Exploring Consumer Impulsive Buying Behaviour in Food Retail Chains in Chennai City - (A Study with Special Reference to KFC and Domino’s Retail Food Outlets)
Keywords:
Impulse buying, Food retail chains, Consumer behavior, KFC, Domino’sAbstract
This study delves into consumer impulse buying behavior in KFC and Domino’s outlets in Chennai.
It examines emotional triggers, product display, brand loyalty, social influence, decision-making processes, social context, experience-driven decisions, and brand value assessment. By investigating these factors, the study uncovers the drivers behind impulsive purchases.
Findings offer valuable insights for marketers and managers to tailor strategies that resonate with consumer preferences, thereby enhancing sales effectiveness in the dynamic landscape of food retail chains.
