Study of impulse buying behavior among consumers after consuming alcohol

Abstract

One of the most defining aspects of the consumer world has always been impulse buying. This has been the background for a lot of below-the-line strategies for marketing of products in front of the consumer. The landscape for impulse buying has received a massive boost since the advent of digital marketing and e-commerce, and other online marketplaces. With the presence of an online marketplace accessible at all times, impulse buying is no longer limited to someone going to the markets and picking up a bar of candy on an impulse. Now no matter the kind of product, no matter the price, they are all prone to being bought on an impulse by the customers. While this accessibility has made it much more convenient for the customers, it also comes with some interesting side effects. With this in mind, we want to analyse whether someone who is under the influence of alcohol is actually more prone to making impulse purchases.