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What factors influence impulsive buying in contemporary world of millennials? Can marketers target men and women seperately, based on gender differences?

Karia, Himani Rajesh (2020) What factors influence impulsive buying in contemporary world of millennials? Can marketers target men and women seperately, based on gender differences? Masters thesis, Dublin, National College of Ireland.

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Abstract

The purpose of this research paper is to investigate the existing study on the theory of impulsive buying behaviors and to explore the scope of it for marketers to promote their goods and services in a strategic gender centric manner so that a particular product/service can easily be advertised and targeted to one particular group of consumers. A part of this research will also stroll through the depths of how the contemporary world of millennials have been a part of the transition process from in-store purchases to e-store buying. The study will be focused on how marketers can leverage insights in today’s era of digitalization on how consumers indulge into impulsive buying behaviors online and in-store. The aim of this research paper is also to identify one among many factors that marketers can leverage in order to increase impulsive purchases to eventually increase the overall sales of a brand. Although there is a lot of existing study on impulsive buying, there is very little study on gender centric impulsive buying. So, the goal of this study is to fill that gap by examining the existing factors from existing studies and then performing an in depth qualitative research analysis on them with the help of various open ended questions, to be precise, this study aims to find gender centric impulsive buying traits to curate new findings and strategies for markets to target their consumers online and in stores to indulge them into impulsive buying tactics.

Item Type: Thesis (Masters)
Subjects: H Social Sciences > HF Commerce > Marketing > Consumer Behaviour
H Social Sciences > HF Commerce > Marketing
Divisions: School of Business > Master of Science in Marketing
Depositing User: Dan English
Date Deposited: 08 Feb 2021 14:00
Last Modified: 08 Feb 2021 14:00
URI: http://norma.ncirl.ie/id/eprint/4696

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