Relationship of Demographic Factors and Impulse Buying Behavior of Customers in Pakistan

Abstract

Impulse buying can simply be defined as an unplanned decision to purchase a particular product. The person who make such buying is called an impulse buyer. It is not necessary that impulse buying would always be in the boundaries of necessary products, there are the times when customers purchase those products which are not necessary for their lives. Impulse buying can also extend to big items like vehicles, home-based appliances etc. It interrupts the usual decision making models in customers' minds. The rational sequence of the customers' activities is replaced with an irrational moment of self-satisfaction. In short, impulse buying is linked with the emotional side of the customers. It is more irresistible than planned purchasing which reveals its significance. The objective of this study is to highlight the relationship of demographic factors i.e. age, gender, income and education and impulse buying behavior of customers in Pakistan. It is a secondary data based study. Different researches which study the relationship of demographic factors and impulse buying behavior of customers in Pakistan are taken into account in order to reach the answer. Findings of the study show that in Pakistan all the demographic variables included in the research i.e. age, gender, income and education have a noteworthy association with impulse purchasing. This study discusses the relation of demographic variables with traditional impulse buying so, further studies could be conducted in order to know that how the demographic variables are associated with online impulse buying.

Keywords: Age, Gender, Income, Education, Impulse buying behavior.