Impact of Demographic Factors on Impulse Buying Behavior of Consumers in Multan-Pakistan

Abstract

The purpose of this study is to investigate the effect of demographic factors (gender, age, income, and education) on impulse buying behavior of consumers in Multan. The study adopted quantitative approach. A structured questionnaire was used to survey 250 respondents (104 males and 146 females) who were selected using non-probability convenience sampling.  Data were collected in different educational institutions of Multan. Different statistical methods like multiple regression, chi-square test and simple descriptive techniques were used to derive results from the data collected with the help of SPSS 17.0. The multiple regression and chi-square test results revealed that gender and age were significantly and inversely associated with impulse buying behavior of consumers. The results further indicated that income and education were significantly and directly associated with impulse buying behavior of consumers. The ANOVA results indicated that consumers’ demographic characteristic had significant influence on impulse buying and demographic characteristics (gender, age, income, and education) affect simultaneously impulse buying behavior of consumers. The findings of the study were consistent and supported by previous studies. The study concluded that the demographic factors of consumers (gender, age, income, and education) have significant association with impulse buying behavior.

Keywords: Impulse Buying Behavior, Gender, Age, Income, Education