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ANALYSIS

The population surveyed in our report study consisted of 70 people, out of which, 37 were females and the remaining 33 were males. Though this survey mainly concentrated on the higher middle-class and the business class, those who are regular mall visitors and go shopping every now and then for all those objects that they liked through both the Visual Merchantising and the convincing Salesmen in the various stores.

The major chunk out of the population surveyed by us in the malls (like India Bulls MegaStore [pyramids], pantaloons, centrals, etc.) consisted of working professionals between the age groups of 25-36 years of age ( approx.50%), whereas the another 34% consisted
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of both students and working professionals between the age group of 19 to 24 years.

As most of the people surveyed consisted of those working in one or the other industrial or service sectors in Pune (approx.70%), therefore most of them had reasonably high disposable incomes to spend rather than those who were working in the government sector and those who were not single. Also, out of the students
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surveyed, few spent their entire money for the month in buying fashionable and Trendy STUFF for themselves ranging from accessories to apparels and gizmos.

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Another fact remains that most of the population surveyed by us was shopaholic that had a BRANDED style statement to suite their self esteem. In other words, most of the people were ready to spend on their favourite brands, without really looking at the price tags. Also, a large part of this population (75%) was lured into buying the products of a specific brand just because it was being publicised by their favourite Brand Ambassadors.

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Table 1 : Population Influenced by Brand Ambassadors YES NO 71% 29%

Table 2 : Shopaholic Population YES NO 75% 25%

Table 3 : Preference while Buying PRICE WITH BRAND WITHOU T BRAND 8% 1% QUALIT Y 15% 6% BOTH 50% 20%

While surveying the target population we realised that television as a medium was the most influential in triggering impulse buying behaviour in Indian consumers. The next upcoming media was the print media via fashion
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and IT magazines, brochures and billboards and no to forget the most common i.e. Newspaper. It is also noticed that internet Advertising has still not had enough impact on the Indian population but still holds a good 13% share in the total advertising survey conducted. Figure below shows the statistics.

Plastic money i.e. credit and debit cards, as well as other means of easy financing and credit facilities have instigated impulse buying behaviour even more on the population. Increase in purchasing power as well as increasing wants being other reasons. Availability of funds has made purchasing even simpler. Also standard of living has improved which has played a very significant
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role. The population surveyed by us shows a general estimate of 32% of the population comprising of plastic money users of which every person has minimum 2 cards, either credit or debit. While conducting the survey we also figured out that easy finance options have definitely made buying much easier with an approximate percentage of 71%.

Also since people nowadays earn a high total income, their general net disposable income towards impulse buying has also increased due to which people can definitely afford more credit faculties as well as ensure that they do clear all bad debts and credits when required to do so.

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