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International Journal of Creative and Open Research in Engineering and Management

A Peer-Reviewed, Open-Access International Journal Supporting Multidisciplinary Research, Digital Publishing Standards, DOI Registration, and Academic Indexing.
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ISSN: 3108-1754 (Online)
Crossref DOI: Available
ISO Certification: 9001:2015
Publication Fee: 599/- INR
Compliance: UGC Journal Norms
License: CC BY 4.0
Peer Review: Double Blind
Volume 02, Issue 04

Published on: April 2026

A STUDY ON THE IMPACT OF FEAR OF MISSING OUT (FOMO) ON IMPULSIVE BUYING BEHAVIOUR OF CONSUMERS DURING THE FESTIVE SEASON (AUGUST–NOVEMBER) IN THE INDIAN RETAIL AND E-COMMERCE INDUSTRY

M Gugapriya

Dr. A G Sudha

Department of Management Studies Coimbatore Institute of Technology Coimbatore Tamil Nadu India
DOI:https://doi.org/10.55041/ijcope.v2i4.205

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Plagiarism Passed Peer Reviewed Open Access

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Abstract

This study examines the influence of Fear of Missing Out (FOMO) on impulsive buying behaviour among Indian consumers during the festive season, particularly from August to November, a period marked by high emotional engagement and intense promotional activity. Based on primary data collected from 149 respondents, the findings reveal a significant positive relationship between FOMO and impulsive purchasing. Social media exposure, flash sales, influencer promotions and limited-time offers were identified as key drivers of unplanned buying behaviour, while traditional urgency tactics such as countdown timers showed limited impact. The study highlights a shift in consumer response patterns, where socially driven triggers are more effective than artificial scarcity cues. It provides practical insights into evolving consumer behaviour in India’s festive, digitally  influenced retail environment.

Keywords: FOMO, Impulsive Buying, Festive Shopping, Social Media Influence, Consumer Behaviour,                                                           Indian Retail, E-Commerce

How to Cite this Paper

Gugapriya, M. (2026). A Study on the Impact of Fear of Missing Out (FOMO) on Impulsive Buying Behaviour of Consumers During the Festive Season (August–November) in the Indian Retail and E-Commerce Industry. International Journal of Creative and Open Research in Engineering and Management, <i>02</i>(04). https://doi.org/10.55041/ijcope.v2i4.205

Gugapriya, M. "A Study on the Impact of Fear of Missing Out (FOMO) on Impulsive Buying Behaviour of Consumers During the Festive Season (August–November) in the Indian Retail and E-Commerce Industry." International Journal of Creative and Open Research in Engineering and Management, vol. 02, no. 04, 2026, pp. . doi:https://doi.org/10.55041/ijcope.v2i4.205.

Gugapriya, M. "A Study on the Impact of Fear of Missing Out (FOMO) on Impulsive Buying Behaviour of Consumers During the Festive Season (August–November) in the Indian Retail and E-Commerce Industry." International Journal of Creative and Open Research in Engineering and Management 02, no. 04 (2026). https://doi.org/https://doi.org/10.55041/ijcope.v2i4.205.

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References


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  • •All submissions are screened under plagiarism detection.
  • •Review follows editorial policy.
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  • •Peer Review Type: Double-Blind Peer Review
  • •Published on: Apr 10 2026
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