Factors Influencing Consumers' Purchasing Behaviour towards Organic Rice in Malaysia
behavior of sales person, popularity of product, influence of reference group, income level of
customers and festival season, on consumer impulse buying behavior, has been analyzed. The
study is based on the primary data collected from Agora and Meena Bazar with the help of
structured questionnaire. Data analysis has been done using SPSS software. The statistical
analysis method employed in this study is Factor Analysis. After the analysis, it is found that
since income of individual is increasing and more and more people are moving towards western
culture, the purchasing power of the people has really gone up. Thus the impulse buying of the
commodities is on a great rise mainly due to pricing strategies, store characteristics, situational
factors and promotional activities.