A TERM PAPER ON

CONSUMER BEHAVIOR: A Study on Impulse

Buying Of FMCG Products in Jodhpur
Submitted in partial fulfillment for the award of Degree of Master of Business Administration

Department of Management Studies Jai Narain Vyas University, Jodhpur (2010-2012)

Under the supervision of: Dr. Meeta Nihalani (Head of Department) Dept. Of Management Studies

Submitted by: Rajesh Matnani MBA II Semester

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ACKNOWLEDGEMENT

With regard to my term paper with Impulse buying behavior I would like to thank each and every one who offered help, guideline and support whenever required. I am extremely grateful to my supervisor, Dr. (Mrs.)Meeta Nihalani, Head of Department for their valuable guidance and timely suggestions and for providing me this opportunity, and all faculty members of DEPARTMENT OF MANAGEMENT STUDIES, JODHPUR for the valuable guidance& support. I would also like to extend my thanks to all the respondents who invested their valuable time in my study and my family and friends for their support.

RAJESH MATNANI

Department of Management Studies, Jodhpur

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CERTIFICATE

DEPARTMENT OF MANAGEMENT STUDIES JAI NARAIN VYAS UNIVERSITY, JODHPUR

This is to certify that Mr. RAJESH MATNANI student of Department of Management Studies, Jodhpur, has completed project work on CONSUMER BEHAVIOR: A Study on Impulse Buying of FMCG Products

in Jodhpur under my guidance and supervision.

I certify that this is an original work and has not been copied from any source.

Signature of Supervisor Dr. (Mrs.) Meeta Nihalani

Date- 20, May 2011

CONTENTS
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Sr. No. 1 2 3 4 5 6 7 8 9 10 11

Contents
ACKNOWLEDGEMENT ABSTRACT INTRODUCTION LITERATURE REVIEW OBJECTIVES RESEARCH METHODOLOGY DATA ANALYSIS DATA INTERPRETATION INFERENCES AND IMPLICATIONS CONCLUSION REFERENCE

Page No. 2 5 6 7 8 9 13 15 34 35 36

ABSTRACT

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This paper is an attempt to find the variables/factors that effects customer impulse buying behavior in FMCG sector considering retail market in India. The impact of various impulse buying factors like sales and promotions, placement of products, window merchandising, effective price strategy etc on customer impulse buying behavior has been analyzed. A hypothetical model has created in this paper which has been taken into consideration for our research work on impulse buying behavior of the consumers. The study is based on the primary data collected from Shopping malls, Handlooms and marts from the area of JODHPUR with the help of structured questionnaire on likert scale. Data analysis has been done using SPSS software. The statistical analysis method employed in this study is Factor Analysis. After the through analysis of the available data it has been found out that since income of individual is increasing and more and more people are moving towards western culture in dressing sense, in eating etc so the purchasing power of the people has really gone up and thus the impulse buying of the commodities is on a great increment mainly due to pricing strategies of retail players and full of festivals throughout the year.

Key words:Impulse buying, Retail industries in India, FMCG sector

INTRODUCTION
Impulsive purchasing, generally defined as a consumers unplanned purchase which is an important part of buyer behavior. It accounts for as much as 62% of supermarket sales and 80% of all sales in certain product categories. Though impulsive purchasing has attracted attention in consumer research unfortunately, there is a dearth of research on group-level determinants. This research suggests that the presence of other persons in a purchasing situation is likely to have a normative influence on the decision to make a purchase. The nature of this influence, however, depends on both perceptions of the normative
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expectations of the individuals who exert the influence and the motivation to comply with these expectations. Peers and family members, are the two primary sources of social influence, often have different normative expectations. Thus, it has been evaluated two factors that are likely to affect the motivation to conform to social norms: a) The inherent susceptibility to social influence and b) The structure of the group Group cohesiveness refers to the extent to which a group is attractive to its members. The theory proposed by Fishbein and Ajzen helps conceptualize these effects. This theory assumes that behavior is a multiplicative function of expectations for what others consider to be socially desirable and the motivation to comply with these expectations.

LITERATURE REVIEW
Marketing and consumer researchers over the period of forty years have tried to grasp the concept of impulse buying and defined this terminology in their own perspectives, for which some research findings are discussed here. In a research conducted by Cobb and Hoyer (1986), impulse buying was defined as an unplanned purchase and this definition can also be found in the research of Kollat and Willett (1967). In another research by Rook (1987) reported that impulse buying usually takes place, when a consumer feels a forceful motivation that turns into a desire to purchase a commodity instantly. Beatty and Ferrell (1998) defined impulse buying as instantaneous purchase having no previous aim or objective to purchase the commodity. Stern (1962) found that products bought on impulse are usually cheap. Shopping lifestyle is defined as the behavior exhibited by purchaser with regard to the series of personal responses and opinions about purchase of the products as reported by Cobb and Hoyer (1986). They find that shopping life style and impulse buying behavior are closely related but only in the case of impulse buyers. The study also states that impulse purchasers fell in the middle as of the measurement
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tools used by the researchers, indicated that purchasers will not pick the first brand they spotted in the shopping mall. In researches conducted by Cha (2001); Han et al., (1991); Ko (1993) it is reported that impulse buying behavior regarding fashion products are associated with patterns like chaste, repeated emotions as well as fashion-oriented impulse buying behaviors. These facts were also quoted by Park et al. (2006). The definition of fashion involvement basically relates to apparel associated with fashionable outfits. The findings of Han et al. (1991) quoted in response to fashion involvement of consumers, that it might enhance fashion-oriented impulse buying behaviors among those who habitually wear fashion outfits. Fairhurst et al. (1989) and Seo et al. (2001) found a direct association among fashion involvement and apparels purchase. Positive emotions are defined as affects and moods, which determine intensity of consumer decision-making reported by Watson and Tellegen (1985). Park (2006) found a positive relationship of positive emotions, fashion involvement and fashion-oriented impulse buying with the overall impulse buying behavior of the consumers. Ko (1993) reported that An Empirical Study of Consumer Impulse Buying Behavior in Local Markets 525 positive emotions may result into fashion related impulse purchase. The researches of Beatty and Ferrell (1998); Husman (2000); Rook and Gardner (1993); Youn and Faber, (2000) found that emotions strongly influence buying behaviors, which result into consumer impulse buying. Babin and Babin (2001) found that in stores consumers purchasing intentions and spending can largely be influenced by emotions. These emotions may be specific to certain things for example, the features of the items, customer self interest, consumers gauge of evaluating items and the importance they give to their purchasing at a store. Piron (1993) found that the total of nine items, a combination of pre-decision and post-decision stages indicators, resulted into high significant differences and the values of correlations for unplanned purchases done by consumers resulted into higher value as compared to purchases done by consumers on impulse. Their study indicated that out of total questionnaires distributed which were 361, 53 were unplanned purchasers and 145 were impulse buyers (total= 198).

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OBJECTIVES OF THE STUDY

The main objective of the study is to investigate impulsive buying behavior amongst people living at Jodhpur. It will help: To discover whether personality traits (lack of control, stress reaction, and absorption) trigger impulse buying behavior. To identify what impulse products are in terms of expected price and product location.

To discover the differences between male and female consumers in Impulsive buying behavior.

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RESEARCH METHODOLOGY The researcher contacted the respondents personally with well-prepared sequentially arranged questionnaire. The questionnaire prepared, was divided into two parts, of which part one was used to gather demographic details of the respondents doing impulsive buying and the second was related to customer preferences for the various attributes of the product available. Research Design The proposed research model on Figure1: Factors affecting Impulse Buying
Price of Product Schemes Discount Advertisement Sales Promotion Organizing Events Visual Merchandising Packaging Emotional Attachment Behavior of Salesperson Product Popularity Changing trends Standard of Living Special Occasion Tradition

Consumer Purchase

Impulse Buying

Figure1: Factors affecting impulse buying

Sampling Area - The study is conducted on the respondents i.e. the customer doing impulse buying in Jodhpur city Sample size The research focused on the participants who willingly wanted to complete the instruments in their entirety. Total 160 respondents filled the questionnaire.

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Sampling Design The sample was designed by the convenience based random sampling method. Primary Data - Most of the data collected by the researcher was primary data through a structured questionnaire, which was operated on the samples of the tourist visiting the destination of Jodhpur a.) Demographic Characteristics- gender, age and occupation of the respondents. b.) Dimension of customer satisfaction for service facilities c.) Secondary data- The secondary information was collected from the published Sources such as Journals, Newspapers and Magazines and websites... Research instruments - A summated rating scale format was used, with five choices per item ranging from "highly dissatisfied to "highly satisfied ". . . In this all the questions were positively framed to study the impact of independent variable like age, gender and occupation on the dependent variable which is student development through knowledge. Analysis of Data - All the data collected from the respondents was feeded and tabulated and the analysis was done through the software of SPSS version 16. Hypothesis Null hypothesis H01: There is no significant difference in the impulse buying behavior for FMCG products amongst the customer classified by the gender coming to shopping mall, handlooms and marts of the Jodhpur. H02: There is no significant difference in the impulse buying behavior for FMCG products amongst the customer classified by the age coming to shopping mall, handlooms and marts of the Jodhpur. H03: There is no significant difference in the impulse buying behavior for FMCG products amongst the customer classified by the education coming to shopping mall, handlooms and marts of the Jodhpur.

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H04: There is no significant difference in the impulse buying behavior for FMCG products amongst the customer classified by the income coming to shopping mall, handlooms and marts of the Jodhpur. Alternate hypothesis HA1: There is significant difference in the impulse buying behavior for FMCG products amongst the customer classified by the gender coming to shopping mall, handlooms and marts of the Jodhpur. HA2: There is significant difference in the impulse buying behavior for FMCG products amongst the customer classified by the age coming to shopping mall, handlooms and marts of the Jodhpur. HA3: There is significant difference in the impulse buying behavior for FMCG products amongst the customer classified by the education coming to shopping mall, handlooms and marts of the Jodhpur. HA4: There is significant difference in the impulse buying behavior for FMCG products amongst the customer classified by the income coming to shopping mall, handlooms and marts of the Jodhpur. Data analysis
1.

Anova Linearity and Non-Linearity Test:Aim here is to find how Total Satisfaction varies in accordance to change in each dimension, linearly or non-linearly, here both are scale variables dependent and independent variable. The test for linearity if has a significance value smaller than 0.05, indicates that there is a linear relationship. The test for deviation from linearity if has a significance value smaller than 0.05, indicates that there is a non-linear relationship. If both relationships are present and if R2<ETA2 it means non-linear relationship exists.

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2. One way Robust analysis of Variance: In the test for homogeneity of variance, if the significance value is less than 0.05 than Welch and Brown-Forsythe is to be checked for group difference, if significant value there is less than 0.05 then Tamhane Posthoc comparison for individual group difference will be checked if it show significant value less than 0.05 than the individual groups differs. Now, if in the test for homogeneity of variance, if the significance value is more than 0.05 than simply One way anova table will be checked, if there the significant value is less than 0.05 then Tukey HSD Post-hoc comparison for individual group difference will be checked if it show significant value less than 0.05 than the individual group differs. It is mandatory to look for test for homogeneity of variance only when the group is of nearly equal size. Welch test is more accurate than BrownForsythe test hence it would be given priority during analysis. For all those independent variables where homogeneity constraints was satisfied Tukey table for Post hoc comparison is shown and where robust estimates of Welch and Brown-Forsythe are looked, there Tamhane table for Post hoc comparison is shown (Monday, Klein, Lee, 2005).

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DATA ANALYSIS AND INTERPRETATION 1. Gender

Frequency Male Female Total 109 51 160 Percent 68.1 31.9 100.0 Valid Percent 68.1 31.9 100.0 Cumulative Percent 68.1 100.0

The above table shows that among the total of 160 respondents 109 (68.1%) were male and remaining 51(31.9%) respondents were female.

2. Age
Frequency Below 20 Between 20 to 30 Between 30 to 40 Above 40 Total 22 34 43 61 160 Percent 13.8 21.2 26.9 38.1 100.0 Valid Percent 13.8 21.2 26.9 38.1 100.0 Cumulative Percent 13.8 35.0 61.9 100.0

The above table shows that among the total of 160 respondents 22 belongs to the age group of below 20 years, 34 belongs to age group of between 20 to 30 and maximum that is 61 belong to age group of above 40 years.

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3. Income

Frequency Below 2 lakh Between 2 to 5 lakh Above 5 lakh Total 42 86 32 160

Percent 26.2 53.8 20.0 100.0

Valid Percent Cumulative Percent 26.2 53.8 20.0 100.0 26.2 80.0 100.0

It can be seen that among the total of 160 respondents, maximum belong to the category of between 2 to 5 lakh followed by category of below 2 lakh.

4. Education Frequency Under graduate Graduate Post graduate Total 30 69 61 160 Percent 18.8 43.1 38.1 100.0 Valid Percent 18.8 43.1 38.1 100.0 Cumulative Percent 18.8 61.9 100.0

As mention in the above table among the total respondents 43.1% are graduate, 38.1% are post graduates and remaining 18.8% are under graduate.

DATA INTERPRETATION
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1. Price of Product Frequency Strongly Disagree Disagree Neutral Agree Strongly Agree Total 10 21 75 27 27 160 Percent 6.2 13.1 46.9 16.9 16.9 100.0 Valid Percent Cumulative Percent 6.2 13.1 46.9 16.9 16.9 100.0 6.2 19.4 66.2 83.1 100.0

As shown in the above bar chart, maximum respondents belongs to neutral category (46.9%), followed by two groups that are agree and strongly agree (16.9% each)

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2. Schemes Frequency 9 19 90 29 13 160 Percent 5.6 11.9 56.2 18.1 8.1 100.0 Valid Percent Cumulative Percent 5.6 5.6 11.9 17.5 56.2 73.8 18.1 91.9 8.1 100.0 100.0

Strongly Disagree Disagree Neutral Agree Strongly Agree Total

As shown in the above bar chart, maximum respondents belongs to neutral category (56.2%), followed by two groups that are disagree (11.9%) and agree (18.1%)

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3. Discount Frequency Strongly Disagree Disagree Neutral Agree Strongly Agree Total 6 27 76 32 19 160 Percent 3.8 16.9 47.5 20.0 11.9 100.0 Valid Percent 3.8 16.9 47.5 20.0 11.9 100.0 Cumulative Percent 3.8 20.6 68.1 88.1 100.0

As shown in the above bar chart, maximum respondents belongs to neutral category (47.5%), followed by the group that agree(20%) that discount factor effects the buying behavior of the customer.

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4. Advertisement Frequency Strongly Disagree Disagree Neutral Agree Strongly Agree Total 4 29 51 46 30 160 Percent 2.5 18.1 31.9 28.8 18.8 100.0 Valid Percent 2.5 18.1 31.9 28.8 18.8 100.0 Cumulative Percent 2.5 20.6 52.5 81.2 100.0

As shown in the above bar chart, maximum respondents belongs to neutral category (31.9%), closely followed by the group that agree (28.8%) that advertisement factor affects the buying behavior of the customer.

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5. Sales Promotion

Frequency Strongly Disagree Disagree Neutral Agree Strongly Agree Total 4 40 35 51 30 160

Percent 2.5 25.0 21.9 31.9 18.8 100.0

Valid Percent 2.5 25.0 21.9 31.9 18.8 100.0

Cumulative Percent 2.5 27.5 49.4 81.2 100.0

As shown in the above bar chart, maximum respondents agree that sales promotion effects their buying behavior (31.9%), followed by the group that disagree (25%) to this.

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6. Emotional Attachment Frequency Strongly Disagree Disagree Neutral Agree Strongly Agree Total 5 28 59 46 22 160 Percent 3.1 17.5 36.9 28.8 13.8 100.0 Valid Percent Cumulative Percent 3.1 17.5 36.9 28.8 13.8 100.0 3.1 20.6 57.5 86.2 100.0

As shown in the above bar chart, maximum respondents belongs to neutral category (36.9%), followed by the group that agree (28.8%) that emotional attachment affects the buying behavior of the customer.

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7. Behavior of Salesperson Frequency Strongly Disagree Disagree Neutral Agree Strongly Agree Total 7 34 52 28 39 160 Percent 4.4 21.2 32.5 17.5 24.4 100.0 Valid Percent Cumulative Percent 4.4 21.2 32.5 17.5 24.4 100.0 4.4 25.6 58.1 75.6 100.0

As shown in the above bar chart, maximum respondents belongs to neutral category (32.5%), followed by the group that strongly agree (24.4%) that behavior of sales person does affects the buying behavior of the customer.

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8. Special Occasion Frequency Strongly Disagree Disagree Neutral Agree Strongly Agree Total 5 16 69 33 37 160 Percent 3.1 10.0 43.1 20.6 23.1 100.0 Valid Percent Cumulative Percent 3.1 10.0 43.1 20.6 23.1 100.0 3.1 13.1 56.2 76.9 100.0

As shown in the above bar chart, maximum respondents belongs to neutral category (43.1%), followed by the group that strongly agree (24.4%) that special occasion is the major factor in the buying behavior of the customer.

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9. Organizing Events Frequency Strongly Disagree Disagree Neutral Agree Strongly Agree Total 3 29 57 50 21 160 Percent 1.9 18.1 35.6 31.2 13.1 100.0 Valid Percent Cumulative Percent 1.9 18.1 35.6 31.2 13.1 100.0 1.9 20.0 55.6 86.9 100.0

As shown in the above table, maximum respondents belongs to neutral category (35.6%), followed by the group that agree (31.2%) that event organization encourage customer impulse buying.
10. Product Popularity Frequency Strongly Disagree Disagree Neutral Agree Strongly Agree Total 4 28 58 37 33 160 Percent 2.5 17.5 36.2 23.1 20.6 100.0 Valid Percent Cumulative Percent 2.5 17.5 36.2 23.1 20.6 100.0 2.5 20.0 56.2 79.4 100.0

As shown in the above table, maximum respondents belongs to neutral category (36.2%), followed by the group that agree (23.1%).

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11. Standard of Living Frequency Strongly Disagree Disagree Neutral Agree Strongly Agree Total 3 22 59 27 49 160 Percent 1.9 13.8 36.9 16.9 30.6 100.0 Valid Percent Cumulative Percent 1.9 13.8 36.9 16.9 30.6 100.0 1.9 15.6 52.5 69.4 100.0

As shown in the above table, maximum respondents belong to neutral category (36.9%), followed by the groups that strongly agree (30.6%).
12. Tradition Frequency Strongly Disagree Disagree Neutral Agree Strongly Agree Total 4 7 77 42 30 160 Percent 2.5 4.4 48.1 26.2 18.8 100.0 Valid Percent Cumulative Percent 2.5 4.4 48.1 26.2 18.8 100.0 2.5 6.9 55.0 81.2 100.0

As shown in the above table, maximum a respondent belongs to neutral category (48.1%), followed by the groups that agree (26.2%).

(A)

Descriptive statistics:
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Total Satisfaction for Impulse Buying Mean 1. Gender Male Female 2. Age Below 20 20-30 30-40 40 and above 3. Education Undergraduate Graduate Post Graduate 4. Income Below 2 lakh 2 - 5 lakh Above 5 lakh 46.52 51.37 53.75 42 86 32 4.369 3.301 4.558 46.63 49.33 53.92 30 69 61 4.390 3.799 3.226 47.41 50.59 50.93 51.46 22 34 43 61 5.518 4.793 3.832 4.342 52.01 47.51 109 51 4.364 3.630 N Std. Deviation

(B) Inferential statistics

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Part -1: One Way ANOVA of total satisfaction by Gender

Table -1 Test of Homogeneity of Variances df1 df2 1 158

Levene Statistic 2.617

Sig. .108

Between Groups Within Groups Total

Table -2 Anova Sum of Squares df Mean Square 703.364 1 703.364 2715.736 158 17.188 3419.100 159

F 40.921

Sig. .000

Table -3 Robust Tests of Equality of Means Statistica df1 df2 Welch 46.746 1 115.955 Brown-Forsythe 46.746 1 115.955 a. Asymptotically F distributed.

Sig. .000 .000

Analysis: Groups are of unequal sizes (from descriptive), we therefore directly look at Welch and Brown-Forsythe test, and it shows significant value hence satisfaction differs in gender group. Male is doing more impulse buying than female (from descriptive).

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Part -2: One Way Anova of total satisfaction by Age

Levene Statistic 1.784

Table -4 Test of Homogeneity of Variances df1 df2 3 156

Sig. .152

Between Groups Within Groups Total

Table- 5 Anova Sum of Squares df Mean Square 273.608 3 91.203 3145.492 156 20.163 3419.100 159

F 4.523

Sig. .005

Table -6 Robust Tests of Equality of Means Statistica df1 df2 Welch 3.209 3 65.268 Brown-Forsythe 4.099 3 93.294 a. Asymptotically F distributed.

Sig. .029 .009

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Table 7 Post Hoc Tests Multiple Comparisons Tukey HSD (I) age (J) age Mean Difference (I-J) Std. Error Sig. .180 .067 .024 .180 1.000 .945 .067 1.000 .987 .024 .945 .987 95% Confidence Interval Lower Upper Bound Bound -7.15 .79 -7.21 .16 -7.71 -.39 -.79 7.15 -3.08 2.40 -3.57 1.83 -.16 7.21 -2.40 3.08 -2.70 1.64 .39 7.71 -1.83 3.57 -1.64 2.70

20-30 -3.179 1.435 Below 20 30-40 -3.521 1.314 * Above 40 -4.050 1.301 Below 20 3.179 1.435 20-30 30-40 -.342 1.009 Above 40 -.871 .992 Below 20 3.521 1.314 30-40 20-30 .342 1.009 Above 40 -.529 .807 * Below 20 4.050 1.301 40 and above 20-30 .871 .992 30-40 .529 .807 *. The mean difference is significant at the 0.05 level.

Analysis: Groups are of nearly equal sizes (from descriptive), Homogeneity of variance shows non-significant value, with anova table showing significant value, hence Tukey Post Hoc test is requested. Below 20 age groups have significant lower impulse buying behavior than 20-30, 30-40 & 40 and above age groups.

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Part -3 One Way ANOVA of total satisfaction by Income

Levene Statistic 2.724

Table 8 Test of Homogeneity of Variances df1 df2 2 157

Sig. .069

Between Groups Within Groups Total

Table 9 Anova Sum of Squares df Mean Square 1066.531 2 533.265 2352.569 157 14.985 3419.100 159

F 35.588

Sig. .000

Table 10 Robust Tests of Equality of Means Statistica df1 df2 Welch 27.821 2 64.204 Brown-Forsythe 29.847 2 90.943 a. Asymptotically F distributed.

Sig. .000 .000

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Table 11 Post Hoc Tests Multiple Comparisons (I) income Below 2 lakh (J) income Mean Difference (I-J) Std. Error .762 1.051 .762 .881 1.051 .881 Sig. .000 .000 .000 .029 .000 .029 95% Confidence Interval Lower Upper Bound Bound -6.72 -2.98 -9.80 -4.65 2.98 6.72 -4.56 -.19 4.65 9.80 .19 4.56

2-5 lakh -4.848* above 5 lakh -7.226* <2 lakh 4.848* Tamhane 2-5 lakh above 5 lakh -2.378* <2 lakh 7.226* above 5 lakh 2-5 lakh 2.378* *. The mean difference is significant at the 0.05 level.

Analysis: Groups are of unequal size, we therefore directly look at Welch and Brown-Forsythe test, and it shows significant value, hence Tamhane Post Hoc test is requested. Income group Below 2 lakh has significant lower impulse buying behavior than 2-5 lakh and above 5 lakh income group.

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Part -4 One Way ANOVA of total satisfaction by Education

Table -12 Test of Homogeneity of Variances df1 df2 2 157

Levene Statistic 1.340

Sig. .265

Between Groups Within Groups Total

Table 13 Anova Sum of Squares Df Mean Square 1254.210 2 627.105 2164.890 157 13.789 3419.100 159

F 45.478

Sig. .000

Table -14 Robust Tests of Equality of Means Statistica df1 df2 Welch 45.790 2 73.705 Brown-Forsythe 41.380 2 90.605 a. Asymptotically F distributed.

Sig. .000 .000

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Table 15 Post Hoc Tests Multiple Comparisons (I) education under graduate graduate post graduate (J) education graduate post graduate under graduate post graduate Mean Difference (I-J) -2.700* -7.285* 2.700* -4.585* 7.285* 4.585* Std. Error .923 .902 .923 .616 .902 .616 Sig. .016 .000 .016 .000 .000 .000 95% Confidence Interval Lower Upper Bound Bound -4.98 -.42 -9.52 -5.05 .42 4.98 -6.08 -3.09 5.05 9.52 3.09 6.08

Tamhane

under graduate graduate *. The mean difference is significant at the 0.05 level.

Analysis: Groups are of unequal size, we therefore directly look at Welch and Brown-Forsythe test, and it shows significant value, hence Tamhane Post Hoc test is requested. Under Graduate education group has significant lower impulse buying habits than graduate and post graduate education group.

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Part -5 Anova One-Sample t Test

Table 16 One-Sample t Test Test Value = 3.16 S. No t 1. 2. 3. 4. 5. 6. 7. 8. 9. 10. 11. 12. 13. 14. 15. Price of Product Schemes Discount Advertisement Sales Promotion Organizing Events Visual Merchandising Packaging Emotional Attachment Behavior of Salesperson Product Popularity Changing trends Standard of Living Special Occasion Tradition 1.053 -.655 .435 3.214 2.622 2.517 .769 2.129 2.048 2.153 3.035 5.003 5.056 4.163 5.216 df 159 159 159 159 159 159 159 159 159 159 159 159 159 159 159 Sig. 2-tailed .294 .514 .664 .002 .010 .013 .443 .035 .042 .033 .003 .000 .000 .000 .000 Mean Difference .090 -.048 .034 .271 .234 .196 .065 .146 .165 .202 .259 .384 .446 .346 .384 95% Confidence Interval of the Difference Lower Upper -.08 .26 -.19 .10 -.12 .19 .10 .44 .06 .41 .04 .35 -.10 .23 .01 .28 .01 .32 .02 .39 .09 .43 .23 .54 .27 .62 .18 .51 .24 .53

Analysis: Factors number 2 having negative significant value that is schemes must be improved in order to increase the buying behavior of consumers.

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INFERENCES, IMPLICATIONS AND SUGGESTIONS

The is a significant difference in the various age groups of the respondents for the perception of impulse buying behavior of the costumer in FMCG products of the shopping malls, handlooms and marts visited by the respondents. There is significant difference in the impulse buying behavior for FMCG products amongst the customer classified by the gender coming to shopping mall, handlooms and marts in the city of Jodhpur.

There is significant difference in the impulse buying behavior for FMCG products amongst the customer classified by the age coming to shopping mall, handlooms and marts in the city of Jodhpur. There is significant difference in the impulse buying behavior for FMCG products amongst the customer classified by the education coming to shopping mall, handlooms and marts in the city of Jodhpur. There is significant difference in the impulse buying behavior for FMCG products amongst the customer classified by the income coming to shopping mall, handlooms and marts in the city of Jodhpur.

The study is a useful instrument for the FMCG sector to design the strategic inputs for the quality development of the service package. The industry can grow with the ethics of the providing better schemes for the hospitals

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CONCLUSION
The results of this research study clearly indicate that there exits a weak association between consumer lifestyle, fashion involvement and post-decision stage of consumers purchasing behavior with the impulse buying behavior including the attitudinal as well as behavioral aspects of the consumers buying behavior. Pre-decision stage of consumers purchasing behavior established strong association with the impulse buying behavior of the consumers. So, it is established through this research that consumers purchasing products in the area of Jodhpur plan their purchases, having shopping lifestyle related to planned purchases and their post-decisions are also not guilty. The pre-decision stage of the purchasing associate these buyers with unplanned or impulse buying because these days stores are full of variety of products and a buyer can easily get interested in purchasing a product which appeals him or her while shopping the planned list of products and here pleasure principle comes into play.

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REFERENCES
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