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| Published: December 31, 2020

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

Mitushi Sharma

Student, Department of Applied Psychology, Ramanujan College, University of Delhi, New Delhi, India Google Scholar More about the auther

, Radhika Rana

Student, Department of Applied Psychology, Ramanujan College, University of Delhi, New Delhi, India Google Scholar More about the auther

, Shambhavi Tripathi

Student, Department of Applied Psychology, Ramanujan College, University of Delhi, New Delhi, India Google Scholar More about the auther

, Dr. Ashwini Kumar

Assistant Professor, Department of Applied Psychology, Ramanujan College, University of Delhi, New Delhi, India Google Scholar More about the auther

DIP: 18.01.130/20200804

DOI: 10.25215/0804.130

ABSTRACT

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.

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Mitushi Sharma @ radhikarana109@gmail.com

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Article Overview

ISSN 2348-5396

ISSN 2349-3429

18.01.130/20200804

10.25215/0804.130

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Published in   Volume 08, Issue 4, October-December, 2020