Impulsive Buying Behaviour Amongst Workingwomen In Haryana

Abstract

Women are becoming powerful consumers and now their spreading powers newlineand buying decisions cannot be neglected. The role of women is changing due to newlineincrease in percentage of women literacy rate. Their impact on economy is also newlineincreasing. They are becoming aware, educated and financially independent. newlineWorking women are having sufficient disposable income to spend. Women are fond newlineof shopping. Rather they are getting addicted to impulse buying. Usually they newlineaccount for unplanned buying. Shopping is a mood changing activity for them and newlinethey find pleasure in it. Taking care of emerging trend, this study was carried out newlinewith the objective of understanding the factors which directly influence the impulse newlinebuying behavior of women. newlineThis study revolves around the impulsive buying behavior of working newlinewomen. This thesis investigates the impulsive buying behavior of women in the state newlineof Haryana as well as the elements that play a role in influencing those women s newlinepurchasing decisions. newline