Impulse Buying Behaviour Among Female Consumers: A Study Based on Oorakam Panchayath

This paper examines the impulse buying behaviour among female consumers associated with online shopping in Oorakam panchayath of Malappuram district, Kerala. Impulse buying refers to purchasing a product or service without prior planning or intention to buy. It is a sudden, unplanned decision often driven by emotions, feelings, or beliefs rather than rational consumers decision making. It is suggested that majority of the female consumers have impulsive buying behaviour associated with online shopping and there is difference in women preference and their rank over various online products. There is no association between socio-economic factors of sample consumers and their impulse buying behaviour.