Paper Title
PERCEIVED PAIN AND PROMOTIONAL TRIGGERS: UNDERSTANDING IMPULSE BUYING BEHAVIOUR IN OTC PAIN-RELIEF MARKETS
Article Identifiers
Registration ID: IJNRD_323358
Published ID: IJNRD2604382
: Click Here to Get
About Hard Copy and Transparent Peer Review Report
Authors
Keywords
pain perception, impulsive buying, OTC pain-relief products, marketing cues, consumer behaviour, SEM
Abstract
This research examines how perception of pain and marketing signals affect impulsive buying behaviour of over-the-counter (OTC) pain-relief products. Questionnaire was structured and was given to consumers in Erode City, Tamil Nadu and the results were evaluated through descriptive statistics, Garrett ranking, ANOVA and Structural Equation Modelling (SEM). The results indicate that the consumer decision-making is greatly influenced by pain related factors. The majority of the respondents noted that when the level of pain becomes more intense and when they experience sudden pain development, the purchasing decision-making process becomes faster, as well as, less time is needed to analyze the options among the offered products. The sense of emotional urgency also increased the predisposition to impulse choices and consumers started focusing on the easy-to-find solutions and ignore the warnings on the product or advice of the specialist. Garrett ranking recognized the pain intensity as the most powerful among the rest of the promotional offers, product availability, packaging appeal, and brand familiarity. According to the results of ANOVA, the age factor greatly determined the selective aspects of pain-based impulsivity, especially the decision speed and preference of readily available brands, but not gender. SEM results showed that advertising exposure (= 0.389), packaging appeal (= 0.314), and in-store display (= 0.224) had significant and positive influences on impulse purchase behaviour and explained its 60.4% variance (R 2 = 0.604). These results affirm the hypothesis that brand familiarity and marketing cues are not the main influencing factors of impulsive OTC pain-relief buying but are instead reinforced by the urgency that the pain causes. Overall, the research indicates that responsible marketing and educating consumers should be implemented to balance accessibility and safe self-medication.
Downloads
How To Cite (APA)
Renjusha P & Dr. S. Ponmalar (April-2026). PERCEIVED PAIN AND PROMOTIONAL TRIGGERS: UNDERSTANDING IMPULSE BUYING BEHAVIOUR IN OTC PAIN-RELIEF MARKETS. INTERNATIONAL JOURNAL OF NOVEL RESEARCH AND DEVELOPMENT, 11(4), d884-d894. https://ijnrd.org/papers/IJNRD2604382.pdf
Issue
Volume 11 Issue 4, April-2026
Pages : d884-d894
Other Publication Details
Paper Reg. ID: IJNRD_323358
Published Paper Id: IJNRD2604382
Research Area: Other area not in list
Author Type: Indian Author
Country: Tirupur Kumaran College, Tirupur., Tamil Nadu, India
Published Paper PDF: https://ijnrd.org/papers/IJNRD2604382.pdf
Published Paper URL: https://ijnrd.org/viewpaperforall?paper=IJNRD2604382
About Publisher
Journal Name: INTERNATIONAL JOURNAL OF NOVEL RESEARCH AND DEVELOPMENT(IJNRD)
UGC CARE JOURNAL PUBLICATION | ISSN: 2456-4184 | IMPACT FACTOR: 8.76 Calculated By Google Scholar | ESTD YEAR: 2016
An International UGC CARE JOURNAL PUBLICATION, Low Cost, Scholarly Open Access, Peer-Reviewed, Refereed Journal Impact Factor 8.76 Calculate by Google Scholar and Semantic Scholar | AI-Powered Research Tool, Multidisciplinary, Monthly, Multilanguage Journal Indexing in All Major Database & Metadata, Citation Generator
Publisher: IJNRD (IJ Publication) Janvi Wave | IJNRD.ORG | IJNRD.COM | IJPUB.ORG
Copyright & License
© 2026 - Authors hold the copyright of this article. This work is licensed under a Creative Commons Attribution 4.0 International License. and The Open Definition.
This article is distributed under the terms of the Creative Commons Attribution 4.0 International License (CC BY 4.0).
🛡️ Disclaimer: The content, data, and findings in this article are based on the authors’ research and have been peer-reviewed for academic purposes only. Readers are advised to verify all information before practical or commercial use.
The journal and its editorial board are not liable for any errors, losses, or consequences arising from its use.
Publication Timeline
Article Preview: View Full Paper
Call For Paper
IJNRD is a Scholarly Open Access, Peer-Reviewed, Refereed, and UGC CARE Journal Publication with a High Impact Factor of 8.76 (calculated by Google Scholar & Semantic Scholar | AI-Powered Research Tool). It is a Multidisciplinary, Monthly, Low-Cost, and Transparent Peer Review Journal Publication that adheres to the New UGC CARE Transparent Peer-Reviewed Journal Policy and aligns with Scopus Journal Publication standards to ensure the highest level of research quality and credibility.
IJNRD offers comprehensive Journal Publication Services including indexing in all major databases and metadata repositories, Digital Object Identifier (Crossref DOI) assignment for each published article with additional fees, citation generation tools, and full Open Access visibility to enhance global research reach and citation impact.
The INTERNATIONAL JOURNAL OF NOVEL RESEARCH AND DEVELOPMENT (IJNRD) aims to advance applied, theoretical, and experimental research across diverse academic and professional fields. The journal promotes global knowledge exchange among researchers, developers, academicians, engineers, and practitioners, serving as a trusted platform for innovative, peer-reviewed journal publication and scientific collaboration.
Indexing Coverage: Google Scholar, SSRN, ResearcherID-Publons, Semantic Scholar (AI-Powered Research Tool), Microsoft Academic, Academia.edu, arXiv.org, ResearchGate, CiteSeerX, ResearcherID (Thomson Reuters), Mendeley, DocStoc, ISSUU, Scribd, and many other recognized academic repositories.
Transparent Peer Review Journal Publication: IJNRD operates a strict double-blind peer review system managed by 3000+ expert reviewers, ensuring ethical, unbiased, and high-quality review for every research paper.
For Indian Authors : Get a transparent peer review report from Scholar9.com for just ₹1000. View Sample Report
For Foreign Authors : A detailed peer review report is available through Scholar9.com for $20 USD. View Sample Report
Transparent Peer Review Journal Publication
⭐ Transparent Peer Review | 🕵️♂️ Double-Blind | 👨🏫 3000+ Expert Reviewers | 🇮🇳 Report for India Author ₹1000 | 🌐 Report for Foreign Author $20 | 📄 Sample Reports on Scholar9.com | 🌍 High Credibility | ⚖️ Ethical & Unbiased Evaluation
How to submit the paper?
By Our website
Click Here to Submit Paper Online
Recently, the UGC discontinued the UGC-CARE Journal List and introduced new parameters that allow publication in Transparent Peer-Reviewed (Refereed) Journals. IJNRD is Transparent Peer Review Journal Valid As per New UGC Notification.
You can now publish your research paper in IJNRD.ORG. IJNRD is a Transparent Peer-Reviewed Open Access (Refereed Journal), UGC and UGC CARE Approved, Crossref DOI, Multidisciplinary, Impact Factor calculate by Google Scholar. As an International, open-access, and online journal, Publishing with us ensures wider reach, academic credibility, and enhanced recognition for your work.
For more details, refer to the official notice: UGC Public Notice
⭐ Low Cost ₹1570 | 📚 UGC CARE Approved | 🔍 Peer-Reviewed | 🌐 Open Access | 🔗 Crossref DOI & Global Indexing | 📊 Google Scholar Impact Factor | 🧪 Multidisciplinary
Submit Paper Online Call for Paper About IJNRD UGC CARE Approval
Important Dates for Current issue
Paper Submission Open For: April 2026
Current Issue: Volume 11 | Issue 4 | April 2026
Impact Factor: 8.76
Last Date for Paper Submission: Till 31-May-2026
Notification of Review Result: Transparent peer review process - your paper is evaluated by experts, and you receive acceptance or rejection updates via email and SMS.
Publication of Paper: Once all documents are submitted, your paper is published without delay, and you can instantly download your certificate and confirmation letter online.
Frequency: Monthly (12 issue Annually).
Journal Type: IJNRD is an international open-access journal offering Low Cost Journal Publication, transparent Peer Review Journal Publication, Crossref DOI, and multidisciplinary research visibility under UGC CARE Approved Journal Publication.
Subject Category: Research Area
Approval, Licenses and Indexing: More Details
Call For Paper - Volume 11 | Issue 4 | April 2026
IJNRD.org offers low-cost journal publication starting at ₹1570 with UGC CARE Approved, refereed, peer-reviewed, open-access publishing. This multidisciplinary monthly journal, available in both online and print formats, features a strong Google Scholar-based impact factor of 8.76, Transparent Peer Review, CrossRef DOI, global indexing, fast publication, and complete metadata for maximum research visibility and citation impact across multidisciplinary domains.
Volume 11 | Issue 4 | April 2026 | IJNRD Transparent Peer Review Certificate | Submit Paper Online
⭐ UGC CARE Approved Refereed Journal | 🔍 Transparent Peer Review | 🌐 Open Access Publishing | 💰 Low-Cost ₹1570 | 🔗 CrossRef DOI & Global Indexing | 📊 Google Scholar Impact Factor 8.76 | 🧪 Multidisciplinary | Online & Print
Submit Paper Online
