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
Keywords - Impulse Buying Behaviour, Adolescents, Fruit juice brand.