An Investigation of the Role of Promotional Tactics in Impulsive Purchasing, in Online Shopping with a Focus on Sivakasi
Year: 2025
Type: article
Study design: Observational Study
Abstract: An impulse purchase or impulse buying is an unplanned decision by a consumer to buy a product or service, made just before a purchase. One who tends to make such purchases is referred to as an impulse purchaser or impulse buyer. This study examines the relationship between advertisement and impulsive buying frequency in online marketplaces with special reference to online users. This research analyzes the role of promotional tactics and online impulsive buying. The study employed non-probability sampling, and responses from 300 online users were analyzed Statistical tools such as Chi-square test and ANOVA were used to interpret the findings.
Authors: M. Sindhuja Devi, Dr.N.Manikandan, Dr.S.Viji
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: green
OpenAlex ID: W7116109167
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