Project Proposal
On
“Impulse Buying Behaviour
of
Customers in Delhi”
Prepared by Mr. Atanu Maity
Roll No : 000-0000000
XXXXXXXXUniversity
Table of Content
INTRODUCTION:
OBJECTIVES:
HYPOTHESIS:
METHODOLOGY:
PRIMARY DATA:
SECONDARY DATA:
BIBLIOGRAPHY:
Impulse Buying Behaviour of Customers in Delhi
INTRODUCTION:
Stores sell hundreds and thousands of products daily and consumers are consuming these products at the cost of their income. It only dependents on the income of the person, that how much and how many times he or she visits shopping stores to buy products. It is usually seen that buyers purchase products which they have not planned and this phenomenon of unplanned purchasing is termed as impulse buying. Impulsive purchasing, generally defined as a consumer’s unplanned purchase which is an important part of buyer behavior. It accounts for as much as 62% of supermarket sales and 80% of all sales in certain product categories. Impulse buying is such a sudden phenomenon where instinct plays a predominant role. A customer makes a purchase without proper planning or prior homework. This is the scenario that marketer and retailer try to capitalize and harness. They provide such impulsive stimuli which are packaged innovatively clubbed with basic needs and wants.
Sometimes customers are not able to express the selection of their brand and might not be aware of his internal decision making. But an unconscious decision making process takes place in his mind which is influenced by cognition and experience. Thus impulse buying behaviour is very much tune with the psychological and physiological need of the customer..
OBJECTIVES:
The purpose of the research study is to test the association of the independent variables that are; shopping life style, fashion involvement, pre-decision stage, post-decision stage regarding consumer purchasing with the dependent variable that is; impulse buying behavior of consumers who shop in Delhi
HYPOTHESIS:
- Generally young people are attracted towards the impulsive buying
- Supermarkets, Bigbazars etc have increased the impulsive buying behavior of a customer.
METHODOLOGY:
Study is going to be conducted in Delhi.
PRIMARY DATA:
A questionnaire survey will be conducted for the purpose of the study. The study is based on primary as well as secondary data. Primary data will be collected from a sampleof 75 respondents of Delhi chosen using non-probability judgment sampling and using a structured questionnaire.
SECONDARY DATA:
Secondary data is the data, which is already in existence. It will be collected mainly through internet and some help will also be taken from books and articles. Secondary sources of data will include publication of Self Help Groups, Journals and Periodicals.
BIBLIOGRAPHY:
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