Increasing disposable income of the consumers has transformed the buying pattern to a greater extent. Before shopping by people was very rare phenomenon but nowadays shopping is part and parcel of most of the households in which shoppers spend substantial amount on impulse buying. | Impulse buying and purchase decision International Journal of Management IJM Volume 9 Issue 2 March April 2018 pp. 88 92 Article ID IJM_09_02_010 Available online at http ijm JType IJM amp VType 9 amp IType 2 Journal Impact Factor 2016 Calculated by GISI ISSN Print 0976-6502 and ISSN Online 0976-6510 IAEME Publication IMPULSE BUYING AND PURCHASE DECISION Dr. C. Swarnalatha Professor and Head-Management Studies Anna University Regional Centre Madurai Tamilnadu India S. Soundhariya Research Scholar Mother Teresa Women s University Kodaikanal Tamilnadu India ABSTRACT Increasing disposable income of the consumers has transformed the buying pattern to a greater extent. Before shopping by people was very rare phenomenon but nowadays shopping is part and parcel of most of the households in which shoppers spend substantial amount on impulse buying. Impulse buying refers to sudden urge for the customers to buy something. Impulse buying is unplanned buying which means purchasing on the spot which is triggered by stimulus. Impulse purchase refers to sudden and immediate purchase decision made inside the store by customers. Impulse buying occurs at a moment. Impulse buyers react to marketing stimuli from environment. Many marketers say that impulse buying is all about seeing the products. To make visibility of products tools like visual merchandising is used. Retailers nowadays feel that catching the eyes of the consumer in today s scenario is no easy task. In-Store display helps the consumers to do impulse purchase and reduce time consumption by consumers. Stores should be arranged in such a way that it promote impulse buying. Consumer purchase new products impulsively when their innate desires and need for excitement fun are satisfied. External stimuli and internal stimuli play a major role in impulse purchase. External stimuli arouse internal stimuli in purchase decision. Key words Impulse Buying Visual Merchandising .
