~ 117 ~ International Journal of Research in Marketing Management and Sales 2024; 6(1): 117-119 E-ISSN: 2663-3337 P-ISSN: 2663-3329 www.marketingjournal.net IJRMMS 2024; 6(1): 117-119 Received: 20-12-2023 Accepted: 21-01-2024 Soumen Nath Assistant Professor and Head, Department of Hospital Management, Swami Vivekananda University, Barrackpore, Kolkata, West Bengal, India Soumi Chakraborty Assistant Professor, Department of Business Management, Swami Vivekananda University, Barrackpore, Kolkata, West Bengal, India Dr. Kallal Banerjee Professor and Director, School of Management Studies, Swami Vivekananda University, Barrackpore, Kolkata, West Bengal, India Corresponding Author: Soumen Nath Assistant Professor, & Head, Department of Hospital Management, Swami Vivekananda University, Barrackpore, Kolkata, West Bengal, India Impulsive purchasing patterns among women consumers: A study Soumen Nath, Soumi Chakraborty and Dr. Kallal Banerjee DOI: https://doi.org/10.33545/26633329.2024.v6.i1b.159 Abstract Impulse buying occurs when a person buys something out of necessity and without having any pre- shopping goals. Impulse buying behavior is when a consumer enters a store with the intention of buying a pair of jeans but leaves with two blouses and one dress in addition to the pants. Retailers attempt to lure customers into purchasing more than they need to due to the expansion in retail establishments. Attracting customers used to be exceedingly challenging because there wasn't much aesthetic appeal to the things that were being presented, and because it was hard to find products, people didn't spend much time looking. It prompts impulsive purchasing. The goal of this study is to examine female consumers between the ages of 18 and 45 who engage in impulsive purchases. Age, disposable income, level of education, and other demographic variables have an effect or not on women customers' impulsive purchasing patterns. Keywords: Impulsive purchasing, women's purchasing habits, contributing factors, marketers Introduction Impulsive purchasing patterns among women consumers in India have been an area of interest for researchers and marketers alike. Impulsive buying behavior is a common phenomenon among consumers, and it has been observed that women are more prone to impulsive purchases than men. This study aims to examine the impulsive purchasing behavior of women consumers in India and to identify the factors that influence their buying decisions. Literature Review Several studies have been conducted to understand the impulsive purchasing behavior of consumers, particularly women. A study by Beatty and Ferrell (1998) [2] found that impulsive purchasing behavior is influenced by a variety of factors, including personality traits, situational factors, and marketing stimuli. Another study by Rook and Fisher (1995) [9] found that impulsive purchasing behavior is often driven by emotional factors, such as excitement or anxiety. In the context of India, a study by Chakraborty and Roy (2015) [5] found that impulsive purchasing behavior is prevalent among women consumers, particularly in the apparel and cosmetics categories. The study identified factors such as peer pressure, boredom, and the desire for instant gratification as key drivers of impulsive purchasing behavior among women in India. Gaps in existing literature Despite the growing interest in impulsive purchasing behavior among women consumers in India, there are still several gaps in the existing literature. For example, there is a lack of research on the impact of social media on impulsive purchasing behavior among women in India. Additionally, there is limited research on the effectiveness of different marketing strategies in influencing impulsive purchasing behavior among women in India. Another gap in the existing literature is the lack of research on the long-term consequences of impulsive purchasing behavior among women in India. While impulsive purchasing behavior may provide short-term satisfaction, it can also lead to financial problems and other negative consequences in the long run. Overall, the existing literature suggests that impulsive purchasing behavior is a complex phenomenon that is influenced by a variety of factors.