Exploring Tech Savvy Trait AS a Base for Profiling Impulse Buyers
Shivang Dwivedi1, Ramesh Kumar Chaturvedi2
1Dr .Ramesh Kumar Chaturvedi, Assistant Professor in Dept Of Rural Management, BBAU (A Central University, Lucknow).
2Shivang Dwivedi, Research Scholar, Dept Of Rural Management, BBAU (A Central University, Lucknow).
Manuscript received on November 20, 2019. | Revised Manuscript received on November 26, 2019. | Manuscript published on 30 November, 2019. | PP: 2946-2951 | Volume-8 Issue-4, November 2019. | Retrieval Number: D6842118419/2019©BEIESP | DOI: 10.35940/ijrte.D6842.118419
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© The Authors. Blue Eyes Intelligence Engineering and Sciences Publication (BEIESP). This is an open access article under the CC-BY-NC-ND license (http://creativecommons.org/licenses/by-nc-nd/4.0/)
Abstract: Impulse buying behavior is a sudden spontaneous urge of the consumer to make unplanned purchase after seeing the product in the retail outlet. Such type of behavior involves purchasing without much thinking. A number of studies have been conducted in the past regarding consumer decision making. This study has its base in the form of tech savvy consumers. Impulse purchase behavior for tech savvy consumers has not been studied much in the past; neither any scale has been developed specifically for such kind of behavior. Numerous technological products are entering the markets now days in our Indian market. Talking about the smart phones or the automobiles etc. loaded with a plethora of latest technological features and also the information technology featured services like net banking, internet of things etc. are also the primary choice and these technical features attract the consumers in the products. This research will open insights about the impulse purchasing behavior of tech savvy consumers and there are some other personality traits also. Using the technique of K means clustering analysis has been done.
Keywords: Impulse Buying, Retail Stores, Unplanned Shopping, Tech Savvy Innovators.
Scope of the Article: GEOTECH Engineering.