IMPULSE BUYING BEHAVIOR AMONG WORKING LADIES: A LITERATURE REVIEW

Abstract

Impulse buying behavior is used to be an interesting issue to be figured out by many researchers and marketers, among consumer behavior’s studies. Increased access to education and employment opportunities are improving the social status and economic independence of women. There is no doubt that women are driving the world economy. Provided with various marketing techniques and innovations, it is much easier for consumers to buy impulsively, thus it is worthwhile to look in details how these marketing factors trigger impulse buying and which of them exerts the greatest effect. This research aim is to investigate how extrinsic cues affect the impulse buying behavior amongst working ladies. The five extrinsic cues involved in this research are price, store atmosphere, brand reputation, country of origin and social influence. This research is providing useful information to the marketers of Malaysia’s apparel industry in understanding consumers’ needs deeper in order to contribute in the growth of their business. Target population of this study is full-time working ladies, aged between 16 to 35 years. Due to large population, sampling of 400 questionnaires was distributed in One Utama shopping mall, Selangor. Statistical Package for Social Science (SPSS) was used to analyzed the data collected. It was found that price, store atmosphere and social influence are having significant relationship with impulse buying behavior among working ladies while brand reputation and country of origin of product are not.