Impact of Digitization on Impulse Buying – What Makes the Customer Bite the Bait
Seema Sahai1, Richa Goel2, Vikas Garg3, Anita Vinaik4
1Seema Sahai, Department of Business, AIBS, Amity International Business School, Amity University, Noida (Uttar Pradesh), India.
2Richa Goel, Department of Business, AIBS, Amity International Business School, Amity University, Noida (Uttar Pradesh), India.
3Vikas Garg, Department of Business, AIBS, Amity International Business School, Amity University, Noida (Uttar Pradesh), India.
4Anita Vinaik, Department of Business, AIBS, Amity International Business School, Amity University, Noida (Uttar Pradesh), India.
Manuscript received on 01 May 2019 | Revised Manuscript received on 15 May 2019 | Manuscript published on 30 May 2019 | PP: 2948-2952 | Volume-8 Issue-7, May 2019 | Retrieval Number: G6226058719/19©BEIESP
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© The Authors. Blue Eyes Intelligence Engineering and Sciences Publication (BEIESP). This is an open access article under the CC-BY-NC-ND license (http://creativecommons.org/licenses/by-nc-nd/4.0/)
Abstract: The millennials constitute majority of the world’s population and drive maximum demand for products all over the world. They believe in earning and spending their income rather than savings which is now an age old concept. Hence with the rise in disposable income producers and manufacturers are deriving huge benefits. Social media is now the future of digital technology. E-commerce has seen huge growth in the upcoming years and would continue to do so. With advancements in technology and digital media and a tech savvy generation to substantiate its use people engage in impulse purchases. With everything being available just a click away supplemented with huge variety and discounts people are very hasty in their purchases. This paper seeks to explore impulse buying behaviour, its types and why people engage in such behaviours. It seeks to examine the bait that drives consumers to purchase products and which age groups engage most in such behaviours.
Keyword: e-Commerce, Impulse Buying, Social Media.
Scope of the Article: e-governance, e-Commerce, e-business, e-Learning