An Analysis of Impulse Buying Behavior in Apparel Industry Based on Gender and Income in Rajasthan

This gender and income based marketing research focuses on developing an understanding of the impulse buying behavior of customers in the apparel industry in the Rajasthan State. The survey questionnaire method was used for this research, under which 138 respondents participated. The random sampling method was preferred in this research because it rules out the chances of bias. Collected data from the participants is graphically represented in graphs and pie charts, and subjected to correlation coefficient analysis. It was observed that demographic factors play a significant role in influencing impulse buying behavior in the apparel industry. Moreover, data results also helped to identify a gender-specific impulse buying behavior in Rajasthan, wherein females are more subjective towards this behavior as compared to males. Additionally, the research outcome also indicates a direct relationship between income and impulse buying behavior. Therefore, the apparel firms in Rajasthan should focus on these aspects while developing their marketing strategies to increase sales and profitability.