Analysing digital beautification impact on impulse buying behaviour

Abstract

The advent of the internet and the growing popularity of social media have changed the way businesses are done. Companies need to analyse online consumer activities to understand their purchase choices and intentions. The current Covid scenario has provided an impetus to the online shopping behaviour of consumers across age groups. Therefore, it becomes critical for a company to present its products in the most attractive way. It is well known that a good presentation of a product always impacts purchase decisions. Most companies spend a considerable amount of time and money in making the packaging attractive. While it can be an important factor when we visit a brick & mortar store and have an on-hand experience, the online decision will be based on the appearance on the website or app. Hence, in the context of changing behaviour after Covid, it is important to analyse several components in the digital medium that are attractive to the consumers. Our study has majorly focused on identifying whether digital beatification leads to impulse buying behaviour in consumers or not. We have gathered information on the same through two broad variables viz. bigger high-quality images and using visual aides. From the responses and analysis we have got a positive correlation between the impulse buying behaviour and digital beautification which online retailer can think of implementing in order to boost their sales.