Impulse Purchase Behavior Among Generation-Y

CITATION

Aruna, S & Santhi, P. (2015) Impulse Purchase Behavior Among Generation-Y. IUP Journal of Marketing Management, 14(1), 21-38

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ABSTRACT
Impulse purchase or an unplanned decision to buy a product or service made just before
a purchase, or on the spot purchase is triggered by stimulus. Marketers and retailers
tend to exploit these impulses which are tied to the basic want for instant gratification.
Generation-Y is found to be materialistic, brand-oriented, risk-takers and keen on business
hedonism. The empirical study on impulse purchase behavior of Gen-Y was conducted
with a sample size of 150 respondents from Coimbatore, India. Trend, fashion appearance
and instant gratification were the factors found to highly motivate the youth to indulge
in impulsive buying. The impulse buying behavior of the youth is associated with variables
that are not always defined by their socioeconomic profile.


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