The study of impulse buying behavior in context with age, gender and marital status

The aim of the study was to comprehend and examine the impulse buying behavior among diverse age groups, gender, and marital status. It is a quantitative comparative study in which a sample of 71 people living in North India was obtained using a questionnaire. The data was analyzed with the help of relevant statistical techniques (Descriptive measures and ‘t’-test). The results of the study demonstrate a significant difference among different age groups: age(up to 30 / above 30), gender (male/female), marital status (unmarried/married). It was found that females who were unmarried and were less than 30 years of age show more impulse buying behavior paralleled to men. As less empirical evidence was found on the effect of marital status on impulse buying behavior, thus, present research focused on the impact of age, gender and marital status on impulse buying behavior.