Advances in Consumer Research
Issue 2 : 76-89
Original Article
Unveiling The Triggers: An Exploration of Impulse Buying Behaviour in The Gadget Industry: A Qualitative Analysis
 ,
1
Department of management and commerce, Research Scholar, Manav Rachna University Haryana, India
2
Department of management and commerce, Associate Professor, Manav Rachna University, Haryana, India
Abstract

Consumer behaviour in the gadget industry is profoundly impacted by impulse buying, a consequence of an uncontrollable urge to purchase something influenced by external factors. The perception of gadgets being luxuries has shifted to being considered an essential commodity in human life. This research aims to explore the nuances of impulsive buying within the Indian gadget market influenced by aggressive marketing strategies. By applying the Elaboration-Likelihood Model (ELM) to understand how peripheral processing impacts customer decision-making, this study seeks to reveal the determinant of impulsive buying of gadgets. A qualitative design is used that includes semi-structured interviews with recent impulsive gadget buyers in India. The findings show that driving factors for impulse purchases are emotional responses, social influences, promotional tactics, and product characteristics. Such ideas are paramount for marketers and retailers wanting higher sales through capitalising on spontaneous customer behaviour. Moreover, it suggests that marketers must know how to best employ psychological triggers, social proof, and various other promotional cues. Businesses that closely align their marketing strategies with consumer preferences are more likely to increase customer satisfaction levels and, consequently, boost sales. This research contributes to the literature by addressing the gap in understanding impulse buying in the Indian gadget market and provides actionable recommendations for leveraging impulsive buying behaviour to boost market performance

Keywords
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