A Study on the Impact of Brick and Mortar Stores and e-Commerce on Impulsive Buying Behaviour of Consumers
Consumers; e-Commerce; Impulsive buying behaviour; Store
In the changing business landscape in retail and e-commerce, impulsive buying behaviour has played a significant role in the field of marketing and consumer psychology. The study aims to compare the impulsive buying behaviour in brick-and-mortar stores and e-commerce platforms. To execute the research, the primary data was collected through a structured questionnairethe data from collected from 300 respondents who were living in urban Bengaluru. The findings revealed that the physical stores stimulate impulsive buying through the sensory cues, through various internal promotional activities, and also through product gratification. The e-commerce also triggers impulsive buying with the help of recommendations, which are driven by algorithms, with limited-period offers, lucrative deals, discounts, and bundle offers. On the other hand, the demographic variables also have an impact on impulsive buying behavior. The research highlights the ever-evolving nature of consumer behaviour in the digital era and provides quality information that would be used as tactics to trigger impulsive buying. The research paper concludes with practical inputs for companies and marketing agencies. The research can be further extended to various other Omni-channel. The Author(s), under exclusive license to Springer Nature Switzerland AG 2026.
Muniyanayaka, Devarajanayaka Kalenahalli; Kazim, Syed; Dave, K.A.; Ashfaque, M.Z.; Swaroop, Kotigari Reddi; Mukthar, K. P. Jaheer
Studies in Systems, Decision and Control;Volume;659;pp.533-547
Springer Science and Business Media Deutschland GmbH
Restricted Access; Hardcopy may be available in the library
https://doi.org/10.1007/978-3-032-15820-8_45 https://www.scopus.com/pages/publications/105038058419?origin=resultslist
Muniyanayaka D.K., College of Business, University of Buraimi, Al Buraimi, Oman; Kazim S., Faculty of Management Studies, CMS Business School, JAIN (Deemed-to-Be University), Bengaluru, India; Dave K.A., St. Josephs College of Commerce (Autonomous), Karnataka, Bengaluru, India; Ashfaque M.Z., St. Josephs College of Commerce (Autonomous), Karnataka, Bengaluru, India; Swaroop K.R., School of Business and Management, CHRIST University, Bengaluru, India; Mukthar K.P.J., Kristu Jayanti College Autonomous, Bengaluru, India