To Study the Impulse Buying Behavior among Customers of Branded Shoes as an Effect of In-store Promotions with Reference to Gender in Tier Two Towns of Maharashtra

  • Mangesh Mannohar Dasare Research Scholar, Deogiri Institute of Engineering and Management Studies, Aurangabad
  • Pardeep Kumar Director, MGM Institute of Management, Aurangabad


The marketing concept of business behavior focuses on consumers, their preferences, wishes, needs and expectations that need to be met and exceeded so that the company can achieve business success quantified by the levels of revenue, profit, market share and loyal customer basis.

This paper aims to elucidate the phenomenon of impulsive behavior by pointing to determining factors and by clarifying the essence of urge-driven behavior, in order to enable companies to predict impulsive buyers’ behavior to a certain extent, and adjust and define their marketing strategies. The study shows in-store promotions give rise to impulse buying behavior strongly among consumers of Pune, Nagpur, Nasik and Aurangabad.

A self-administered survey was used to elicit information from 1050 purposively selected respondents living in various parts of Pune, Nasik, Nagpur and Aurangabad. Data have been analyzed by using Statistical Package for Social Science (SPSS) results revealed that personal factors, that is, time availability and family influence has significant and positive impact on the impulse buying behavior of respondents of these four non-metro cities. Also, in-store factors except money availability have significant impact on impulse buying behavior.

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