MANAGING CONSUMER URGENCY: INFLUENCE ON IMPULSIVE PURCHASE BEHAVIOR AND SATISFACTION

Abstract

This study examines how consumers' purchasing decisions are influenced by urgency cues 
and examines the connection between impulse buying and urgency cues.  It looks on how 
marketing cues like scarcity, time-limited deals, and FOMO impact impulsive buying and snap 
decisions.  The study also looks at how urgency shapes post-purchase satisfaction, emphasising 
its psychological and emotional implications.  The data from Coimbatore customers is analysed 
using statistical tools such as percentage analysis, chi square tests, t tests, descriptive statistics, 
and analysis of variance.  The results are intended to serve as a reference for marketers on how 
to use urgency cues in an ethical manner while preserving customer satisfaction and confidence.