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MBA Project Synopsis / Proposal

Project Proposal

On

Impulse Buying Behaviour


of
Customers in Delhi

Prepared by Mr. Atanu Maity

Roll No : 000-0000000

XXXX XXXX University

For Project Report of this project email at


info@readymadeproject.com

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MBA Project Synopsis / Proposal

Table of Content

INTRODUCTION:......................................................................................................3
OBJECTIVES:.............................................................................................................4
HYPOTHESIS:............................................................................................................4
METHODOLOGY:.....................................................................................................5
PRIMARY DATA:.......................................................................................................5
SECONDARY DATA:.................................................................................................5
BIBLIOGRAPHY:.......................................................................................................5

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MBA Project Synopsis / Proposal

Impulse Buying Behaviour of Customers in Delhi

INTRODUCTION:

Stores sell hundreds and thousands of products daily and consumers are
consuming these products at the cost of their income. It only dependents on the
income of the person, that how much and how many times he or she visits
shopping stores to buy products. It is usually seen that buyers purchase products
which they have not planned and this phenomenon of unplanned purchasing is
termed as impulse buying. Impulsive purchasing, generally defined as a
consumers unplanned purchase which is an important part of buyer behavior. It
accounts for as much as 62% of supermarket sales and 80% of all sales in
certain product categories. Impulse buying is such a sudden phenomenon where
instinct plays a predominant role. A customer makes a purchase without proper
planning or prior homework. This is the scenario that marketer and retailer try to
capitalize and harness. They provide such impulsive stimuli which are packaged
innovatively clubbed with basic needs and wants.

Sometimes customers are not able to express the selection of their brand and
might not be aware of his internal decision making. But an unconscious decision
making process takes place in his mind which is influenced by cognition and
experience. Thus impulse buying behaviour is very much tune with the
psychological and physiological need of the customer..

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MBA Project Synopsis / Proposal

OBJECTIVES:
The purpose of the research study is to test the association of the
independent variables that are; shopping life style, fashion involvement, pre-
decision stage, post-decision stage regarding consumer purchasing with the
dependent variable that is; impulse buying behavior of consumers who shop
in Delhi

HYPOTHESIS:
1. Generally young people are attracted towards the impulsive buying
2. Supermarkets, Bigbazars etc have increased the impulsive buying
behavior of a customer.

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MBA Project Synopsis / Proposal

METHODOLOGY:
Study is going to be conducted in Delhi.

PRIMARY DATA:
A questionnaire survey will be conducted for the purpose of the study. The study
is based on primary as well as secondary data. Primary data will be collected
from a sample of 75 respondents of Delhi chosen using non-probability judgment
sampling and using a structured questionnaire.

SECONDARY DATA:
Secondary data is the data, which is already in existence. It will be collected
mainly through internet and some help will also be taken from books and articles.
Secondary sources of data will include publication of Self Help Groups, Journals
and Periodicals.

BIBLIOGRAPHY:

1. http://www.eurojournals.com/ejsr_28_4_03.pdf
2. http://www.scribd.com/doc/5994975/consumer-behaviour-on-impulse-
buying
3. http://www.123eng.com/forum/viewtopic.php?p=50933

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