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A study of Factor Affecting Consumer Impulse Buying Behavior for
Retail Product
Management Research Project -II
Submitted In the partial fulfillment of the Degree of Master of Business Administration
Semester-IV
By
Keyur B.Bhojak 12044311005
Chirag M Gangani 12044311023
Hardip P.Goswami 12044311028
Jayesh V.Parmar 12044311060
Mitul B.Patel 12044311109
Hitesh P. Prajaapati 12044311126
Under the Guidance of:
Prof. (Dr.) Mahendra Sharma Prof. & Head,
V. M. Patel Institute of Management.
&
Jayesh D. Patel Assistant Professor,
V. M. Patel Institute of Management.
Submitted To: V. M. Patel Institute of Management
(April 2014)
i
CERTIFICATE BY THE GUIDE
This is to certify that the contents of this report entitled “A study of Factor Affecting
Consumer Impulse Buying Behavior for Retail Product” submitted to V. M. Patel
Institute of Management for the Award of Master of Business Administration (MBA
Sem-IV) is original research work carried out by them under my supervision. This report
has not been submitted either partly or fully to any other University or Institute for award
of any degree or diploma.
Keyur B.Bhojak 12044311005
Chirag M Gangani 12044311023
Hardip P.Goswami 12044311028
Jayesh V.Parmar 12044311060
Mitul B.Patel 12044311109
Hitesh P. Prajaapati 12044311126
Professor & Head,
V. M. Patel Institute Of Management,
Ganpat University.
Kherva.
Date:
Place:
ii
CANDIDATE’S STATEMENT
We hereby declare that the work incorporated in this report entitled “A study of Factor
Affecting Consumer Impulse Buying Behavior for Retail Product” in partial
fulfillment of the requirements for the award of Master of Business Administration
(Sem.-IV) is the outcome of original study undertaken by us and it has not been submitted
earlier to any other University or Institution for the award of any Degree or Diploma.
Keyur B.Bhojak 12044311005
Chirag M Gangani 12044311023
Hardip P.Goswami 12044311028
Jayesh V.Parmar 12044311060
Mitul B.Patel 12044311109
Hitesh P. Prajaapati 12044311126
Date:
Place: Kherva
iii
PREFACE
It is matters of proud to be students of such great university where in students are
helped to extract hidden potentials from their selves. We are highly Thankful to all the
Faculties of the department who guided us all the way long as how the entire MRP-II
report is to be conducted.
As a management student, we must have some practical knowledge regarding
research and research methodology.
The education institutions offering management programs play a significant part in
un-calculating the much needed managerial skills in their students, the aspiring
managers. The real success of management lies in applying the professional
management techniques in all managerial activities. Practical study is eminent, and
plays vital role for the students of management, because classroom coaching and
theoretical study alone are not enough. To survive in this highly competitive world,
practicality outweighs theoretic. Students are supposed to learn the various principles
of business administration conceptually but accuracy and efficiency in their
implementation is possible only through exposure to practical environment.
We have tried our best and have applied all our efforts, knowledge and sources
available, in this project. Here we try our level best for finding data.
iv
ACKNOWLEDGEMENT
It is a great experience being a part of corporate world. Real MBA can be achieved
only with such practical implications. We are very thankful to Department of Ganpat
University who planes such learning programs for the students.
We are heartily thankful to Dr. Mahendra Sharma, Prof. & Head, V. M. Patel Institute
of Management for providing us such an opportunity to have a great deal of work by
management research report.
We extend our appreciation to Prof. Jayesh Patel, Assistant Professor V. M. Patel
Institute of Management for their immense contributions of time, talent and ideas for
the successful completion of the project. We heartily appreciate to other faculty
members for their suggestions and explanations which ought to be very useful.
We all are gratefully acknowledges our institute V. M. Patel Institute of Management
for providing us the opportunity to learn that how the practical things works through
the management Research Project and for providing us infrastructural facility like
library and Computer lab.
Support from the friends at various other institutes for data collection and other
suggestions gave a final touch to the report, we thankful to all of them. At last we also
extend our gratitude towards all individuals who have given us advice, educative
suggestion, co-operation and motivation at the time of making of this report either
directly or indirectly.
Keyur B.Bhojak 12044311005
Chirag M Gangani 12044311023
Hardip P.Goswami 12044311028
Jayesh V.Parmar 12044311060
Mitul B.Patel 12044311109
Hitesh P. Prajaapati 12044311126
v
CONTENTS
Certificate by the Guide i
Candidate’s Statement ii
Preface iii
Acknowledgments iv
List of Tables & Figure v
1 INTRODUCTION 1-10
1.1 Nature of impulse buying 3
1.2 Indian Retail Scenario 3
1.3 Indian Consumer Buying Behavior 4
1.4 Retail Formats 5
2 LITERATURE REVIEW 11-19
3 RESEARCH METHODOLOGY 20-26
3.1 Problem statement 21
3.2 Research objectives 21
3.3 Scope of the study 21
3.4 Research design 21
3.5 Hypothesis Testing 22
3.6 Data sources and data collection method 23
3.7 Instrument/tool 23
3.8 Sampling Methodology 23
3.9 Measure of the study 24
3.10 Software for analysis 24
3.11 Proposed Model 25
3.12 Reliability 26
vi
4 DATA ANALYSIS 28-33
4.1 Factor analysis 29
4.2 Regression Analysis 32
5 FINDINGS 34-35
6 IMPLICATION 36-37
7 CONCLUSION 38-39
8 BIBLIOGRAPHY 40-43
9 ANNEXURE 44-47
LIST OF TABLES
2.1 Chronological study of impulse buying 14
3.12.1 Reliability 27
4.1.1 KMO and Bartlett's Test 29
4.1.2 Total variance Explain 30
4.1.3 Factor loading and Communalities 31
4.2.1 ANOVA 32
4.2.2 Model Summary 32
4.2.3 Coefficients 33
LIST OF FIGURE
3.11 Proposed Model 25
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CHAPTER 1
INTRODUCTION
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Impulse purchase or impulse buying is an unplanned or otherwise spontaneous purchase.
Impulse items can be anything, a new product, samples or well-established products at
surprising low prices. Customer who has to not preplanning to purchase product they have to
see product and they decided to purchase. Purchasing is, generally defined as, a consumer’s
unplanned purchase which is an important part of buyer behavior. An impulse purchase or
impulse buy is an unplanned decision to buy a product or service, made just before a purchase.
Following are marketing communication mix which affects Consumer’s Impulse Buying
Behavior in market: Advertising, sales promotion, personal selling, and public relations.
The importance of impulse buying behavior is recognized by marketers and researchers all
around the world and phenomenon has been extensively studied by researchers during the last
60 years. The earliest studies on impulse buying include the DuPont Consumer Habits Studies
in 1940s to 60s and studies such as by Patterson in 1960s which were sponsored by the Point-
of-Purchase Advertising Institute. These studies on impulse buying have been carried out in
different countries but the focus has been mainly on consumers in United States and it has been
found that consumers in U.S. are more impulsive than other countries. About 80% of purchases
in certain product categories in U.S. are made impulsively. Similarly, in another study in U.S.
it has been reported that about 90% of the consumers make occasional purchases on impulse.
A study found that only in the categories like Candy and Magazines, an amount of $4.2 billion
was estimated to have been generated as an annual store volume through impulse buying.
Many authors suggest that the consumers‟ purchasing on impulse have the potential to grow
further with the new technologies like internet and television shopping channel; and marketing
innovations such as 24-hour convenience stores as they provide both the convenience to make
impulse purchases as well as the accessibility to products and services. Impulse buying is
simply defined as the sudden and immediate purchase decision inside a store with no prior
intention to buy the specific product or products. Store environment like product arrangement,
lighting, background music also affect consumer impulse buying behavior.
Impulse buying is defined as an unplanned, on the spot purchase triggered by stimulus.
Stimulus is given through sensory marketing and the possibility to touch the products, by clear
and visible information about special offers and tie-ins to help the consumer remember what
they need. The gap between the fantasy world of consumption, day-dreams of perfect pleasure
and disappointments of reality results in limitless desire and a permanent state of aggravation
3 | P a g e
(Elliot, 1997:292). Impulse buying behavior is an enigma in the marketing world, for here is a
behavior which the literature and consumers both state is normatively wrong, yet which
accounts for a substantial volume of the goods sold every year across a broad range of product
categories.
As India changes and reinvents itself at a remarkably accelerated pace, the private consumption
patterns of its population have been transformed. The fundamental shifts in consumer spending
patterns have far-reaching implications not only for manufacturers, marketers and retailers of
consumer products and services, but for India and Indian society as a whole. The key lies in
understanding the nature of this change in consumer behavior and consumption patterns and
thereby the change in the wallet-share of Indian consumers. Today’s reality consists of many
new, unique and disparate factors that have come into play simultaneously.
1.1 Nature of impulse buying
Impulse buying is unreflecting in that the purchase is made without engaging in great deal of
evaluation. Individuals buying impulse is less likely to consider the consequences or to think
carefully before making the purchase (rook, 1987). The person’s attention is focused on the
immediate gratification of responding to the urge to buy rather than on solving preexisting
problem or on finding an item to fill a predetermine need. Finally, consistent with general
impulsiveness, impulsive buying is immediate (barratt, 1985; rook, 1987).
1.2 Indian Retail Scenario
The retail sector in India is highly fragmented and mostly owner-run “Mom and Pop” outlets.
The entire sector is dominated by small retailers consisting of local Kirana shops, general
stores, footwear and apparel shops, hand-cart hawkers and pavement vendors. These together
form the “unorganized retail” or “traditional retail”. According to the Investment Commission
of India (ICI) estimates, there are over 15 million such “Mom and Pop” retail outlets in the
country. In terms of total sales, one can find a wide range of estimates and this definitely
reflects lack of sound official government data. ICI had estimated Indian retail sales figure at
US$262bn for 2006, although market estimates ranged from US$200bn to as high as
US$386bn for that year. Various agencies have made efforts to project the growth rate of the
total retail market till 2013 and the figures hover around 13-15.5 percent.
4 | P a g e
In line with India's economic growth, the retail sector in this country is not only expanding but
also modernizing. This new trend began during late 1990s and early 2000s. In the midst of the
unorganized retail sector's strong dominance, some of the major industrial houses have entered
into this sector and have announced ambitious future expansion plans. Transnational
corporations have also joined hands with big Indian companies to set up retail chains. India's
Bharti group joined hands with Wal-Mart, the world's largest retailer and Tata group tied up
with the UK based Tesco, the world's third largest retail group. A perceptible structural change
towards an organized format is foreseeable in the retail sector. These organized and modern
retail formats generally consist of supermarkets /convenience stores, hypermarkets, discount
stores, speciality stores and departmental stores. These outlets are usually chain stores, all
owned or franchised by a central entity or a single store large enough to form a part of the
modern retail segment. The existence of these modern retail outlets are generally found in
malls and prominent high streets across various cities.
1.3 Indian Consumer Buying Behavior
To the core Indian consumer, though low price is still of primary importance, it will in the
coming years steadily shift to a price-plus platform. Here, the consumer will seek a greater
balance of price with quality, convenience, consistency, innovation and shopping experience.
The recent economic slowdown has made the Indian consumer’s mindset more conservative.
Point of purchase (POP) will become more important, and will be the moment of truth for
brands and retailers if they are to deliver their promise to the consumer.
Hence, smart brands and retailers will spend more effort in-store in terms of improving not
only store interiors but also the overall shopping experience, even if they are high value-
seeking ones. So far as shopping behavior is concerned, there is a strong increase in the trend
of going shopping as a “family” which, in turn, is on account of the increasing time poverty for
most Indians in this core consuming class. Shopping together saves time for the family while
also providing some additional time together.
Modern retail which offers all under one roof options, optimizes core consumers with many
dimensions including saving of time, enhanced shopping experience, and combining shopping
with leisure and recreation. Hence, given a choice between traditional shopping markets and a
Well-planned, well-tenanted shopping centre (mall), this consumer is more likely to opt for the
Latter.
5 | P a g e
When different brands compete under one roof in modern retail outlets (malls) sensory
marketing plays a vital role. It changes brand perception positively when the stimulus is
congruent with the other brand elements. It can thus be seen as a suitable tool for reinforcing
the value of a brand. A congruent stimulus influences the consumer on an unconscious level
and can affect preference positively hence triggering impulse buying behavior. Adding a
sensory dimension to the marketing strategy can strengthen the brand equity implying a
stronger bond between the brand and the consumer. However, the authors argue that a strong
brand platform is required to benefit ultimately from an investment in sensory branding. The
use of sensory branding is growing rapidly and it is predicted to be the future of strategic
branding.
1.4 Retail Formats
Department Store
Department stores are general merchandisers. They offer to the customers mid- to high-quality
products. Though they sell general goods, some department stores sell only a select line of
products A department store is defined as a large store selling, under one roof, but in physically
separate departments, four or more different classes of consumer goods, one of which is
women’s and girls’ clothing. Some large departmental store groups like House of Fraser and
Debenhams own up to 100 branches and these chains are called multiple department stores.
There are also a number of much smaller chains of department stores e.g. Bentalls, and also a
few autonomous units. Within the larger groups, some central buying is attempted but
normally the accent is on customer service with each department carrying out its own buying,
merchandising and stock control. Scope for economies of scale in buying is therefore narrow
Department stores have seen a gradual erosion of market share as the large supermarket groups
have added non-food merchandise to their retail offer. General modernisation of city centre
stores and the quality of management will be the key to the future success of department stores.
The general principles of operation of department stores are;
a. Sitting in major shopping centres of location supported by potentially large catchments
b. Freedom for the customer to move around the store and view.
c. Relatively high prices with margins large enough to lower heavy staffing, the range of
services offered and high accommodation costs.
d. Provision of a large number of specialised goods in one location which allows some
associated sales.
6 | P a g e
e. Special staff expertise in particular products.
f. Wide range of customer services such as delivery, credit, the making-up soft
furnishings and the provision of restaurants, cloakrooms, telephones etc.
g. Space concessions offered to ‘shop-within-shop’ operations (often manufacturers) like
Wedgwood.
An example of a department store in the Quadrant is Debenhams.
When a customer enters Debenhams in the Quadrant the first thing they see is the café and
cosmetics department. Retailers purposely do this to attract customers into the store because
they know that the smells of the café and perfume are appealing to customers.
Also on the ground floor people will usually find women’s clothes and shoes. This is also done
purposely because retailers know that women are more likely to make an impulse buy. Upstairs
in Debenhams is men’s and women’s clothing, home wares and games. They also provide
additional services for their customers such as a wedding gift list, personal shopper and toilets.
A department store offers an extensive assortment (width and depth) of goods and services that
are organized into separate departments for the purpose of efficient buying, assortment,
promotion and above all ease of shopping for the consumer. Such a format provides the
greatest selection of any general merchandize and very often serves as the anchor store in
shopping mall or shopping centre. In India, the number of department stores is less compared
to other retail formats such as supermarkets and discount stores. Shoppers' Stop is the first one
to open a department store in the early 1990s and currently operates 19 stores in 10 different
cities in India. The store strongly focuses on lifestyle retailing and mainly divides into five
departments such as apparel, accessories, home décor, gift ideas and other services. Shopper’s
Stop is getting stronger and stronger year after year. It attracts more than 12 million shoppers
every year with a conversion rate of 38 per cent. In the end of FY2000 this retailer had 5 stores
and is in the process of reaching 39 stores with retail space of 2,502,747 sq ft by FY08.
Another operator Lifestyle India began operations in 1998 with its first store in Chennai in
1999 and in March 2006 it opened one of the largest department stores in the same city. The
store spreads over 75,000 sq. ft and store provides customers a great shopping experience with
three floors of apparel, footwear, products for children, household furniture and decor, health
and beauty products.
7 | P a g e
Hypermarket
Hypermarkets have emerged as the biggest crowd pullers due to the fact that regular repeat
purchases are a norm at such outlets. Hypermarkets not only offer consumers the most
extensive merchandise mix, product and brand choices under one roof, but also create superior
value for money advantages of hypermarket shopping. With product categories on offer
ranging from fresh produce and FMCG products to electronics, value apparels, house ware, do
it yourself (DIY) and outdoor products, the hypermarkets are becoming popular formats in
India.. Number of players operating hypermarket format are increasing day by day.
One of the leading players in this format is Pantaloon Retail India Limited which operates 32
Big Bazaars in twenty cities. In early 2006, the K. Raheja Corp (C.L. Raheja Group) has
introduced its value retail concept Hypercity which is the country’s largest hypermarket at
118000 sq ft. Hypercity carries product range varies from Foods, Home ware, Home
Entertainment, Hi-Tech, Appliances, Furniture, Sports, Toys & Clothing. Hyper city Retail
plans to open 55 hypermarkets by 2015. Reports in media indicate that Reliance is set to open
its hyper market format called ‘Reliance Mart’ in Ahmedabad in December 2006 in 1.5 lakh sq
ft of space.
As the market is expanding and consumers are in a mood to accept changes, hypermarkets are
getting overwhelming response from consumer. Currently there are about 40 odd hypermarkets
in India but this format holds a great potential for growth. Hypermarkets can offer whole lot of
benefits to consumer. As all hypermarkets use food and grocery as crowd puller, the price
plays major role. Apart from price, other things retailers need to worry about are offering right
product mix at right price and right place. Ideally, a 40:60 mix of food to non-food should
yield a blended gross margin of around 18-19 per cent.
Hypermarkets will be successful if the retailers understand the shopper better and design
product offering tailor made for specific segment of consumer. Retailers have to use efficient
sourcing and merchandising process to bring down cost of operation. The most important one
is to phase out inefficiencies from the supply chain and pass on a part of that benefit to
consumer. Another way of improving margin is to increase percentage of private label or store
brand.
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Supermarket
Unlike western countries where supermarkets are prominently visible, in our country this is
lacking. The supermarkets largely concentrate on selling food related products and are
considerably smaller in size compared to hypermarkets. Their value proposition is also
different from the hypermarkets. The supermarkets offer relatively less assortments but focus
on specific product categories. They do not play the game on price rather use convenience and
affordability as their salient features. In India this role is played by the provision stores and
sweet shops. Interestingly the fresh vegetables and fruits are sold on the foot path and in open
markets.
Traditionally consumers feel conservative to buy fruits and vegetables from air conditioned
supermarkets. They prefer to buy either from the local mobile vegetable sellers or from the
nearest sabji market. Probably that works as deterrent factor for the growth of supermarkets in
India. But the situation is changing and slowly supermarket operators are coming to their own.
A supermarket normally sells grocery, fresh, cut vegetables, fruits, frozen foods, toiletries,
cosmetics, small utensils, cutlery, stationery and Gift items. In India Food World, Food Bazaar,
Nilgiri (30 plus stores), and Adani are the leading super market operators. One of the biggest
super market operators in the western India is Adani Retail Limited which operates Adani
super market plans to continue its journey to reach total 19 cities with the store strength of 60
plus in the state of Gujarat.
ARL also plans to expand its operation in the neighboring states of Rajasthan, Madhya
Pradesh, Maharashtra and Chhattisgarh. Subhiksha is one of the leading super market
operators, who largely operates in the southern part of India is expanding to western India. One
more retailer Reliance Retail is on the move and this retailer opened its Reliance Fresh-a super
market chain with 11 stores in Hyderabad in November 2006 and is planning to enter 70 more
cities within 2 years. Fabmall a part of Trinetra Super Retail Limited is also expanding. By
June 2006 Fabmall had 28 super markets in some cities and the retailer is planning to open 25
outlets in Kerala by March 2007.
Food Bazaar operates in major cities in India with a floor space ranging from 6,000 sq ft to
16,000 square feet and the format sells both food and non-food items. The non-food items
contribute about 22 per cent of total sales and rest is contributed by the food related items. A
Food Store stocks an average of 7,000 stock keeping units (SKUs) and over 50,000 articles.
9 | P a g e
The SKU's are divided into the broad categories - staples, fresh produce and branded foods,
home & personal care products. Staples include groceries like rice, wheat, dal, spices and oils.
Fresh produce comprise of fruits and vegetables, which are sold loose through the
concessionaire arrangement. Along with national brands and local brands the store keeps
private labels in some product categories such as utensil cleaners, preservatives and bakery
products. For example in utensil cleaner category private label gives the highest margin about
25 per cent and commands a share of 50 per cent in the store. The private labels offer
flexibility to both the retailer and the consumer on price front. The objective of the store is to
offer variety at affordable price in each category. Food Bazaar is made the transition from a
just grocery retailer to developing emotional bonding with shoppers by providing some value
added services to the shoppers. Some of these initiatives include:
Live chakki: which allows customers to buy fresh wheat and have it grinded there at the store
Fresh Juice counter: This provides customer to have fresh juices.
Live dairy: This provides customers with fresh milk and milk products.
Live kitchen: Customers have the option of buying vegetables, getting them chopped, cooked
fully or partly. Soups, salads and sandwiches are also available
Malls
Mall development is phenomenal in India. The mall mania is spreading fast and entering even
the second tier cities in India. Real estate developers are jumping very fast to take this further
from Metro cities to smaller cities and corporate houses like ITC and Sriram group are making
steady progress to make this phenomena feasible in rural market also. There is no denying that
the top notch cities like Mumbai, Delhi, Bangalore, Hyderabad, Kolkata, Chennai and Pune are
leading the way but the second tier cities like Ludhiana, Chandigarh, Nagapur and Surat are
catching the eye of all retailers. Retail developers are in such a mood that they may over ride
the requirement in a specific city.
Large format malls are increasingly getting prominent with adequate retail space allocated to
leisure and entertainment. Some states like Punjab have lifted entertainment tax on multiplexes
till 2009. This boosted the confidence of the mall developers to accommodate entertainment
players like PVR, Waves, Adlab and Fun Republic in large malls. A study conducted by
Knight Frank India indicates that by 2007, approximately 75 million sq ft of mall space would
be available in India. Of this, Mumbai, Pune, NCR (including Gurgaon, Noida, Greater Noida,
10 | P a g e
Faridabad & Ghaziabad), Bangalore & Hyderabad will have a 74% share. The balance 26%
will be made up by the cities like Kolkata, Chennai, Ahmedabad, Jaipur, Nagpur, Lucknow,
Indore, Ludhiana & Chandigarh. With such quantum of new format retail space in the pipeline,
innovation, striking the right tenant mix, effective mall management and provision of ample
parking space are components that will decide the future success of mall developments.
Category Killer
The category killer concept originated in the U.S. due to abundance of cheap land and the
dominant car culture. Category Killer is a kind of discount specialty store that offers less
variety but deep assortment of merchandise. By offering a deep assortment in a category at
comparative low prices, category specialist can be able to “kill’ that specific category of
merchandize for other retailers. Generally such kind of retailers uses a self service approach.
They use their buying power to negotiate low prices, excellent terms and assured supply when
items are scarce. In India this kind of retail stores are not prevalent at this point of time. But
there is scope for such kind of format. In India, Mega-Mart is one sort of category killer which
sells apparel products.
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CHAPTER 2
LITERATURE REVIEW
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Research scholars have taken a more interest in impulse buying for the past sixty years
(Clover, 1950; Stern, 1962; Rook, 1987; Peck and Childers, 2006). Piron (1991) try to define
the impulse buying by reviewing the past research works after that he found that the earlier
studies explain impulse buying to be very similar to unplanned purchasing (Clover 1950, West
1951), and in advance his findings with managerial interests in mind. The managerial interest
mainly refers to the focus on the product sales.
Beatty and Ferrell (1998) described that Impulse buying refers to immediate purchases which
are without any planned shopping objective to fulfill a specific or desired level needs. It means
that they have some desired level than they would go for shopping than in to the store they
attract by product or store kipper behavior than them make impulse buying at that time.
Bayley and Nancarrow (1998) defined impulse buying as a “sudden, compelling, hedonically
complex buying behavior in which the rapidity of an impulse decision process precludes
thoughtful and deliberate consideration of alternative information and choices.” Hedonic
behavior is marked with pleasure; in contrast to the utilitarian behavior where the shoppers
seek for functional benefits and economic value in the shopping process.
Block and Morwitz (1999) enunciated the definition of impulse purchase as consumer buying
an item with little or no deliberation after the result of a sudden, powerful urge. Kacen and Lee
(2002) stated that impulsive behaviour are more arousing and irresistible but less deliberative
when compared to planned purchasing behaviour.
According to Engel and Blackwell (1982) impulse buying is an action undertaken without
previously having been consciously recognised or a buying intention formed prior to entering
the store. Based upon the different description, we conclude that impulse buying involves
hedonic purchase decisions which are made inside a store and excludes the reminder
purchasing activities.
The categorized of a purchase as planned or impulse began with the Stern (1962) study where
he provided the basic framework of impulse buying by categorizing a buying behavior as
planned, unplanned, or impulse. Planned purchases involve time-wastage more information-
maximum searching with rational or logically decision making, whereas impulse buying refers
to all shopping decisions made without any advance planning. Impulse buying is highly
successful from the unplanned buying in terms of quick decision making.
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Iyer (1989) further distinguished that all impulse purchases are unplanned, but unplanned
purchases are not always impulsively decided. Han et al. (1991) modified the Stern (1962)
classification of impulse mix in context of fashion products and developed as four types of
impulse buying:
I) Planned impulse buying
ii) Reminded impulse buying
iii) Suggestion or fashion-oriented impulse buying
iv) Pure impulse buying
Planned impulse buying is not completed planned but specific product or categories are not
decided by the shopper. They are further determined on the basis of the different sales
promotions inside the shop and in store stimuli. Reminder impulse buying occurs when the
buyer is recalled of the need of the product noticing it during the shopping. Pure impulse
buying is a escape purchase which a shopper breaks the trend of common or constant usual
shopping by giving them some discount offer and schemes on the particular product.
Stern (1962) introduced the concept of suggestion impulse purchase as the purchase of new
product on the basis of self suggestion but without any prior experience. Han et.al, (1991)
described fashion oriented impulse as a type of suggestion impulse where the purchase is
motivated by self-suggestion to buy the new fashion product. In case of fashion oriented
impulse buying, shopper has no previous experience with the new and fashionable product.
Mattila and Enz (2002) later argued that fashion-oriented impulse buying can be influenced by
shopper’s own positive emotions when shopping.
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Table – 2.1 Chronological study of impulse buying
Author Author Year
Contribution
Author Year Contribution
Clovez 1950 First to study impulse buying mix and pointed out that some product
categories are more sold on impulse.
Stern 1962 Defined impulse buying behaviour by classifying as planned,
unplanned, or impulse, also suggested that some product-related
factors that might predict impulse buying.
Kollat and
Willett
1967 Argued that consumer’s characteristics and demographics influence
the impulse purchases.
Weinberg
and Gottwald
1982 Emphasised that Impulse buyers show greater emotions such as
amusement, enthusiasm, joy and delight when compared to planned
buyers.
Rook and
Hoch
1985 Argued that impulsive shoppers tend to enjoy shopping more and
the impulses is result of consumer’s sensation and perception driven
by the environmental stimulus.
Rook 1987 Introduced the concept of consumer impulsion as a lifestyle trait,
which can be linked to materialism, sensation seeking and
recreational aspects of shopping.
Iyer 1989 Described impulse buying as a special case of unplanned buying.
Abratt and
Goodey
1990 Suggested that in-store stimuli such as POP posters can increase
impulse buying behaviour.
Han et al. 1991 Introduced the concept of fashion-oriented impulse for buying the
new fashion products.
Piron 1991 Defined impulse purchase based on four criteria-Impulse purchases
are unplanned, decided “on the spot”, stem from reaction to a
stimulus and involve either a cognitive reaction, or an emotional
reaction, or both.
Hoch and
Loewenstein
1991 Observed that it is people and not the product that experiences the
urge to consume on impulse. Suggested that buying may beget more
buying by loss of self control.
Rook and
Gardner
1993 Defined impulse buying as an unplanned purchase that is
characterized by relatively rapid decision-making, and a subjective
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bias in favour of immediate possession. 'Customers' mood states
may result in impulse purchase behaviour.
Rook and
Fisher
1995 Introduced impulsiveness as a personality trait and defined as
consumer’s tendency to buy spontaneously, non-reflectively,
immediately, and kinetically.
Dittmar et.al, 1995 Found that gender inf luences the impulse buying and purchase of a
product impulsively could be motivated by the self concept.
Beatty and
Ferrell
1998 Formulated the definition of Impulse buying as a sudden and
immediate purchase with no pre-shopping intentions either to buy
the specific product category or to fulf il a specific buying task.
Wood 1998 Stated that a socio-economic factor of individuals such as low levels
of household income indulges into impulse buying.
Bayley and
Nancarrow
1998 Suggested that impulse buying behaviour is a complex buying
process and the rapid decision process during shopping, prevents
deliberate consideration of alternative information and choices.
Hausman 2000 Proposed that shopping experience may encourage emotions such as
feeling uplifted or energized. Consumers shop not only to buy but to
satisfy their different needs.
Youn and
Faber
2000 Suggested that both positive and negative feeling states of consumer
are potential motivators for impulse buying.
Kacen and
Lee
2002 Described that cultural forces could impact impulse purchasing of
Individuals. People having Independent self concept engage more in
impulse buying.
Zhou and
Wong
2003 Found that retail store environment such as POP could affect the
impulse buying.
Jones et, al. 2003 Empirically tested that product-specific impulse buying is affected
significantly by product involvement and it is an important factor
supporting impulse buying tendencies.
Luo 2005 Found that the presence of peers increases the urge to purchase, and
that the presence of family members decreases it.
Verplanken
et al.
2005 Proposed that negative rather than positive affect is a driving force
behind chronic impulse buying. The impulse buying could further
result in curing negative state of mind.
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Park et .al 2006 Studied the fashion and hedonic aspects of impulse buying. Hedonic
consumption has an indirect effect on fashion-oriented impulse
buying. Fashion oriented people are pleasure and enjoyment
seeking.
Peck and
Childers
2006 Found that touch increases impulse purchasing as the distance
between product and consumer decreases (proximity). Suggested
that point-of-purchase signs, displays, and packaging encouraging
product touch may increase impulse purchasing.
Kaur and
Singh
2007 Studied the impulse buying aspects of Indian youths and found that
shopping enjoyment and the sensory stimulants influences impulse
buying
Mattila and
Wirtz
2008 Found that store environmental stimuli such as social factors
(perceived employee friendliness) positively affect impulse buying
behaviour.
Silvera et al. 2008 Studied the impact of emotions and inferred that impulse buying is
influenced by the ‘ affect’ or emotions of the consumer.
Dawson and
Kim
2009 Studied the affective-cognitive aspects and found signif icant
relationship between a person’s affective and cognitive state and
their online impulse-buying behaviour.
Harmanciogl
u et.al,
2009 First to study Impulse buying of new products and suggested in case
of new product: product knowledge, consumer excitement and
consumer esteem – drive impulse buying behaviour.
Yu and
Bastin
2010 Hedonic shopping value of an individual lead to impulse purchases
and are inextricably related to each other.
Sharma et. al, 2010 Studied the variety seeking behaviour of impulse buying. They
found the variety seeking individuals are more prone to impulse
purchases.
Chang et .al 2011 Observed that the positive emotional responses of consumer to the
retail environment result in impulsive purchases.
Source: Compiled by authors - Muruganantham and Bhakat
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• Factors Influencing Impulse Buying
Kollat and Willett (1967) found that the characteristics of consumers and their demographics
influence the impulse purchasing. Local market conditions and various cultural forces could
also impact the way consumer; go for impulse purchasing (Vohs and Faber, 2007).
Dittmar et.al, (1996) observed that gender, as a social category, affects impulse buying. Men
tend to involve in impulse buying of instrumental and leisure items which projects their
independence and activity. Women tend to buy the attractive (similarity) and self-expressive
goods which are associated with their appearance and emotional aspects of self.
Effective increases in personal disposable incomes and credit availability have made impulse
buying in retail environments prevalent consumer behavior (Dittmar et al., 1996). From a
socioeconomic point of view, individuals with relatively low levels of household income tend
to enjoy immediate indulgence (such as day-to-day savings and sensory stimulation) as
opposed to delay-of-gratification. Internal, personal-related factor like educational experience
influences the act of impulse buying (Wood, 1998).
Mattila and Wirtz (2008) highlighted that social factors influence impulse buying. Social
factors include two types: store employees and other customers. Social factor (e.g. employee
friendliness) was found to directly influence impulse buying. Store managers might be able to
reduce the negative effect of crowding by training their employees to be extra friendly at busy
times.
Praise from others, such as salesperson, friends during the shopping may increase the chances
of impulse purchase (Yu and Bastin 2010). Luo (2005) research work about “influence of
shopping with others on impulsive purchasing” revealed that the presence of peers increases
the urge to purchase but the presence of family members decreases it. Rook and Fisher (1995)
suggested that anonymity might encourage impulse purchasing. Shoppers tend to try on new
things, styles and fantasize, wrapped in the anonymity of a self-service environment.
Kacen and Lee (2002) argued that in a cultural context, the theory of individualism and
collectivism gives important insights about consumer’s impulsive behavior. Cultural aspect’s
study can further assist both academics and practitioners in developing a better understanding
of the impulsive buying phenomenon. Individuals who are more independent engage
themselves in greater impulse-purchase behavior than those who are interdependent in self-
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concept. In the similar lines, the collectivist consumers are found to engage themselves in less
impulse purchase behavior than the individualist consumers.
Since impulse buying behavior may be accelerated by the credit card use (Roberts and Jones,
2001; Kim, 2001a; Kim, 2001b), a need exist to investigate the relationship between impulse
buying behavior and credit card use. Credit cards are seen as a convenient and relatively
painless way to spend. Moreover, the use of credit cards lowers the perceived cost and biggest
future use. Widespread credit card use reflects consumer preferences regarding prearranged
lines of credit while technological developments make it much easier for creditors to offer
revolving credit (Durkin, 2000). Easy access to credit cards eliminate the immediate need for
money to buy something, cause consumer to overspending (Schor, 1998) and likely accelerate
the development of impulse buying (Robert and Jones, 2001).
Thus, when compared to cash, credit cards lead to greater imprudence. Consumer researchers
suggest that heavy credit card users have been found to be less price conscious (Tokunga,
1993), that credit card possession is related to buying higher priced items (Deshpande and
Krishnan, 1980) and credit card possession and use is positively correlated with the
anticipation and actualization of further use (Feinberg, 1986).
Robert and Jones (2001) also supported the facilitating nature of credit cards on consumer
spending. Most studies have examined the effects of demographic and economic variables on
credit card use, such as age, income, education, occupation and marital states (Chien and
Devaney, 2001; Kim, 2001b; Min, 1999; Xiao et al., 1995) and credit attitude (Davis and Lea,
1995; Hayoe et al., 2000; Hayoe et al., 1999; Kim, 2001a; Xiao et al. 1995).
The importance of window display in relation to consumers’ buying behavior has received
minimal attention in the literature. However, since a consumer’s choice of a store is influenced
by the physical attractiveness of store (Darden at al., 1983) and the first impressions of the
store image is normally created at the façade level, it can be suggested that window display
may influence, at least to some degree, consumers’ choice of a store when they do not set out
with a specific purpose of visiting a certain store and purchasing a certain item. The initial step
to getting customers to purchase is getting them in the door. Today more retailers are placing
increased importance on window display to attract passerby’s attention and ultimately to
transform shoppers into consumers (Diamond and Diamond, 1996).
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Subsequent to 1982, when researchers began to re-focus attention on impulse buying behavior,
researchers began to investigate the behavioral dimensions of impulse buying. Most recently,
researchers appear to agree that impulse buying involves a hedonic or affective component
(Cobb and Hoyer, 1986; Piron, 1991; Rook, 1987; Rook and Fisher, 1995; Weinberg and
Gottwald, 1982). For instance, Rook (1987) reports accounts by consumers who felt the
product ‘calling’ them, almost demanding they purchase it. This emphasis on the behavioral
elements of impulse buying led to the definition of impulse as follows.
Impulse buying occurs when a consumer experiences a sudden, often powerful and persistent
urge to buy something immediately. The impulse to buy is hedonically complex and may
stimulate emotional conflict. Also, impulse buying is prone to occur with diminished regard for
its consequences (Rook, 1987, p. 191).
Rook and Hock (1983) identify five crucial elements in impulse buying: a sudden and
spontaneous desire to act, a state of psychological disequilibrium, the onset of psychological
conflict and struggle, a reduction in cognitive evaluation and a lack for the consequences of
impulse buying.
While shopper with impulsive buying tendencies may view an impulse purchase as negative
and successfully negative resist the temptation, at other time they are also more likely to
rationalize the negative feelings and make the purchase any way. This indicates that, although
impulsive shopper may deliberate about the purchase on a cognitive level, at some point in the
decision making process the shopper’s effective state over comes their cognitive willpower.
These findings support a study, which concluded that, although cognitive deliberation plays a
part in the impulse buyer’s decision, its influence is smaller than that if the affective state
(Weinberg and Gottwald, 1982).
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CHAPTER 3
RESEARCH
METHODOLOGY
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Chapter three describes the research methodology used in this study. It addresses the target
population, sampling techniques, size and data collection and validity of the instrument used in
the study.
3.1 Problem statement
This research project is been conducted on the problem of “A Factors affecting on
impulse buying behaviour for retail product”
3.2 Research objectives
To find out what are the factors that affect impulse buying behaviour for retail product.
3.3 Scope of the study
The Respondent who are using retail product.
3.4 Research design
Research design is important primarily because of the increased complexity in the market
as well as marketing approaches available to the researchers. In fact, it is the key to the
evolution of successful marketing strategies and programmers.
It is an important tool to study buyer behaviour, consumption pattern, brand loyalty, and
focus market changes. A research design specifies the methods and procedures for
conducting a particular study. Research Design is a plan, conceptual structure, and strategy
of investigation conceived as to obtain answers to research questions and to contro l
variance.
There are generally three types of research.
1. Exploratory research
2. Descriptive research
3. Casual research
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Among them I have used Descriptive Research
The reason for choosing descriptive research design is that to get knowledge about
phenomena by asking why, when, how, where, what. To gain the background information,
to define terms, to clarify problems and to develop hypothesis, to develop questionnaire to
be answered by the respondents regarding “A Study of impulse buying behaviour for retail
product.”
3.5 Hypothesis Testing:
H0: There is significantly no relation between Credit Card and Impulse Buying.
H1: There is significantly relation between Credit Card and Impulse Buying.
H0: There is significantly no relation between Promotional approaches and Impulse
Buying.
H1: There is significantly relation between Promotional approaches and Impulse Buying.
H0: There is significantly no relation between Windows display and Impulse Buying.
H1: There is significantly relation between Windows display and Impulse Buying.
H0: There is significantly no relation between Sensation cues and Impulse Buying.
H1: There is significantly relation between Sensation cues and Impulse Buying.
H0: There is significantly no relation between Product Involvement and Impulse Buying.
H1: There is significantly relation between Product Involvement and Impulse Buying.
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3.6 Data sources and data collection method
Data collection:
Four hundred respondents in the study area have been considered for collecting data.
Necessary data has been collected through Questionnaire survey.
Two types of data have been collected for this study which is briefly discussed below:
(A) Primary data:
It is a first time collected data which is original in character. It is collected when the
secondary data are not sufficient for research. It is collected by the researcher. Persona l
interview, for primary data – filling questionnaire.
For the purpose of data collection,
(B) Secondary data:
In any study secondary data plays a crucial role from the inception to destination which on
the one hand strengthens knowledge base and saves time and resources on the other
Secondary data have been collected for this study from different published and
unpublished documents such as research reports, different institutions, journals, articles,
internet, books, magazine, newspaper etc.
3.7 Instrument/tool
Structure Questionnaire.
3.8 Sampling Methodology
3.8.1 Target population
It is a territory or geographical area where the research is conducted.
3.8.2 Sampling method
There are generally two types of sampling methods
Probability sampling method
Non-probability sampling method
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I have chosen Convenience Sampling Method which is a part of non probability sampling
method.
3.8.3 Sample size
The method for our research will be Convenience method and our size of the sample will
be 400 respondents.
3.9 Measure of the study:
3.9.1 Dependent Variables:
We have taken Impulse buying Rook (1987) as dependent factor
3.9.2 Independent variables:
We have used scale base questions as an independent variables, such as Credit Card
(Roberts and Jones, 2001), promotional approach (Janakiraman et al., 2006), Windows
Displays (Darden at al., 1983), Sensation cues, Product involvement, etc.
3.10 Software for analysis:
SPSS Software
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3.11 Proposed Model
IMPULSE
BUYING
Credit Card
Product involvement
Sensation cues
Windows Displays
Promotional approach
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3.12 Reliability A reliable measuring instrument is one which gives you the same measurements when you
repeatedly measure the same unchanged objects or events. We shall briefly discuss here
methods of estimating an instrument’s reliability. The theory underlying this discussion is that
which is sometimes called “classical measurement theory.” The foundations for this theory
were developed by Charles Spearman (1904, “General Intelligence, “objectively determined
and measures. American Journal of Psychology, 15, 201-293).
If a measuring instrument were perfectly reliable, then it would have a perfect positive (r = +1)
correlation with the true scores. If you measured an object or event twice, and the true scores
did not change, then you would get the same measurement both times.
Reliability is defined as the ability of system, component or data to perform its required
function under static condition for a specific period of time.
Cronbach’s Coefficient Alpha
Another problem with the split-half method is that the reliability estimate obtained using one
pair of random halves of the items is likely to differ from that obtained using another pair of
random halves of the items. Which random half is the one we should use? One solution to this
problem is to compute the Spearman-Brown corrected split-half reliability coefficient for every
one of the possible split-halves and then find the mean of those coefficients. This mean is
known as Cronbach’s coefficient alpha
Construct Validity
Simply put, the construct validity of an operationalization (a measurement or a manipulation)
is the extent to which it really measures (or manipulates) what it claims to measure (or
manipulate). When the dimension being measured is an abstract construct that is inferred from
directly observable events, then we may speak of “construct validity.
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Table 3.12.1 Reliability
To test the reliability if various constructs of the questionnaire, the Cronbach coefficient alpha (equivalent to the average of all the split half correlation coefficients) is used. In this study, it was found impulse buying is 0.718, credit card is 0.857,promosional approach is 0.796,windowdisplay is 0.782,Sensation cues is 0.713 and product involvement is 0.717 which is more than 0.6. So we can say that the data is consistent in nature and we can rely on it.
Scale
No. of. statement
Statement
Cronbach's Alpha
Impulse Buying
7
I buy only what is on my shopping list.
0.718
I tend to buy clothing if I really like it. After I make an impulse purchase I feel regret. Sometimes I shop to feel better. I am less concerned with the price of the cloth. I often buy clothing impulse. I am actually impulse shopper.
Credit card
4
I generally use Credit Card.
0.857 I use Credit Card to buy clothing. Use credit card help me to buy clothing impulse I use credit card to buy impulse.
Promotional approaches
4
I buy clothing if I can get free product.
0.796 Free product can be reason for me to buy clothing impulse. I buy clothing in shops with discount price. If I see discount price, I tend to buy impulse.
Window display
4
Sometimes I only visit shops because there window display is beautiful.
0.782 I pay attention to shop’s window display. I am interested in shopping at well designed window shops. Sometimes I buy clothing in effect of shop’s window display.
Sensation cues
3
The music playing in the store affects my purchase intention
0.713 I spend more time in the store looking around, if I like the ambience and the background sounds The more time I spend touching the merchandise, greater are my chances of buying
Product
Involvement
3
I am Interesting to purchase product
0.717 I like to product Appealing I am Exciting purchase new product
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CHAPTER 4
DATA ANALYSIS
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4.1 Factor analysis
Factor analysis is used to find factors among observed variables. In other words, if your data
contains many variables, you can use factor analysis to reduce the number of variables. Factor
analysis groups variables with similar characteristics together. With factor analysis you can
produce a small number of factors from a large number of variables which is capable of
explaining the observed variance in the larger number of variables. The reduced factors can
also be used for further analysis
A. Kaiser-Meyer-Olkin Measure of Sampling Adequacy
This measure varies between 0 and 1, and values closer to 1 are better. A value of .6 is a
suggested minimum.
B. Bartlett’s Test of Sphericity
This tests the null hypothesis that the correlation matrix is an identity matrix. An identity
matrix is matrix in which all of the diagonal elements are 1 and all off diagonal elements are 0.
You want to reject this null hypothesis.
Taken together, these tests provide a minimum standard which should be passed before a factor
analysis (or a principal components analysis) should be conducted.
It is observed that KMO is 0.929 that is more than the required value of 0.50.It indicates that
there is no error in 92.9% of the sample and in the remaining 7.1%, there may be some short of
error. Bartlett’ test of sphericity indicates that strength of relationship among variable is strong.
It presents good idea to proceed to factor analysis for the data.
Table – 4.1.1 KMO and Bartlett's Test
Kaiser-Meyer-Olkin Measure of Sampling Adequacy. 0.929
Bartlett's Test of Sphericity
Approx. Chi-Square 3.265E3
Df 171
Sig. 0.000
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Table – 4.1.2 Total variance Explain
Five factors for extracted and total percentage variance are extracted 64.431 %. First factor
which is extracting 15.632 % of variance that include all the statements based on that that was
named as credit card, second factor which is extracting 14.046 % of variance that include all
the statements based on that that was named as promotional approach, third factor which is
extracting 12.927 % of variance that include all the statements based on that that was named as
Window Display.
Forth factors which are extracting 11.327 % of variance that include all the statements based
on that that was named as sensational cues and last fifth factor which are extracting 10.500 %
of variance that include all the statements based on that that was named as Product
Involvement.
If you want to see factors loading and communalities for each factor than refer this table no 4.1.2.
Rotation Sums of Squared Loadings
Compound % of Variance Cumulative % Extraction
1 15.632 15.632 0.672
2 14.046 29.678 0.718
3 12.927 42.605 0.684
4 11.327 53.931 0.747
5 10.500 64.431 0.689
31 | P a g e
Table – 4.1.3 Factor loading and Communalities
Component
Credit card
Window display
Promotional Approach
Product Involvement
Sensational Cues
Communalities
CC4 0.816 0.747
CC2 0.809 0.718
CC3 0.796 0.684
CC1 0.785 0.672
WD4 0.727 0.683
WD3 0.685 0.601
WD1 0.636 0.594
WD2 0.583 0.545
PA1 0.739 0.689
PA4 0.712 0.658
PA3 0.638 0.640
PA2 0.545 0.575
PI1 0.763 0.673
PI2 0.707 0.632
PI3 0.668 0.623
SC4 0.789 0.718
SC3 0.675 0.658
SC1 0.518 0.552
SC2 0.580
32 | P a g e
4.2 Regression Analysis
Why Regression?
• Independent factor affecting Dependent factors.
• Check correlation among variables.
• What proportion or extent to which Dependent variable is measured
• Among all variables which one is more significant?
Table – 4.2.1 ANOVA
Model Sum of Squares Df
Mean Square F Sig.
1 Regression 3436.433 5 687.287 84.461 0.000
Residual 3206.097 394 8.137
Total 6642.531 399
Table – 4.2.2 Model Summary
Model R R Square Adjusted R
Square Std. Error of the
Estimate
1 0.719 0.517 0.511 2.85260
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With the help of the above given table, we can interpret that alternative (H1) is accept as the
level of significance is below 0.05 in the cases. It means that credit card, promotional
approach, window display and product involvement is positive relationship with impulse
buying but Sensation cues is the negative relationship with impulse buying. It means sensation
is effective in minimum level because some errors are there. If they can recover it than some
level of improvement is possible which we are discussing in below implication.
Table – 4.2.3 Coefficients
Model
Unstandardized Coefficients Standardized Coefficients
T Sig. B Std. Error Beta
1 (Constant) 7.406 0.772 9.589 0.000
Credit card 0.342 0.047 0.297 7.298 0.000
Promotional approaches 0.307 0.071 0.221 4.359 0.000
Window display 0.184 0.074 0.130 2.504 0.013
Product involvement
0.470 0.093 0.225 5.058 0.000
Sensation cues
0.139 0.093 0.073 1.486 0.138
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CHAPTER 5
FINDINGS
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• A positive relationship between credit card and impulse buying behaviour. This
prediction is supported by about table no 4.2.3
• A positive relationship between promotional approach and impulse buying behaviour.
This prediction is supported by about table no 4.2.3
• A positive relationship between Window Display and impulse buying behaviour. This
prediction is supported by about table no 4.2.3
• A positive relationship between product involvement and impulse buying behaviour.
This prediction is supported by about table no 4.2.3
• A negative relationship between sensational cues and impulse buying behaviour. This
prediction is supported by about table no 4.2.3
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CHAPTER 6
IMPLICATION
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As for external variables we discuss about them, were effected apparel impulse buying
behavior so we recommend to sellers and marketers to have ATM in their shops and inform
consumer about this. They can gift complimentary products to encourage consumers to buying
impulse. Also seller can increase apparel impulse buying with decorating their stores in
modern style and use attractive lights and colors.
They should also give some price off pack (special offer price), premiums (free gifts), multi
packs, coupons, samples, demonstration, special events and contests (game prizes) so that
consumers may be impulse buying decision at that time.
After making some changes they would be go for huge merchandise and product arrangement
in their shops. They also having attractive window display because window, floor and counter
display that allow a retailer to remind customers and stimulate impulse purchases. Sometimes,
the displays are supplied by manufacturers.
38 | P a g e
CHAPTER 7
CONCLUSION
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Impulse buying is a sudden and immediate purchase with no pre-shopping intentions either to
buy the specific product or to fulfil a specific buying task. The findings of the study indicate
that credit card, promotional approaches, window display, sensation cues and product
involvement mostly influence the impulse buying behaviour of consumers.
In case of Effect of sensation cues have not a significant influence on customer’s impulse
buying decision because it is noticed that in the store is not having only musical environment
or atmospheres for consumer’s impulse buying decision.
The study of promotional approach It can be specific brand offer, advertisement of product in
print and visual media or any sort of promotion of products in superstores that initiate impulse
buying behaviour of consumers at superstores. As impulse buying is unplanned purchase,
customers may feel regret or dissatisfaction after purchase.
This paper is not focused on the satisfaction level of the impulse buyers. However, it is
important to know whether consumers are satisfied on their impulse purchase or they feel
regret after impulse purchase. Future research is needed to explore this state of affairs.
40 | P a g e
CHAPTER 8
BIBLIOGRAPHY
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Rubin, R. I. (1988). Statistics for Management. Prentice Hall.
Philips kottlar marketing management 12 edition.
Others:-
News Paper
Spss Software
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http://dx.doi.org/10.1207/s15327663jcp0804_01
• Kacen, J. J., & Lee, J. A. (2002). The Influence of Culture on Consumer Impulsive Buying
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http://dx.doi.org/10.1207/S15327663JCP1202_08
• Engel, J., & Blackwell, R. (1982). Consumer Behaviour. Chicago: Dryden Press.
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CHAPTER 9
ANNEXURE
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Dear sir/madam
We are students of MBA IV semester at GANPAT University. We are conducting research on
“A Study of Factor Affecting Consumer Impulse Buying Behavior for Retail Product” we
would be grate full if you could spare few minutes to help us in filing this questionnaire which
is part of our project report. Your cooperation will be highly appreciated & we assure you that
this information will be use for study purpose only and will be kept highly confidential.
(1) Gender: Male Female
(2) Age: 18-25 years 26-35 years
36-45years >45years
(3) Occupation: Student Service
Professional Businessperson
Other
(4) Qualification: please tick () in appropriate box.
Under Graduate Graduation
Post-Graduation Others: _____________
(5) Annual income of your family:-
Less than 49,999 50,001 to 99,999
1, 00,001 to 2, 99,999 More than 3, 00,001
(6) Which product category you have like to impulse purchase.
Clothes Electronics
Cosmetics Accessories
Others
(7) How frequently you go to shopping mall?
Daily weekly
Monthly occasionally
Not decided
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Tick mark following attributes about your purchasing behavior.
1= Strongly Disagree, 2= Disagree, 3= neither Disagree nor Agree, 4= Agree,
5= Strongly Agree
Scale Statement 1 2 3 4 5
Impulse
Buying
I buy only what is on my shopping list.
I tend to buy clothing if I really like it.
After I make an impulse purchase I feel regret.
Sometimes I shop to feel better.
I am less concerned with the price of the cloth.
I often buy clothing impulse.
I am actually impulse shopper.
Credit card I generally use Credit Card.
I use Credit Card to buy clothing.
Use credit card help me to buy clothing
impulse
I use credit card to buy impulse.
Promotional
approaches
I buy clothing if I can get free product.
Free product can be reason for me to buy
clothing impulse.
I buy clothing in shops with discount price.
If I see discount price, I tend to buy impulse.
Window
display
Sometimes I only visit shops because there
window display is beautiful.
I pay attention to shop’s window display.
I am interested in shopping at well designed
window shops.
Sometimes I buy clothing in effect of shop’s
window display.
Sensation
cues
The music playing in the store affects my
purchase intention
If I like the music inside the store my chances
of buying become greater
47 | P a g e
THANK YOU
I spend more time in the store looking around,
if I like the ambience and the background
sounds
The more time I spend touching the
merchandise, greater are my chances of buying
Product
Involvement
I am Interesting to purchase product
I like to product Appealing
I am Exciting purchase new product
