Factors that Influence Impulse Buying for Generation Z

An unanticipated decision by a consumer to acquire a product or service, made soon before a purchase, is known in the field of consumer behaviour as an impulse purchase or impulse buying. Many authors have classified generations differently. In the study generation Z are the people born between 1997-2012.The study conducted to find out the factors that influence impulse buying for gen z, To measure the relationship between hedonic shopping motivation on impulse purchase, to examine the relationship between store environment and instant buying, to investigate the connection between education & emotional intelligence and instant purchase, to analyze that whether the instant buying is influenced by impulsiveness, to measure the effect of E-store, E-store navigation and E-store design on impulse buying, to analyze online impulse shopping behaviour and instant buying of generation z customers, to know the relation between consumer demographic and impulse buying factors. The data was collected from 253 respondents as a sample size. By analyzing the data, I have found that Price, need and advertising ranked highest by respondents while asked to rank the factors for offline impulse buying and price, advertising and website content is ranked highest by respondents while asked to rank the factors for online impulse buying. As per Pearson correlation test, majority of impulse buying factors are positively, strongly and significantly correlated among them.