Impulse buying among millennials business students

Abstract

Impulse buying is regarded as an important phenomenon in the context of retail business and marketing. Impulse buying is regarded as an important marketing tool for maximizing revenues for businesses as it signifies an extensive amount of products sold in the retail environment. This is because impulse buying has significant influence on consumer buying behavior and consumer decision making. Impulse buying behavior is an often-arising phenomenon experienced by consumers when purchasing products. Descriptive method was employed in this study. There were 300 respondents who were involved in this study. F-test and the analysis of the variance were utilized as the statistical tool. It was revealed in this study that by every indicator of the level of Impulse Behavior among Millennial shows no significant differences in respondent’s profiles in terms of impulse buying tendency and impulse buying intention. The overall mean of Impulse Buying Intention is 3.46 and Impulse Buying Tendency is 3.62 and all indicators are high. Base on the result the Millennial business students has the highest Impulse Buying which means that they buy because they have high impulse buying intention and high in impulse buying tendency. The researcher recommends to the business specially in the area of impulse buying intention that they need to make their product available through a local convenience store or in their advertisements in order to increase the intention of the millennial to buy their product and also it is highly recommended that when millennial go shopping, they need to make them feel better and always put discount sales in their product to increase their intention to buy to their product.