An Empirical Study on Online Impulsive Buying Behaviour Amongst Women at Bengaluru

Impulsive buying is an aspect of attraction among the customers as well as the vendors. Everybody wants to be quick in their reactions, e-commerce has triggered this very well. Women is usually on the top of the list mainly because of their emotional status. This study investigates impulsive buying behavior, characterized by spontaneous purchases driven by emotional impulses, particularly focusing on women in online retail. Through analysis of 91 women the research explores triggers and stimuli influencing impulsive buying, evaluates personalized buying behavior, and assesses the impact of marketing strategies. Key findings indicate a significantly positive relationship with impulsive buying along with the features of triggers & stimuli and personalised promotional strategies.