Özet:

Today, marketing has become highly competitive across the industry, and understanding consumers’ behavior has become a challenging task for the marketers. In strategic marketing planning, consumer behavior is an integral part of said process as the consumer plays the role of the user, the buyer and the payer. The behavior of the consumers changes as the factors that affect the consumer’s behavior change. The goal of this research is to examine the effect of education on consumers’ impulsive buying behavior. Data is collected using a 30-question questionnaire to test the respondents’ impulsive buying behavior, their attitude to impulsive buying, and their education level and Emotional Intelligence. The sample size is 200, of which 184 are valid. Statistical Product and Service Solutions (SPSS) is used to analyze the acquired data to discern the correlation between the level of education and impulsive buying behavior. Keywords: Impulsive Buying, Demographic Factors, Education, Lebanon.

Anahtar Kelimeler: