AN ANALYSIS OF CONSUMERS' CHARACTERISTICS ON IMPULSE BUYING: EVIDENCE FROM PAKISTAN

Abstract

This paper investigates relationship between impulse buying and consumers‟ characteristics which include consumers‟ age, gender, income, geographical orientation and cultural orientation. Primary data is collected through standardized close-ended questionnaires. Data sample includes randomly selected 100 buyers from different shopping centers of Abbottabad and Islamabad. Descriptive data analysis, Independent Sample t-Test, One-Way ANNOVA Analysis and Correlation was applied to analyze data. Results show that there is no significant variable under study that can influence consumers to buy on impulse. However, consumers‟ characteristics have expected relationships with impulse buying behavior. Gender, age and income show expected relationship, while geographical orientation expresses no association with impulse buying actions among consumers. Cultural orientation of consumers shows a relationship with impulse buying but is not significant.

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