EXPLORING THE IMPACT OF GENDER AND INCOME ON IMPULSIVE APPAREL PURCHASE CHOICES: A RESEARCH STUDY

Abstract

In this day of escalating consumer expectations and fierce competition, marketers and retailers are constantly seeking for ways to boost their customers' share of wallet in terms of additional sales. Marketers today focus on optimising their clients' tastes, wants, and desires. A spontaneous, on-the-spot purchase done without prior preparation to buy a specific product category or achieve a set task is known as impulse purchasing. Impulse purchase is a popular research topic among marketers due to its prevalence in consumer behaviour as well as its potential in the marketing industry. Our study's goal is to investigate and examine the impact of gender and income on impulsive purchasing behaviour. Our data imply that females are more impulsive than males. Lastly, we also found out that repurchase of impulsively bought product is also likely to be seen more in females when compared to males.

Keywords: Impulse Buying Behaviour, Apparel Impulse Shopping, Effect of gender, Effect of income, post-purchase behaviour