A Study of Impulse Buying Behavior in Fashion and Beauty Among Young Adults

This paper aimed to identify the impact of promotion-driven purchases (PDP) and peer influencedriven purchases (PIDP) on impulse buying behaviour for fashion beauty products among young consumers. The study was performed among 259 consumers aged in between 18-30 across India, using a structured questionnaire developed based on existing literature. SPSS software was used to analyze the research findings. The data was analyzed using factor analysis, correlation, and regression tests. The findings of the study reveal that promotion-driven purchases have a significant impact whereas peer influence-driven purchases have an insignificant impact on young consumers’ impulse buying behaviour for fashion beauty products. This study also investigates the importance of PDP and PIDP and how retailers can improve their marketing strategies using these factors in order to boost impulse buying behaviour for beauty products among young consumers.