Often in supermarkets, we see some consumers who ignore label details on products that
they pick up to buy, just making sure the product meets basic needs. Branding for sure
to them is on the back foot. Such consumers are in a hurry and just focus on minimizing
checkout hassles. On the other hand, leisure shoppers could be seen scanning each and
every nook and corner of the store, spending much time on little interest categories, at
times mentoring co-shoppers, especially in India where collectivism is a cultural
characteristic. The question here is: Who among the two categories of shoppers would
have higher proportion of impulse purchased items in their bill or is it the same for
both? Does the ‘time’ factor have differential impact on consumer impulse