Impulsive Buying Behavior on Clothes of Different Age Generations

Impulsive buying behavior has long been recognized in the realm of marketing and psychology. Many researchers have found the factors affecting the behavior, however, these may differ across age groups. This study aimed to determine the situational and marketing mix factors that affect the impulsive buying behavior on clothes of the different age generations in District IV of Cavite. A total of four hundred participants from different generation groups were surveyed at shopping malls in the district. Data were analyzed using mean, frequency count, chi-square test and analysis of variance which revealed that time availability, money availability, shopping companion, momentary mood and product, price, promotion affect the different age generations' impulsive buying behavior. Test of significance was also done and results showed that relationship between momentary mood and impulsive buying behavior, and difference in the situational factors affecting the impulsive buying behavior of the age generations exist. Marketing implications and future research were likewise addressed in the study.