Influence of Sales Promotion, Advertising, and Business Communication on Impulsive Buying Behaviour: Evidence from Urban FMCG Markets in Rajasthan

Abstract

As more retailers battle each other to attract consumers in the retail market, it has become important for marketers to understand the psychological and behavioural drivers of consumer decision making in the fast-moving consumer goods (FMCG) sector. This study examines three critical marketing constructs affecting impulsive buying behaviour, namely sales promotion, advertising, and business communication. In four major urban markets of Rajasthan, the research was carried out by using a structured questionnaire and a sample size which ensured the balance of the gender and a diversity of response. For the evaluation of relationships among latent constructs, Structural Equation Modeling (SEM) was used. It was determined through the results that all three independent variables were both statistically and positively significant in impulsive buying behaviour and sales promotion holds the strongest, followed by advertising and business communication. These results were in line with what we can already find in the existing literature and confirmed the requirement of having integrated marketing strategies where the promotion of urgency, emotional engagement and clear messaging all come together. The study provides an academic and practical contribution by providing a context specific analysis of consumer behaviour within the Indian FMCG sector. Marketers' implications are the strategic alignment of sales tactic and communication content to increase impulsive purchasing. Future research directions include the examination of potential moderate variables like income, digital exposure, and cultural differences to extend the scope and generalizability of the findings.