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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

  1. 1. Impulse Buying Behavior By:Mitesh Khalasi
  2. 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. 3. Objective To share my understanding regarding Impulse Buying behavior
  4. 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. 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. 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. 7. Classification of Impulse Buying 1. Pure impulse buying 2. Reminder impulse buying 3. Suggestion impulse buying 4. Planned impulse buying
  8. 8. Why • Consumer Phenomenon • Home Shopping
  9. 9. What • Internal Factor • External Factor
  10. 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. 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. 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. 13. References: • Asia pacific journal of marketing & management review • Journal of consumer psychology

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