Factors Affecting Impulse Buying Behavior in the Malls Special Reference to Noida City

FACTORS AFFECTING IMPULSE BUYING BEHAVIOR IN THE

MALLS SPECIAL REFERENCE TO NOIDA CITY"

Ms. Rekha Saraswat

Asst. Professor,

G.N.I.T. MBA Institute.

Gr. Noida,India

ABSTRACT

"Retailing is the final step in the distribution of merchandise- the last link in the

supply chain connecting the bulk producers of commodities to the final consumers." One

undergoing this process is referred to as Retailer. Retailing includes diverse products such

as apparel, footwear, consumer durables, financial services and leisure. However in India

retail trade remains in the backward state but at the same time is poised to expect a rapid

growth in tandem with the economic growth. India's $350-400 bn retail market -$7.5 bn

organized retail is growing about 25-30% annually against economic growth of around 8%

a year. With this onset many players are entering the market with various products and

strategies to cash upon this development in retail sector, thereby increasing competition.

Similarly there are various retail formats coming up to grab the opportunity in the retail

sector.

One of the most prominent retail formats coming up is "Shopping Malls" which can

be defined an arrangement of retail stores and providing the right mix of shopping, food

courts and entertainment and parking facilities. The retail space is shared by anchor stores

and other retailers (tenants), who will pay the developers of the mall-rent or lease payment

for putting up the shop within the mall premises. Sarang Panchal, Executive Director

Customized Research ACNielsen South Asia says, "With increase in the sheer numbers of

malls and modern format stores shopping has almost become a national pastime in our

country especially in the cities. Strong economic growth along with booming young adult

populations with unprecedented levels of disposable incomes has made people more

conscious of the latest trends and fashions. No one wants to be left behind, Indian

consumers are ever willing to upgrade their knowledge where latest trends are concerned

and these definitely helped in increasing the footfalls in all these modern malls

mushrooming across the city."

Key Words: (Organized retailing, Impulse buying behavior, Shopping malls)

? Indian Journal of Commerce & Management Studies ISSN – 2229-5674

? Internationally Indexed Journal ? www.scholarshub.net ? Vol–II , Issue -2 March 2011 ? 183

INTRODUCTION:

An impulse purchase or impulse buy is an unplanned or otherwise spontaneous purchase. One who

tends to make such purchases is referred to as an impulse purchaser or impulse buyer Impulse buying can

also extend to so-called "big ticket" items such as automobiles and home appliances. Automobiles in

particular are as much an emotional purchase as a rational one. This in turn leads auto dealers all over the

world to market their products in a rapid-fire, almost carnival-like manner designed to appeal to emotion

over reason.

Impulse buying disrupts the normal decision making models in consumers' brains. The logical

sequence of the consumers' actions is replaced with an irrational moment of self gratification. Impulse

items appeal to the emotional side of consumers. Some items bought on impulse are not considered

functional or necessary in the consumers' lives. Preventing impulse