Mood Influence on Impulse Buying

  • M. Shahitha Banu Ph.D (Part time) Research scholar, Department of Commerce, Chikkanna Government Arts College, Tiruppur – 641 602, Tamilnadu, India.
Keywords: Impulse Buying, Consumer Behavior, Mood Factors, Frequency, Buying Behavior, Influencing Factors, Consumers.

Abstract

Consumer buying behavior may be examined by consumers thought, feelings and attitude on the situation. Mood factor also triggers for an impulse buying the product. Mood factor have an important effect on consumer behavior and are influenced by marketers action. By understanding consumer’s mood by the marketers can help them to react for the marketing situation. The present study aims at studying the effect of mood on Impulse buying. The result implies the mood influence do not differ significantly among age, educational, occupation, monthly family income, time spent in store and frequency of impulse buying groups. The mood influences differ significantly among frequency of shopping group.

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Published
2018-10-27
Section
Articles