Impulse Buying Behaviour and Demographic Analysis among University of Calabar Students, Nigeria

Abstract

Impulse buying is a phenomenon that is understood and treated extremely differently by marketer and psychologist. The study focused on the impulse buying behaviour and demographic analysis among University of Calabar students. Through the methodology of a self-administered survey, the study answered research questions on the relationship between sex, age and mood and impulse buying. Ordinary least square was used in the hypotheses tests and it was discovered that demographic variables have a significant influence on impulse buying behaviour of the University of Calabar students. It was however recommended that retailers should increase usage of visual merchandizing techniques and emphasize on building visually appealing products/display and focusing on the shelf position of the products in order to entice customer's to make unplanned purchases.

Keywords: Impulse buying, demographic variables, mood, university of calabar