Exploring Impulse Buying Patterns Among Millennials In The Fashion Retail Sector: An Analysis

Over the past two decades, Millennials (Millennials) have gained significant attention from global marketers due to their considerable spending power and strong tendency toward impulse buying. However, limited research has examined the impulse buying behaviour of this cohort, and existing studies often fail to adopt an integrative approach that considers all potential influencing factors. The primary objective of this research is to identify and examine the simultaneous influence of various demographic, situational, and personal factors on impulse buying behaviour in the context of fashion apparel. A structured survey questionnaire was administered to a convenience sample of 250 Millennial consumers. The findings reveal that demographic factors—particularly gender—exert the strongest influence on impulse buying behaviour, followed by situational and personal factors. Notably, income (demographic), social influence (situational), and extraversion (personal) were found to have no significant effect on impulse buying. These insights can help global fashion retailers develop more targeted and effective market segmentation strategies tailored to the behavioural patterns of Millennial consumers.