An Investigation of the Role of Promotional Tactics in Impulsive Purchasing, in Online Shopping with a Focus on Sivakasi

An impulse purchase or impulse buying is an unplanned decision by a consumer to buy a product or service, made just before a purchase. One who tends to make such purchases is referred to as an impulse purchaser or impulse buyer. This study examines the relationship between advertisement and impulsive buying frequency in online marketplaces with special reference to online users. This research analyzes the role of promotional tactics and online impulsive buying. The study employed non-probability sampling, and responses from 300 online users were analyzed Statistical tools such as Chi-square test and ANOVA were used to interpret the findings.