IMPULSE BUYING BEHAVIOUR IN ONLINE FASHION RETAIL: A STUDY OF YOUNG CONSUMERS

Abstract: The rapid growth of digital commerce has significantly transformed consumer purchasing behaviour, particularly in the fashion retail sector. Online platforms provide convenience, variety, and attractive promotional strategies that often stimulate impulse purchases among consumers. This study examines the factors influencing impulse buying behaviour among young consumers in online fashion retail. The research focuses on elements such as promotional offers, social media influence, website design, and ease of payment. Data were collected from young consumers through a structured questionnaire and analysed using descriptive statistical methods. The findings reveal that digital marketing strategies, time-limited offers, and social media exposure strongly influence impulse buying tendencies. The study provides insights for fashion retailers to design effective marketing strategies to attract young online shoppers.

Keywords: Impulse buying, online fashion retail, consumer behaviour, digital marketing, young consumers.