Paper Title
Impulse Buying Behaviour of Adolescents towards Packaged Fruit Juice Drinks

This paper contains the buying behaviour of adolescents of Pune towards the fruit juice drinks. Adolescence, transitional phase of growth and development between childhood and adulthood. The World Health Organization (WHO) defines an adolescent as any person between ages 10 & 19. This study has been carried out on 50 adolescents of Pune. The buying behaviour of adolescents is taken into account with the help of Primary data (Questionnaire) and in some spheres secondary data (Books, Journals, Magazines etc). The main purpose of this paper is to analyze the impulse behaviour of teenagers for the fruit juice drink and also identify the various factors which motivate them (adolescents) for buying the same. Keywords - Impulse Buying Behaviour, Adolescents, Fruit juice brand.