International Journal For Multidisciplinary Research

E-ISSN: 2582-2160   •   Impact Factor: 9.24

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In-Store Product Demonstrations as a Catalyst for Impulse Buying Behaviour

Author(s) Mr. Hamamali E K, Dr. Jamshid V P
Country India
Abstract In the current retail business environment, Impulse buying is common, usually influenced by several sensory and psychological stimuli. This study investigates the role of in-store product demonstrations as a catalyst for impulse buying behaviour among consumers. Drawing on consumer behaviour theory and experiential marketing principles, the research explores how live demonstrations influence customers’ unplanned buying decisions. Using a structured questionnaire, data were collected from 427 organised retail shoppers across randomly selected hypermarkets in 4 districts of Kerala. The study employed quantitative methods, including descriptive statistics and regression analysis, to examine the relationship between exposure to product demonstrations and the frequency of impulse purchases. Findings reveal a significant positive correlation between in-store demonstrations and impulse buying behaviour. The results suggest that demonstrations enhance consumer engagement, reduce perceived risk, and create a sense of urgency, thereby increasing the likelihood of spontaneous purchases. The study offers valuable insights for retailers and marketers aiming to optimise in-store strategies to influence consumer decisions.
Keywords Impulse Buying Behaviour, In-Store Demonstrations, Consumer Behaviour and Shoppers’ Psychology.
Published In Volume 7, Issue 2, March-April 2025
Published On 2025-04-30
DOI https://doi.org/10.36948/ijfmr.2025.v07i02.43201
Short DOI https://doi.org/g9g75v
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E-ISSN 2582-2160
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