Factors Influencing Impulse buying behaviour among Working Women in Mumbai on E-commerce Websites

Abstract

The rapid growth of e-commerce has significantly transformed consumer purchasing behaviour, particularly among urban working women. This study examines the factors influencing impulse buying behaviour among working women in Mumbai while shopping on e-commerce websites. With increasing professional responsibilities and limited time for traditional shopping, many working women prefer online platforms that offer convenience, product variety, and attractive promotional offers. These features often stimulate unplanned purchases. The study focuses on key determinants such as online discounts, promotional offers, website usability, product variety, social media influence, and time-saving benefits that encourage impulse buying. Psychological factors such as mood, excitement created by flash sales, and the influence of online reviews also play an important role in triggering spontaneous purchases. Furthermore, secure digital payment systems and personalized product recommendations increase the likelihood of impulse buying behaviour. A descriptive research design was adopted for the study, and primary data was collected through a structured questionnaire from working women in Mumbai who regularly shop online. The collected data was analysed using simple statistical tools such as percentage and frequency analysis. The findings highlight that promotional strategies, technological convenience, and psychological triggers significantly influence impulse buying decisions among working women. The study provides useful insights into consumer behaviour in the digital marketplace and helps e-commerce companies understand how marketing techniques influence purchase decisions. The research contributes to the growing literature on online consumer behaviour and impulse buying in the context of rapidly expanding e-commerce platforms.