The Impact of Demographic Factors on Impulse Buying Behaviour of Online and Offline Consumers (A Case Study of Punjab, Haryana, New Delhi and Chandigarh)
نویسنده
چکیده
This research paper investigates the impulse buying behaviour of online consumers as against offline consumers. The paper also explores the impact of demographic variables on the impulse buying behaviour of consumers. The research is focused on a well-designed questionnaire based on 500 respondents from the urban areas of Punjab, Haryana, New Delhi and Chandigarh. Data analysis has been done through SPSS software. To study the buying impulsiveness of online consumers as against offline consumers, t-test has been applied which shows that offline consumers are more impulsive in nature. Further, chi-square and regression has been applied to study the association and effect of demographic variables on impulse buying behaviour. The results revealed that two variables gender and marital status affect the impulse buying behaviour.
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