Main Article Content
Abstract
In the market today competitive world mall shopping plays a vital role to promote the impulse marketing. It always may not be a planned buying rather it is totally unexpected and unplanned. This behaviour of customers is said to be impulse buying behaviour. As impulse buying behaviour includes the unplanned and sudden purchasing thought, cogitative and affective given forces guiding to purchase the products or typically instigated at the time and place of purchase impulse buying is the offer accompany by strong affective reaction such as power full urge to buy or feelings of pleasure and excitement. The objective of the study is to understand the influence buying behaviour among consumer. The study was conducted in Coimbatore city with 120 respondents comprised of consumers. The collection of data were analyzed and tabulated with the help of SPSS software. Likerts five point table, chi-square, and percentage analysis are calculated. The solution of the study indicated that a prominent shopping stimulant aspect of impulse buying was due to sales promoting factors like offers, cost and influence of friends and relatives at the peak , which creates attraction and stimulation to make sudden purchase at shopping malls.