An Empirical Investigation into the Impulsive Purchasing Habits of Women Consumers in Odisha's Apparel Industry

ABSTRACT Customers' purchasing habits have significantly improved in Odisha due to the establishment of organized retail in malls and brand outlets. This trend has gained popularity primarily due to consumers' increased purchasing power and interest in fashion. The impulsive purchasing habits of female consumers in the clothing industry are highlighted in this article. The present study mainly clarifies the different elements that affect a woman's decision-making process, particularly in the clothing sector. Data is gathered using quantitative methods and pre-established scales. Regression analysis was used to determine the impact of salesperson influence, income level, credit card, store environment, and promotional strategy on a customer's impulsive purchase decision in the clothing industry. Key Words: Woman, Impulse decision making, Apparel Industry, Buying behaviour