Does Education Affect the Online Impulse Buying in Millennials?
Ambica Prakash Mani1, Vinayendra Mani Tripathi2
1Dr. Ambica Prakash Mani, Associate Professor, Graphic Era Deemed to be University, Dehradun (Uttarakhand), India.
2Dr. Vinayendra Mani Tripathi, Professor, Graphic Era Hill University, Dehradun (Uttarakhand), India.
Manuscript received on 16 June 2019 | Revised Manuscript received on 23 June 2019 | Manuscript Published on 01 July 2020 | PP: 100-103 | Volume-8 Issue-2S12 September 2019 | Retrieval Number: B10190982S1219/2020©BEIESP | DOI: 10.35940/ijrte.B1019.0982S1219
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© The Authors. Blue Eyes Intelligence Engineering and Sciences Publication (BEIESP). This is an open access article under the CC-BY-NC-ND license (http://creativecommons.org/licenses/by-nc-nd/4.0/)
Abstract: The popularity and acceptance of online medium for buying and selling has increased both in terms of popular acceptance and widespread reach in every nook and corner of the country. A similar rise has been observed in the tendency of online impulsive buying behaviour too. Impulsive or impulse buying is unplanned and often done in a fraction of second over some human stimulus that is usually uncontrollable. There is no doubt to the fact that the exposure and inclination towards online medium as a buying platform has increased significantly over the last few years amongst all and its rise is particularly noteworthy in the generation Y. Today this young and well educated group qualifies to be an important segment for marketers. This research paper explores the impact of education over online impulsive buying behaviour in millennials of today.
Keywords: Impulsive Buying, Online, Millennials, SPSS, ANOVA.
Scope of the Article: Smart Learning and Innovative Education Systems