Paper Title

INFLUENCING FACTORS OF PURCHASE INTENTION OF WORKING WOMEN: RESEARCH EVIDENCE THROUGH LITERATURE REVIEW

Abstract

Consumer Behaviour, as a field of study, refers to a systematic study of activities directly involved in obtaining products/services such that it includes the decision-making processes that precede and succeed these actions. For instance, an advertising message can cause a certain psychological influence that motivates individuals to desire and, consequently, buy a certain product/service. Of late, this discipline has been marked by significant changes, mainly in decision-making processes and consequently in the influencing factors of ‘purchase intention’. Today, the markets are distinctly different and are characterized by an increased and intense competition. Of late, we are witnessing a constant innovation in the products and services available in the marketplace and a greater number of companies in the same market are vying with each other to meet the buyers’ expectations. Within the domain of Consumer Behaviour, the term \"impulse purchasing\" refers to making an unexpected, immediate purchase that is prompted by an external stimulation. However, to examine and better understand this term, it becomes essential to know the impulsive buyer well and it is possible only through a methodological analysis of the factors that have a direct impact on it. Gleaning through the findings of several research studies conducted earlier is very much essential to gain highly illuminating insights into impulse buying. So, it becomes imperative for marketers to be able to improve their campaigns and reach such buyers more effectively. In the earlier studies, ‘Impulse Buying’ has been studied from several perspectives viz., (i) rational processes; (ii) emotional resources; (iii) the cognitive impulses arising from the theory of social judgment; (iv) persuasive communication; (v) and the effects of advertising on impulse behaviour. An attempt is made in this survey of literature-based Paper, to exhaustively review the findings and outcomes of research studies that are currently available in the public domain.
KEYWORDS : Consumer Behaviour; Impulse Buying; Shoppers; Personality; and Working Women.