DETERMINANTS OF IMPULSE BUYING BEHAVIOUR: AN EMPIRICAL ANALYSIS OF TRIGGER FACTORS AND DEMOGRAPHIC INFLUENCES IN RETAIL OUTLETS - A STUDY IN NORTH GOA

Whether impulse buying is triggered by universal retail factors or varies systematically across consumer demographics remains an unresolved question, particularly in emerging markets. This study investigates impulse buying determinants across four retail formats (malls, supermarkets, hypermarkets, specialty stores) in North Goa, India, using survey data from 400 consumers. Factor analysis reveals eight triggering factors with strong reliability (α = 0.909): store environment, product features, social influencers, promotional offers, emotional triggers, price incentives, consumer comfort, and purchase convenience. We extend prior research by identifying consumer comfort—kids' play zones and warranties—as a novel impulse buying factor previously overlooked in retail literature. Our findings reveal significant demographic heterogeneity: gender influences five factors, while monthly income influences six factors (both p < 0.05). Notably, rural-urban location shows minimal differences, suggesting Behavioural convergence through media and digital connectivity. Rather than treating impulse buying as uniform across consumers, retailers should develop targeted strategies based on gender and income segments. Store environment and product features emerge as the most reliable predictors, guiding retail investment priorities.冲动购买(impulse buying)究竟是由通用零售因素触发，还是会随消费者人口统计特征呈现系统性差异，这一问题至今尚未得到解答，在新兴市场中尤其如此。本研究以印度果阿邦北部地区的400名消费者的调研数据为基础，探究了四种零售业态（购物中心、超市、大卖场、专卖店）下的冲动购买决定因素。因子分析(factor analysis)结果显示，共有8个触发因素具有极佳的信度（克朗巴哈α系数=0.909），分别为：店铺环境、产品特性、社交影响者、促销活动、情绪触发点、价格激励、消费者舒适度以及购买便利性。本研究将涵盖儿童游乐区与质保服务的消费者舒适度界定为全新的冲动购买影响因素，填补了此前零售学术文献中对此类因素的研究空白，拓展了现有研究的边界。研究结果显示消费者人口统计特征存在显著异质性：性别对其中5个因素存在显著影响，月收入则对6个因素存在显著影响（两者的显著性水平均为p<0.05）。值得注意的是，城乡所在地对各冲动购买触发因素的影响微乎其微，这表明借助媒体与数字联通可实现消费者的行为趋同。零售商不应将所有消费者的冲动购买行为视为统一模式，而应基于性别与收入细分群体制定针对性营销策略。店铺环境与产品特性被证实为最具可靠性的预测因子，可为零售行业的投资优先级规划提供参考依据。