Comparative study of impulse buying behaviour of Indian students in Dublin and in India

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Kalose, Nupur
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MSc in Marketing
Dublin Business School
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Impulse buying by consumers form a key part of buying in some product types. Various researches in the United States stated that impulse buying behaviour of the customers adds up to 80% of all shopping in certain product groups, and it has also been found that purchasing of new products result more from impulse buying than from prior planning. Dublin is a city with growing number shoppers defined as impulse shoppers who react to eye-catchy advertisements like ‘never to be beaten bargains’ and ‘buy one get one free’. With the ever-growing Indian population of students who later settle their lives in Dublin is a huge audience that the marketers can target. Various factors like Mood repair, sales promotions, merchandising, customer service and culture has a profound effect on why people buy (Ali, 2018). Culture affects the specific items people purchase and also the structures of consumption, individual decision-making, and communication in a society. It has been of great importance to determine whether Indian students impulse purchase more when they are away from home and whether cultural differences had an influence on impulsive buying behaviour. The primary research objective was to assess the influence of the Impulse buying behaviour of Indian students in Dublin and in India. The findings of this research study indicate results that show 30% of students agreed to shop more in Dublin than in India. 57% of students disagreed to shop more in Dublin, rest had no opinion. The results showed that 62% agreed to shop more in India than in Dublin and only 26% disagreed with it. Thus, it is clearly evident that Indian students preferred shopping more in India than in Dublin.