Understanding Factors that influence Impulse Buying in an online

Understanding Factors that influence
Impulse Buying in an online context
A project submitted in the partial fulfilment of requirement for
award of the degree in Master of Business Administration
Under the guidance of: Prof. Anupama Vohra
Submitted by: Ankita Kushwah
FT20-410, MBA (FT)

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CERTIFICATE
This is to certify that the project report titled ‘Understanding Factors that influence
Impulse Buying in an online context’ submitted in partial fulfilment of the
requirements for the Degree of Master of Business Administration by Ms. Ankita
Kushwah at Faculty of Management Studies, University of Delhi is a record of
original research work carried out under my guidance. Any material borrowed or
referred to is duly acknowledged.
Prof. Anupama Vohra Ankita Kushwah
Project Guide MBA (FT) 2020-22
Faculty of Management Studies Faculty of Management Studies
University of Delhi University of Delhi

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ACKNOWLEDGEMENT
I would hereby like to thank my guide Prof. Anupama Vohra for her constant
guidance and support in completing this project. Pursuing a project in such a vast
and dynamic field would not have been possible without her encouragement and
guidance.
I have learnt from several articles, research studies and papers from national and
international entities. I acknowledge the value I received from these bodies of
knowledge.
Finally, I would like to thank the 81 respondents of the primary research survey
instrument. Without these respondents, the successful completion of this study
would not have been possible.
_
Ankita Kushwah
MBA (FT) 2020-22
Faculty of Management
Studies University of Delhi

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TABLE OF CONTENTS
Certificate
Acknowledgement
1. Chapter 1 – Introduction
1.1. Background
1.2. Significance of the study
1.3. Research Objective
1.4. Structure of the Dissertation
2. Chapter 2 – Literature Review
2.1. Impulse Buying
2.2. Online Impulse Buying
2.3. Stimulus-Organism-Response (SOR) Framework
2.4. Impulse Buying Antecedents
2.5. Characteristics specific to individual that affect
2.5.1 Impulsiveness
2.5.2 Shopping Enjoyment
2.6 Characteristics of the environment
2.6.1 Content on the online shopping portal
2.6.2 Product Variety on the online shopping portal
2.6.3 Design in an online shopping context
2.6.4 Navigation in an online
2.6.5 Promotion and Pricing in an online shopping context
2.7 Online Browsing
2.8 Urge to buy impulsively
3. Chapter 3 – Methodology Review
3.1. Research Structure
3.2. Mode of Primary Research and its design
4. Chapter 4 – Finding and Analysis

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4.1. Demographics of the survey participants
4.2. Analysis of survey results
References
5. APPENDIX
5.1. Appendix A: Primary Research Questionnaire
5.2. Appendix B: Consumer Responses

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Chapter 1 - Introduction
1.1 Background
Impulse Buying can be characterized as a convincing, gluttonously complicated and spontaneous
buying behaviour(Stern 1962). In investigation of promotion, much exertion has been coordinated
to comprehend the variables that impact motivation purchasing. The historical backdrop of
exploration without really thinking about purchasing starts with the 1950s when
researchers(Clover 1950) discovered that a huge sum of shopping in retail location outlets was
with practically no pre-goals. Hoch and Loewenstein(1991) has believed that Impulse purchasing
is an aftereffect of outer and inner triggers and purchasers who are described as profoundly
indiscreet will be imprudent when attempting to accomplish the target of getting a quick fulfillment.
Numerous multiple times these profoundly indiscreet purchasers additionally don't give any
consideration to the adverse results of their exceptionally incautious behaviour(Rook 1987).
With the new advances in IT and mass accessibility of the Internet, web based shopping has
been expanding and web based business is turning into a significant channel. It has been
assessed that around 40% of online customer spend can be ascribed to drive purchasing
online(Liu et al 2013). A few scientists have additionally thought that motivation purchasing is
more helpful in an internet shopping climate than in a disconnected shopping climate since it
removes a portion of the requirements that hinders motivation in a disconnected climate like fixed
long stretches of activity, staff applying prevailing burden etc(Eroglu et al 2001). We can likewise
characterize online motivation purchasing as a web-based buy which is quick and abrupt where
the customer had no pre-expectation to buy(Piron 1991). In physical terms just as internet
purchasing, both climatic and ecological signals go about as powerhouses and triggers however
the idea of their activity contrasts. In an internet setting, a shortfall of experiential touch and actual
nearness shows a concentration on data chasing and perusing in the development to an
unconstrained purchase(Park and Kim 2008)
1.2 Significance of the Study
Given the significance of online drive purchasing in the momentum climate, embrace an
examination understanding the central point that impacts online motivation buying. There
exists a hole as for the Indian buyer and there is an immense degree for concentrating on the
impact of various improvements, for example, site attributes and so on internet based drive
purchasing for the Indian purchaser.
1.3 Research Objective
The study aims to understand what is the nature of relationship between online impulse
purchase and

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• E-commerce website content
• Product variety available on e-commerce website
• Aesthetic design of the e-commerce website
• Ease of navigation
• Price of products on e-commerce website
• Promotions on e-commerce website
• Shopping enjoyment
• Impulsiveness of the consumer
The above factors have been chosen by reviewing the past literature on impulse buying and
will be tested in an online context for the Indian consumer. We will also study the relationship
between online browsing and online impulse purchase.
1.4 Structure of the Dissertation
1.4.1 Literature Review
This section we will comprehend driving purchasing overall and online motivation purchasing in
explicit. We will comprehend the different components that have been thought to impact drive
buys online on the internet.
1.4.2 Methodology Review
This part will incorporate how the exploration has been directed and its construction. It will likewise
incorporate the method of information assortment, how the poll was built and the technique for
investigation of the gathered information.
1.4.3 Findings & Analysis
Study information will be investigated by means of straight relapse and its outcomes will be utilized
to decide the meaning of the connection between various components. A synopsis of the study
information will likewise be shared.
1.4.4 Conclusion & Recommendations
Based on the study, a final set of recommendations and managerial implications will be present.
1.5 E-Commerce Trends