Abstract:
This study aims to investigate the impact of brand impressi&r, media promotion, and
scarcity on impulse buying behaviour mediated by hunger marketing among online
shoppers in Batticaloa District, Sri Lanka. Online shoppers play a significant part in the
success of today's business world. Impulse buying behaviour and hunger marketing are
the new mechanisms to boost business sustainability and profit.
In addition to this, the researcher identified the level of these variables, their impact,
and the relationship between them. While there has been a lack of research conducted
in this area, this study focuses on 384 welfare workers as the sample group who
purchase online. The collected questionnaires were analyzed using (SPSS 25.0
Version). The findings of the study indicate that altthe'variables studied are significant
factors that influence impulse buying behaviour, including brand impression, media
promotion, and scarcity. Furthermore, hunger marketing acts as a mediator (Parlial)
between these variables and impulse buying behavior.
The study reveals that brand impression, media promotion, and scarcity play a crucial
role in influencing impulse buying behavior. Brand impression helps to create a
positive image of the product and brand in the minds of consumers, media promotion
helps to create awareness and interest in the product among consumers, and scarcity
creates a sense of urgency and fear of missing out among consumers. The findings
suggest that scarcity could be a powerful marketing tool to influence impulse buying
behavior among online shoppers in Batticaloa District.
Moreover, this study provides valuable insights into the factors that influence impulse
buying behavior along online shoppers in Batticaloa District. The results of the study
suggest that brand impression, media promotion, scarcity, and hunger marketing are all
significant factors that marketers should consider to influence impulse buying
behavior and hunger marketing.
