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Gender effects on impulse buying behavior

Gyan Prakash (Department of Chemistry, Indian Institute of Technology Kharagpur, Kharagpur, India)
Sangeeta Sahney (Vinod Gupta School of Management, Department of Marketing, Indian Institute of Technology Kharagpur, Kharagpur, India)
Soujanya Kodati (Vinod Gupta School of Management, Indian Institute of Technology Kharagpur, Kharagpur, India)
Archana Shrivastava (GH Raisoni College of Engineering, Nagpur, India)

Publication date: 28 August 2017


Subject area

Choice Behavior.

Study level/applicability

The case study deals with cross-gender analysis of impulse buying behavior in apparel shopping in India. Any extrapolation of this study to other markets should take into account that Indian consumers are price sensitive. The buying behavior in apparel shopping may not be directly related to other retail categories such as ready-to-eat food, consumer electronics, etc.

Case overview

Mr Khuswant Chaddha’s family business is in tatters. Market dynamics have changed over the years and his textile mill is no longer the cash cow it once was. His son, Gaurav Chaddha, a recent engineering graduate, plans to save the business by venturing into branded apparel retailing. A key component of this strategy is to figure out impulse shopping behavior in apparel purchases. The gender angle is used to better comprehend the differences in impulse buying emotions so that males and females can be targeted with greater success. A survey of shoppers belonging to suitable demographics is used as the backbone of this study. The analysis of the data presents several dilemmas in some critical business decisions.

Expected learning outcomes

The objectives of the case include: understanding how marketplaces change over time; realizing the fact that businesses should evolve over time and even highly profitable business models can become obsolete pretty fast; studying the factors which influence the choice of an apparel store; understanding impulse buying behavior and how gender plays a decisive role in it and analyzing post purchase behavior with respect to gender.

Supplementary materials

Teaching Notes are available for educators only. Please contact your library to gain login details or email to request teaching notes.

Subject code

CSS 8: Marketing.



Prakash, G., Sahney, S., Kodati, S. and Shrivastava, A. (2017), "Gender effects on impulse buying behavior", , Vol. 7 No. 4.



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