Impulse Buying Behavior
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Impulse buying of the shopper is influenced by number of factors which could be either related to the shopping environment, shopper's personal traits,product itself and the diverse demographic and socio-cultural aspects.
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Impulse Buying Behavior
- 2. Mastermind Credo For Customers We Will Always Work For The Need Of Micro, Small And Medium Enterprises And For The Individual Entrepreneurs. We Will Always Learn & Upgrade And Develop Our Capacities To Serve Them, To Empower Them, To Develop Their Confidence And Make Them Successful And Happy In Life.
- 3. Objective To share my understanding regarding Impulse Buying behavior
- 4. Impulse Buying Behavior Consumer Buying Process Need Recognisation Information Search Alternative Evaluation Purchase decision Social Influence: Culture Sub-Culture Social Classes Family Reference Group Marketing Influence: Product Price Place Promotion Post- Purchase Evaluation Situational Influence: Physical Surroundings Social Surroundings Time, Task, Money Momentary Condition
- 5. Impulse Buying Behavior Impulse Buying Process Browsing (Project Awareness) Create Desire Purchase Decision Post- Purchase Evaluation Internal Factors Mood/Need/Desire Hedonic Pleasure Cognitive/Affective Evaluation External Factors: Visual Merchandising Window Display In-Store Form Display Floor Merchandising Promotional Signage
- 6. What is Impulse Buying??? • An impulse purchase or impulse buying is an unplanned decision to buy a product or service, made just before a purchase.
- 7. Classification of Impulse Buying 1. Pure impulse buying 2. Reminder impulse buying 3. Suggestion impulse buying 4. Planned impulse buying
- 8. Why • Consumer Phenomenon • Home Shopping
- 9. What • Internal Factor • External Factor
- 10. Internal Factors Impulse Purchasing is: • Immediate (Barratt 1985) • More emotional than rational. (Weinberg et al. 1982) • “hedonic”. . . “promotes emotional conflict”. . • Self reinforcing (Hoch & Lowenstein 1991)
- 11. Internal Factors • Weinberg et al. Study (1982) • Resulting from Emotional & Behavioral Activation • “more amused, more delighted and more enthusiastic than nonbuyers.” • 75% of shoppers feel better after an impulse purchase, 8% feel worse (Rook and Gardner 1992) • Encourages approach behavior which in turn encourages people to reward themselves (Cunningham 1979)
- 12. External Factors • Time/ Duration of Exposure • Proximity (Rook 1987) • Perceived “extra money” had only marginal association with impulse purchases (Jeon 1990) • Number of items purchased, the more impulse purchases (Kollat & Willet 1967) – Also found longer someone married (Age,family size etc.) • Demonstrations, Personal Interaction (Singh et al. 2000) – Mowrer’s Affective Feedback Theory (Mowrer 1960): Demos cause empathy • Smith & Swinyard’s Integrated Information Response Model (1982): Direct experience leads to information acceptance, belief & commitment • Promotional stimuli (sales, displays, etc.)
- 13. References: • Asia pacific journal of marketing & management review • Journal of consumer psychology