Predicting Impulsive Consumer Behaviour Toward Handicrafts in India

Consumer behaviour is easy to define in terms of planned and implemented marketing activities. While it has been researched for big companies and products. The unexplored side of consumer behaviour lies in impulsive purchase actions. Impulse buying tendency (IBT) can be defined as the sudden, powerful, and persistent urge to buy something immediately. Based on market observations, and available literature, handicrafts as a product face more impulsive actions rather than planned, therefore the factors chosen for this study refer to analyze the relevance of IBT in terms of handicrafts purchase actions. Independent variables are attractiveness (AT), cultural and traditional values (CTV), learning (LN), and environment (EN). The research was examined by SEM analysis using AMOS 24. It was founded that there exists a mediating effect of IBT on consumer purchasing behaviour. The results of this study will enhance the understanding of small business holders and craft artisans regarding the influential behaviour of consumers and their impulse actions to increase the demand for their handmade products.