0 32.0 92.8
four times a week 13 5.2 5.2 98.0
more than four times 5 2.0 2.0 100.0
Total 250 100.0 100.0
Majority of respondents are visiting twice (56.8%) and thrice (32%) a week to the stores.
Table 6: Marital status
Marital Status
Frequency Percent Valid Percent
Cumulative
Percent
Valid married 170 68.0 68.0 68.0
unmarried 80 32.0 32.0 100.0
Total 250 100.0 100.0
Table 6 shows that 68% of the total respondents are married.

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Table 7: Educational Qualification
Educational Qualification
Frequency Percent Valid Percent
Cumulative
Percent
Valid matriculation 90 36.0 36.0 36.0
Intermediate 98 39.2 39.2 75.2
Graduate 27 10.8 10.8 86.0
Post Graduate 28 11.2 11.2 97.2
P.Hd 7 2.8 2.8 100.0
Total 250 100.0 100.0
Table 7 shows that most of the respondent are having educational qualification up to
matriculation (36%) and intermediate (39.2%). These two accounts for 75.2% of cumulative
percent.
Testing of hypothesis
Table 8 Inter-variable correlation matrix
Age in years
Educational
Qualification
Impulse
Buying
Disposable
Income Nature of job Gender
Age in years 1 .073 .204 .159 .017 -.052
Educational
Qualification
.073 1 .146 .056 .057 -.091
Impulse
Buying
.204 .146 1 .750 .107 .108
Disposable
Income
.159 .056 .750 1 -.009 -.146
Nature of job .017 .057 .107 -.009 1 -.039
Gender -.052 -.091 .108 -.146 -.039 1

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Table 9 Regression analysis of impulsive buying with independent variables
Impulse Buying
Estimate (R2) S.E. C.R. P
Age in years 0.05 0.034 1.488 0.137
Educational
Qualification
0.059 0.03 1.997 ***
Disposable Income 0.184 0.03 6.125 ***
Nature of job 0.077 0.027 2.811 ***
Gender 0.046 0.029 1.572 ***
*** is significant at the 0.05 level.
The data is analyzed by using means, correlation, and regression analysis. Tables 8 and 9 show
the correlation between the variables used in this study. Analyzing the table, we notice a
significantly strong correlation between Impulsive buying behavior and age (R= .204 significant
at the 0.01), verifying H1 of the study. Moreover, it is also observed that both impulsive buying
behavior and demographic factors that have been considered in the study (Age R=0.20,
Educational Qualification R=0.14, Disposable Income R=0.75, Nature of job R=0.10, Gender
R=0.10 significant at the 0.01), hence providing support for approval of H2, H3, H4 and H5. In
addition to studying the relationship of demographic factors with impulsive buying behaviour, it
has also been attempted to determine the main important factors impacting impulsive buying
behaviour of consumers. As this is quite obvious that educational qualification is minutely
positively correlated with impulsive buying (R=0.146), while disposable income is considerable
positively correlated with impulsive buying (R=0.750). It has also been very much clear that
there is not a substantial impact of gender (R=0.10) and nature of job (R=0.10) on the behaviour
of consumers towards impulsive buying.

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In this study, we also had one very important research questions. How much variance in
impulsive buying can be accounted for by demographic factors? The demographic factors
accounts for a total variance of 36.6% (R2=0.366) in impulsive buying. Disposable Income
explain the most variance in impulsive buying with 18.4% (R2=0.184). It is also worth
mentioning that the variance explained by age in years is not significant at 95% confidence
interval.
8. CONCLUSION
This study has identified positive relationship between impulsive and demographic factors.
Among the demographic factors, impulsive buying were positively correlated with all the factors
that have been considered for current study, which means that individuals having enough
disposable income, medium in age are more likely to display impulsive buying behaviors.
Moreover, impulsive buying behaviors are positively affected by the demographic factors.
Moreover, results also show that majority of the variance in impulse buying is explained by
Disposable income. This shows that individuals that are having good earnings and have enough
money to spend on shopping are more likely to display Impulsive-buying behaviors. On the
contrary, a non-significant amount of variance is explained by age in years. Several important
limitations must be kept in mind when considering the results of this study. The use of a small
sample in the region of Delhi & NCR is an obvious limitation here. Moreover, it is necessary to
replicate the findings using a large and dispersed sample of consumers.
Overall, this study has attempted to develop our understanding of the causes of impulse buying
behaviors. This behavior may well stem from several different causes that include demographic
factors as one of the most important among it. The relationship of the underlying demographic
factors and impulsive buying behaviors seemed both logical and useful, and is deserving of
further study.
9. REFERENCES

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