The articleshows the different prospectus in the different parts of Jammu and Kashmir. Themain reason for the study was to understand the influence of personality onconsumer behavior and impulsive buying behavior. The article tell about theCognitive Determinants (negativeindicators) and Affective Determinants (positive indicators) and it talks aboutthe different products and how are they effected by the impulsive buying inwhich all the FMCG products are by and large the impulsive buying for theconsumer behavior and how is also determined by the role of the personality.
The tool used for the research was questionnaire and got the major amount ofdata for the article. In the structural model framework personality is treatedas a separate and an independent variable and the association between the determinantshave also been tested. (Sofi & Nika, 2016)The articlehas studied the concept of happiness of the consumer behavior and variousaffecting it such as impulsive buying and the brand loyalty. It studies theeffect of happiness on the impulsive buying by the customers and brand loyaltyand makes us understand how brand loyalty affects the impulsive buying of thecustomer. The articles has used the regression analysis to assess the assumedeffects.
The relationship between the variables was not supported by theassumption of the existence. (Seinauskeine, Mascinskeine, & Jucaitye, 2015)The articleshows that the customer often make impulse purchases and it is shocking thatmost studies don’t have the shopper as independent variable. The studies showthe amount of the degree to which the customers are different from theresusceptibility to unplanned purchasing. The research plan consists of twophases which are store interviewing and home interviewing and it is a fieldrather than a survey. In the findings of the article it showed that allunplanned purchasing is considered as homogenous behavior.
There is also aclassification of unplanned purchase which may be divided into five. Aftercompleting the research the explanations of the relationship will be discussedwhich were the exposure to the in-store stimuli hypothesis and the customeroriented relationship. The research also shows that there is a strong deviationfor the actual expenditure to approximately spending intension of the consumerbehavior.
There is also inverse relationship between the product plannedpurchase rates and also the product purchase frequency. The article describesthat the impulse purchasing in not confined to ant type of marketinginstitution. (Kollat & Willett, 1967)