Triggering the Buy: A Study on Impulse Purchasing Behavior and Consumption Patterns in Mumbai

Grade XII, Western Academy of Beijing, China, 100102

Abstract

In a city like Mumbai - India’s financial capital - pulsing with advertisements, both digital and in-store retail mega-giants, impulse buying has become more than just a mere habit. Today, with the various marketing strategies employed by retailers, and, together with growing economic stability and digital convenience-based payments, impulse buying has become a reflection of Mumbai’s bustling retail culture. This study explores impulse buying and consumption patterns among Mumbai residents through a mixed methodology approach, combining primary research data obtained from a questionnaire with secondary sources such as academic literature. Together with the empirical data and secondary sources, the research paper reveals key triggers of impulse purchases, including both physical and emotional triggers. Key findings highlight that while younger consumers are more akin to impulse buying, middle-aged consumers are also driven towards impulse spending through factors like income level, credit loans, lifestyle, and access to digital platforms.