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*Syed Md. Faisal Ali Khan, Dr. Chanchal Chawla


This paper is based on impulsive buying behavior of consumer. In the paper the attempts have been made to find as many as factors which are related to invoke consumer for making impulsive purchase. The research is based on buying pattern from organized and unorganized retail in India in the selected cities of Uttarakhand.412 sample has been taken into account. Attempts have been made to find the invoking factor for the impulsive purchase in the consumer from the review literature. Here two important factors which has been noticed and further taken for the test for the impulsive buying behavior in the consumer and that is income of the individual and education level they have. Directly or indirectly they have certain powerful force still unknown tends an individual to particular product. Here in this research two hypothesis has been proposed which will correlate with the purchase decision in the individual and that are income and education level. Data is tabulated in SPSS 18.0 version and Chi Square test has been used to find the association between income and frequency of store visit and Income and the amount spent. As both are the factor related with the impulsive behavior because more the income an individual will pose more will the chances to visit the store and higher education level always help in making an optimal decision.

Keywords: hypothesis, frequency, consumer.

[Full Text Article]

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