A Study on Impulse Buying Behaviour in Food Retail Chains with reference to KFC and Domino's at Guntur Sirisha B.*, Dr. Babu M. Kishore**, Rao K. Maheedhara*** *Ph.D Scholar, Department of Management, K L University **Associate Professor, KLU Business School, K L University ***Student, KL University Online published on 27 April, 2015. Abstract Today, shopping has become a leisure activity replacing the planned purchases. Impulse buying behavior is a form of an unplanned decision making process performed just before purchasing a product whether the product is new or a well-established product offered at unexpected low prices. Generally it is viewed as an “act of freedom” in taking decision. Many researchers find that emotions and feelings play a major role while purchasing a product in food retail store. This paper aims at identifying the impulse purchasing behavior of consumers towards fast foods. The influence is further examined in detail giving due consideration to the marketing stimulations that are sign and smell and also to find the influence of the fast food environment, display, menu cards, promotional offers and surrounding environment. This study focuses on the influence of time and money towards the purchasing behavior of the consumer. Results show that all the factors that had been discussed have a positive association with impulse buying. Top Keywords Fast food, impulse buying, market stimulations, restaurant environment and money. Top |