AN EMPIRICAL STUDY OF IMPULSIVE CONSUMERS’ BEHAVIOUR AT THE TIME OF SELECTION OF FMCG PRODUCTS DUE TO DEMONETISATION: A FACTOR ANALYSIS
With the carrying out of Demonetization, The Government has been hopeful the vision of cashless society in India, advancing the people to apply various cashless option like Credit/Debit Card, EWallet, Cheque, Online transfer-NEFT/RTGS, Demand Draft, Mobile Wallet-PAYTM etc in their routine life. An impulsive buying is made unconsciously and usually without regard to costs or harmful consequences. They are usually provoked by the need for instant self-satisfaction. The study is based on the primary data collected from retail malls like Big Bazaar, Reliance Fresh, D Mart and Osia Mall in Ahmedabad City with the help of structured questionnaire. Data analysis has been done using SPSS software. The statistical analysis method employed in this study is Factor Analysis and Chi Square analysis. For the present study, 170 mall shoppers were selected from malls of Ahmedabad city. The research is focusing on factors which affect Impulsiveness of Consumers’ Behaviour at the Time of Selection of FMCG Products due to demonetisation. The study also find out that majority of the customers are affecting