Impulse Buying In Online and Offline Purchase...

Impulse Buying In Online and Offline Purchases in Kollam – A Study With Reference To Reference Group and Financial Bond

Author Name : B. Eswaran, Dr. K. Anandanatarajan

ABSTRACT

This study intends to determine how financial bonds and reference groups affect persons in Kollam who are between the ages of 18 and 40 who make impulsive purchases both online and offline. Through Convenient sampling, information was gathered from 250 respondents. Data were subsequently analysed using linear regression, and it was discovered that financial bonds and the reference group have a strong impact on impulse buying in Kollam

Key words – Kollam, Reference group, Financial Bond, Impulse buying