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Nair, Rashmi
- The Impact of Emotional and Demographic Factors on Impulsive buying Behaviour of Adolescents in Bangalore, India
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Authors
Affiliations
1 Indus International School, Bangalore, IN
1 Indus International School, Bangalore, IN
Source
Indian Journal of Economics and Development, Vol 7, No 9 (2019), Pagination: 1-10Abstract
Background/ Objectives: Impulsive buying is a phenomenon where consumers buy goods spontaneously and in an unplanned manner. Though this behaviour is observed across all age groups, it can vary upon various factors. This study focuses on the various demographic and emotional factors that could affect the impulsive buying behaviour of adolescents in Bangalore, India.
Method: The method of data collection involved an online, structured questionnaire, a form of quantitative research. SPSS Statistics Software was used to analyse the data to find out the impact of emotional intelligence, age, gender, and the average monthly expenditure on the independent variable of impulsive buying behaviour, which was operationalised to impulsive buying tendency measure.
Findings: It was found out that while impulsive buying increases with age, money, and has a higher rate in females; it reduces with an increase in the emotional intelligence of adolescents.
Application: An area of further exploration could be the impulsive buying rates measured in adolescents for different product such as food, clothes, school supplies, etc.
Keywords
Impulsive Buying, Emotional Intelligence, Demographic Factors, Adolescents in India.Full Text
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