A Study on Exploitation of Consumer Impulsivity through Marketing Tactics in Bengaluru Supermarkets, Contributing to Unsustainable Consumption Patterns and What Strategies Can Be Implemented to Foster Responsible Consumer Behavior and Environmental Sustainability
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Keywords:
Consumer Impulsivity; Environmental Sustainability; Marketing Tactics; Supermarkets; Unsustainable ConsumptionAbstract
This study empirically explored marketing practices used in Bengaluru supermarkets, which leverage consumer impulsive purchasing, making it more brutal and unsustainable consumption. The study presents a conceptualization of supermarket marketing strategies that enable consumers to engage in impulse purchase and then utilizes this framework in the analysis of the literature as well as primary data from structured questionnaires. It examines the relationship between impulse buying and unsustainable consumption patterns, proposing strategies for promoting more responsible consumer behaviors that will benefit environmental sustainability. The methods used for data analysis include Chi-Square tests, Correlation Analysis, and Regression Analysis to the data and uncover actionable insights.
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