A STUDY ON IMPULSE BUYING BEHAVIOR AMONG CONSUMERS IN KERALA

Abstract

The whole of a consumer's attitude, preference, intentions, and decisions regarding their behavior in the marketplace makes up their buying behavior. One of the key consumer behaviors is impulsive purchase. It's an impulse decision made right before a purchase to acquire a good or service. At least once in our lives, every single person has succumbed to impulsive shopping. We've all purchased items that we truly didn't need. We made this purchase because we loved the product's shape, color, pricing, and other characteristics. Impulsive purchasing is what this is.