An Empirical Study of Impulsive Buying Behaviour of Gen Z in Selected Shopping Malls of Prayagraj

Abstract

This study examines the primary factors influencing the impulsive buying behaviour of Gen Z consumers in selected shopping malls in the Prayagraj Region of the UP State of India. Using a qualitative and descriptive research design in which 286 responses were collected using a structured questionnaire comprised of four prominent factors: social media influence, internal feelings, promotional schemes, and store environment. IBM SPSS 27.0 was used to analyse the data. The statistical tools like regression, correlation, and ANOVA were used in the present study. The findings demonstrate that all four factors together account for almost 60% of the behavioural variances and have a significant and positive impact on impulsive purchasing behaviour (p< 0.05). The study concludes that store environment and promotional strategies, followed by social media interactions and internal emotional states, are the prominent factors in promoting impulsive purchase intentions. The findings further demonstrate how environmental cues and emotional arousal work together to influence Gen Z consumers’ propensity for impulsive buying.