Study of various tactics that trigger customers into impulse buying in e-commerce

Abstract

Impulse buying has always been a key sales driver, and hence marketers focus on different factors and tactics that can trigger consumers to buy on impulse. Almost 80% of impulse buying in the pre-pandemic world used to occur in brick-and-mortar stores, and retailers have relied on this strategy for many decades[ 1]. Ina country like India, where a higher share of people prefers in-store shopping, COVID has led to a sharp rise in the number of first-time e-commerce users. But still, encouraging customers for impulse buying online is not easier than in physical retail stores; hence, e-commerce companies implement various tactics to evoke spur-of-the-moment purchases. This project focuses on understanding the effects of those tactics and other factors that lead to impulse buying.