ESCP Europe

Item type

Study and report

Dissertation

• MS Marketing and Communication

Language

English

Publication year

2020

The concept of impulse buying has been central to numerous academic studies because of the importance marketers have bestowed over the past few decades. Building on the existing research, this study aims to understand which factors are key to influence the urge to buy impulsively. The factors under consideration are both intrinsic and extrinsic and the research is aimed at the luxury industry, the target audience being millennials in India. The role of impulse buying and its association with millennials has been justified. Highlighting the factors, the research paper will be useful for marketers and retailing researchers to gain a comprehensive overview of a consumers impulsive buying behaviour process and the triggers. The content analysis of the in-depth interviews and an online survey aims to guide their marketing and branding strategies. The research also briefly touches upon the effect of the pandemic on impulse luxury purchases.