Impulsive Buying Behaviour Among The College Students Towards The Paper And Paper Products – An Empirical Study

Abstract

Introduction: In the Indian context, the paper and paper products industry is a vital economic sector, yet the impulsive purchasing patterns of college students toward these goods-ranging from stationery to decorative paper-remain largely under-explored. This study investigates the socio-demographic determinants and psychological triggers influencing impulsive buying of paper products among college students in Bangalore.

Methodology: The research employed a descriptive research design, utilizing both qualitative and quantitative approaches. A primary data collection method was used, gathering responses from a sample of 172 college students across various disciplines (Commerce, Management, Science, and Humanities) in Bangalore via a structured questionnaire. Data was analysed using Single-Factor ANOVA to test demographic variances, Correlation Analysis to assess satisfaction drivers, and Regression Analysis to identify significant predictors of behaviour.

Results: The demographic analysis revealed a predominantly young, urban student population (77.91% urban) with limited personal income. ANOVA results indicated significant differences in impulsive buying behaviour based on age (p = 0.00028), area of residence (p = 0.00), and level of education (p = 0.00), while average monthly income showed no significant impact (p = 0.336). Correlation analysis confirmed that customer satisfaction is positively correlated with packaging (r = 0.332) and physical stimuli (r = 0.477). Regression analysis further identified physical stimuli and packaging as the primary significant predictors of impulse purchases.

Discussion: The findings suggest that for college students, the tangible and aesthetic appeal of paper products outweighs economic constraints. The lack of significance in the income variable implies that impulsive purchases in this category are driven more by sensory engagement and situational triggers than by financial capacity. Marketers should focus on "physical discovery" through enhanced packaging and strategic in-store displays. The study concludes that sensory marketing is the most effective tool for capturing the impulsive tendencies of the educated, urban youth segment in the paper industry