Overview

Original Research

IMPULSE PURCHASE IS NOT EVERYTHING – EXPLORING THE OTHER SIDE OF UNPLANNED PURCHASE

SANJAY RIZAL 1, and Dr. BIPASHA CHETIYA BARUA 2.

Vol 17, No 12 ( 2022 )   |  DOI: 10.5281/zenodo.7477112   |   Author Affiliation: Research Scholar, Department of Commerce, Dibrugarh University; Assistant professor, Sarupathar College, Golaghat, Assam 1; Associate professor, Department of Commerce, Dibrugarh University, Assam 2.   |   Licensing: CC 4.0   |   Pg no: 1536–1544   |   To cite: SANJAY RIZAL, and Dr. BIPASHA CHETIYA BARUA. (2022). IMPULSE PURCHASE IS NOT EVERYTHING – EXPLORING THE OTHER SIDE OF UNPLANNED PURCHASE. 17(12), 1536–1544. https://doi.org/10.5281/zenodo.7477112   |   Published on: 23-12-2022

Abstract

Each of us has some say in the final purchasing decision, and we can all handle making that decision. But many of us truly grasped the complexities of the buying process. There are two types of purchases that people make: those that were planned and those that were not. The subject of planned purchases has been exhaustively catalogued and generally summarised, leaving little room for further investigation. However, this is not the case with an unplanned purchase; research into unplanned purchases are still in its infancy. The sole type of unplanned buying on which research has been conducted is the Impulse Purchase, and the notion of impulse is now highly widespread. Now that we've established that impulse is indeed the one side of Unplanned Purchase that everyone can see, let's turn our focus to the other side, which hasn't been shown yet. The study is conceptual in nature trying to shed light on the flip side of the unplanned purchase.

Keywords

Unplanned, Rationality, Impulse Purchase, Decision Making, Conceptual Research.