VOLUME 9 Issue 8 VOLUME - 9 ISSUE - 8 AUGUST- 2026

2. FACTORS INFLUENCING IMPULSE BUYING BEHAVIOUR AMONG CONSUMERS OF E-COMMERCE PRODUCTS

Author: Dr.T.Saravanan, Ms.A.Surya

The study aimed to examine the factors influencing impulse buying behaviour among consumers of e-commerce products. The data were collected from 150 respondents through a structured questionnaire, and the research employed percentage analysis, descriptive statistics, and ANOVA as the principal analytical methods. The findings indicated that website stimuli, marketing stimuli, product variety, and perceived enjoyment exert a positive influence on impulse buying behaviour in the e-commerce context, as respondents broadly concurred that aesthetically appealing website features, personalized recommendations, flash sale notifications, extensive product variety, and pleasurable online shopping experiences facilitate spontaneous purchasing decisions.

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1. THE STRATEGIC ROLE OF OMNICHANNEL MARKETING IN BUILDING CONSUMER ENGAGEMENT TOWARDS ORGANIC PRODUCTS

Author: Reshma R, Dr. R Sathyadevi

The increasing demand for organic products encourages businesses to adopt omnichannel marketing strategies that create seamless and integrated shopping experiences across multiple channels. Consumer engagement plays a vital role in strengthening customer relationships and supporting sustainable business growth in the organic products market.

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