Abstract

Impulsive buying behaviour has gained increasing attention in consumer research, particularly in the context of hedonic products that provide pleasure, excitement, and emotional gratification. This study investigates the impulsive buying behaviour of consumers with a specific focus on gender-based differences in the purchase of hedonic products. Adopting a quantitative research approach, primary data were collected through a structured questionnaire from a sample of consumers. The study examines key factors influencing impulsive buying, including emotional triggers, product appeal, and situational influences. The findings indicate that hedonic products significantly stimulate impulsive buying behaviour due to their ability to generate immediate satisfaction and positive emotional responses. Furthermore, the results reveal notable gender differences in impulsive buying tendencies, particularly in terms of emotional involvement, responsiveness to promotional stimuli, and decision-making patterns. The study contributes to the existing literature by emphasizing the role of gender in shaping impulsive consumption behaviour in the context of hedonic products. The findings provide valuable insights for marketers and retailers to design targeted strategies that effectively influence spontaneous purchasing decisions. Understanding these behavioural differences can help in positioning hedonic products more effectively in competitive markets.