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- Title
The Impact of Demonetization on the Impulse Buying Behavior of FMCG Consumers.
- Authors
Pandya, Prashant Ravindrakumar; Pandya, Kerav
- Abstract
Following demonetization, the government has been encouraging the dream of cashless society in India, urging the people to use POS machine, e-wallet, plastic money, online payment, etc., in their day-to-day transactions. Before demonetization, people used to buy impulsively from the retail malls by using hard cash because of more convenience, but with the implementation of demonetization, people have to think twice before making any kind of purchase due to less money on hand as well as less habit of cashless transactions. An impulsive buying is made instinctively and generally without regard to costs or negative consequences. They are usually motivated by the need for instant selfsatisfaction. The present paper examines the impact of demonetization on the impulse buying behavior of FMCG consumers by using the primary data collected from 170 shoppers at retail malls like Big Bazaar, Reliance Fresh, D Mart and Osia in Ahmedabad city with the help of a structured questionnaire. Data analysis has been done employing ANOVA. The study found that a majority of the customers have moved from buying luxury products to essential products and reduced their consumption due to demonetization.
- Subjects
POLYMER currency; ELECTRONIC wallets; FAST moving consumer goods; CONSUMERS; BIG Bazaar (Company); DATA analysis; ANALYSIS of variance
- Publication
IUP Journal of Management Research, 2018, Vol 17, Issue 4, p45
- ISSN
0972-5342
- Publication type
Article