Impact of Emotional Intelligence on Impulse Buying and Product Value Proposition

This paper elaborates the relationship between Emotional Intelligence and Impulse Buying and the resultant product value proposition for the consumer. The study is done on Impulse Buying in the apparel section by women between the age group of 18 and above in a middle class developing town on the outskirts of Mumbai Metro. It is proven in this study that Emotional Intelligence of the Consumer is a very important component in Impulse Buying. The Higher the Emotional Intelligence the lower will be the Impulse buying habit and vice versa. This becomes very important in the middle class Indian context where the women are bound by a strong sense of prioritizing family needs first before indulging in any personal wish fulfillment. Impulse Buying as this study shows creates a strong feeling of guilt which in turn reduces the value proposition of the apparel because there is less repeat usage of the apparel brought on impulse. Hence Emotional Intelligence of the consumer should be an important consideration for all stakeholders if the value proposition has to be high. Keywords: Emotional Intelligence, Impulse Buying, Guilt, Value, Apparel