“The Psychology of Sudden Buying: Demographic Insights into Impulse Purchases in the FMCG Sector”

Abstract

Impulse buying has emerged as a significant aspect of consumer behaviour, particularly in the Fast-Moving Consumer Goods (FMCG) sector where purchase decisions are often spontaneous and emotionally driven. This study examines the psychological underpinnings of sudden buying behaviour and explores how demographic variables such as age, gender, income, education, and occupation influence impulse purchases. Using a structured questionnaire and empirical analysis, the study identifies key demographic patterns shaping impulsive consumption. The findings reveal that younger consumers and higher-income groups exhibit stronger impulse buying tendencies, while psychological triggers such as emotional appeal, promotional stimuli, and convenience play a crucial role. The study contributes to consumer behaviour literature and offers practical insights for marketers in designing targeted strategies.