Abstract:
Impulse goods are not necessity in our daily lives. The demand for these types of products
creates immediately most of the time. Both in rural and urban areas the demand for impulse
goods is huge. Many local and foreign companies produce different types of impulse goods to
satisfy consumer's demand. In my research I take four types of impulse goods (chocolates,
biscuits, ice-cream, and chips). Companies offer more variety with different taste, packaging of
these types of impulse goods. In here companies are successful to attract customers and create
demand in consumers mind for impulse goods.
The factors that are used to identify the influences on consumers are discretionary income,
occasion, brand image, packaging, promotional activities, and in store environment. The
respondents are the students of East West University and the sample size is 40. The study
illustrates the various responses from the survey respondents which were later used as input for
further data analysis to get the statistical output of the research. This research has identified
certain important findings both for market researchers as well as students involved in academic
researches. The research can be used for the basic understanding of the market dynamics when it
comes to the factors that influencing consumers buying behavior of impulse goods.
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Description:
This thesis submitted in partial fulfillment of the requirements for the degree of Bachelor in Business Administration of East West University, Dhaka, Bangladesh.