1. INNOSERVE- 2015
IMPULSE BUYING IN CASE OF ONLINE SHOPPING – EXPLORING THE UNDERLYING REASONS
Presented By:
Mr. Mayank Singhal
Research Scholar, Jiwaji University, Gwalior
Mr. Sumit Saxena
Research Scholar, MJP Rohilkhand University, Bareilly

2. Outline Introduction Relevance Research Methodology
Findings & Analysis
Conclusion
Implications
Limitations

3. Introduction Impulse buying is Online Shopping
a kind of unplanned purchase by the consumer
Online Shopping  
E- commerce where seller and purchaser transact over internet using a web browser.

4. Research Gap
Most of researches are done in retail formats for impulse buying
Online impulse buying is still scantly studied.
Some of the studies on Impulse buying focused on one, two or more factors separately and their influence on other variables resulting in complex studies.
So this study turns to be more appropriate when it comes to simplicity as focus only on finding the underlying reasons of Impulse buying during online shopping.

5. Research Methodology :The Study
The methodology opted is Empirical in nature and survey based
Mode of Survey is online structured Questionnaire.
Questionnaire has focused mainly on online customers who frequently purchase through online shopping to generate views on Impulsive buying.
Statements were based on a 5 point Likert scale.
Judgmental (non-probability) sampling technique has been used. A sample of 60 customers was selected, which include 60 online customers from Gwalior region who had a registered account on any online shopping portal.

6. Objectives of the study :
To explore Impulse buying through literature review.
To find stimuli that triggers Impulse buying during online shopping.
To design, develop & standardize a measure to identify Impulse buying behavior of customers during online shopping.
To group important reasons of Impulse buying based on similarity and create factors.
To open new vistas for further research.

7. Research Methodology :
Statistical Software SPSS version 22 was used for data analysis.
To check Internal consistency of the measure, item to total correlation is seen and found to be favourable.
For Reliability of Questionnaire Cronbach’s alpha was used which was found to be
Further, factor analysis was used to find out the underlying factors for impulse buying behaviour of customers during online shopping.

8. Working Part of paper Online Product Display Sale clearance sign
Main Items that were focused in questionnaire were as follows: question was used to determine why the participant purchases product online :
Online Product Display
Sale clearance sign
Interesting Promotional offers like Buy one get one
Combo Deals
Cash discount/ rebates
Free Home delivery
Multiple payment options
Comparing with other shopping sites
People around me were shopping
Online shopping festivals
Gifts for friends & family
TV, Print Advertisements regarding online sales & offers.

9. Findings & Analysis Table: Item to total correlation
Scale Mean if Item Deleted
Scale Variance if Item Deleted
Corrected Item-Total Correlation
Squared Multiple Correlation
Cronbach's Alpha if Item Deleted
VAR00001
96.654
.452
.716
.878
VAR00002
95.935
.602
.659
.871
VAR00003
93.159
.585
.733
VAR00004
91.417
.665
.614
.867
VAR00005
92.597
.678
.724
VAR00006
89.606
.807
.820
.861
VAR00007
.250
.624
.893
VAR00008
95.915
.450
.773
VAR00009
93.644
.620
.653
.870
VAR00010
91.440
.626
.552
.869
VAR00011
96.288
.476
.537
.876
VAR00012
96.406
.600
.873
VAR00013
93.562
.523
.688
.875
VAR00014
93.942
.618
.644

10. Cronbach's Alpha Based on Standardized Items
Findings & Analysis: Reliability
Table: Reliability Statistics
Cronbach's Alpha
Cronbach's Alpha Based on Standardized Items
N of Items
.881
.884 14
Table: Reliability Statistics N %
Cases
Valid 60
100.0
Excludeda .0
Total

11. Findings & Analysis: Factor Analysis
Component
Initial Eigenvalues
Extraction Sums of Squared Loadings
Rotation Sums of Squared Loadings
Total
% of Variance
Cumulative % 1
5.868
41.916
3.947
28.196 2
2.173
15.524
57.440
2.821
20.148
48.344 3
1.200
8.573
66.014
2.474
17.669 4
.968
6.913
72.927 5
.745
5.322
78.249 6
.649
4.637
82.886 7
.542
3.872
86.759 8
.500
3.573
90.332 9
.426
3.046
93.377 10
.316
2.255
95.633 11
.220
1.571
97.204 12
.192
1.369
98.573 13
.112
.799
99.372 14
.088
.628
Extraction Method: Principal Component Analysis.

12. Factors Identified
The factors were named as Magnetic Sales Promotion, Socio-emotional Trade-offs and Expediency.
1. Magnetic Sales Promotion (5.868): This factor has emerged as the most important determinant of impulse buying behaviour among online consumers with % of variance. The major elements constituting this factor include; Cash discounts & Rebates (0.802), Attractive Web Displays (0.762) good product offer (0.715), Newspaper/TV/Magazine advertisements (0.708), Online Shopping Festivals (0.652), Combo Deals (0.625) and Clearance Sale (0.566).
2. Socio-emotional Trade-offs (2.173): This factor has emerged as an important determinant of impulse buying behaviour among online consumers with % of variance. The major elements constituting this factor include; Interesting Promotional offer Like Buy one get one free (0.877), Sale/Clearance sign flashing on social networking sites (0.800), while buying gifts for family and friends (0.659), People around are buying from there (0.483).
3. Expediency (1.200): This factor has also emerged as an important determinant of employee loyalty with 8.573% of variance. The major elements constituting this factor includes; Multiple payment options & credit facilities (0.882), Free home delivery & No shipment charges (0.800), Found best deal as compared to other websites & retail shops (0.680).

13. The study has resulted in the reliable measure to evaluate Impulse buying in case of online shopping.
The major factors or reasons that trigger shopping impulses among online consumers were identified in this research as Magnetic Sales Promotions, Socio-emotional Trade-offs & Expediency.
The most effective stimuli that trigger impulse buying in consumers was found to be Rebates and Discounts offered along with any Clearance Sale & Promotional offers which majorly influence the purchase intentions of the customer.
These factors were found to be successful in enticing the customers to make unplanned purchases which the customers don’t even come to know of.

14. Implications
This research can be used by Industrialists dealing in e commerce and online trade of goods for the careful planning of their marketing activities for promoting their online products.
The Research is also useful for Academicians & Researchers as it opens new vistas for further researches in the related areas.

15. LIMITATIONS
Study is conducted from general perspective of Online shopping only where it does not focus on any specific online portal or shopping site.
Researchers or students can opt for any specific online site like flipkart or eBay and make research more specific and confined.
Study has been conducted in a very narrow perspective by taking only 60 respondents only hence it is suggested to take a larger sample size.

16. Thanks Any Query