Impulse buying


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Impulse buying

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  2. 2. In shop displays andIn shop displays and their effects ontheir effects on impulse buyingimpulse buying Raghavendra KuntheRaghavendra Kunthe Sandeep Kumar MishraSandeep Kumar Mishra Siddhalingesh S KoriSiddhalingesh S Kori Swathi RaghuSwathi Raghu VinayakVinayak Shilpa.M.SShilpa.M.S 2 Team-11
  3. 3. What is “In shop displays” ?What is “In shop displays” ? 3
  4. 4. What is Impulse buying ?What is Impulse buying ? o Unplanned, Spontaneous & Intense urgeUnplanned, Spontaneous & Intense urge to buy. o Distinguished by the relative speed with which buying “decisionsdecisions” occur. o Occurs when a consumer experiences a suddensudden, often powerfulpowerful and persistent urgepersistent urge to buy something immediately. o It may stimulate emotional conflictemotional conflict. o Irrational purchase is because of: fun, fantasy and: fun, fantasy and socialsocial pleasure. o Consumer often regretregret their purchase after purchasing. 4
  5. 5. Factors affecting impulsive buyingFactors affecting impulsive buying • Internal factorsInternal factors – Mood of the individual, positive mood triggers impulsive buying. – Impulsive buying is more a need than a want. – Potential entertainment and emotional worth of shopping. • External factorsExternal factors – Windows display – Visual merchandising – In-store form display – Promotional messages – Word of mouth information – E-commerce 5
  6. 6. Impact of impulsive buying on theImpact of impulsive buying on the consumerconsumer  Disturbs the overall financial budget.  Often gives product dissatisfaction and less alternatives are considered.  People often have post purchase regret.  Irrational decision making, being more emotional. 6
  7. 7. Why and When people buyWhy and When people buy impulsively?impulsively? Some say that it acts as a stress reliever. Perceive it as the best buy of that time/day. Consumers have extra money in their budget. 7
  8. 8. Types of Impulsive buyingTypes of Impulsive buying Pure impulsive purchase Reminder impulsive purchase Suggestive impulsive purchase 8 How are connections with productsHow are connections with products formed?formed? Physical connection Temporal connection Social connection
  9. 9. Major ManipulatorsMajor Manipulators Sweet Fragrance of Retail stores Background Music Color Cues “Research shows that when people touch things they’re more likely to buy them “ 9
  10. 10. Display TypesDisplay Types One Item Display Line of Goods Display Related Merchandise Display Variety Display Display SettingsDisplay Settings Realistic Environmental Semi realistic Fantasy Abstract 10
  11. 11. WindowWindow DisplaysDisplays 11
  12. 12. Store Design, Layout, VisualStore Design, Layout, Visual MerchandisingMerchandising  Store as a “good story” – a Beginning, Middle, EndBeginning, Middle, End  EntranceEntrance sets up the story – creates expectations, contains promises, hints, teases.  InsideInside the store is the middle of the story  Should start slow (uncluttered) to allow consumers to orient themselves.  Should lead customers on a journey of discovery, using layout, lighting, visuals, other atmospherics.  CheckoutCheckout area is the store’s climactic ending. 12
  13. 13. Checkout (Conclusion)Checkout (Conclusion) In shop displays and their effects Impulse buying 13
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