Antecedents of impulsive buying behaviour of FMCG customers: a case study from India

Purpose This study investigates the determinants of impulsive buying behaviour (IBB) in India's fast-moving consumer goods (FMCG) sector through an integrative framework. Design/methodology/approach This study employed partial least squares structural equation modelling technique for data analysis. Analysing responses from 506 Indian consumers, using Hawkins Stern theory, we identify 6 key drivers: visual displays, utilitarian motivation, promotional strategies, product variety, pricing and self-service formats. Findings By extending the Hawkins Stern framework in IBB contexts, findings reveal that while all factors significantly influence impulsive purchases, utilitarian motivation emerges as the strongest driver, with product variety showing an unexpected negative correlation. Research limitations/implications This research offers valuable strategic implications for FMCG firms to optimise store layouts, enhance promotions and improve competitive positioning. Practical implications The study also provides policymakers with insights to balance economic growth with sustainable consumption patterns in India's evolving retail landscape. It is particularly relevant given the sector's projected growth and the increasing importance of understanding localised consumer behaviour in emerging markets. Originality/value This study provides novel insights into relevant literature by validating the negative correlation between product variety and IBB.