情感和认知过程对消费者冲动性购买的影响

us manifestations and forms. The concepts of Whole sale buying and Retail buying are the traditional distinctions usually made in society. The former is generally related to the trader and the later to the individual. In this age the distinction seems to overlap and new forms are gradually emerging when buying is not only related to the actual needs but has become an activity by itself and a phenomenon with its own complexity. True, it has led to consumerism –i.e. buying not only for needs but to fulfill individual‘s urges, desire, needs and motivations. Buying has its roots embedded in various behavioral and social sciences like economics, psychology and the Management Sciences, where the phenomenon has been studied in several ways. The present work is an attempt to study the activity of buying in retail when an individual buys motivated by his inherent impulse to fulfill his desire of some kind. 

TABLE OF CONTENTS 目录

Declaration by the Guide…………………………………… i 
Declaration by the Candidate…………………………………………………ii 
Acknowledgements…………………………………………………………………iii 
List of Tables........................... xi 
List of Graphs............. ................. xiv 
List of Figures................................... xv 

1. INTRODUCTION………………………………….1-27 
1.0 Introduction……………………………………………1 
1.1 Retail Industry ……………………………………………………1 
1.2 Shopper behavior at traditional retail outlet………………………………3 
1.3 Shift in India’s Consumer Market and Two Faces of Retail Sector…5 
1.4 Shifting Demographic Profile………………………………………6 
1.5 Expansion in Middle Class Consumption………………7 
1.6 Augment in Number of Affluent Consumers………………8 
2.0 Impulse Purchases in retail stores…………………………9 
3.0 Need for Study………………………………………………………10 
3.1 Purpose of the Study…………………………………………….11 
3.2 Significance of the Study……………………………………………….11 
4.0 Key Concepts…………………………………………………………………12 
4.1 Impulse Buying …………………………………………………12 
4.2 Affect and Cognition …………………………………………………………13 
5.0 Theoretical Framework…………………………………………………….14 
5.1 The Theoretical Framework of the Present Study……………14 
5.2 Theoretical structure of Consumer behavior……………………………………..14 
5.2.1 Theories of Consumer Behaviour……………………….15 
5.2.2 Theoretical Structure of impulse buying……………………….21 
5.3 Addressing the Gap through the Conceptual Framework………………….21 
5.4 Conceptual Model Framework………………………………………22 
5.4.1 Impulse buying – a conceptual framework………………23 
5.4.2 Cognitive Processes......................................................24 
5.4.3 Affective Processes……………………………………25 
5.5 Operational definitions of Variables…………