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Impulsive Buying
Rehan Barkat – 8369Raheel Rauf – 8447Jazib Ali – 8192Maaz Ismail – 7192M. Khurrum Qureshi - 8232
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What is Impulsive Buying?
• Spur of the moment, unplanned decision to buy, made justbefore a purchase.• Such purchases ranges from small (chocolate, clothing, magazines) to substantially large (jewelry, vehicle, work of art) purchases.
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Factors, Effecting Impulsive Buying
• Characteristics of a consumer
• In-store purchase environment
• Situation factors
• Characteristics of goods
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Factors, Effecting Impulsive Buying
Characteristics of a consumer:
• Age• Sex• Culture• Mood • Tendency to Materialism• Enjoy Buying• Tendency to buy impulsively
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Factors, Effecting Impulsive Buying
Peculiarities of Purchase Environment:
•Store Layout•Staff•Store Atmosphere•Store Type
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Factors, Effecting Impulsive Buying
Situation factors:
• Time
• Examination of Goods
• Means
• Influence Groups
Characteristics of goods:
• Category of goods• Price• Symbolic Meaning of goods
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Research Objective
• To analyze Consumer Buying trends which prompt impulsive buying.
• To identify the ambiance difference of stores changing consumer buying trend.
• To study whether purchase intentions are influenced by factors such as the gender of the shopper, presence of a shopping list, the number of products purchased and the size of the grocery bill.
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Hypothesis
• Main stimuli having influence on impulsive purchasing is attractive goods, discounts and attractive promotion.
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Research Design
A quantitative design was used for this study. It generally involves the collection of primary data from large numbers of individuals with the intention of projecting the results to a wider population. It includes experiments, surveys and content analysis. Since the aim of the study was to generalize on the impulsivity of consumer based on the representative sample, a quantitative method was deemed suitable.
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Research Method
Research participants :
Sample size : 200 people
Target respondent : Urban population
City : Karachi
Gender : Male/Female
Occupation : Students, Housewives and Working Class
Age : 16 – 45 years
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Research Method
Research participants :
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Research Method
Measuring instruments :
A questionnaire divided into 2 sections was used to collect data from respondents. To standardize responses, a close ended questionnaire was used. Using this close ended questionnaire also ensured easy analysis of data. The first part of the questionnaire contained questions which were aimed at assessing material characteristics of impulsive buying in consumers. The second section Contained questions to measure the likelihood of impulsive buying in retail supermarkets as a result of the various factors.
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Analysis
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Recomendations
Stimuli having influence on impulsive purchasing. Trying to ascertain what stimuli effect impulsive purchasing in the process of the research appeared that the main stimuli determining consumers’ behavior to impulsive purchasing were pleasing goods, goods with discount and attractive advertising. The research results showed that consumer’s behavior of impulsive purchasing is often: over 70 percent of respondents have ever bought impulsively; especially it can be said about food, clothing. Consumers are stimulated most of all to buy impulsively attractive goods and marketing stimuli such as discounts and sales.
