1. IMPULSIVE BUYING
Impulsive buying is a sudden and immediate
purchase with no pre shopping intentions either
to buy the specific product category or to fulfill a
specific buying task.

2. WHY PEOPLE BUY IMPULSIVELY?
•Acts as a stress reliever.
•Perceive it as the best buy of that
time
•Captivated
•Have extra money in their pocket
•Breakthrough

3. MAP ILLUSTRATING IMPULSE
SHOPPING

4. CHARACTERSTICS OF IMPULSIVE
BUYING
 Unplanned, Spontaneous and intense urge to buy the
purchaser often ignoring the consequences.
 Without much prior knowledge of the product or
intension to buy.
 A kind of emotional and irrational purchase often for
reasons like fun, fantasy and social and economic
pleasure
 Consumer often regret their purchase after
purchasing

5. TYPES OF IMPULSIVE BUYING
1. Pure impulsive buying
2. Reminder impulsive buying
3. Suggestion impulsive buying

6. A PLANNED COMSUMER BUYING
PROCESS

7. PLANNED VS IMPULSIVE BUYING
 PLANNED BUYING IMPULSIVE BUYING
• Well planned long term Spontaneous unplaned
rational buying irrational buying
 Consumer gathers Consumers buy just aft
Complete knowledge of product awareness is
the product induced
 Intention to buy No intention to buy
 Accurate decision Decision errors
 Post purchase satisfac. Post purchase satisfac.
not assured,often regret

8. FACTORS AFFECTING IMPULSIVE
BUYING
 INTERNAL FACTORS
Mood of the individual, positive mood triggers
impulsive buying
Needs: impulsive buying is more a need than a
want
Hedonic pleasure: potential entertainment and
emotional worth of shopping
Cognitive/affective

9. FACTORS AFFECTING IMPULSIVE
BUYING
 EXTERNAL FACTORS
Windows display
Visual merchandising
In-store form display
Promotional signage
E-commerce

10. SECONDARY RESEARCH
 I rarely ever buy impulsively
 I always buy if I like it
 While moving around the store ,I decide for
purchase by looking at the things
 While moving around, I often buy being tempted
out of need which has suddenly evolved
 Quite often I regret after buying new things

11. I
ii
I rarely ever buy impulsively
17% 17%
Strongly Disagree
9%
Disagree
Can't Say
Agree
8% Strongly Agree
49%
 26 % of sample people disagree that
they rarely buy impulsively

12. I always buy if I like it.
8%
13%
Strongly Disagree
27%
Disagree
Can't Say
Agree
31%
Strongly Agree
21%
44% 6f sample people agree that they buy if
they like it

13. While moving around the store, I decide for
purchasing by looking at the things.
0%
20%
33%
Strongly Disagree
Disagree
Can't Say
Agree
23% Strongly Agree
24%
43% of sample people agree that they do purchasing by just
looking at the things

14. While moving around, I often buy being tempted out of
need which has suddenly evolved
0%
6%
29%
Strongly Disagree
Disagree
Can't Say
Agree
52% Strongly Agree
13%
58% sample people believe that while moving around
they are tempted out of need which has suddenly
evolved

15. Quite often I regret after buying new things.
aft
4%
21%
17%
Strongly Disagree
Disagree
5%
Can't Say
Agree
Strongly Agree
53%
21% of sample people regret after buying new
things

16. When I go for shopping I buy things that I
had not intended to purchase.
5%
18%
28% Strongly Disagree
Disagree
Can't Say
Agree
Strongly Agree
38%
11%
56% of sample people buy things without any
intentions to purchase them

17. A SURVEY OF RICE UNIVERSITY
 A survey of rice university: americans with high equality
are more prone to impulsive buying
 About 62% of supermarket sale and 80 % of luxury goods
sales are impulsive
 They have low PDB(power distance Belief)hence low self
control and have degree of impulsive buying nature
 Higher the PDB less is impulsive buying
 US PDB is 40,Russia 93,china 80 and india 77

18. SOME OBSERVATIONS
Reliance iscon mall at
Ahmedabad has only one
entry gate while having two
exit gate for maximum
exposure to window display
and trigger impulsive
buying

19. SOME OBSERVATIONS
At Big Bazaar ahmedabad
the cashier counter soft
drinks, chocolates, soap,
wafers , magazines, kid soft
toys were kept to trigger
casual impulsive buying

20. SOME OBSERVATIONS
Pseudo-pricing acts as one of
the main impulse generator in
impulsive buying in most of
the shopping malls of
Ahmedabad

21. IMPULSIVE BUYING: A CURSE
 Disturbs the overall financial budget
 Often gives product dissatisfaction and
less alternatives are considered
 People who go for impulsive buying often have
post purchase regret
 Irrational decision making being more
emotional

22. HOW TO PREVENT IMPULSIVE
BUYING
 Understand wants versus needs
 Prepare shopping budgets
• Avoid store departments where you loose
control
 Take less cash in your wallet
 Leave credit cards at home
 Wait 24 hours before making an unplanned
purchase
 Realize that sales occur at regular basis
 Buy deserving items and don’t be too
emotional while buying

23. THANKYOU
SHAWINDER PAL SINGH
NICM,GANDHINAGAR