Impulse Buying and Post-Purchase Regret: A Study of Shopping Behavior for the Purchase of Grocery Products

: Abhishek Kumar, Sumana Chaudhuri, Aparna Bhardwaj and Pallavi Mishra, Emotional Intelligence and its Impact on Team Building through Mediation of Leadership Effectiveness, International Journal of Management, 11(12), 2020, pp 614- 624.

11 Pages Posted: 18 Feb 2021

See all articles by Abhishek Kumar

Abhishek Kumar

Associate Professor, School of Management, Campus 7 KIIT University, Bhubaneswar, Odisha, India

Dr. Sumana Chaudhuri

Postdoctoral Fellow of Indian Council of Social Science Research (ICSSR), School of Management, Campus 7, KIIT University, Bhubaneswar, Odisha, India

Dr. Aparna Bhardwaj

Post-Doctoral Fellow, Magadh University, Bodh Gaya, Bihar, India

Pallavi Mishra

Ph.D Scholar, School of Management, Campus 7 KIIT University, Bhubaneswar, Odisha, India

Date Written: February 15, 2021

Abstract

Purpose – The aim of this paper is to study the relationship between impulse buying and post-purchase regret in the context of grocery products which requires low involvement. Design / Methodology/ Approach – Exploratory analysis using quantitative approach is employed. The sample is drawn from the individuals who visited Reliance Fresh and Big Baazar (two important retail chains in India). The instrument measures the constructs of post-purchase regret and the impulse buying. As grocery shopping differs from the other types of shopping, some particular variations are explored. Findings – The hypothesis tested shows that there is a positive relationship between post-purchase regret and impulse purchase. It also shows that post-purchase regret changes with the change in income. As per theory, it is expected that those individuals who are more impulsive will experience greater post-purchase regret after impulse purchase than the individuals who are less impulsive. Although the correlation coefficient between impulse buying and post-purchase regret (0.150) is significant, the magnitude is very less. The square of correlation coefficient will be less than 0.5 which indicates a weak relationship between the two. Hence this relationship may be taken as weak superseding significant correlation. Originality / Value – Grocery shopping will help us in understanding the causes and how the consumption behaviour of the population changes. This article shows that we cannot generalize consumer behaviour (without including the factors in that context) because decision making and the buying behaviour gets limited. This will show directions to make strategies for low involvement products. Also very few studies have shown how the post-purchase regret changes with the change in demographics (gender and income). Paper Type – Research Paper

Keywords: Impulse Buying, Post-purchase Regret, Grocery, Cognitive Dissonance.

Suggested Citation

Kumar, Abhishek and Chaudhuri, Dr. Sumana and Bhardwaj, Dr. Aparna and Mishra, Pallavi, Impulse Buying and Post-Purchase Regret: A Study of Shopping Behavior for the Purchase of Grocery Products (February 15, 2021). : Abhishek Kumar, Sumana Chaudhuri, Aparna Bhardwaj and Pallavi Mishra, Emotional Intelligence and its Impact on Team Building through Mediation of Leadership Effectiveness, International Journal of Management, 11(12), 2020, pp 614- 624., Available at SSRN: https://ssrn.com/abstract=3786039

Abhishek Kumar (Contact Author)

Associate Professor, School of Management, Campus 7 KIIT University, Bhubaneswar, Odisha, India ( email )

Associate Professor
School of Management
India

Dr. Sumana Chaudhuri

Postdoctoral Fellow of Indian Council of Social Science Research (ICSSR), School of Management, Campus 7, KIIT University, Bhubaneswar, Odisha, India ( email )

Postdoctoral Fellow of Indian Council of Social Sc
School of Managemen
India

Dr. Aparna Bhardwaj

Post-Doctoral Fellow, Magadh University, Bodh Gaya, Bihar, India ( email )

Post-Doctoral Fellow
India

Pallavi Mishra

Ph.D Scholar, School of Management, Campus 7 KIIT University, Bhubaneswar, Odisha, India ( email )

Ph.D. Scholar
School of Management
India

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