A STUDY ON INTERNAL AND EXTERNAL VARIABLES INFLUENCING IMPULSIVE PURCHASE BEHAVIOUR OF APPAREL CUSTOMERS

Abstract

Impulsive buying is an unplanned purchase done with no pre purchase intentions to buy a specific product. People may be involved in impulsive buying as they may perceive that to be the best buy at the moment. This paper identifies different types of internal and external stimuli that influences customers purchasing decision. This paper emphasises in connecting these variables on the impulsive purchase pattern of apparel customers. The study recommends that apparel retail store should initiate strategies by managing these internal and external variables to reach customers effectively as it can enhance impulsive buying behaviour among customers. This paper presents conceptual framework of analysing both the variables that may trigger any unplanned compulsive purchase as they are interrelated to analyse its effect in an apparel retail store environment. These variables lead to an emotion that customers will quickly react to.