1) The document discusses impulse buying behavior in retail stores, specifically focusing on how sensory cues can trigger impulse purchases.
2) It notes that impulse buying has become more common and socially acceptable as shopping has become more of a leisure activity. While impulse decisions are often made in stores, the impact of in-store stimuli is not fully understood.
3) The document seeks to examine what triggers impulse buying and how sensory marketing can aid this behavior by influencing consumers unconsciously and positively affecting their preferences and brand perceptions.
1. The document discusses consumer buying behavior toward shopping malls. It examines factors like motivation, personality, learning, and attitudes that influence consumer behavior.
2. The objectives of the study are to understand how customer behavior toward shopping malls has changed and what motivates them to visit and purchase items.
3. The research methodology involved a survey approach using questionnaires distributed at various shopping malls to collect primary data from a random sample of 28 consumers.
Multi Sensory Brand Experience and Impulse Buying Tendency An Exploration of ...ijtsrd
It is important to understand sensory stimulation of people in human environments in designing supermarket. Human senses play significant roles in human experience and the memories. In retail design brands related to sensory experience attract customers and stimulate strong, positive, and distinctive impression across all five senses. In this study multiple sensory cues are found in relation to sight, sound, scent and touch. The main objectives of executing this research are to investigate the impact of multi sensory brand experience attributes sight, sound, scent and touch on impulse buying tendency of Sri Lankan Supermarket consumers and to identify the most influential sensory attribute that impacts impulse buying tendency. A quantitative study carried out under this research using a survey method and convenient sampling techniques was used. The researcher used regression analysis technique in order to test the hypothesis and identifying the impact multi sensory branding experience on impulse buying tendency, addressing the significance of each independent variable. According to the findings of the study it was revealed, there is no significant influence of sound and touch on impulse buying tendency whereas there is a significant impact of sight and scent on impulse buying tendency. Further, findings revealed that Sight is one of the most important sensory channels in comparison to other sensory receptors such as sound, smell, touch, and taste on impulse buying tendency of Sri Lankan supermarket consumers. B. T. K. Chathuranga | V. G. P. Lakshika "Multi-Sensory Brand Experience and Impulse Buying Tendency: An Exploration of Sri Lankan Supermarkets" Published in International Journal of Trend in Scientific Research and Development (ijtsrd), ISSN: 2456-6470, Volume-3 | Issue-5 , August 2019, URL: https://www.ijtsrd.com/papers/ijtsrd27846.pdfPaper URL: https://www.ijtsrd.com/management/marketing/27846/multi-sensory-brand-experience-and-impulse-buying-tendency-an-exploration-of-sri-lankan-supermarkets/b-t-k-chathuranga
Customer Perception Towards Traditional and Modern Retailinginventionjournals
International Journal of Business and Management Invention (IJBMI) is an international journal intended for professionals and researchers in all fields of Business and Management. IJBMI publishes research articles and reviews within the whole field Business and Management, new teaching methods, assessment, validation and the impact of new technologies and it will continue to provide information on the latest trends and developments in this ever-expanding subject. The publications of papers are selected through double peer reviewed to ensure originality, relevance, and readability. The articles published in our journal can be accessed online.
Fast changing consumer behaviour in indiasilpa $H!lu
This document discusses factors that influence consumer behavior in India. It outlines several key factors, including culture, social groups, personal characteristics, and psychology. It also describes trends in India's changing consumer landscape since the 1990s economic reforms, including the growth of communications/IT sectors, globalization, and increasing rural consumption. Emerging trends are noted, such as consumers prioritizing value over price and brand, and preferences changing with greater health awareness. The consumption patterns of Indian consumers depend on various economic and social changes.
A Study on Buying Behavior of Indian Consumers: A Dynamic ViewRHIMRJ Journal
In this dynamic world the behavior of consumers varying day to day. This research study is based on the consumer’s
perceptions, buying behaviour and satisfaction of the consumers in Indian market. The Indian consumers are known for the
high degree of value orientation. India is an attractive market however, the per capita income in India is low and it remains a
huge market, even for luxurious products. Consumer behaviour is difficult and very often not considered rational. The recent
trends which are found in the Indian market are celebrity influence, online shopping, free gifts and discounts and also for
popularity of eco-friendly products.
A study of the perception of mall shoppers in the city of Kolkata, IndiaAtish Chattopadhyay
The document summarizes a study on customer perceptions of shopping malls in Kolkata, India. It identifies several major malls in the city and surveys customer opinions. Key findings include:
1) Forum mall was the most popular and considered a favorite by 30% of respondents, followed by 22 Camac Street at 21%. New Market, once the most preferred, saw its popularity decline.
2) Factor analysis showed customer perceptions are driven by two main factors - overall quality of the mall and its locational convenience.
3) To remain competitive as India's retail market grows, malls need to understand shopper needs and perceptions to effectively position themselves.
Pitfalls of Impulse Purchase Behavior (A Case Study in Saudi Arabian Context)inventionjournals
The present study about pitfalls of impulse purchase behavior has been carried out from customers‘ stand point of view. The study intends to educate and to create awareness among those class and category of customers who surreptitiously fall prey of lucrative packages and offers of products marketed and merchandised in super/hypermarket and malls. The present research intends to create awareness among customers who hardly give priority to the inherent worth and durability of goods and services provided by the dazzling and mind blowing slogans. There are certain class and category of buyers identified and located by the expert or analysts and managerial apparatus of impulse purchase - offer lucrative products and slogans in order to give boost and fulfill their sales target. Furthermore, the promises mentioned in products‘ features are just a violation of the basic agreement either partially: in quality or in other characteristics.There are certain economists and humanists as well who have exposed pitfalls of impulse purchase practiced in various forms of lucrative offer marketed and merchandised to a certain class of buyers like women, house-wives, adolescent and customers in general who are ignorant and unaware of the pitfalls of impulse purchase. The scholars like Mosa Al Omran, Director, Al Marai Operation, KSA & Mishal Al Kadeeb, Director Operation Aujan Soft Drink, KSA have particularly argued and shown their concern from the buyers stand point that buyers - buying certain commodities or services- are having every right to receive and get whatever consumers are promised in lucrative offer. Furthermore, the organization of consumer‘s protection association of KSA emphasized the consumer have rights That every person with a natural and legal status obtains a commodity or services paid or granted gratis in fulfilling personal need or the needs of others. Hopefully this research paper will be helpful for various types‘ retail stores, marketing managers and marketing graduates of kingdom of Saudi Arabia to understand the implementation of impulse purchasing
1. The document discusses consumer buying behavior toward shopping malls. It examines factors like motivation, personality, learning, and attitudes that influence consumer behavior.
2. The objectives of the study are to understand how customer behavior toward shopping malls has changed and what motivates them to visit and purchase items.
3. The research methodology involved a survey approach using questionnaires distributed at various shopping malls to collect primary data from a random sample of 28 consumers.
Multi Sensory Brand Experience and Impulse Buying Tendency An Exploration of ...ijtsrd
It is important to understand sensory stimulation of people in human environments in designing supermarket. Human senses play significant roles in human experience and the memories. In retail design brands related to sensory experience attract customers and stimulate strong, positive, and distinctive impression across all five senses. In this study multiple sensory cues are found in relation to sight, sound, scent and touch. The main objectives of executing this research are to investigate the impact of multi sensory brand experience attributes sight, sound, scent and touch on impulse buying tendency of Sri Lankan Supermarket consumers and to identify the most influential sensory attribute that impacts impulse buying tendency. A quantitative study carried out under this research using a survey method and convenient sampling techniques was used. The researcher used regression analysis technique in order to test the hypothesis and identifying the impact multi sensory branding experience on impulse buying tendency, addressing the significance of each independent variable. According to the findings of the study it was revealed, there is no significant influence of sound and touch on impulse buying tendency whereas there is a significant impact of sight and scent on impulse buying tendency. Further, findings revealed that Sight is one of the most important sensory channels in comparison to other sensory receptors such as sound, smell, touch, and taste on impulse buying tendency of Sri Lankan supermarket consumers. B. T. K. Chathuranga | V. G. P. Lakshika "Multi-Sensory Brand Experience and Impulse Buying Tendency: An Exploration of Sri Lankan Supermarkets" Published in International Journal of Trend in Scientific Research and Development (ijtsrd), ISSN: 2456-6470, Volume-3 | Issue-5 , August 2019, URL: https://www.ijtsrd.com/papers/ijtsrd27846.pdfPaper URL: https://www.ijtsrd.com/management/marketing/27846/multi-sensory-brand-experience-and-impulse-buying-tendency-an-exploration-of-sri-lankan-supermarkets/b-t-k-chathuranga
Customer Perception Towards Traditional and Modern Retailinginventionjournals
International Journal of Business and Management Invention (IJBMI) is an international journal intended for professionals and researchers in all fields of Business and Management. IJBMI publishes research articles and reviews within the whole field Business and Management, new teaching methods, assessment, validation and the impact of new technologies and it will continue to provide information on the latest trends and developments in this ever-expanding subject. The publications of papers are selected through double peer reviewed to ensure originality, relevance, and readability. The articles published in our journal can be accessed online.
Fast changing consumer behaviour in indiasilpa $H!lu
This document discusses factors that influence consumer behavior in India. It outlines several key factors, including culture, social groups, personal characteristics, and psychology. It also describes trends in India's changing consumer landscape since the 1990s economic reforms, including the growth of communications/IT sectors, globalization, and increasing rural consumption. Emerging trends are noted, such as consumers prioritizing value over price and brand, and preferences changing with greater health awareness. The consumption patterns of Indian consumers depend on various economic and social changes.
A Study on Buying Behavior of Indian Consumers: A Dynamic ViewRHIMRJ Journal
In this dynamic world the behavior of consumers varying day to day. This research study is based on the consumer’s
perceptions, buying behaviour and satisfaction of the consumers in Indian market. The Indian consumers are known for the
high degree of value orientation. India is an attractive market however, the per capita income in India is low and it remains a
huge market, even for luxurious products. Consumer behaviour is difficult and very often not considered rational. The recent
trends which are found in the Indian market are celebrity influence, online shopping, free gifts and discounts and also for
popularity of eco-friendly products.
A study of the perception of mall shoppers in the city of Kolkata, IndiaAtish Chattopadhyay
The document summarizes a study on customer perceptions of shopping malls in Kolkata, India. It identifies several major malls in the city and surveys customer opinions. Key findings include:
1) Forum mall was the most popular and considered a favorite by 30% of respondents, followed by 22 Camac Street at 21%. New Market, once the most preferred, saw its popularity decline.
2) Factor analysis showed customer perceptions are driven by two main factors - overall quality of the mall and its locational convenience.
3) To remain competitive as India's retail market grows, malls need to understand shopper needs and perceptions to effectively position themselves.
Pitfalls of Impulse Purchase Behavior (A Case Study in Saudi Arabian Context)inventionjournals
The present study about pitfalls of impulse purchase behavior has been carried out from customers‘ stand point of view. The study intends to educate and to create awareness among those class and category of customers who surreptitiously fall prey of lucrative packages and offers of products marketed and merchandised in super/hypermarket and malls. The present research intends to create awareness among customers who hardly give priority to the inherent worth and durability of goods and services provided by the dazzling and mind blowing slogans. There are certain class and category of buyers identified and located by the expert or analysts and managerial apparatus of impulse purchase - offer lucrative products and slogans in order to give boost and fulfill their sales target. Furthermore, the promises mentioned in products‘ features are just a violation of the basic agreement either partially: in quality or in other characteristics.There are certain economists and humanists as well who have exposed pitfalls of impulse purchase practiced in various forms of lucrative offer marketed and merchandised to a certain class of buyers like women, house-wives, adolescent and customers in general who are ignorant and unaware of the pitfalls of impulse purchase. The scholars like Mosa Al Omran, Director, Al Marai Operation, KSA & Mishal Al Kadeeb, Director Operation Aujan Soft Drink, KSA have particularly argued and shown their concern from the buyers stand point that buyers - buying certain commodities or services- are having every right to receive and get whatever consumers are promised in lucrative offer. Furthermore, the organization of consumer‘s protection association of KSA emphasized the consumer have rights That every person with a natural and legal status obtains a commodity or services paid or granted gratis in fulfilling personal need or the needs of others. Hopefully this research paper will be helpful for various types‘ retail stores, marketing managers and marketing graduates of kingdom of Saudi Arabia to understand the implementation of impulse purchasing
This document presents research on motivation factors that affect customers' use of supermarkets in Sri Lanka. It begins with an introduction to supermarkets and their growth globally and in Sri Lanka. It then discusses the problem identification and objectives of the research study. A literature review covers previous research on shopping motives and factors found to influence supermarket use. The methodology section outlines the survey approach, including developing a questionnaire based on prior Vietnamese research and administering it to 205 Sri Lankan supermarket customers. Results include demographic analysis and factor analysis to identify nine key motivation factors for Sri Lankan supermarket customers. The factor analysis validated the questionnaire's reliability and identified the most significant motivation factors for further analysis.
Recent trends in organized retail sector a review of consumerTapasya123
Retailing is the transaction between the seller and consumer for personal consumption and
retailing in India came with evolutionary patterns from kirana store or mom or pop stores to
super markets and super markets to malls. Indian retail industry is ranked as one of the
biggest retail market in the whole world and second most attractive market for investment
after Vietnam. The government’s initiative to allow 51 percent foreign direct (FDI) in
organized and multi-brand retail has been a subject for now. Rajasthan's economy is
primarily agricultural and pastoral. Jaipur, the capital of Rajasthan, is a fast growing city of
Rajasthan and organized retail is also becoming the part of this growth. This paper provides
detailed information and tries to find out the preference of consumers towards organized
retail sector; it also examines the growing awareness and brand consciousness among
Jaipur’s young buyers and prospective consumers. This paper explores the role of the
government of Rajasthan in growth of organized retail sector and the needs of further
reforms. It also includes the retail formats in Jaipur, recent trends, opportunities and
challenges of retail stores of Jaipur.
Study on comparative analysis of product sales with reference to selected sto...NeeharikaAmba
This document presents a study on comparing product sales across selected retail stores in Andhra Pradesh, India. The objectives are to analyze consumer preferences and satisfaction levels across Heritage, More, and Reliance Fresh stores. Data was collected through questionnaires from 106 respondents. The data analysis used statistical tools like percentages, cross-tabs, ANOVA, and chi-square tests to analyze relationships between variables like store preference, purpose of purchase, price, quality, and consumer demographics. The study aims to understand which retail store is most preferred and identify factors influencing consumer preferences and satisfaction in Andhra Pradesh.
Recent Rrends in Organized Retail Sector-A Review of Consumer preference towa...professionalpanorama
Retailing is the transaction between the seller and consumer for personal consumption and
retailing in India came with evolutionary patterns from kirana store or mom or pop stores to
super markets and super markets to malls. Indian retail industry is ranked as one of the
biggest retail market in the whole world and second most attractive market for investment
after Vietnam. The government’s initiative to allow 51 percent foreign direct (FDI) in
organized and multi-brand retail has been a subject for now. Rajasthan's economy is
primarily agricultural and pastoral. Jaipur, the capital of Rajasthan, is a fast growing city of
Rajasthan and organized retail is also becoming the part of this growth. This paper provides
detailed information and tries to find out the preference of consumers towards organized
retail sector; it also examines the growing awareness and brand consciousness among
Jaipur’s young buyers and prospective consumers. This paper explores the role of the
government of Rajasthan in growth of organized retail sector and the needs of further
reforms. It also includes the retail formats in Jaipur, recent trends, opportunities and
challenges of retail stores of Jaipur.
FACTORS AFFECTING CONSUMER BEHAVIOUR WHILE SHOPPING AT SHOPPING MALLSGirish Kumar
This document provides an introduction to a study on factors affecting consumer behavior while shopping at shopping malls. It includes a brief history of shopping malls from their origins in ancient bazaars to modern developments. It also discusses the growth of shopping malls in India and changing consumer behavior towards shopping malls in India, noting that malls now provide a one-stop destination for shopping, entertainment, leisure and dining. The document outlines the table of contents which includes sections on literature review, research methodology, industry profile, findings and analysis, and recommendations.
This document discusses consumer behavior and the retail market in India. It notes that retail accounts for 14-15% of India's GDP and the market is valued at $450 billion, making it one of the top five retail markets globally. Retail in India is divided into unorganized and organized sectors, with the latter expected to grow from 3% in 2004 to 20% by 2020. Key factors influencing consumer buying behavior are discussed as personal, cultural and social factors. Several large retail companies operating in India are also mentioned.
[1] This document provides an introduction to consumer behavior, including definitions of key concepts like consumer and customer.
[2] It discusses factors that influence consumer behavior like culture, social class, personality, and marketing activities. Consumers go through an information search and evaluation process before making a purchase decision.
[3] Marketers analyze the consumer, competition, company, and conditions to understand customer needs and formulate marketing strategies around the 4 P's - product, price, promotion, and place. The goal is to provide superior customer value.
This document is a synopsis for a term paper on the impact of shopping malls in small towns on consumer behavior. It will examine how the introduction of shopping malls has changed consumer shopping patterns and decision making in small towns. The synopsis outlines the objectives of understanding how consumer mindsets have changed regarding malls and the impact of demographics on purchases. It also discusses the research methodology, which will include a survey and analysis of primary and secondary data sources to understand consumer experiences and challenges with malls.
Study of Influencing Attributes in the Context of Purchasing Behaviour in the...ijtsrd
A study was conducted to observe the impact of impulse purchase factor on shoppers Purchase Volume in the Punecity Departmental stores. This study explored the situational impulse purchase factors namely, Store environment, Store distance, Store density and Store shopping duration. The model was tested with data collected from a consumer survey carried out in the Pune departmental stores. Further, it was studied using the statistical tool SPSS. The outcome of the study was that more the purchaser spent in the store (shopping duration) the more is the impulse purchase volume. This model may help the retail managers to understand better the situational factors of impulse purchasers and to increase sales volume. Rahul Wagh | Dr. Anil Dongre"Study of Influencing Attributes in the Context of Purchasing Behaviour in the Retail Stores with Special Reference to Pune City" Published in International Journal of Trend in Scientific Research and Development (ijtsrd), ISSN: 2456-6470, Volume-2 | Issue-1 , December 2017, URL: http://www.ijtsrd.com/papers/ijtsrd8308.pdf http://www.ijtsrd.com/management/marketing/8308/study-of-influencing-attributes-in-the-context-of-purchasing-behaviour-in-the-retail-stores-with-special-reference-to-pune-city/rahul-wagh
THE VALUE OF LOYALTY: UNDERSTANDING BRAND LOYALTY FROM A CONSUMER POINT OF VIEWijmvsc
The development of brand loyalty plays an important factor in the development of marketing strategies due
to the pivotal role that felt consumer loyalty holds in determining market success. From an analysis of the
attitudinal, cognitive and behavioral dimension, determinants such as risk, quality and perceived price are
recognized during the process of selection and purchase of consumer brands. The purpose of this article is
to understand the role of consumer loyalty in relation to the purchase and consumption of brands within
the modern channel through a review of the literature, in order to generate a reflective framework at the
level of the retail sector.
International Journal of Managing Value and Supply Chains (IJMVSC) ijmvsc
This document summarizes a research article about understanding brand loyalty from the consumer's point of view. It discusses three dimensions of brand loyalty: behavioral, attitudinal, and cognitive. Behavioral loyalty refers to repeat purchasing, attitudinal is based on emotions and beliefs, and cognitive is related to attention and processing during purchase. The article also examines factors that influence loyalty like perceived risk, store image, satisfaction, and the balance between price and quality. Finally, it discusses different types of loyalty and own brands in the modern retail channel.
Understanding Indian Consumer Buying Behavior - Social Media InfluenceMoses Gomes
Understanding Indian Consumer has been one of the most important aspect for all marketers and advertisers. As India has more than 120 languages, high illiteracy and less per capita income. But in last 10 years this has changed with India rising to one of the biggest developing nations in BRICS. The spread of internet through smart phones and ecommerce has changed this buying behavior to a large extent making it still more difficult.
in this presentation I have tried to classify the different classes of consumers in Indian context and how their buying behaviors are changing. Along with Indian middle class, the rural class has also gained more money for spending and they are increasingly dependent on ecommerce, as they also have aspirations for owning BRANDS.
Improving Traditional Market Sustainability in The Industrial 4.0 Era through...sececonf
This document discusses a study examining factors that influence impulsive buying behavior in traditional markets in East Java, Indonesia. It aims to apply variables found to encourage impulsive buying in modern markets, such as environment, discount prices, payment procedures, and facilities, to traditional markets. The study involved a survey of 400 consumers in traditional markets. The results found that all the variables tested from modern markets (environment, discount prices, payment procedures, facilities) did influence impulsive buying in traditional markets as well. Discount prices had the greatest impact. The study concludes that impulsive buying behaviors are similar between modern and traditional markets when certain conditions are met.
Marketing project on " Consumer Buying Behaviour "Virender Singh
1) The document discusses consumer buying behavior and how characteristics influence purchasing decisions. It covers factors like culture, personal attributes, and psychology.
2) Consumer buying behavior is divided into consumer behavior for personal use and business behavior for resale. Roles in consumer buying include the initiator, influencer, decider, buyer, and user.
3) Types of consumer buying behavior are complex, dissonance-reducing, habitual, and variety-seeking depending on involvement and awareness of brand differences.
The document discusses the growth of the Indian consumer market and key trends shaping it. It notes that India's growing middle class and rising incomes are fueling rapid growth in consumer demand. It also highlights several fast growing sectors in India like IT, automobiles, e-commerce, retail, and FMCG. The document also analyzes characteristics of the Indian consumer market like its diverse nature and presence of multiple consumer segments with varying purchase motivations and priorities.
A study on consumer buying behaviour at shoppers stopProjects Kart
The document discusses consumer buying behavior and the retail industry in India. It covers several factors that influence consumer buying behavior, including cultural, social, personal, and psychological factors. It then provides an overview of the growth of the retail industry in India, challenges faced by retailers in India, and describes the traditional retail scene in India which is largely unorganized. It outlines the major players in different retail sectors in India and how the retail industry is transitioning from traditional to more organized models.
The document discusses the need for marketing to integrate a "shopper-centric" approach. It notes that retailers have gained more influence as trade spend has increased, and most promotions lose money. By focusing on influencing shopper behavior through availability, communication, and offers tailored to specific channels, brands can better drive sales and increase profits. The document advocates for revising brand strategy, prioritizing high-impact channels, and investing in an integrated in-store marketing mix centered around shopper behavior.
The document discusses the evolution of retail in India from traditional local markets and kirana stores to the emergence of modern retail formats like shopping malls, hypermarkets, and supermarkets. It also notes that the retail industry in India is growing rapidly and is expected to generate significant employment and economic growth. Several factors like income growth, changing lifestyles, and demographics are fueling the boom in India's retail sector.
This document provides an introduction and background to a study on retail marketing strategies for fast moving consumer goods (FMCG) in Thanjavur District, India. It discusses the scope and need for the study, which aims to identify effective retail marketing strategies for rural segments. The study will examine factors affecting the FMCG retail market, opportunities, challenges, and success factors for retailers. It will also analyze marketing strategies preferred by consumers and factors influencing consumer buying behavior. Primary data will be collected through questionnaires administered to consumers and retailers in selected taluks of Thanjavur District.
Analysis of Impulsive Buying Behavior in Fashion IndustryDr. Amarjeet Singh
In this era of rising customer expectations and intense competitions, marketers and retailers constantly look towards means to maximize their customers’ share of wallet, in terms of additional sales. Marketers, today, thus focus on the customers’ preferences, their needs and wishes with an aim to maximize it. Impulse shopping can be termed as a spontaneous, immediate purchase without pre-shopping intentions either to buy a specific product category or to fulfil a specific buying task. Impulse buying is a major research concern among marketers due to its pervasive aspects of consumer behavior as well as its potential in the marketing world. Based on the literature review, and after considering the questions we want to answer, the research problem of the research paper is “Analysis of Impulse Buying Behavior in the Fashion Industry”. This problem would specifically be emphasizing on the factors which affect such behavior, post purchase feelings and behavior and how online shopping has increased the propensity of such behavior. Based on the research problem of our paper, given below are the 4 major objectives which the paper will studying and analysing:
1. Determining and comparing the various internal and external factors which affect Impulse Buying Behavior in the Fashion Industry.
2. Analysing The Impulse Buying Behavior Towards Different Fashion Product Categories
3. Analysing The Post Purchase Feeling and Behavior as A Result of Impulse Buying Behavior
4. Determining the impact of growing E-commerce industry on impulse shopping behavior in the fashion industry, and the factors leading to it.
Methodology used in research paper is SINGLE CROSS SECTIONAL DESCRIPTIVE DESIGN. Given the objective and design of our research, we will be using basic descriptive statistics i.e. Mean, Median and Mode to compare and analyse our data and conclude our findings.
Finally, the findings for the research essentially indicated that amongst the external factors, Overall store environment and lower prices played a pivotal role. Moreover, males tend to shop more impulsively as compared to females. Customers tend to show a positive impulse behavior towards Footwear and Clothing items. Happiness is seen to be the most common post purchase behavior. Lastly, the research also presented an evidence showing that the emergence of e-commerce positively impacted impulse buying behavior, with Heavy Discounting being its most prominent driver.
This document presents research on motivation factors that affect customers' use of supermarkets in Sri Lanka. It begins with an introduction to supermarkets and their growth globally and in Sri Lanka. It then discusses the problem identification and objectives of the research study. A literature review covers previous research on shopping motives and factors found to influence supermarket use. The methodology section outlines the survey approach, including developing a questionnaire based on prior Vietnamese research and administering it to 205 Sri Lankan supermarket customers. Results include demographic analysis and factor analysis to identify nine key motivation factors for Sri Lankan supermarket customers. The factor analysis validated the questionnaire's reliability and identified the most significant motivation factors for further analysis.
Recent trends in organized retail sector a review of consumerTapasya123
Retailing is the transaction between the seller and consumer for personal consumption and
retailing in India came with evolutionary patterns from kirana store or mom or pop stores to
super markets and super markets to malls. Indian retail industry is ranked as one of the
biggest retail market in the whole world and second most attractive market for investment
after Vietnam. The government’s initiative to allow 51 percent foreign direct (FDI) in
organized and multi-brand retail has been a subject for now. Rajasthan's economy is
primarily agricultural and pastoral. Jaipur, the capital of Rajasthan, is a fast growing city of
Rajasthan and organized retail is also becoming the part of this growth. This paper provides
detailed information and tries to find out the preference of consumers towards organized
retail sector; it also examines the growing awareness and brand consciousness among
Jaipur’s young buyers and prospective consumers. This paper explores the role of the
government of Rajasthan in growth of organized retail sector and the needs of further
reforms. It also includes the retail formats in Jaipur, recent trends, opportunities and
challenges of retail stores of Jaipur.
Study on comparative analysis of product sales with reference to selected sto...NeeharikaAmba
This document presents a study on comparing product sales across selected retail stores in Andhra Pradesh, India. The objectives are to analyze consumer preferences and satisfaction levels across Heritage, More, and Reliance Fresh stores. Data was collected through questionnaires from 106 respondents. The data analysis used statistical tools like percentages, cross-tabs, ANOVA, and chi-square tests to analyze relationships between variables like store preference, purpose of purchase, price, quality, and consumer demographics. The study aims to understand which retail store is most preferred and identify factors influencing consumer preferences and satisfaction in Andhra Pradesh.
Recent Rrends in Organized Retail Sector-A Review of Consumer preference towa...professionalpanorama
Retailing is the transaction between the seller and consumer for personal consumption and
retailing in India came with evolutionary patterns from kirana store or mom or pop stores to
super markets and super markets to malls. Indian retail industry is ranked as one of the
biggest retail market in the whole world and second most attractive market for investment
after Vietnam. The government’s initiative to allow 51 percent foreign direct (FDI) in
organized and multi-brand retail has been a subject for now. Rajasthan's economy is
primarily agricultural and pastoral. Jaipur, the capital of Rajasthan, is a fast growing city of
Rajasthan and organized retail is also becoming the part of this growth. This paper provides
detailed information and tries to find out the preference of consumers towards organized
retail sector; it also examines the growing awareness and brand consciousness among
Jaipur’s young buyers and prospective consumers. This paper explores the role of the
government of Rajasthan in growth of organized retail sector and the needs of further
reforms. It also includes the retail formats in Jaipur, recent trends, opportunities and
challenges of retail stores of Jaipur.
FACTORS AFFECTING CONSUMER BEHAVIOUR WHILE SHOPPING AT SHOPPING MALLSGirish Kumar
This document provides an introduction to a study on factors affecting consumer behavior while shopping at shopping malls. It includes a brief history of shopping malls from their origins in ancient bazaars to modern developments. It also discusses the growth of shopping malls in India and changing consumer behavior towards shopping malls in India, noting that malls now provide a one-stop destination for shopping, entertainment, leisure and dining. The document outlines the table of contents which includes sections on literature review, research methodology, industry profile, findings and analysis, and recommendations.
This document discusses consumer behavior and the retail market in India. It notes that retail accounts for 14-15% of India's GDP and the market is valued at $450 billion, making it one of the top five retail markets globally. Retail in India is divided into unorganized and organized sectors, with the latter expected to grow from 3% in 2004 to 20% by 2020. Key factors influencing consumer buying behavior are discussed as personal, cultural and social factors. Several large retail companies operating in India are also mentioned.
[1] This document provides an introduction to consumer behavior, including definitions of key concepts like consumer and customer.
[2] It discusses factors that influence consumer behavior like culture, social class, personality, and marketing activities. Consumers go through an information search and evaluation process before making a purchase decision.
[3] Marketers analyze the consumer, competition, company, and conditions to understand customer needs and formulate marketing strategies around the 4 P's - product, price, promotion, and place. The goal is to provide superior customer value.
This document is a synopsis for a term paper on the impact of shopping malls in small towns on consumer behavior. It will examine how the introduction of shopping malls has changed consumer shopping patterns and decision making in small towns. The synopsis outlines the objectives of understanding how consumer mindsets have changed regarding malls and the impact of demographics on purchases. It also discusses the research methodology, which will include a survey and analysis of primary and secondary data sources to understand consumer experiences and challenges with malls.
Study of Influencing Attributes in the Context of Purchasing Behaviour in the...ijtsrd
A study was conducted to observe the impact of impulse purchase factor on shoppers Purchase Volume in the Punecity Departmental stores. This study explored the situational impulse purchase factors namely, Store environment, Store distance, Store density and Store shopping duration. The model was tested with data collected from a consumer survey carried out in the Pune departmental stores. Further, it was studied using the statistical tool SPSS. The outcome of the study was that more the purchaser spent in the store (shopping duration) the more is the impulse purchase volume. This model may help the retail managers to understand better the situational factors of impulse purchasers and to increase sales volume. Rahul Wagh | Dr. Anil Dongre"Study of Influencing Attributes in the Context of Purchasing Behaviour in the Retail Stores with Special Reference to Pune City" Published in International Journal of Trend in Scientific Research and Development (ijtsrd), ISSN: 2456-6470, Volume-2 | Issue-1 , December 2017, URL: http://www.ijtsrd.com/papers/ijtsrd8308.pdf http://www.ijtsrd.com/management/marketing/8308/study-of-influencing-attributes-in-the-context-of-purchasing-behaviour-in-the-retail-stores-with-special-reference-to-pune-city/rahul-wagh
THE VALUE OF LOYALTY: UNDERSTANDING BRAND LOYALTY FROM A CONSUMER POINT OF VIEWijmvsc
The development of brand loyalty plays an important factor in the development of marketing strategies due
to the pivotal role that felt consumer loyalty holds in determining market success. From an analysis of the
attitudinal, cognitive and behavioral dimension, determinants such as risk, quality and perceived price are
recognized during the process of selection and purchase of consumer brands. The purpose of this article is
to understand the role of consumer loyalty in relation to the purchase and consumption of brands within
the modern channel through a review of the literature, in order to generate a reflective framework at the
level of the retail sector.
International Journal of Managing Value and Supply Chains (IJMVSC) ijmvsc
This document summarizes a research article about understanding brand loyalty from the consumer's point of view. It discusses three dimensions of brand loyalty: behavioral, attitudinal, and cognitive. Behavioral loyalty refers to repeat purchasing, attitudinal is based on emotions and beliefs, and cognitive is related to attention and processing during purchase. The article also examines factors that influence loyalty like perceived risk, store image, satisfaction, and the balance between price and quality. Finally, it discusses different types of loyalty and own brands in the modern retail channel.
Understanding Indian Consumer Buying Behavior - Social Media InfluenceMoses Gomes
Understanding Indian Consumer has been one of the most important aspect for all marketers and advertisers. As India has more than 120 languages, high illiteracy and less per capita income. But in last 10 years this has changed with India rising to one of the biggest developing nations in BRICS. The spread of internet through smart phones and ecommerce has changed this buying behavior to a large extent making it still more difficult.
in this presentation I have tried to classify the different classes of consumers in Indian context and how their buying behaviors are changing. Along with Indian middle class, the rural class has also gained more money for spending and they are increasingly dependent on ecommerce, as they also have aspirations for owning BRANDS.
Improving Traditional Market Sustainability in The Industrial 4.0 Era through...sececonf
This document discusses a study examining factors that influence impulsive buying behavior in traditional markets in East Java, Indonesia. It aims to apply variables found to encourage impulsive buying in modern markets, such as environment, discount prices, payment procedures, and facilities, to traditional markets. The study involved a survey of 400 consumers in traditional markets. The results found that all the variables tested from modern markets (environment, discount prices, payment procedures, facilities) did influence impulsive buying in traditional markets as well. Discount prices had the greatest impact. The study concludes that impulsive buying behaviors are similar between modern and traditional markets when certain conditions are met.
Marketing project on " Consumer Buying Behaviour "Virender Singh
1) The document discusses consumer buying behavior and how characteristics influence purchasing decisions. It covers factors like culture, personal attributes, and psychology.
2) Consumer buying behavior is divided into consumer behavior for personal use and business behavior for resale. Roles in consumer buying include the initiator, influencer, decider, buyer, and user.
3) Types of consumer buying behavior are complex, dissonance-reducing, habitual, and variety-seeking depending on involvement and awareness of brand differences.
The document discusses the growth of the Indian consumer market and key trends shaping it. It notes that India's growing middle class and rising incomes are fueling rapid growth in consumer demand. It also highlights several fast growing sectors in India like IT, automobiles, e-commerce, retail, and FMCG. The document also analyzes characteristics of the Indian consumer market like its diverse nature and presence of multiple consumer segments with varying purchase motivations and priorities.
A study on consumer buying behaviour at shoppers stopProjects Kart
The document discusses consumer buying behavior and the retail industry in India. It covers several factors that influence consumer buying behavior, including cultural, social, personal, and psychological factors. It then provides an overview of the growth of the retail industry in India, challenges faced by retailers in India, and describes the traditional retail scene in India which is largely unorganized. It outlines the major players in different retail sectors in India and how the retail industry is transitioning from traditional to more organized models.
The document discusses the need for marketing to integrate a "shopper-centric" approach. It notes that retailers have gained more influence as trade spend has increased, and most promotions lose money. By focusing on influencing shopper behavior through availability, communication, and offers tailored to specific channels, brands can better drive sales and increase profits. The document advocates for revising brand strategy, prioritizing high-impact channels, and investing in an integrated in-store marketing mix centered around shopper behavior.
The document discusses the evolution of retail in India from traditional local markets and kirana stores to the emergence of modern retail formats like shopping malls, hypermarkets, and supermarkets. It also notes that the retail industry in India is growing rapidly and is expected to generate significant employment and economic growth. Several factors like income growth, changing lifestyles, and demographics are fueling the boom in India's retail sector.
This document provides an introduction and background to a study on retail marketing strategies for fast moving consumer goods (FMCG) in Thanjavur District, India. It discusses the scope and need for the study, which aims to identify effective retail marketing strategies for rural segments. The study will examine factors affecting the FMCG retail market, opportunities, challenges, and success factors for retailers. It will also analyze marketing strategies preferred by consumers and factors influencing consumer buying behavior. Primary data will be collected through questionnaires administered to consumers and retailers in selected taluks of Thanjavur District.
Analysis of Impulsive Buying Behavior in Fashion IndustryDr. Amarjeet Singh
In this era of rising customer expectations and intense competitions, marketers and retailers constantly look towards means to maximize their customers’ share of wallet, in terms of additional sales. Marketers, today, thus focus on the customers’ preferences, their needs and wishes with an aim to maximize it. Impulse shopping can be termed as a spontaneous, immediate purchase without pre-shopping intentions either to buy a specific product category or to fulfil a specific buying task. Impulse buying is a major research concern among marketers due to its pervasive aspects of consumer behavior as well as its potential in the marketing world. Based on the literature review, and after considering the questions we want to answer, the research problem of the research paper is “Analysis of Impulse Buying Behavior in the Fashion Industry”. This problem would specifically be emphasizing on the factors which affect such behavior, post purchase feelings and behavior and how online shopping has increased the propensity of such behavior. Based on the research problem of our paper, given below are the 4 major objectives which the paper will studying and analysing:
1. Determining and comparing the various internal and external factors which affect Impulse Buying Behavior in the Fashion Industry.
2. Analysing The Impulse Buying Behavior Towards Different Fashion Product Categories
3. Analysing The Post Purchase Feeling and Behavior as A Result of Impulse Buying Behavior
4. Determining the impact of growing E-commerce industry on impulse shopping behavior in the fashion industry, and the factors leading to it.
Methodology used in research paper is SINGLE CROSS SECTIONAL DESCRIPTIVE DESIGN. Given the objective and design of our research, we will be using basic descriptive statistics i.e. Mean, Median and Mode to compare and analyse our data and conclude our findings.
Finally, the findings for the research essentially indicated that amongst the external factors, Overall store environment and lower prices played a pivotal role. Moreover, males tend to shop more impulsively as compared to females. Customers tend to show a positive impulse behavior towards Footwear and Clothing items. Happiness is seen to be the most common post purchase behavior. Lastly, the research also presented an evidence showing that the emergence of e-commerce positively impacted impulse buying behavior, with Heavy Discounting being its most prominent driver.
International Journal of Business and Management Invention (IJBMI)inventionjournals
International Journal of Business and Management Invention (IJBMI) is an international journal intended for professionals and researchers in all fields of Business and Management. IJBMI publishes research articles and reviews within the whole field Business and Management, new teaching methods, assessment, validation and the impact of new technologies and it will continue to provide information on the latest trends and developments in this ever-expanding subject. The publications of papers are selected through double peer reviewed to ensure originality, relevance, and readability. The articles published in our journal can be accessed online
International Journal of Business and Management Invention (IJBMI)inventionjournals
International Journal of Business and Management Invention (IJBMI) is an international journal intended for professionals and researchers in all fields of Business and Management. IJBMI publishes research articles and reviews within the whole field Business and Management, new teaching methods, assessment, validation and the impact of new technologies and it will continue to provide information on the latest trends and developments in this ever-expanding subject. The publications of papers are selected through double peer reviewed to ensure originality, relevance, and readability. The articles published in our journal can be accessed online
This literature review discusses several past studies on consumer perceptions and behaviors related to retail stores. One study compares consumers' perceptions of superstores versus family-run stores in Bangkok, finding consumers preferred the lower prices, variety and environment of superstores but also wanted restrictions on their expansion. Another examines customers' satisfaction with various marketing factors of the retail chain Big Bazaar in India. A third discusses psychological factors like motivation, perception, learning and beliefs that influence consumers' buying choices.
Key drivers influencing shopping behaviour in retail storeAamir Hasan
This document summarizes a journal article that studied the key drivers influencing shopping behavior in retail stores. It conducted a survey of 300 shoppers in Lucknow, India to understand what factors most influence their shopping decisions. The study found that shopping experience, store image, and value for money were the three most important variables, with shopping experience emerging as the dominant factor influencing consumers' shopping behavior. The document provides context on the importance of understanding customer shopping behavior for retailers facing competitive pressures.
Determinants of Leisure Shopping Behaviour: An Empirical study among Consumer...IJRTEMJOURNAL
Shopping is widely regarded as a major leisure time activity. The entertainment aspect of retail
industry is increasingly being recognized as a key competitive instrument in the present situation. Therefore,
retailers and shopping Centre developers are seeking ways to make shopping more of a leisure pursuit. The
purpose of this research is to explore the dimensions of leisure shopping behaviour associated with shoppers of
organized retail outlets in Kerala. The paper also figured-out the inter relationship between the shopping
entertainment with consumer demographics. The findings of this study may help retailers in developing
appropriate strategies to improve the store patronage behaviour by elevating the hedonic shopping value and
shopping enjoyment index among consumers.
Determinants of Leisure Shopping Behaviour: An Empirical study among Consumer...journal ijrtem
Shopping is widely regarded as a major leisure time activity. The entertainment aspect of retail
industry is increasingly being recognized as a key competitive instrument in the present situation. Therefore,
retailers and shopping Centre developers are seeking ways to make shopping more of a leisure pursuit. The
purpose of this research is to explore the dimensions of leisure shopping behaviour associated with shoppers of
organized retail outlets in Kerala. The paper also figured-out the inter relationship between the shopping
entertainment with consumer demographics. The findings of this study may help retailers in developing
appropriate strategies to improve the store patronage behaviour by elevating the hedonic shopping value and
shopping enjoyment index among consumers
A Study on Customer Purchasing Behaviour on Durable Goods in Kukatpally, Hyde...ijtsrd
The consumer durable goods industry is operating in a highly competitive, complex and rapidly changing business environment. The consumer buying preferences are rapidly changing and moving towards high-end technology products. Products which were once considered luxury items have become a necessity because of the changing lifestyle and rising income levels. The consumer is brand-conscious, but not necessarily brand-loyal. Buyers tend to exhibit different types of buying behavior when they are in the process of purchasing goods and services and the behaviors witnessed are influenced by the type of product he she wants to buy. It is a very long process where the consumer makes the final decision whether or not to buy the product. This is called buying decision making. There are various factors which influence consumer decision making which include demographic socio-economic and cultural status etc. The major factors that affect consumer buying behavior are age, gender, income, social influence. In addition, from the product side price, durability, brand name, product features, after sales service etc., may also have a great impact on decision making. This project deals with the study on the factors that affect the consumer purchase behavior on Durable goods. This study is helpful for both business firm to maintain good customer relationship and for the consumer also as he need not look for more alternatives. Dr. E. Murali Darshan | Boosa Ravi Teja "A Study on Customer Purchasing Behaviour on Durable Goods in Kukatpally, Hyderabad" Published in International Journal of Trend in Scientific Research and Development (ijtsrd), ISSN: 2456-6470, Volume-3 | Issue-2 , February 2019, URL: https://www.ijtsrd.com/papers/ijtsrd21493.pdf
Paper URL: https://www.ijtsrd.com/management/consumer-behaviour/21493/a-study-on-customer-purchasing-behaviour-on-durable-goods-in-kukatpally-hyderabad/dr-e-murali-darshan
A study of impact of merchandise variety and assostment on shopping experienc...IAEME Publication
This study examines the impact of merchandise variety and assortment on customer shopping experience in convenience stores in India. The study was conducted in Pune, India in October 2012 with 159 respondents. Survey data was collected using a structured questionnaire and analyzed using SPSS software. Statistical tests like Cronbach's alpha and chi-square were used. The study aims to determine if availability of products, fresh fruits and vegetables, national brands, and ability to get all needed products impacts customer satisfaction and experience. It also examines if satisfaction leads to positive store image and recommendations. The findings will help retailers understand how to improve the shopping experience through merchandise selection and availability.
A study of impact of merchandise variety and assostment on shopping experienc...IAEME Publication
This study examines the impact of merchandise variety and assortment on customer shopping experience in convenience stores in India. The study was conducted in Pune, India in October 2012 with 159 respondents. Survey data was collected using a structured questionnaire and analyzed using SPSS software. Statistical tests like Cronbach's alpha and chi-square were used. The study aims to determine if availability of products, fresh fruits and vegetables, national brands, and ability to find all needed products impacts customer satisfaction and experience. It also examines if satisfaction leads to positive store image and recommendations. The findings may help retailers understand how to improve assortments and customer experience.
The document provides an overview of consumer behavior. It discusses consumer behavior as an interdisciplinary field that examines how internal and external forces influence individuals' acquisition, consumption, and disposal of goods and services. Some key points:
1. Consumer behavior is influenced by cognition, affect, and behavior and involves pre-purchase evaluation, purchase, and post-purchase experience.
2. It is studied using perspectives from economics, psychology, sociology and other fields and examines how individual and environmental factors shape consumption.
3. Understanding consumer behavior helps marketers design effective marketing strategies by analyzing customer needs and the market environment.
The document provides an overview of consumer behavior. It discusses consumer behavior as an interdisciplinary field that examines how internal and external factors influence consumers' decision making processes. Some key points:
1. Consumer behavior analyzes how cognition, affect, and behavior interact during the consumption process and is influenced by individual and environmental determinants.
2. Studying consumer behavior helps marketers design effective marketing strategies by understanding customers' needs and the factors that influence their choices.
3. Consumer behavior involves a dynamic exchange process between buyers and sellers and can be studied at both the individual and group levels.
This document provides definitions and explanations of consumer behavior from several perspectives:
1) It defines consumer behavior as how individuals make decisions to spend resources on consumption items like what, why, when, where, and how often they buy products and services.
2) Consumer behavior focuses on the process of acquiring, using and disposing of products and services. It is influenced by psychological, social, cultural and situational factors.
3) Several models of consumer behavior are described that analyze economic, psychological and social influences on consumption decisions. These include the economic model, Veblenian social psychology model, Pavlovian learning theory, and psychoanalytic theory.
4) The implications of understanding consumer behavior for marketing
This study classifies youth into different segments based on their compulsive buying nature. Cluster analysis approach is adopted in this study. This would help the
marketers to design strategies to target the Indian compulsive buyers. This Study compared customers of one cosmopolitan city and metro city of India.
This document provides an introduction and background to a study on the effectiveness of promotional activities and customer perception of a store in Kukatpally, Hyderabad, India. The objectives are to determine the effectiveness of promotional activities at the store and understand customer awareness of a change from Fashion at Big Bazaar (FBB) to a Hypermarket format. The scope is customers within the Big Bazaar outlet and surrounding area in Kukatpally. The document also provides context on the retail industry in India and its structure.
3 module Marketing Management university of Mysore Dr UMA K
This document provides an overview of Module 3 which covers buyer behavior and influencing factors. It begins with definitions of key concepts like consumer, buyer behavior, and factors that influence consumer decisions. Cultural factors like values, beliefs and customs shape needs and wants. Social factors such as reference groups, family, and roles/status also impact consumer behavior. Understanding these internal and external factors is important for marketers to satisfy consumer needs through effective product offerings and marketing strategies. The document then discusses types of consumer behavior and the need to study consumer behavior to aid in business success.
The document outlines the contents and structure of a study on consumer purchase behavior of ADD Gel pen brands. It contains 5 chapters: introduction, literature review, company and brand profile, data analysis, and conclusions. The introduction describes the study's objectives to understand consumer attitudes, market share, and buying patterns of ADD Gel pens. The literature review covers marketing theories relevant to the study. The company profile section gives background on ADD Pens Ltd and their Gel pen brands. Data analysis of a 100 customer survey is presented along with interpretations. Key conclusions recommend improving advertising, styles, prices, and refill consistency to increase sales against competitors.
This document discusses the effect of organized retail on unorganized retail in the Indian retail market. It notes that organized retail is growing rapidly in India and generating employment, while also posing a challenge to traditional unorganized retail formats. The paper aims to understand consumer behavior and satisfaction regarding organized versus unorganized retail stores. It also examines the perceptions of traditional retailers regarding modern retailing formats. Overall, the document explores the debate around the impacts of expanding organized retail in India and whether it provides overall positive impacts on the economy or poses threats to unorganized retail sectors.
The document discusses when and why marketers may consider using negative statements about their own products in advertising. It analyzes the psychological perspective behind negative marketing and how it can be a feasible strategy. Two case studies are presented: Nestle used negative marketing in a Yorkie chocolate bar campaign, and a Kodak printer ad also used ambiguous negative messaging. The impact of these campaigns and how negative statements can achieve marketing objectives like raising awareness are explored. Examples must illustrate the strategy's use and effects on brand consumption and image.
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Understanding User Needs and Satisfying ThemAggregage
https://www.productmanagementtoday.com/frs/26903918/understanding-user-needs-and-satisfying-them
We know we want to create products which our customers find to be valuable. Whether we label it as customer-centric or product-led depends on how long we've been doing product management. There are three challenges we face when doing this. The obvious challenge is figuring out what our users need; the non-obvious challenges are in creating a shared understanding of those needs and in sensing if what we're doing is meeting those needs.
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How to Start Up a Company: A Step-by-Step Guide Starting a company is an exciting adventure that combines creativity, strategy, and hard work. It can seem overwhelming at first, but with the right guidance, anyone can transform a great idea into a successful business. Let's dive into how to start up a company, from the initial spark of an idea to securing funding and launching your startup.
Introduction
Have you ever dreamed of turning your innovative idea into a thriving business? Starting a company involves numerous steps and decisions, but don't worry—we're here to help. Whether you're exploring how to start a startup company or wondering how to start up a small business, this guide will walk you through the process, step by step.
Brian Fitzsimmons on the Business Strategy and Content Flywheel of Barstool S...Neil Horowitz
On episode 272 of the Digital and Social Media Sports Podcast, Neil chatted with Brian Fitzsimmons, Director of Licensing and Business Development for Barstool Sports.
What follows is a collection of snippets from the podcast. To hear the full interview and more, check out the podcast on all podcast platforms and at www.dsmsports.net
Structural Design Process: Step-by-Step Guide for BuildingsChandresh Chudasama
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This PowerPoint compilation offers a comprehensive overview of 20 leading innovation management frameworks and methodologies, selected for their broad applicability across various industries and organizational contexts. These frameworks are valuable resources for a wide range of users, including business professionals, educators, and consultants.
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How to Implement a Strategy: Transform Your Strategy with BSC Designer's Comp...Aleksey Savkin
The Strategy Implementation System offers a structured approach to translating stakeholder needs into actionable strategies using high-level and low-level scorecards. It involves stakeholder analysis, strategy decomposition, adoption of strategic frameworks like Balanced Scorecard or OKR, and alignment of goals, initiatives, and KPIs.
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- Enhanced alignment and strategic focus across the organization.
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1. IRJC
Asia Pacific Journal of Marketing & Management Review
Vol.1 No. 2, October 2012, ISSN 2319-2836
www.indianresearchjournals.com
1
IMPULSE BUYING BEHAVIOUR IN RETAIL STORES –
TRIGGERING THE SENSES
SONALI BANERJEE*; SUNETRA SAHA**
*Assistant Professor,
Department of Marketing and Sales,
Amity Business School,
Amity University, Uttar Pradesh.
**Assistant Professor,
Department of Marketing and Sales,
Amity Business School,
Amity University, Uttar Pradesh.
ABSTRACT
In today‟s Post-modern Era shopping has become a social and leisure activity, reducing the
number of cognitively planned purchases made by consumers. Some view impulse buying as an
„act of freedom‟ occurring within restricted situations. However in this type of behaviour cool,
rational, information processing choices are uncommon and rare, and most of the decisions made
are post-purchase rationalization or justification of irrational consumer behaviour. Hedonic and
pleasure driven shopping endeavors have led to the rapid increase in impulse buying, making it
common practice and socially acceptable. Even though, most impulse decisions are made when
consumers are inside the store, the effect of in-store stimuli on such decisions has not been
adequately explored. This has led to the purpose of this research which is to understand what
triggers impulse buying and how does sensory marketing aid impulse buying behaviour.
To evaluate the stimuli that trigger impulse buying
To understand and analyse the consumer behaviour, attitudes and perceptions, that
results in impulse buying.
To examine the effect of sensory cues in impulse buying behaviour.
KEYWORDS: Impulse, Buying Behaviour, Retail, Stimuli, Organised, Consumers.
__________________________________________________________________________
INTRODUCTION
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
(Elliot, 1997:292). Impulse buying behavior is an enigma in the marketing world, for here is a
2. IRJC
Asia Pacific Journal of Marketing & Management Review
Vol.1 No. 2, October 2012, ISSN 2319-2836
www.indianresearchjournals.com
2
behaviour 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 behaviour 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.
INDIAN CONSUMER BUYING BEHAVIOUR
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 behaviour 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.
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.
3. IRJC
Asia Pacific Journal of Marketing & Management Review
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COMPULSIVE BUYING AND INDIAN CONSUMERS
In the post-modern consumerist economies, the Maslow‟s hierarchy of needs is circumvented at
a faster pace. The product life cycle is shorter and buying urges are intensifying amongst
consumers in India, due to personal, socio-cultural and the emerging trends in the market place
and its offerings. As a result of the impact of globalization and the forces of post-modern
consumerism, the hierarchy of needs of individual is moving unnaturally, not exactly in the same
order as Maslow predicted in the continuum (natural). The marketers of the present steer in a lot
of mesmerizing effect, particularly using the “persuasive advertisements”. The availability of
easy and plenty of credit product offerings to the consumers aggravates the situation. The
compulsive buying which is rising in stature and is recognized as a „behavioral anomaly‟. The
firm that spend (invest) a lot of money on socially non-viable projects create more of social costs
or no social returns. This anomaly makes both the firm and individual spending model non-
sustainable in the long run. For an individual, buying beyond one‟s need/ability is a leading
indicator to a path of high personal debt. As per the Basel committee norms on banking, there is
a growing importance for the non-financial credibility of the potential borrowers, over and above
his/her financial credibility. This argument falls in line with sustainable borrowing and spending
as the urges of consumerism are growing stronger, faster and getting deep rooted in our value
and belief systems (Alex, Raveendran 2007)
REVIEW OF LITERATURE
Impulse buying has been considered a pervasive and distinctive phenomenon in the American
lifestyle and has been receiving increasing attention from consumer researchers and theorists
(Rook 1987; Rook and Fisher 1995). Prior studies on impulse buying have frequently focused on
the definitional elements distinguishing impulse from non-impulse buying (Cobb and Hoyer
1986; Piron 1991;Rook 1987), and providing a theoretical framework for examining impulse
buying (Burroughs 1996; Hoch and Loewenstein 1991; Rook and Fisher 1995; Rook and
Gardner 1993). Several studies have attempted to develop and validate scales to measure the
impulse buying tendency (Rook and Fisher 1995; Weun, Jones, and Beatty 1997). However,
while research interest has been growing, we are still just beginning to learn about the factors
that affect impulse buying.
It can be said that the Indian organised retail industry is poised for growth. Apparel sector in
particular has a great opportunity with alignment of Indian economy to globalised markets. With
the widespread use of sales promotions- short term activities which provide material
inducements to consumers and trade it becomes imperative for managers to understand such
practices and understand challenges.
The thorough study of various previous researches related to impulse buying and consumer
decision making, helps conclude that Impulse buying is an interesting phenomenon with many
views, none of which is true or false. Impulsive buying occurs as part of wider psychological
functioning, in particular in the form of self-regulatory behaviour.
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The store image drives impulse buying through shopping enjoyment creating a positive affect,
negative affect through self-regulation and urge to buy impulsively. As a result of the store
image, driving impulse buying behaviour, retailers may focus on enhancing store image. Impulse
buying can also be influenced by certain factors such as coupons and vouchers, store display,
advertisements and promotions, behaviours of shop staff as well as price.
In a highly competitive environment, only those retailers who exceed the expectations of
their customers in terms of providing an enjoyable shopping experience can survive and
become successful.
Sales promotion activities has a direct impact on behaviour as it motivates a consumer to
buy now rather than in future, enhances value of an offer temporarily till the promotion
period, encourages switching, reinforce or reward loyalty etc.
Consumers are likely to associate some highly involving feelings or emotions such as joy, love,
fear, hope, sexuality, fantasy and even some little magic with certain purchases or possessions.
RESEARCH METHODS AND PROCEDURES
RESEARCH OBJECTIVES
To evaluate the stimuli that, trigger impulse buying.
To examine the effect of sensory cues in impulse buying behaviour.
RESEARCH DESIGN
It is a descriptive Research since it is a one shot study at a given point of time and consists of a
sample of 100 size selected random sampling technique from population of the study covered
the region of Delhi/NCR in this case customers going to retail stores. It will be covering many
variables and also will give a good overall picture of the position at a given time. This research is
also conclusive since it seeks to draw conclusions about the sales and customer preference.
HYPOTHESIS TESTING
To test whether there is any significant relationship between the frequency of shopping and the
gender of the customers, the following hypothesis was formulated for this study:
Ho: There is likely to be no significant relationship between the frequency of shopping and the
gender of the customers.
H1: There is likely to be significant relationship between the frequency of shopping and the
gender of the customers.
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DATA ANALYSIS AND FINDINGS
TO EVALUATE THE STIMULI THAT, TRIGGER IMPULSE BUYING
FREQUENCY ANALYSIS
Here rating analysis has been used to evaluate which the stimuli influence impulse buying
behaviour the most. The table summarizes the percentage of frequencies of individual stimuli
according to their extent of influence on the purchase.
TABLE 1.1: FREQUENCIES OF INDIVIDUAL STIMULI INFLUENCING BUYING
BEHAVIOUR
STIMULUS Extremely
influential
Influential Neutral Less
Influential
Not at all
Influential
TOTAL
(%)
Window/In-store
display
23.5 36.5 23.5 11.8 4.7 100
Newspaper
Advertising
7.1 17.6 31.8 25.9 17.6 100
Magazine
Advertising
2.4 14.1 25.9 36.5 21.2 100
Radio/TV
Advertising
2.4 18.8 27.1 29.4 22.4 100
Salesperson 2.4 14.1 28.2 28.2 27.1 100
Price and discount 45.9 24.7 22.4 5.9 1.2 100
Quality 58.8 31.8 4.7 2.4 2.4 100
Emotional
attachment
11.9 34.5 16.7 15.5 21.4 100
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Company display 4.7 36.5 40 8.2 10.6 100
Disposable
income
32.9 35.5 17.6 11.8 2.4 100
Festive season
display
15.3 23.5 34.1 20 7.1 100
Inference: Thus we can conclude from the above table that as per the survey data about 46% and
about 59% of respondents say that their impulse buying behavior is greatly influenced by price
and discounts offered and quality respectively. While 27% of the respondents feel that
salesperson in the retail stores have no influence on their buying behaviour.
RATING ANALYSIS – VISUAL MERCHANDISING
The rating analysis here is used for determining the most important factors of visual
merchandising that influence the impulse buying behaviour of customers. This technique would
help rank all the factors of visual merchandising in order decreasing importance.
TABLE 1.2: FREQUENCIES OF VISUAL MERCHANDISING FACTORS
INFLUENCING BUYING BEHAVIOUR
Factors Extrem
ely
Import
ant
Very
Import
ant
Avera
ge
Less
Import
ant
Not at
all
Import
ant
Standa
rd
Deviati
on
Varian
ce
Ran
k
Tot
al
Placeme
nt of the
product
13 30 30 21 6 1.109 1.229 4 100
Quantit
y of
product
availabl
e
30 37 19 9 5 1.129 1.264 6 100
Packagi
ng of the
product
35 33 21 7 4 1.094 1.198 3 100
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Compan
y name
and
label
16 36 34 9 5 1.030 1.061 1 100
Variants
of
product
offered
28 32 28 8 4 1.083 1.173 2 100
Substitu
tes of
the
product
availabl
e
19 41 23 10 7 1.123 1.260 5 100
It has been determined that „Company name and label‟ is the most important factor that
contributes the purchase decision. This means that when customers make impulse purchases the
company name and label plays an extremely important role. The second most important factor
according to the respondents is „Variantsof the product‟ that are offered in the retail stores,
followed by „Packaging‟, „Placement of product‟, while „Substitutes of the product available‟
and „Quantity of product available‟ are least important factors contributing to impulse buying
behaviour.
To understand and analyse the consumer behaviour, attitudes and perceptions, that results in
impulse buying.
HYPOTHESIS TESTING
The table below represents a cross tabulation between the gender of the respondent and the
frequency of their purchases. This would further help determine whether the frequency of
shopping has any relationship with the gender of the respondent through a chi-square test.
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TABLE 1.3 CROSSTABS FOR GENDER OF THE RESPONDENT * FREQUENCY OF
SHOPPING
How frequently do you shop?
TotalEveryday Weekly
Only on
weekends Monthly Quarterly
Gender of the
respondent
Male 3 16 13 13 10 55
Female 2 6 13 16 8 45
Total 5 22 26 29 18 100
With the help of crosstab it is evident that majority of customers, a total of 29% shop mostly
monthly, of these 13 are males and 16 are females. Also 26% respondents shop only on
weekends with equal number of male and female customers. While only 5% respondents shop
daily. With this data a hypothesis, to identify whether or not the frequency of shopping has any
significant relationship with the gender of the customer.
Assumption: significance level at 0.05
Ho: There is likely to be no significant relationship between the frequency of shopping and the
gender of the customers.
H1: There is likely to be significant relationship between the frequency of shopping and the
gender of the customers.
TABLE 1.4: CHI-SQUARE TEST
Value df Asymp. Sig. (2-sided)
Pearson Chi-Square 4.321a
4 .364
Likelihood Ratio 4.450 4 .349
Linear-by-Linear Association 1.548 1 .213
N of Valid Cases 100
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FINDINGS
The null hypothesis (Ho) is accepted. Subsequently the alternate hypothesis (H1) is rejected.
INFERENCE
There is likely to be no significant relationship between the frequency of shopping and the
gender of the customers. Hence, it can be inferred that whether the customer is male or female it
does influence their frequency of shopping.
CATEGORIES OF PURCHASE
FIGURE 1.1: CATEGORIES OF ITEMS PURCHASED
ATTRIBUTE BASED PERCEPTUAL MAPPING USING DISCRIMINANT ANALYSIS
Attribute based perceptual maps helps determine how the customers perceive various different
brands within the same category. In particular the customer perception towards a particular retail
store is to be found.
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TABLE 1.5: FUNCTIONS AT GROUP CENTROIDS
Name of retail stores
Function
1 2
Pantaloons -.870 -.627
Shoppers Stop 1.518 -.048
Westside -.691 .644
Unstandardized canonical discriminant functions evaluated at group means
TABLE 1.6: STANDARDIZED CANONICAL DISCRIMINANT FUNCTION
COEFFICIENTS
Function
1 2
rate your preference for buying shoes for each retail
outlet
.321 .612
rate your preference for buying ethnic wear for each
retail outlet
.096 .137
rate your preference for buying western wear for
each retail outlet
.532 -.020
rate your preference for buying casual wear for each
retail outlet
.178 -.061
rate your preference for buying accessories for each
retail outlet
.200 -.663
rate your preference for buying cosmetics for each
retail outlet
.439 -.536
rate your preference for buying other commodities
for each retail outlet
.108 .727
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The following figure represents the perceptual map of various Brands namely Pantaloons,
Shoppers stop and Westside. The various commodities that people prefer to buy from these retail
stores are shoes, ethnic wear, western wear, casual wear, accessories, cosmetics and others.
Those variables closer to a given axis (dimension represented by the discriminant function) are
contributing more to the interpretation of that dimension. Looking at all variables that contribute
to a given axis (dimension), we can label the dimension as a combination of those variables.
FIGURE 1.2: PERCEPTUAL MAP
FINDINGS
The length of the arrow represents its effect in discriminating on each dimension. Longer arrows
pointing more closely towards a given group centroid (Retail store on the map) represents
variables most strongly associated with the group (or retail store in this case). Vectors pointing in
the opposite direction from a given group centroid represent lower association with a group.
As seen from the perceptual map the three retail brands have their position on the map. On the
same map values of the commodities customers prefer to purchase on the same two dimensions
have also been plotted. As it can be seen the Dimension 1 seems to comprise of clothes that is
casual wear, ethnic wear and western wear (closer to X axis). While dimension 2 comprises of
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accessories, cosmetics, shoes and others. This is also evident from the standardized discriminant
coefficients of these attributes.
Inference: Customers prefer shoppers stop when it comes to purchasing clothes like western
wear, casual wear and ethnic wear since it lies closer to these commodities in the perceptual map.
While pantaloons and Westside are more preferred for purchase of accessories, shoes and
cosmetics. Through this perception map we can conclude that shoppers stop is more preferred for
purchase of clothing.
FACTOR ANALYSIS
In order to analyse the attitudes, perception and behaviour of customers towards impulse buying
or unplanned purchases. After asking the customers to rate each of the following statements on a
5 point likert scales, the results are analysed as below.
TABLE 1.7: FREQUENCIES TABLE
Statements Strongly
disagree
Disagree Neither
disagree
nor
agree
Agree Strongly
agree
Total
I make a list when I go
shopping and buy only what
is on the list
14 27 29 24 6 100
I always take time to
consider and weigh all
aspects before making a
purchase
4 8 34 38 16 100
If I see something that I
think I need, I buy it even
though I went shopping for
other purposes
1 3 12 53 21 100
I go shopping to change my
mood
14 25 23 25 13 100
I feel a sense of excitement
when I make an impulse
purchase
6 12 23 41 18 100
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TABLE 1.7: FREQUENCIES TABLE
I have difficulty controlling
my urge to buy when I see a
good offer
6 18 25 35 16 100
When I see a good deal, I
tend to buy more than that I
intended to buy
1 11 25 44 19 100
The above table gives the frequency distribution for seven statements related to the attitudes and
perception of customers.
INFERENCE: It can be concluded from the above table that about 53% of the customers said
that they would make an unplanned purchase if they think that they need it. Similarly 44%
customers agree that they buy more than intended if they see a good deal. Majority of customers
41% also said that they feel a sense of excitement when they make an impulse purchase.
Now these statements can be grouped under some common factors using the factor analysis
technique. The output of factor analysis, given below, is obtained by requesting a component
matrix and a rotation. The output comprises the communality of all 7 statements and the Eigen
values of all variables having value of 1 or more than 1. Here the factors for Eigen values 1 or
more are extracted.
TABLE 1.8: TOTAL VARIANCE EXPLAINED
Component
Initial Eigen values Extraction Sums of Squared Loadings
Total
% of
Variance
Cumulative
% Total
% of
Variance
Cumulative
%
1 2.294 38.766 38.766 2.294 38.766 38.766
2 1.223 40.116 78.882 1.223 40.116 78.882
3 .992 7.113 85.995
4 .828 6.225 92.220
5 .639 3.320 95.540
6 .574 2.238 97.779
7 .451 2.222 100.000
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Findings :From the cumulative percentage column in the above table it can be concluded that the
two factors extracted together account for 78.88% of the total variance (information contained in
the original seven variables). The variables have been reduced from seven to two, while about
21.12% of information content will be lost.
From the table below we can interpret what these extracted factors represent.
TABLE 1.9: ROTATED COMPONENT MATRIX
Component
1 2
I make a list when I go shopping and buy only what is
on the list
.083 .757
I always take time to consider and weigh all aspects
before making a purchase
-.061 .699
If I see something that I think I need, I buy it even
though I went shopping for other purposes
.690 .180
I go shopping to change my mood .352 -.464
I feel a sense of excitement when I make an impulse
purchase
.638 -.447
I have difficulty controlling my urge to buy when I see
a good offer
.576 -.345
When I see a good deal, I tend to buy more than that I
intended to buy
.733 -.021
EXTRACTION METHOD: PRINCIPAL COMPONENT ANALYSIS.
ROTATION METHOD: VARIMAX WITH KAISER NORMALIZATION.
A. ROTATION CONVERGED IN 3 ITERATIONS
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Finding: It is clear from the above table that variable 3, 5 and 7 have loadings of 0.690, 0.638
and 0.733, highest for factor 1. This suggests that factor 1 is a combination of these three original
variables. Similarly factor 2 is a combination of variables 1 and 2 having loadings 0.757 and
0.699.
Inference: Factor 1 consists of variable statements that “If I see something that I think I need, I
buy it even though I went shopping for other purposes”, “I feel a sense of excitement when I
make an impulse purchase” and “When I see a good deal, I tend to buy more than that I intended
to buy”. Thus factor 1 can be named as Positive Perception for impulse buying.
Factor 2 on the other hand consists of variable statements that “I make a list when I go shopping
and buy only what is on the list” and “I always take time to consider and weigh all aspects before
making a purchase”. Thus factor 2 can be named as Negative Perception for impulse buying.
TO EXAMINE THE EFFECT OF SENSORY CUES IN IMPULSE BUYING
BEHAVIOUR
RATING ANALYSIS
The rating analysis here is used to determine the ranks, in order of decreasing importance, for the
senses affected by stimuli that trigger impulse buying in customers.
TABLE 1.10: FREQUENCIES TABLE FOR SENSES AFFECTED
Senses Most
Important
Very
Important
Average Less
Important
Least
Important
Total
Sight 55 32 12 1 0 100
Sound 2 34 34 16 14 100
Smell 12 36 34 12 6 100
Taste 20 35 28 10 7 100
Touch 37 40 22 1 0 100
The above table gives the frequency for the rating given by the customers to various senses on
the basis of their perception of the importance given to each of the sensory cues while making a
purchase decision.
Findings: The frequency suggests that 55% customers feel that sight is the most important
sensory organ for them while making a purchase decision while all the other factors are also very
important. However majority of customers feel that touch is also an important factor after sight.
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Inference: Since sight is the most important sensory organ, being highly influential on the
purchase behaviour, it can be inferred that customers are more susceptible to sensory cues that
appeal to their sight like displays, discounts, visual merchandising etc. Touch was second most
important factor for making a purchase decision, so sensory cues of touch would work best for
retail stores to attract customers
To rank these senses in order of their influence on the purchase decisions of customers, the
standard deviation and variance needs to be calculated. The factor with lowest variance will get
the highest rank and the one with the highest variance will get the lowest rank.
TABLE 1.11: STATISTICS- RATING ANALYSIS
Rank the
sense 'sight' in
order of
importance
you give to
them while
making a
purchase
decision
Rank the sense
'sound' in order
of importance
you give to
them while
making a
purchase
decision
Rank the
sense 'smell'
in order of
importance
you give to
them while
making a
purchase
decision
Rank the sense
'taste' in order
of importance
you give to
them while
making a
purchase
decision
Rank the sense
'touch' in order of
importance you
give to them
while making a
purchase decision
N Valid 100 100 100 100 100
Missing 0 0 0 0 0
Std. Deviation .740 1.071 1.040 1.133 .787
Variance .547 1.148 1.081 1.283 .619
TABLE 1.12: RATING ANALYSIS
Senses Standard Deviation Variance Rank
Sight 0.740 0.547 1
Sound 1.071 1.148 4
Smell 1.040 1.081 3
Taste 1.133 1.283 5
Touch 0.787 0.619 2
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Inference:In the tables above, the standard deviation and variance has been shown. According to
the variance, ranks have been given to each of the senses. It has been determined that „Sight‟ is
the most important sensory organ which can be used by marketers and retail stores in order to
attract more customers and promote impulse buying. The second most important factor
according to the respondents is „Touch‟, followed by „Smell‟ and „Sound‟. However, since the
respondents are customers of retail stores the data shows that „Taste‟ is the least important of all
sensory organs.
FREQUENCY ANALYSIS
Here rating analysis has been used to evaluate which the sensory cues influence impulse buying
behaviour the most. The table summarizes the percentage of frequencies of individual stimuli
according to their extent of influence on the purchase.
TABLE 1.13: FREQUENCIES OF VISUAL CUES INFLUENCING BUYING
BEHAVIOUR
STIMULUS Strongly
Agree
Agree Neutral Disagree Strongly
Disagree
TOTAL
(%)
I tend to rely on store displays
when I make a decision to
purchase
11 49 32 6 2 100
If I see an interesting
promotional offer (reduced
price, sales promotion, and etc.)
on in-store signs, I tend to buy
28 42 23 7 0 100
Sale/clearance signs entice me
to look through the clothing
24 45 24 7 0 100
I am more likely to make an
unintended purchase if the
clothing has a sale or clearance
sign
23 31 27 19 0 100
I have difficulty controlling my
urge to buy when I see a good
offer
22 27 35 12 4 100
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When I see a good deal, I tend
to buy more than that I intended
to buy
16 41 26 15 2 100
Bright lighting in the retail store
influences my purchase
intention
8 29 40 17 6 100
Findings: Thus we can conclude from the above table that as per the survey data 49% and 42%
of respondents say that their impulse buying behavior is greatly influenced by store displays and
that if they see an interesting promotional offer they tend to buy respectively. While the
customers opinion is varied when it comes to controlling the urge to buy when they see a good
offer.
Although sale/clearance signs encourage people to look through clothing, it was seen from the
results that it cannot guarantee impulse purchase.
TABLE 1.14: FREQUENCIES OF OLFACTORY CUES INFLUENCING BUYING
BEHAVIOUR
STIMULUS Strongly
Agree
Agree Neutral Disagree Strongly
Disagree
TOTAL
(%)
The scent coming from the
store entices me to go
inside
9 29 40 17 5 100
If the store smells good I
tend to stay longer and look
at the merchandise
8 38 37 13 4 100
If a store scent is pleasant I
intend to go back to the
store in future
10 30 38 16 6 100
I tend to buy more than
planned if the store aroma
is nice
7 16 38 28 9 100
I am more likely to make
an unintended purchase if
the store smells good
6 21 32 30 11 100
FINDINGS: Thus we can conclude from the above table that as per the survey data 38% of the
respondents feel that if the store smells good they tend to stay longer and look at the
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merchandise, however the olfactory cues do not entice the customers to make unplanned,
impulse purchases.
TABLE 1.15: FREQUENCIES OF SENSATION CUES INFLUENCING BUYING
BEHAVIOUR
STIMULUS Strongly
Agree
Agree Neutral Disagree Strongly
Disagree
TOTAL
(%)
The music playing in the
store affects my purchase
intention
12 26 33 22 7 100
If I like the music inside
the store my chances of
buying become greater
4 28 31 28 9 100
I spend more time in the
store looking around, if I
like the ambience and the
background sounds
15 42 26 14 3 100
The more time I spend
touching the
merchandise, greater are
my chances of buying
14 32 35 15 4 100
FINDINGS: We can conclude from the above table that as per the survey data 42% of the
respondents spend more time in the store looking around, if they like the ambience and the
background sounds. Also the background music does influence the purchase decision of the
customers to some extent. It was also found that more time the customers spend touching the
merchandise, greater are their chances of making a purchase.
CONCLUSION AND RECOMMENDATIONS
The research presents an interesting and fascinating area for consumer research and this study
will attempt to provide a deeper understanding of the interaction between consumers buying
behaviour and in-store stimuli with respect to impulse purchase decisions. The major findings
from the study can be summarized as follows:
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The study helped determine that majority of consumers either never or only
sometimes plan their purchases, thereby rendering themselves more susceptible to
stimuli that encourage impulse buying behaviour.
Gender does not impact the frequency of shopping; also gender has no effect on the
impulse buying behaviour of the consumers.
The most effective stimuli that trigger impulse buying in consumers was found to be
price and discounts offered along with any sale or clearance sign, which majorly
influence the purchase intentions of the customer.
Amongst the three retail stores that were compared as part of the survey Shoppers
stop was the store that most respondents prefer to visit. While analysis from the
perceptual mapping also showed that shoppers stop was preferred for shopping of
clothes, ethnic as well as western wear.
The survey also helped rank the sensory abilities in order of their importance to
influence the purchase decisions. It was found that „Sight‟ was the most important in
influencing the buying behaviour of consumers.
From the understanding gained after the survey, it can be said with some understanding that
sensory cues play a crucial role in predicting the impulse buying behaviour of the customers.
They are successful in enticing the customers to make unplanned purchases which the customers
don‟t even come to know of. It can be said with some degree of confidence that the visual
merchandising as well as other sight cues prove to be fairly successful in determining the
consumer buying behaviour.
The attitude and perception of customers towards impulse buying is largely shaped by
the factors of visual merchandising and sensory cues of „sight‟.
While olfactory cues have only limited contribution to consumer buying behaviour.
Sound and touch also play significant role in determining the amount of time a
customer spends in a store and the result of increased time spent on the intention to
purchase.
REFERENCES
Burroughs, J. E. (1996). "Product Symbolism, Self Meaning, and Holistic Matching: The Role of
Information Processing in Impulsive Buying", Advances in Consumer Research, 23, 463-469.
Cobb, C.J., & Hoyer, W.D. (1986).Planned versus impulse purchases behavior. Journal of
Retailing, 62 (4), 384-409.
Gardner, M. P. and Rook, D. W. (1988). "Effects of Impulse Purchases on Consumers‟ Affective
States", Advances in Consumer Research, 15, 127-130.
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