Article Details

A Study of Impulsive Buyers and Its Relationship with Coupon Proneness - A Special Case of the Chandigarh Tricity | Original Article

Harsh Tuli* in Anusandhan (RNTUJ-AN) | Multidisciplinary Academic Research


Impulsive buying is on increase in the nation with the populations’ major portion being young. The new India is shopping differently. They make on the spot decisions which are influenced by many factors including sales promotions like coupons. Coupons today are using many mediums to reach their target audiences. The mediums include mobile messages to online websites and even the highly preferable mobile applications. These mediums are also one of the reasons that help in instigating an impulsive buy by its users. The new breeds of diners are hungry for bargains and are unlikely to go where they can't get them. This study deals with the study of these impulsive buyers and how they are influenced by these coupons.