A Study of Impact of Psychographics on Impulse Buying Behaviour with Mediating Role of Brand Loyalty: A Conceptual Framework

Abstract

Customer expectations have changed with the explosive growth of extraordinary customer experience in the store that keep them coming back and making purchase on impulse. The personal and social characteristics play a vital role in shaping the buying behaviour of each individual consumer. Brand loyalty is a positive feeling of the consumer toward a brand and their dedication to select and purchase the same product or service from the same brand, irrespective of the efforts of competitions. The current research is conceptual in nature and intended to present a framework to investigate the impact of psychographics on impulse buying behaviour, and how it is mediated by brand loyalty. The impulse buying behaviour has been conceptualized as the behaviour to react in an unplanned and instantaneous way after getting exposed with stimuli inside the store. This study will contribute uniquely in understanding the relationship between psychographics and impulse buying behaviour with mediating effect of brand loyalty.