Factors Affecting Impulsive Buying Behavior of College Students in Kathmandu Valley

Authors

DOI:

https://doi.org/10.3126/irjmmc.v5i4.70657

Keywords:

Emotional triggers, Financial sources, Impulsive buying, Lack of control, Social influence

Abstract

Impulsive buying is the tendency of a customer to buy goods and services without planning.  The study's objective is to determine the factors affecting the impulsive buying behavior of the students in Kathmandu Valley.  The study was based on the cross-sectional research design which followed the quantitative design. The study targeted college-level students studying at Bachelor's and Master's level in Kathmandu Valley.  200 students were selected from different colleges through a simple random sampling technique. A well-structured closed-ended survey questionnaire was developed and disseminated in a well-organized manner to respondents to collect the primary data from the field and analyzed systematically in 2023. The study analyzed the data using statistical tools like frequency distribution, mean, standard deviation, and correlation to derive the findings. The study finds that social influence is considered the first important cause influencing impulsive buying behavior. Similarly, it is followed by emotional triggers, lack of control, and financial resources influencing respectively. The study also shows that there was a strong relationship between social influence and impulse buying behavior. Business organizations should strategically leverage social factors in marketing campaigns to tap into this influential aspect of consumer behavior. Future researchers need to survey another variable with a large sample size by applying different methods.

 

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Author Biographies

Raju Bhai Manandhar, Public Youth Campus

Faculty of Management

Mahananda Chalise, Tribhuvan University, Nepal

Profesor, Faculty of Management

Namita Poudel Bhusal, University of Hull, London

PhD Scholar, Hull University Business School

Ranjana Adhikari, Public Youth Campus, TU, Nepal

Student

Eirika Manandhar, Public Youth Campus, TU, Nepal

Student

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Published

2024-10-20

How to Cite

Manandhar, R. B., Chalise, M., Poudel Bhusal, N., Adhikari, R., & Manandhar, E. (2024). Factors Affecting Impulsive Buying Behavior of College Students in Kathmandu Valley. International Research Journal of MMC (IRJMMC), 5(4), 56–63. https://doi.org/10.3126/irjmmc.v5i4.70657

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Articles