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999			_c49621 _d49621
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008			180419b ||||| |||| 00| 0 eng d
100			_aJain, Kokil _931201
245			_aThe Pleasure and the Guilt - Impulse Purchase and Post Purchase Regret : A Study of Young Indian Consumers
300			_a49-63 p.
520			_aThe main purpose of this research was to study and understand the factors that influenced the impulsive purchase behaviour in young Indian consumers and also the relationship it had with post purchase dissonance. The goal of this research was to examine the effect of the external factors as well as that of internal or individual factors on impulse purchase behaviour. The external factors studied included promotional activities (sales and coupons) and visual product aesthetics. The individual factors considered in this study are gender, hedonic shopping gratification, price consciousness, and consumer spending self-control. A structured questionnaire having established scales was utilized to measure the identified antecedents. Data were collected from students of post graduate courses of a university ; 241 responses were analyzed using SPSS 21 to test the results. This research was carried out in between April and May 2017. The dimensions which emerged as defining factors affecting impulse purchase in young Indian consumers were hedonic shopping gratification, sale proneness, visual product aesthetics, price consciousness, and consumer spending self-control. The results were not able to establish any significant relationship between gender and impulse purchase and coupon proneness and impulse purchase.
653			_aImpulse Purchase
653			_aPost Purchase Dissonance
653			_aHedonic Shopping Gratification
653			_aPrice-consciousness And Product Aesthetics
700			_a Gautam, Shalini _931202
700			_aPasricha, Diksha _931203
773	0		_030302 _970149 _aGILANI, MEENAKSHI _dINDIAN JOURNAL OF MARKETING 2012 NEW DELHI _o5558573 _tINDIAN JOURNAL OF MARKETING
942			_2ddc _cJA-ARTICLE