Factors affecting impulse buying behaviour of online shopping customers in Punjab

This research endeavours to understand the impulse buying decisions of online shopping customers. To determine the causes that influences the customers to make purchase decisions without recognising the need. The aim of research is to identify the factors that trigger the stimuli of customers and influence or restrain them to buy products without evaluating. Data has been collected using structured questionnaire and analysed with factor analysis. It showed that 13 factors namely, convenience, emotional factor, greater variety of goods and use of credit cards, relatively low price, comprehensive information about the product, marketing promotions and direct marketing, shipping services, delayed gratification, increased consumer control, price and product comparison, perception of quality and family boundaries, conscientiousness and quality of website, and degree of impulsiveness, are extracted as the affective factors that can motivate or restrain the customers to make sudden purchases. This research can help the marketers to frame marketing strategies.