Factors Motivating Impulse Apparel Shopping

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An investigation into the factors motivating impulse shopping
behaviour of apparel consumers; a case study of TOP SHOP,
Oxford Street
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Abstract
This research attempt to explore the concept of impulse purchasing rise among the
consumers in this competitive world. Here the study explores with some surveys, how
impulse purchasing is related to special price, what are the different factors leading it. The
major outcome of the study proves out that this behaviour which was common among high
class society is no longer, as more consumers are looking for the profit from spontaneous
buy. And apparel purchasing is a good example supporting it.
Here researcher will give an idea of the association existing for the spontaneous purchasing
of apparel. The major criteria for spontaneous purchase of apparels is said to be discounts
in price for the products. This paper also discusses the importance of special price and sets
of dependent and independent variables playing role in spontaneous purchasing. With our
conceptualization and consistent methods like sets of questionnaire and personal interview
with some of the leading apparel stores in London, the data required for the study was
obtained. The result of study proved be too wonderful and gave a robust platform that
special price plays good role in inducing impulsive purchasing.
The study result reported that the main impulse in spontaneous purchasing is the set of
some variables which the consumers find attracting, so the marketer are advised to focuses
on that various set of variables which bring out impulse purchasing in consumers rather
than checking out on one specific factor. The limitation considered in this research is the
financial condition of the people and the small sample size. Apart from these all other data
obtained proved this to be a standard study.

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CHAPTER – 1
INTRODUCTION
1.1 Introduction
In this chapter there is an attempt made to give an introduction of the dissertation chiefly
by explaining the phenomenon under study- “relationship between special price and
Impulse buying behaviour in apparel consumer, with special attention toward the factors
prompting impulse behaviour”. In the starting section a general background of the research
topic is given with justification for the need of this research objective.
Impulse buying is a universal and exclusive aspect of consumers’ lifestyle (Clover, 2000).
The importance and impact of impulse buying in market especially in retail, was studied in
the literature of marketing some more than forty years earlier. Stores are the place where
people go to buy the things of needed. Purchasing can be planned one or an unplanned
one, all it takes to consume these products in a store are the consumers income. Retailers
comprehend the importance of this peculiar phenomenon, and through techniques like
store design, product packaging, and in store promotions, have tried to make consumers
impulsive in stores (Clegg, 2000). Nowadays it’s seen more over everywhere that consumer
are purchasing things which they have not planned of buying in advance and this
phenomenon of unplanned purchasing some products in a market is termed as impulsive
purchasing. Impulse buying is said to be one of the reason for a huge amount of goods to be
sold across a variety of items sectioned (Jeffrey and Hodge, 2007).
Impulse buying has also been made easier nowadays by new introduction of credit/debit
cards, telemarketing and home shopping networks, online shopping (Rook and Fisher,
2007). As a consequence of this, impulse buying now makes for a large volume of product
sales every year (Kim and Lee, 2008). Because of its popularity, researchers from different
disciplines, like consumer behaviour and psychology, are showing extreme interest in
understanding and studying impulsive behaviour. Youngs and Faber (2010) put four

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different types of impulse purchasing they are suggestion, pure, reminder, and planned
impulse buying:
1) The Pure impulse purchasing : This is a type of runaway purchase , where the
consumer wants to escape from the usual buying routine
2) The Reminder impulse purchasing: This happens when the consumer looks out
into an item or an endorsement and gets reminded that the collection at home
is low or nearly finished.
3) The Planned impulse buying: This type occurs when the customer makes some
purchase decision mainly based on special offers or discount coupons etc.
4) The Suggestion impulse buying: This type occurs when a consumer sees an item
for the first time and have a visualize for having it.
Impulse purchasing is much of psychological based. And the role of retailer in influencing
impulsive purchasing behaviour in a consumer is the topmost. Impulse purchasing is
considered to be a prevalent and unique phenomenon among the lifestyle in the people
around London and it has been the theory of interest for consumer researchers and
theorists (Rook and Fisher 2007). Some researchers are attempting to develop and validate
scales to measure the impulse buying tendency in peoples (Wells and Presky, 2003). A
study done in US found out that only in the categories like Candy and Magazines, an
amount of $4.2 billion was estimated to have been generated as an annual store volume
through impulse buying from the customers.
Most of the time impulse buying is the last minute decision, something called off the
counter urge to buy something at the last minute. Some important factors which retailer or
marketer put in the stores also plays a good role in impulse buying. Impulse buying occurs
when the customer experience a strong persistent urge to buy some products after seeing
it. It is a hedonically complex situation mainly associated with emotional conflicts. In this
work researcher is looking towards the main factors that tempt consumer to do the impulse
buying in apparel. Researcher wants to explore the different factors which the retailer put
forward in apparel stores which will bring up unplanned purchasing in consumers.

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1.2 Research Background
As discussed under introduction impulse purchasing is a practice of profit to the retailer and
marketer, they make every possible trait for building up this behaviour in the consumers.
Understanding one’s consumer behaviour is an important aspect of any retailer or marketer
to make their business prosperous. Every marketer wants consumers flocking into their
shop to buy the products and this they achieve by adopting many strategies so they can pull
up the consumers towards their particular shop.
Despite there has been done many research on impulse buying the actual concept of
impulse buying remain controversy. Piron (2000) in his studies has identified a total of 13
different dimensional elements of impulse buying definitions.
1. The Unplanned purchase
2. The Response to the stimulus
3. Special price buying
4. The Enjoyment seeking
5. Decision made on the spot
6. The deliberation process result
7. Never in response to a earlier found out problem
8. No plan of purchasing before entering the shop
9. Immediate and spontaneous urge to do
10. The condition of psychological instability
11. The Psychological combat and conflict
12. Reduction of cognitive evaluation
13. No consideration for the consequences

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Wood (2007) points out the relationship of impulse buying and age group it is been found
that young people of the age groups 18-39 in USA have a greater tendency for impulse
buying but that starts to decline gradually after the age of 39. Reference shows that
younger peoples are more intensive in adopting new lifestyles methods than older once. So
all impulse buying behaviour can be put up in the unplanned buying categories, but one has
to know that all unplanned buying cannot be put under impulse purchasing category (Rook
and Fisher, 2007) During impulse purchasing the shopper does an 1) unexpected, 2)
unconcerned, and 3) an sudden purchase.
The review of many earlier research, factors which bring about an impulse buying is said to
categorize to groups like individual-related, item-related, shopping-surrounding related,
and conditional (Moloney, 2006). As discussed earlier marketer and retailer are making a
good advantage of this impulsive purchasing behaviour in consumers, they are adopting
new interesting methods to persuade the consumers to buy a product which was not there
in their shopping list. Retailers always tries to find those specific factors which can have
influence on the consumers impulse purchasing desire , and marketers tries to make all
possible ways to have control these specific influencing factors via some of theirs
marketing strategic and display activity. Hayden Noel (2009) says in his work that impulse
purchase is influenced by many variables which change from people to people. Many
variables have been discovered which can influence impulse purchase behaviour in
consumers. The way the marketer promote their type of product and many in-store
motivating factors like special price on branded items , position of the product in the shelf,
background music or sound in the store, smell of the product , lighting, temperature etc.
are some of the main reasons considered as the culprit for impulse buying (Hayden Noel,
2009).
It is also believed that visual merchandising which is a common external factor, will also
affect the consumers impulse buying decisions. The relationship between the consumer’s
assumption of the so called physical attractiveness of a shop and promotion plan suggests
that the visual effect in the store can be an important part when compared to the
consumer’s selection of a particular shop and purchasing behaviour (Lake, 2009). So at this
time of increasing competitions among each retailer, it their only way for profit is to ensure
that their market is the best appealing one among all.

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So making use of the consumers behaviour marketers are now designing their shops in such
a way that, consumers can take their own time in exploring all the products in that
particular shop. It has been studied by the marketers that a consumer’s impulse buying
tendency increases the more he spends time in exploring the products. Some marketers
bring out impulse buying behaviour in consumers at the last moment i.e., at the cash
counter or we can say check out point by beautifully arranging things like toffees,
chocolates and small toys etc.
1.3 Aim of the research
This research aims to see the critical analysis of the various variables and their strong
impact on impulse purchasing behaviour in consumers. In this study, researcher would look
to analyse the impact of “special price or discount” on impulse purchase in apparel
consumers in the market.
1.4 Objectives of the research
The major objective is to find right answers to the some of the following questions which
will be going to meet cause of the research work,
 To evaluate the appropriate literature associated with spontaneous purchasing
attitude.
 To critically evaluate the various factors that encourages spontaneous purchase.
 To assess the relationship of special price and impulse buying in apparel shopping
 To identify, whether the aspects such as price, brand, wrapping, quality, distinctive
endorsement etc. inspire consumers to buy impulsively.
1.5 Research Questions

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The main questions which are to be unrevealed by the proper evaluation of the problem
from the study, the following ones are the more developed research questions for this
study;
I. Do special price or discount have any influence to bring up impulse purchasing
behaviour in apparel consumers?
II. What are the different factors consumers finds it appealing in the specific products
that they have not planned to buy earlier but get it purchased?
1.6 Company background
Topshop is leading retailer of clothes in Britain. They have got more than 300 stores for
women and 165 outlets for men worldwide. Their outlets are spread across 20 countries.
The Arcadia retail group of clothes owns Topshop. They make use of their website for
online selling of products. Topshop go along with current fashion trends which attracts
more and more customers towards them which enabled the company to attain a position in
the very tough British apparel industry.
1.7 Scope of the research
This research critically analyzes the impact of 'Special prices' over the stimulating factors in
apparel shopping. The examination of the various factors leading to impulse buying
attitude of apparel customers is the major aim of this study. It is seen that shopping mall
owners tried to exploit impulses, which are associated with the basic need for instant
satisfaction. For example a buyer in the shopping store might not specifically be shopping
for the confectionary goods like, sweets, chocolates, bubble gums, mints and biscuits.
However, related confectionary items displayed at prominent places will certainly attract
buyer’s attention and trigger impulse buying behaviour in them. The phenomenon of
impulse shopping can easily be understood with the help of theoretical framework of the
research.

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In this research the author try to recognize the role of 'Special prices' in comparison with
other stimulating factors in apparel shopping. The main aim of literature review is to give
details about behaviour of consumer, types of consumer buying behaviour, impulse buying
and factors stimulating impulse shopping. This research make use of relevant information
collected from websites of related company, books, magazines, published articles, journals
etc regarding topic of the research.
1.8 Outcome of the research:
The results of this will offer some authentic recommendation for 'TOP SHOP' which they
can utilize for enhancing the strategies and methods exercised for influencing the
spontaneous buying attitude in consumers. Therefore TOP SHOP can gain the leading
position in the retailing of apparel and get te competitive advantage. In addition through
the outcome of this study TOP SHOP can retain their success in the clothing industry.
Furthermore as this research covers all the aspects of impulse shopping not only this will be
useful for TOP SHOP to attract and bring consumers towards them but it can be helpful for
developing new strategies as well.
1.9 Rationale for the chosen topic:
The decision of a consumer to buy a product often occurs inside the shop with no pre-
planning to buy the particular thing, an immediate approach to buy the product after seeing
the item. The shopper have a sudden, but a powerful and continuous desire to purchase
the item at that instance, and never think much about the after effects of the purchase
(Cannon, 2008) .So the trend of impulse purchasing is soaring now as marketer and retailer
are adopting new strategies to influence or pull up the consumers. It’s been said that “The
ratio of impulse purchasing, which a shopper does in a store without having a prior
planning has strikingly raised from 35.8% to 74.3% of the whole total shopping in stores
between 2007 to 2008” (Solomon et al; 2009).
But the real question is what makes the consumers to do impulse purchasing, without
dealing with the pre-planning decision procedure. In a survey done by Yankee Group and
Earnest in November 2000,on some customers they found that almost 80% of the

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customers are influenced by special price or discount offers made by the retailer in the
shop to do the on the spot shopping with an anxiety that they won’t get a better offer
again. And some approximately 30% told that the “free delivery” also pushed them to do
impulse buying. So from this survey it was found out that only few like 12% of the whole in
impulse purchase is by special prices, other things are the different variables. So in this
competitive world every marketer in the clothing industry are looking out to put up new
methods and plan , so more of impulse buying happens at the store. This research mainly
focuses on the impact of special price on impulse buying in cloth stores and also the other
factors influencing impulsive purchasing in customers.
1.10 The Structure of the research
In the Introduction chapter the researcher gives a rough sketch regarding the
conceptualization of Impulse purchasing trend in shoppers. Mainly focussing on impulsive
purchase of apparels. The researcher also confront about the different techniques and
strategies adopted by marketers and retailers to ignite this tendency. Furthermore in this
research paper, the aim of doing the study, the reason behind selection of this specific issue
for research, different questions targeted in this study etc. are also briefed.
In the Literature Review section the researcher looks out into the earlier works of some
other researcher in impulse purchasing. And take their work as a reference for the research
work and tries to associate it with his findings. This chapter had been made use by the
researcher in order to emphasize importance of this study by taking up the views from the
earlier researchers on the topic of impulse purchasing. To understand the perception of
impulse buying in a scientific way literature review is preferred.
In Methodology chapter it is the different methods taken up by the researcher in real to get
answers to the research questions. What are the different tools used up by the researcher
to study this topic and how greatly was the tools employed. In this section, different
methods used to get the answers and their explanation is told up.

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The fourth chapter named Analysis and Findings highlight the data obtained from this
particular research. For the easy understanding of the data it is been represented in
numerous illustrative and diagrammatic formats.
Next one is the Discussion chapter which discusses about the findings from the analysis
chapter. And sees, how relevant are the data obtained for the progression of the research.
In the Conclusion chapter, which comes next, the conclusion of the research and its
inference are explained. This section also deals with the final result by giving a relevant
message of the appropriate topic and its finding to conclusion.
The recommendation chapter deals with the recommendation and implication of the study,
also discussed in this chapter are the advantages, disadvantages related to the study and
the future scope of the study
1.11 Conclusion
This section outline the actual sketched of the research study with main importance on the
objectives. Here the rational used behind the selection of researcher particular objectives is
specified. In the coming part of the chapter it critically analyses the limitation related to the
cause study and its effect to the whole of the work of the researcher. As overall chapter
discussed in detail of the background of the research, motive for work and derail
explanation about findings going to be.

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CHAPTER 2
LITERATURE REVIEW
2.1 Introduction
In any research study, the critical literature review has been considered as extremely
important for many reasons, according to Angela and David (2008). In critical literature
review the researcher is trying to find out the different corners of the actual research study
objective, along with the confirmable research work and the various different theories
already subsisting on the research topic. According to Saunders et al (2007), the structural
and the methodical critical literature review analysis has proved to be a proper background
for any new research study and is said to give a good foundation for the new research
works. However, Creswell (2009) clearly states that the intention of critical literature review
is to link up the result of other studies on the same topic which colligate to the study being
reported. According to him, the critical literature review also provides an underlying
structure mainly to establish the significant of the current study and also gives a chance to
do comparisons of the final results of the study with other studies already finished.
2.2 Consumer Behaviour

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According to the findings of Curtis and Kardes (2009), in any business consumers are
considered to be the most important persons and the entire business evolve around the
consumers. The above fact is also supported by various studies which have identified that
this phenomenon of impulse buying is a major part of consumer buying behaviour or the
consumer behaviour. In some research studies it has been told that shelf positioning have
great influences on impulse buying as for its impact on the visibility of the products, suggest
Cathy and Pascale (2007). Blackwell et. al (2005) explain the concept of consumer
behaviour as the tendency to buy things that would help in the fulfilment of their all
personal needs. However, according to the findings and conclusions of Hawkins et al (2009),
majority of the consumers of today’s world take good quantity of energy and time to decide
their purchase, so this specifies the importance of the role of consumers in market industry.
The findings of Hansen (2010) describes the behaviour of any consumer as a process which
contains performance like collecting information, exchanging the information, selecting,
buying and utilising any products associated with purchase. All researchers agree that the
behaviour of buying is a complicated event as it comprise majority of actions which is said
to happen only before and after the purchase of the item. The Marketing Association of
America explains that the psychology related to the behaviour of customer is “the energetic
link between influence and perceptivity, and the surroundings in which they will carryout
the exchange of features considers in their lives”. Book Llc (2010) had uncovered that
consumers behaviour comprises of the features like their opinions, feelings, tastes and
actions and all those aspects which are needed while purchasing. The statement given by
Kurtz (2008) is that “Studying customer behavioural in depth will help us to know more
about human behaviour in a more detailed way”.
Angela and David (2008) in their work state that the acts of the individuals during the
obtaining, using as well as disposing of the economic products and services, which also
includes the process of decision making by these individuals which precede their action, is
generally categorized as the consumer behavior. According to the findings of Wood (2007),
opening up of more opportunities, evaluation of behaviour in the society, understanding of

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the role and importance of brands, the decision on the provision of the best service to the
customers by the firms etc are some of the merits of the understanding of the concept of
the customer behaviour, which increases the scope of the topic among the researchers. The
brilliant researchers, Wayne et al (2008) also gives a supportive statement and states the
existence of the psychological, social, and economical elements etc in the ideology of the
customer behaviour. The overall idea of the consumer behavior is clearly illustrated in the
diagram given below:
Wright (2006) through his study explains that several elements and environments are
responsible for the influencing the customer behavior. According to him, it would be better
to analyse all the elements which are capable of influencing the customer behaviour, for
the proper and better understanding of the concept. The cultural element which includes
the lifestyle, common values, population etc, are found to play significant roles in the
ideology of customer behaviour, state Young and Faber (2010). This is because the culture
forms the fundamentals of the society and an individual is purely dependent on the society.
As per the opinions of Hawkins et al (2007) frame of the mental space required for the
operation by the individuals is greatly determined by the environment, thus making the
environmental element, an unavoidable factor which is thought to have impact on the
behavior of the customers. He also gives an example where he compares the nature of the
two different persons hailing from two different areas.
The review on the mental concepts related to the consumer behavior is obtained from the
works of Blackwell and Roger (2010). He states that the behavior of an individual is greatly
influenced by the way by which he perceives an idea and how he looks at the things. The
time underwent by the individuals and the journeys traveled also have a large impact on
the growth and behavior of the individuals, say Bamossy et al (2010). However, the group of
members whom these individuals cross at any point in their life time also influences the
behavior of these individuals. In schools, the students get influenced by each other as well
as by the teachers. In the work place, there is a chance to be influenced by the co-workers.
Similarly, the behavior of the customers gets greatly influenced upon by the nature and

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attributes of the products and services. Agreeing to the above mentioned facts, Book (2010)
through his works, generalize that the inner world of the individuals moulds the actual
behavior of the consumers.
Cahill (2007) in his works, makes use of the literatures obtained from all the previous works
done in relation to the consumer behavior and states that the actual consumer behaviour is
the outcome of the influences of the cultural elements as well as the mental perspectives.
However, Cannon (2008) opines that the factors which mainly affect the consumer behavior
could be broadly classified into three basic aspects, which are cultural elements,
psychological elements as well as social elements.
2.2.1 Cultural aspects of consumer behavior:
Cathy and Pascale (2007) consider the cultural aspects as the most regulating factors which
could easily affect the behaviour of the customers. Even though the importance of the
cultural aspects is well known to all researchers, only portion by portion works have been
done in the related topic, says Chaudhuri (2006). He also states that there is no
generalization done by the researchers through their works. The importance of the cultural
aspects is clearly understood when the individuals are exposed to persons belonging to
different cultural background. In agreement to the above stated statements, Churchill and
Peter (1998) also mentions that only when the individuals are brought into contact with the
other persons from a very different cultural background, they are aware about to what
extent their characters have been moulded by these cultural elements. The life styles,
subcultures, values, identities etc are some of the features which are included in the
aspects of culture, which also determine the actual behavior of the consumers, say
Crawford and Melewar (2007).
2.2.2 Social aspects of consumer behavior:

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According to the opinions and suggestions given by the researchers, Ferrell et al (2008) the
behavior of the consumers are affected by the social elements, which could be broadly
grouped into several basic aspects which are Reference Groups, Status in the society as well
as Role in the society.
The group of members who surround a particular individual, is generally referred to as the
reference groups of that individual, tells Graves (2010). The classification of the reference
groups is given by another researcher, Hansen (2010), who states that the reference groups
could be generally classed into two groups, namely primary groups and secondary groups.
He also explains that friends, family members, co-workers, relatives etc are included in the
primary reference group of an individual. According to him, the group of members who do
not have direct contact and relation with the individual, are categorized under the
secondary group of references. These include political parties, religious organizations, clubs
etc.
Kacen and Lee (2009) also give an agreement by stating that social status is also considered
to be a major social element which plays a much important role in shaping up of the actual
behavior of the consumers. He gives an example of the difference in the actual behaviors of
the consumers belonging to different families having different social status. He clearly
explains that the individuals belonging to middle class families tend to spend on products of
affordable prices, while the persons who belong to financially well off families, have a
tendency to spend money on costly as well as luxury products and items. The statement
given out by Kurtz (2008), clearly gives an explanation of the importance of the roles played
by the individuals. According to him, the actual behavior of all the consumers is also
dependent upon the role which they are supposed to play in their real life.
2.2.3Psychological aspects of consumer behavior:
In addition to the social aspects as well as the cultural aspects, the behavior of the
consumers is also greatly influenced upon by psychological aspects, say Lake (2009). He

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includes the concepts like motivation, perception, learning as well as attitudes etc under
the psychological aspects which can cause an impact on the making of the behaviour of the
consumers. He states that among all the important psychological aspects, motivation could
be regarded as the most important element. The motivation mainly persuades the
consumers to purchase products and services. Perception is the mental approaches of the
consumers towards the products and services. The perception varies from person to
person. He also gives as example by which he states that the persons having the same
needs would not buy the same products because of the difference in their mental
perceptions. Another researcher, Lawfer (2004) also gives support to the role of
psychological aspects and according to him, learning could be considered as one of the
most required aspect. This is because of the role played by the process of learning in the
purchase performed by the consumers. He states that learning process is the real outcome
of experiences and the customers who are satisfied with a product or service, have a
tendency to buy the same products and services. The attitudes and beliefs of the customers
also have a great impact on the actual consumer behavior. This is mainly done through the
development and creation of the concept of brands by which the customers obtain an
image of the products.
2.2.4 Planned Buying Behaviour
According to the suggestions and opinions given by Graves (2010), purchase can be divided
into two groups, which are termed to be planned purchase as well as unplanned purchase.
He also gives a clear concept regarding the purchasing situations and according to his
findings, there could be four different classes of purchasing situations, which are specifically
planned purchase, planned purchase, substitute, as well as unplanned purchase. In case of
specifically planned purchase, the consumer plans the item and the brands much earlier to
visiting the shops. In generally planned purchase the consumer will decide that a product
from a specific section is needed to be brought but will not decide which item and brand. A
substitute is one of the types of purchasing situation where the consumer jumps from one
product which was earlier planned to other product. And finally the last type of purchasing
situation is unplanned purchase where the customers have no prior plan of buying that

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particular product. Angela and Bednall, (2008), also give a statement supporting the
classification done by Graves (2010).
Cathy Neal (2007) describes the theories of planned behaviour action (TBA) and theories of
reasoned action (TRA) put forward by Ajzen, on 1985. According to him, the Theory of
Reasoned Action declares that a person's behaviour is mostly ascertained by their intention
to carry out the behaviour and this intention is, in turn a run of their attitude toward the
behaviour and their personal norm. Intention is always said to be a good predictor of
behaviour. Intention is the cognitive representation of a person's alertness to perform a
given behaviour, and it is always considered to be the immediate antecedent of behavior.
This said intention is determined by three things: that are; their attitude toward the specific
behaviour, their subjective norms and their perceived behavioral control.
Fig 2.1: Source: Ajzen, I. (2000). The theory of planned behaviour, “Organizational
Behaviour and Human Decision Processes”

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As per the descriptions done by Swarbrooke and Horner (2007), the term namely 'perceived
behavioural control' is shown in theory of the programmed behaviour as a main feature for
the understanding of the planned behavioural objective. Here Swarbrooken in a apparent
manner gives a detailed explanation in the theory, regarding the planned behaviour as well
as the importance of buying complication which a shopper suffers during buying a product.
Also, in the research done by Kurtz (2008) it is been noticed that the realization of
perceptible distress is being recognized as a consideration of having differing phenomenon.
He also describes the anxiety of the consumers, which might be a reason for the
apprehended risk during the purchase of any product or service. The percentage of
anticipated difficulty related to consumers take place only if there are any good chances of
occurrence of negative return showed by some circumstantial characteristics of purchasing
process, state Solomon et.al (2009).
However, it has been seen that Observed risk is just not determined by transactional cost,
but this observed risks is always encouraged by the final results and the conditional factors,
which sometimes the shopper fails to sense. The opinion given by Schiffman et al (2008)
also supports the above mentioned fact and it is said to be the same reasons which make
planned behaviour a complicated decision making condition.
2.2.5 The Unplanned buying behaviour
It is already described in the previous paragraphs of the chapter that the purchasing
behaviors are broadly classified into two major divisions, which are commonly called as
planned buying behavior as well as unplanned behavior. Each category is identified based
on a different in its decision-making method, unique characteristics, its complication and
the length, opines Cannon (2008). Chaudhari (2006) had pointed out telling that the
different decision-making process, its characteristics, the time and the difficulty are always
involved with each of the group. Churchill and Peter (1998) quotes that “there occur a
number of changes during decision making process at different stages of this buying
method like understanding the situation, searching information about the product; finding
of a alternatives for the purchase, and buying decision etc”.

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The opinions of Brassington and Pettit (2008) includes that it is been identified the
occurrence of the two main mutualistic sources which can be said to recognised as
impacting buying habit of any customers. It is been recognised as an internal and external
purchasing behaviour factor. Bamossy et.al (2010) have specified in their research work, the
internal factors that influence a consumer buying behaviour are said to be factors like
personal (life style), psychological (perceptions), social (social class), and cultural (individual
background and beliefs). The different external buying habit factors shall be looked upon as
a strategies adopted by the companies to attract consumers by giving advertisement and
promotions of their products for good sale. Together with this researcher have identified
another external factor that may influence the buying behaviour of customer, which is said
to be the micro and the macro-economic condition found within the particular market
environment i.e. the financial condition of the market (Hansen et.al, 2006).
So purchasing behaviour of a consumer is mainly decided upon by the different internal
factors (i.e. the economic principles – spendable income, individual status, personal, family
background) and the different external stimuli includes (i.e. the marketing methods like
promotions and endorsement, the economic condition in the market) (Hawkins et al.,
2009). And these two factors called external and internal are always highly dependent on
each other, for taking example, economic stability within a market environment can be
desired to be greatly encouraging the various internal buying variables in one’s own
lifestyle, their occupation and available income, which is to resultant in effect on
requirements, motivation and inspirations.
2.3 Impulse buying:
The trend of ‘Impulse buying’ has become very common among the consumers, especially
the mall shoppers, according to the survey done recently. As per the statement of Bamossy
and Margarat (2010), over $4 billion sales among the annual sales in the US, is constituted
by impulse buying. According to the retail merchants, the number of customers who prefer

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impulse purchase, is getting increased day by day. With the introduction of internet
facilities, the online markets also have been developed which are also categorized in the
retail market. These online markets are also considered as alternatives for impulse, state
Blackwell and Roger (2010).
Various psychological tactics and strategies have been developed by the retailers as well as
marketers, once they were aware of the influence of the impulse buying. This is exactly
opposite to the planned purchase (which includes a thoughtful purchase) and involves
spontaneous as well as immediate purchase. In impulse buying or impulse purchase, the
customer generally does not have an idea regarding the substance or product to purchase.
This does not involve prior plans of purchase also. However, according to Book (2010), the
impulse purchase is the resultant of the exciting urge to purchase any product without
taking into consideration of the consequences of the purchase. Emotional factors are
highlighted in case of impulse purchase rather than the rational factors, states Book (2010).
As per the opinions of Brassington and Pettit (2008), “a buying action undertaken without a
problem previously having been consciously recognized or a buying intension formed prior
to entering the store”, would be the apt definition assigned for the impulse purchase.
Many researchers have tried to explain impulse buying phenomenon in their own way to
make the peoples associated with market industry understand it, some of the definitions
given by some researchers in their journals and books are listed down in the Table
Table 2.1 (Impulse buying definitions)
Curtis and Kardes
(2009)
Impulse buying is a sudden and immediate purchase with no pre-
shopping intentions to buy the specific product or to fulfil a
specific buying task. The behaviour occurs after experiencing an
urge to buy and it tends to be spontaneous and without a lot of
reflection

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Cannon; 2009 Impulse buying is the purchase of products because of powerful
urge and without prior plan.
Serapin; 2010 Purchased without prior decision making
Harvard business
school; 2010
Hasty, unexpected and spontaneous purchasing without planning
the product or its type earlier
Kollat and Willett
(2007)
The purchase is unplanned, It result from an exposure to stimuli ,
its decided on the spot and it involve cognitive and emotional
reactions
Ferrell et.al (2008) When a customer suddenly experiences, often continuous desireto
purchase an item suddenly. This impulse to purchase is said to be
hedonicallycomplicated and can start up emotional struggle.
Solomon et.al (2009) Those Shoppers who are not habitual to the shops-interior styling
and usually remembering to buy a product by seeing it are said to
be thetwo different processes which convince shopper to do
impulse purchasing.

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Crawford and Melewar, (2007) analyse that the impulse buying behaviour has the following
qualities listed down:
1. Spontaneity: In impulse buying all of the purchase occurs due to the motivation that
comes through displays, its so sudden and invigorates the shopper to buy the item
on the very spot itself.
2. Power, compulsion and intensity: These three can drive the consumer to buy on
spot.
3. Excitement and stimulation: The impulse purchasing provides a sense of
exuberance, exciting sensation.
4. Disdain of consequences: Its mostly consists of the consequence of the purchase, as
it are unnumbered because the lures are so persuaders.
2.3.1 Classification of impulse purchase:
The eminent researcher, Cahill (2007) focuses on the classification of the impulse buying or
impulse purchase, and according to him, the impulse purchase can be broadly classed into
four types which are given below:
1. Pure impulse: This type of impulse purchase involves the breaking of a normal
pattern of purchasing. This is also considered to be a novelty or escape purchase.
2. Reminder impulse: In this category of impulse purchase, the customer is reminded
of the requirement of the products only when he sees the same products inside the
shop.
3. Suggestion impulse: In this case, after seeing an item, a customer visualizes the uses
of the item and decides to purchase it.
4. Planned impulse: Here, the customers, before entering a shop, plan to make
purchases according to the prices and other similar things.

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2.3.2 The Characteristics of Impulse Buying Behaviour
Impulsive buying has been theoretically supported within the emotional or impulsive
decision making view to consumer decision-making by Steven (2010). This points out that
the consumers are more likely to associate some highly involving feelings such as joy, love,
fear, hope, sexuality, fantasy along with the certain purchases or possessions. Eisenberg
(2009) tells that the ecstasy can affect the shoppers purchasing decision on an item and the
pay down. Schiffman et.al (2008) in their studies have specified that impulsive buying is
more of psychological type. The pervasion of impulse purchasing, even for comparatively
more expensive products, had made researchers to believe that impulse purchasing as an
inherent personal peculiarity, instead as a reaction to that of the inexpensive items
offerings (Lorenzo et.al, 2008). Researchers latterly have come to the agreement that
impulse buying involves a hedonic or affective component (Maio and Hoddock, 2010; Vohs
and Faber, 2000). Today’s research comes to the finding that impulse purchasing behaviour
is more complicated than earlier defined; this implies that behaviour of unplanned
purchasing arises from the urge to cope up those multiple needs (Nigel et.al, 2003).
2.3.3 Elements triggering impulse purchase:
Many researchers have focused on the study of the different elements which are
responsible for the impulse buying or impulse purchase. According to Cannon (2008), the
factors which trigger the customers to carry out the impulse purchase are broadly classified
into two, which are external cues as well as internal cues.
1. External cues: These are the main triggering factors responsible for the impulse
purchase. The environmental and sensory factors which are controlled by the
marketers are mainly included in the external cues.
2. Internal cues: The feelings, moods as well as emotional conditions of the consumers
are mainly included in the internal cues.

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Many researchers, including Cathy and Pascale (2007), have spent time and energy on the
study of the causes or reasons for the impulse purchasing behaviour of the consumers.
From these studies, the reasons causing the impulse buying could be categorized into
different classes which are explained below:
1. Person related causes: This type mainly deals with the psychology of the consumers,
more specifically, impulsiveness of the consumers. The impulsiveness, also known as
impulsivity, is person specific and varies from person to person. According to the
opinion of Chaudhuri (2006), the proclivity to buy certain products as well as
services strictly differs from one person to another. The support for the above said
statement is also given by another researcher, Book (2010), who states that this
tendency to buy products varies according to persons. Thus, impulsiveness of the
consumers is regarded as a major factor which triggers the impulse purchase.
According to Churchill and Peter (2008), impulsiveness has a direct proportionality
with the impulse purchase by the consumers.
2. Product related causes: This is also a major factor which plays a significant role in
persuading the consumers to perform impulse purchase. From his previous study,
Cahill (2007), has already pointed out the importance of the features of the
products in the impulse purchase by the consumers. He has stated that the products
of cheaper price, (with standard quality) attract more number of consumers.
Crawford and Melewar (2007) have also given a statement in his study about the
influence of the features of the products in the impulse behavior of the customers.
However, Creswell (2009), argues in his study that, it is the link between the
consumers and the products that influence the impulse behavior to a large extent,
rather than the attributes of the products. According to the words of Ferrell et al
(2008), those products which help in the projection of the self image of a person are
more focused during the impulse purchase.
3. Shopping environment related causes: The research done by Foxall and Jamal
(2009), has end up in a fact that the impulse purchase of the customers is also
greatly affected by the environment provided to them during the processes of
shopping. As for instance, the in-store browsing significantly enhances the chances
of impulse buying tendency of the customers, states Graves (2010). The customers

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may end up in impulse purchase, if they are allowed to be in the stores for a longer
period of time. The findings of Hansen (2010) state that the shopping environment
also includes certain strategies and tactics adopted by the shoppers which
stimulates the customers to carry out impulse purchase. This includes shelf signs,
displays, graphics etc. However, according to the opinions of Hawkins et al (2009),
the media format adopted in case of online shopping is the major factor which
influences the impulse purchasing behavior of the consumers.
4. Situational causes: This is also another major element which increases the chances
of the impulse purchase by the customers. The situations of the customers which
affect positively include the perceived money as well as the time allotted to the
customers etc.
As per the statements given by Kacen and Lee (2009), the process of impulse purchase is
considered to be persuasive phenomenon in the parts of North America. The results of the
survey done in the purchase as well as the total amount spent, it is found that out of the
total amount spent in supermarkets etc, around 50% is constituted by the unplanned
purchase, also known as impulse purchase. This has urged the retailers to give much
importance to the process of impulse purchase, thereby making them to provide
environments and situations necessary for the promotion of impulse purchase. In contrast
to the merits of the impulse purchase being carried out, some researchers have also
summed up the demerits of the process which could lead to certain detrimental
consequences.
2.3.4 Role of shopping environment in the impulse purchase by the customers:
The impulse purchase done by the customers is mainly affected by the in-store
environment of the shopping. The microvariables which are confined to a specific
geographic space are included in the in-store environment. The background music, displays,

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graphics etc are all involved in the beautification of the in-store environment. Kollatt and
Willet (2007) successfully categorized the in-store effects into two main classes.
1. Factors with a promotional, economic and informative effect: This type of factors
which have the economic, informative as well as promotional effects mainly
includes approaches like coupons, cheaper prices, discounts etc. According to the
conclusions made by Lake (2009), the emotions, moods, psychological cognitions are
the areas which are closely linked to the effect of the so called coupons. The in-store
instant coupons were main focuses of the research which was carried out in the
study of these factors. He also calls these coupons as surprise coupons or
unanticipated coupons. According to that study, these unanticipated coupons are
readily spent when compared to the anticipated coupons. The effects of the
unexpected reduction in the prices or discounts also are more or less similar to that
of these unexpected coupons as these also serve the same function. The generalized
affective effects on the consumers are caused by the unexpected price discounts,
says Lawfer (2004).
2. Factors with hedonic and atmospheric effect: These factors mainly includes the sales
people, store displays as well as shop density. According to Lorenzo et al (2008), the
success of the in-store displays or environments lies in the understanding of the
retailers about the tastes and habits of the consumers who are approaching their
shops. This would aid in the design and development of the strategies which would
result in the success of the shops, ultimately. The provision of the complementary
products along with the commonly purchased products, is one of the main strategy
that could be adopted, says Moloney (2006). The display of the commonly
purchased products is also another brilliant strategy which would convince the
consumers to carry out the impulse purchase. According to the findings of Maio and
Hoddock (2007), even though most of the consumers prefer the absence of the sales
persons during the purchase, they also appreciate the helping assistants, at times.
The talented and wise salesmen could make the shopping experience very fun. Piron
(2000) highlights his findings that the crowds or the rushes seen during the
shopping or purchase really make the customers feel very much insecure and
boredom.

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2.3.5 Impulse buying in apparels:
The impulse purchase of the apparels is categorized under the fashioned oriented impulse
buying or impulse purchase. As per the conclusions made by Rook and Fisher (2007), the
impulse buying, in case of clothing, refers to the perceptions or concepts of fashion owned
by an individual, which is attributed to a recently developed designed or style. Similarly,
Serapin (2010) also states that the fashion oriented impulse purchase occurs once the
customers are shown the fashionable and trendy products which enhance their tendencies
to buy these products. The researches have end up in a conclusion that the fashion oriented
impulse buying is mainly carried out by the college students, especially in the majors of
clothes as well as apparels, when compared to the other majors. Some researchers, in
addition to the fashion oriented impulse purchase, have also did researches on the
customer decision making processes during the fashion oriented impulse purchase also.
Steven (2010) was an eminent researcher to come up with the findings to support to the
above said statements. He has also stated that the emotional factors are more projected
during the fashion oriented impulse purchase. But, only limited researchers have been done
regarding the influence and role of the emotional factors during this type of impulse
purchase.
2.3.6 Online impulse buying:
The findings of the research done by Solomon et al (2009), throws light on the fact that,
with the advent of the world wide web as well as internet facilities, the scope for the online
markets have been increased thousand folds. These online markets are emerging day by
day and these have a large impact on the retail markets. As per the results of a survey done
in 2001, around 48.9% of the internet users in the United States, made atleast one purchase
through online. As per the opinions of Vohs and Faber (2000), according to these
consumers, 43% of the total purchases made by them are either impulsive or incremental.
Wayne and Mancinnis (2008) also support to the above mentioned statements by stating

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that since internet provides a much broader access to different variety of products for the
customers, it also acts a major element in the triggering of the impulsive purchasing nature
of the customers.
This mode of impulse buying could be regarded as the fastest growing impulse purchase,
with the growth of around 25 percent per annum. According to the findings of Young and
Faber (2010), the sale done through the online touched $136.2 billion in 2006, which is
definitely a 26 percent enhancement from the sales which was done in the year 2005. The
recent survey shows that 15 to 20 percent of the total retail sales in the United States is
constituted by the online impulse purchase.
2.4 Conclusion
O’mart and Kent (2004) considers “Impulse purchasing as an enjoying, unique, sentimental
and illogical process, it mainly have more of negative aspect than positive. “The major
reason behind of impulse expenditure is instantaneous urge to get a product, and it can be
slowed downed by considering about the” (Kotler & Amstrong; 2010). According to
Solomon (2003) “Impulse purchasing brings out the Shoppers attitude and cynosure”.
Hawkins’ et al (2009) verifies that “The peoples’ thirst for change in their product class bring
about impulse buying. The importance for motivation is snaky and changes in time course.
Impulse buying is a technique by which peoples adopt change in their boring lifestyle.
According to Solomon M (2009) this impulse buying occurs mostly when the shopper is
under some kind time pressure or busy with some work or not at all accustomed with the
complete interior display of the shop or when he/she all of a sudden remembers to
purchase an item.
Curtis et.al (2005) had clearly differentiated the 5 different types of impulse buying they are
described as shopping through online, television shopping, using directory, regional retail
shopping, and also the non- local retail shopping. And it was found in their work that for
clothing purchase consumers are more comfortable with a retail outlet shop. Park et.al

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(2006) “In the current scenario of our society, impulse purchasing is the freedom which
allows every shoppers to fulfil their urges and make them feels to control their lives”. Kim
et.al (2008) in the research had quote saying that “when comparison is done with a
consumer who is anxious, observant and careful with buying methods, our impulsive buyers
are said to enjoy their shopping spree more than them”.
CHAPTER-3
METHODOLOGY
3.1 Introduction
There are many elaborate views about study research, but according to Bryman (2009)
“Research is said to be a standardized investigation of the topic to get solution to the
problems”. In any research the researcher have to apply a standardized approach to come
to the answers for the main research aim. The fact is that in any research systematic
methodology has to be adopted to arrive at appropriate answer for research questions. The
Research methodologies know how to properly take the research in structured way to get
the final result. It describes the various methods researcher use to collect and analyse the
important data, the research philosophy and the various approaches of the researcher, like
research sampling techniques would be used and so on. This study also provides a
hypothetical summary of the different kinds of approaches and research design used in the

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case. The main methodology taken up by the researcher for this research project is
constructed and encouraged by a research process known as 'onion method', developed by
Saunders et al. (2007) (see the figure 3.1)
This chapter will try to explain the different research philosophy used, the approach and
suitability of that selected approach. Followed up by, section a detailed discussion on the
methods of sampling, how data collection is done, what are target group, the way
questionnaire is designed , reliability, validity and ethical issues associated with the
research
Figure 3.1 Saunders et.al Research Process ‘Onion’
3.2 Research Philosophy
Saunders et al., (2007) tells his view about the research philosophy as it is the method by
which a study researcher looks the whole world. Saunders had also explained the four types
of approaches considered in the research philosophies, they are positivism, interpretivism,
realism and the last one is pragmatism. Each approach has different and important roles in
the business.
3.2.1Positivism

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Positivism is a research methodology of achieving the reliable knowledge. In Anderson
(2010) work positivism is recognized as one of the rising up research methodology seen in
natural science area. According to Marshall et.al (2006) every researcher shall complete
their research work with having a good understanding and observable social reality, so that
the result of the research will be similar to that of the physical and natural scientist. It is
been said that positivism help researcher to build up fresh ideas.
3.2.2 Realism
According to Chia realism begins from the position that, the picture that science paints of
the world is a true and accurate one (Chia, 2002). It emphasises science as the part. So, for
the realist researcher, objects of research such as culture, the organization, corporate
planning exists and acts quite independently of the observer (Gray, 2002). In Cohen’s and
his partner’s (2000) work “realism is said as the movement of the objectivity of things
being with the case whether the individual understand that or not’’.
3.2.3 Interpretive
In Interpretive studies that people create and tie in their own subjective and intersubjective
meanings as they act with the world around them. Interpretive researchers thus attempt to
understand phenomena through accessing the meanings participants assign to them’
(Cargan, 2007).
Justification of the research philosophy
Out of all these research philosophies the researcher had selected positivist approach as
the positivism shares the natural and human sciences share general logical and
methodological principles, dealing with facts and not with values (Crowther and Lancaster,
2009). Moreover, it has been observed that positivism philosophy will enable the
researcher to generate new ideas with regards to the research. Furthermore, the
researcher can accomplish the research having a good understanding and observable social
reality
3.3 Research Design
Research designs are the different strategies and plans used in research along with the
ideas of the research (Creswell, 2009). The decision obtained in the research makes some

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good meaning. The researcher will adopt numerous strategies of what are the current
beliefs are carried into the study. The design of the research depends upon the nature of
study. Design of a research help the researcher to topic in a better way. Qualitative and
Quantitative are the two forms of research designs. The two main types of research designs
are Quality research and Quantity research. Qualitative research is generally is synthetic
and Quantitative research is inferential (Lancaster, 2005). Both these two types of research
are having their own aims and goals.
Figure 3.2 Types of Research Design
Source: Created by the author November 2011
3.3.1 Qualitative research
Qualitative research a type of research design is mainly based is texts and diagrams etc.
(Marshall et.al, 2006). In qualitative research the researcher will study focus group, in-
depth interview, and observation to collect data and then study the data for the research. It

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is objective is to understand the problem the research is aiming and tries to get out its
solution.
3.3.2 Quantitative research
Quantitative research type research design, it includes methods like data collection, analysis
and renditions. It is statistical analysis method to solve and understand the research
problem and questions, here the data used is mainly in mathematical and statistical way.
According to one research it is said that quantitative research is mainly the objective and
uses ideas, creates hypothesis which will ultimately makes up a good theory (Qualitative vs.
Quantitative Research, 2010). Quantitative research design have methods like survey,
sample distributions and census to collect data. In quantitative methods the data should be
in numerical value. And the researcher link up these data on the ground the way in which
people act, think and feel, as this method adopts interviews. So the different methods by
which data are collected include experiments, observational study, and numerous surveys.
Justification of the chosen research design
In this research, the researcher will employ quantitative method since the data collected
from the customers of Top shop by conducting survey using self-administered
questionnaires. Thus the gathered data will be in numerical format. Moreover the
researcher has observed that in order to reach precise conclusion quantitative pattern is
very effective (Saunders et.al 2009). The gathered data using questionnaires will be in
numerical format and will be converted into Microsoft word. Furthermore the quantitative
method helps the researcher understand and solve the research problem. . The researcher
does not implement qualitative method as the researcher does not conduct any interview
with the employees of Tesco
3.4 Research approach
Two additional theories are also developed to help in research methods selection. They are
deductive approach and inductive approach. Thornhill (2003) specifies that theory is
generated from the data and all the obtained information’s are put up together to generate
a theory. Table 3.2 typify comparison of the deductive and inductive approach.

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Deductive research approach is sometime known as top down research approach and
mainly works on general to specifics. Here the researcher begins the study by taking out
some theories from the topic of interest. Then develop an idea to give a strong foundation
to the theory by seeing earlier works of other researcher on the same topic. From the
topical idea new hypothesis will be developed and tested. Some specific data collected in
the process of the study will help to confirm the hypothesis, so the conclusions follow from
the available facts (Dawson, 2009).
Deductive Research Steps
• Literature Search & Theories from topic of interest
• Developing Theory-related Idea
• Generating Hypothesis for the theory
• Collecting Data to support theory
• Analysing Data and testing hypothesis
• Confirm the Hypothesis for the result
Whereas on the other hand inductive research is the opposite of what is specified in
deductive research. Here there is no requirement of a definite theory to collect data and
information. The researcher here uses the observed data and facts and by help of it reaches
at conditional hypothesis and define the specific theory related to the research problem
(Dovies, 2007). Informally inductive research is known as bottom up approach, which
moves from the specific to general.
Inductive Research Steps
• Taking Observations & Measures of the topic of interest
• collecting Data to support it
• Data Clusters or Patterns
• Analysing the data
• Generalizations the final result

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Justification of chosen research approach
The researcher has selected deductive approach as the data is collected using survey. Thus,
survey method is always correlated to the deductive approach. In addition, with the help of
general idea , deductive research approach reach at the specific situation and is connected
to positivism paradigm, but inductive approach as per the research topic works over a
specific idea to theorize the situation ,and is linked with the interpretivism paradigm
(Crowther and Lancaster 2009). Moreover, the researcher has observed that using
deductive approach approaches it is very easy to estimate reasonable and perfect result
(Saunders et.al 2007). Furthermore deductive approach is linked with the positivism
philosophy includes the hypothesis related to the topic of interest to prove theory.
3.5 Sampling Techniques
Sampling is the way of selecting some small units of people, or organizations from a large
population of interest form the research topic, so by studying the sample the researcher
can conclude the results referring to the population from which they were selected (Sarndal
et.al, 1992 cited in Fisher, 2007). Researchers always prefer are data which are valid so
their answers for research questions comes as they hinted. In those circumstances the
researcher should adopt proper sampling techniques for collecting the data which will
represent the total population, as it is practically not recommended to collect data from
entire population. Two major type of sampling methods are Probability and non-probability
sampling techniques. The difference between non probability and probability sampling lies
in the process of random selection which is there in probability sampling but absent in non
probability sampling.
In probability sampling sample selection is done mainly based on chance. Randomly the
sample is selected; hence it is also called random sampling. In this method a small group is
selected from a large population that denote the occupier of the research population, so
the work gets simplified (Teddie et.al, 2009).In Probability sampling all the peoples selected
are equal chances of being selected (Saunders et al, 2007).

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Whereas in non-probability sampling, the sample selection basis is not on chance, and it is
mainly determined by some person. It is also called as non-random sampling. In non-
probability sampling it is difficult to choose the responder as there is no assurance that all
the survey questions will be. This technique is also called judgemental sampling. Non-
probability sampling technique may not be completely representative, but valuable data
can be obtained from it. The information compiled will give some insight in to the
inhabitants with reference to the characteristics considered to be optional within the
members of the sample (Gill and Johnson, 2002).
Justification of chosen sampling techniques
In this research, the researcher has chosen probability sampling techniques as it consist of
random sampling techniques. The researcher used to survey the peoples who finished their
shopping. The survey was supported set of questionnaire and personal interview. Every
effort has been done by the researcher to include heterogeneous sample for the study.
Moreover another significant reason behind for the selection of probability sampling is that,
it enables the researcher to collect the data from the customers of Top shop randomly from
large numbers of population. In addition it is also apparent that in order to simplify the
work, probability sampling is effective.
3.5.1 Sample size
It is being said that “the bigger the sample’s size the lest the chance of possible mistake
occurring in simplifying population” Saunders et al (2007). In this research, the author has
distributed the questionnaires to 100 customers of Top shop, Oxford Street, in order to find
out the factors motivating impulse buying behaviour apparel customers.
.
3.6 Data Collection Methods
The completion of any research requires the collection of data. The success of any research
depends upon the data credibility, data is said to the critical part in answering research
related questions. This part of the chapter enlightens the structural process that researcher
adopted to obtain data to arrive at the results of the research questions (Saunders et.al

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2007). This type of data collection in the research requires the involvement of both primary
and secondary data. But, the actual difficult area of the research is getting primary data for
the study. But here in this research to obtain the data the primary data and questionnaire
method was selected.
3.6.1 Secondary Data
The data which is collected and developed further both qualitative and quantitative data for
the research study is secondary data. Secondary question helps to answer the research
questions. Secondary data contain ideas and hypothesis developed by other researcher for
their studies which help to understand once own work more clearly, it act as a backup proof
(Saunders et al, 2007).
Dr. Yin (2008) had categorised secondary data’s into three types are which are survey-based
secondary data, documentary secondary data, and multiple-source secondary data.
For the purpose of this research the researcher had selected multiple-source secondary
data for this study research. The proofs needed for the studies are got from the articles,
academic journals. Furthermore the researcher has also taken some hypothetical
information from some published documents and books via libraries.
3.6.2 Primary Data
Primary data is an important part for all areas of research study because it is the direct
information about the results of an experiment or observation. It is the unique information
collected by the researcher who is conducting the research.
All research the data gathering process differs from and also the questionnaires developed.
In any research study, conducting survey is considered as the most common data collecting
way as it is linked with set of the questionnaire designed. Many things has to be kept in
mind be before conducting any surveys, they are
1. Selection of the mode of communication , like mail, telephone and personal surveys,
2. Increasing the answer to survey
3. Design of a good and easy questionnaire

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4. Three diverse formats of question phrasing, direct questions, Attitude questions and
indirect questions (Anderson, 2010).
This survey got its primary data from the questionnaires prepared as a part of the studies.
This research study survey was done among the consumers of the TOPSHOP apparel retailer
in Oxford Street, UK. The primary data was collected by conducting survey, using self-
administered questionnaires from the customers of TOPSHOP.
3.7 Questionnaire
By administering a good questionnaire to the sample collected the strategy of the survey
can be followed. This section of the chapter part focuses on the type questionnaire method
could be used to obtain the result. Questionnaire is always taken in a study for a good
descriptive research (Saunders et al, 2007). The type of questionnaire commonly used by
researcher is Self-administered. Self-administered questionnaire can be put up in three
ways. They consist of types like postal questionnaire, questionnaire through online and also
used delivery and collection questionnaire (Saunders et al, 2007). With the help of Internet
in online questionnaires are answered whereas while opting postal questionnaires, they are
delivered to the respondents via post to the sample group. And in the last case known as
delivery and collection questionnaire the questionnaire is commonly distributed and then
collected from each participant (Adams et al, 2007).

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Figure 3.4 Types of questionnaire Source: (Saunders et al, 2007)
3.7.1 The Questionnaire Design method
Cohen et.al (2008) specifies that if questionnaire is selected for the primary data collection
then only the questionnaire will decide the success of the research as it’s an important
feature of it. Having a very transparent set of questionnaire and getting information mainly
based on this set of question will never help in collecting good evidence or the required
information for the research question. Oppositely it will sometimes deceive the researcher
by pointing out at some meaningless and unwanted information, which will finally results in
a costly useless approach and a good waste of time for the researcher.
In this research the researcher had developed the required questionnaire paper based.
Questionnaire was used with the help of the website www.kwiksurveys.com and the
produced set of questions were transferred to papers. The type of questionnaire chosen
here is close-end for avoiding long questionnaire which will be difficult to analyse, all the
questions developed in the following questionnaire were close-ended which makes a short
and relatively straightforward analysis. The Researcher for this study has worked the
questionnaire design done by Oppenheim (2000).

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Figure 3.5 Planning of Questionnaire source: (Saunders et al, 2007)
Here, for this research study the questionnaire was framed in such a style that it included
‘four’ major sections which emphasis to evaluate the impulse purchasing behaviour,
influencing variables and post buying behaviour of respondents.
Section 1 includes the general ‘Profile of the Buyer’, it gives a detail of the respondent for
the study like marital status, age, gender, current employment status, ethnicity, decision
making power at home etc.
The Section II of the questionnaire there is made a rating of the respondent’s impulse
buying habit. Each participant is given six totally different statements and is asked to select
more than one statement which will match with their character. This helps to gather
knowledge about the wideness and uniqueness of impulse buying behaviour.
The information about the different influencing factors of impulse buying is collected in the
III section means to collect information. This section for the convenience of the participants
is divided to three equal parts like influence of price, the encouragement of the in-store
displays, shop condition, influence of various fashion brands and the various other external
influencing factors ignoring the one discussed above.
The last section i.e., the IV section majorly consist the self-evaluation for the survey’s
respondents for their decision and role in impulse purchasing. Here they are asked to rate
the factors, which they consider, to encourage them for doing impulse purchasing.
3.8 Relevance and Validity of the data
The trustiness of all research stands on the compactness and dependability of its
adjudication and completion (Dawson C, 2009). Also it can be said as, if only it succumbed
having the same results in differing occasion, research will be shown as trustworthy.
This research project had attained the research authenticity and results attachment by
having adopting the various methods available. Starting with the researcher checking the
structure related to the research that would be preferred to be put in the external efficacy
of the opinion of the research. Then with researcher obtains authenticity as well as
dependability with looking out into as many as many discussions related to intellectual and
commercial field experts. This deed helped the study researcher to baffle the failure of the

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study mainly by following the important research questions and also offered the researcher
with a very valuable direction.
3.9 Research Limitations
The research survey has some limitation, as the survey is done in UK mostly with the
customer from the leading apparel marketer. Hence here, each of the apparel marketer is
focussing on a totally different section of consumers. Here In that circumstance, the results
produced in the study will be the only the view of a certain section of shoppers. This
problem has to be prevented, so researcher had attempted to get a totally differing
heterogeneous group of customers for this study. Later on, size of the samples availed to
this research study can be raised to get a perfect result for the study. Moreover the current
financial condition in Euro market has to be analysed and its impact also should be noted,
as to know how many surveyor had put apart the impact of current financial conditions in
shopping. Along with all these things the quantitative researches have another negative
aspect and that it doesn’t give accurately same result every time.
However, the researcher had taken all the possible steps in order to minimise limitation
related to the research work. Although some slight mistakes have been unavoidable due to
the nature of the study.
3.10 Conclusion
As a conclusion of the above discussion the research methodology preferred in this study,
the reason for choosing that particular method and the main defects associated, are
described in detail in this section. Primarily design of the research was according to the
positivism research philosophy and deductive approach was used, which proved out to be
acceptable and with less error occurring within the range of the study. For this research
study a mixed method is used of both of the data and the data collection techniques
preferred. Data collection was done using the questionnaire designed and it was then
analysed properly using the current Microsoft Excel software. To have a great reliability
and validity for the data obtained the researcher have used various methods which are
discussed in detail in the above chapters. From the many limitations encountered data
collection was the biggest one of study with regard to the huge information collected.

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Throughout the research, the researcher strictly had followed good ethical way of the
protocol in the study.

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CHAPTER-4
DATA ANALYSIS & FINDINGS
4.1 Introduction
This chapter deals in detail about the analysis of the primary and secondary data obtained
during the study (Dr. Yin, 2008) denotes that research analysis is very important in any
research study to outline distinct structure particularly for marketing product and services.
The researcher have tried to coupled up together all the data obtained from questionnaire
by using statistical method of analysis and percentage way to answer the research
objective questions
Data analysis of the collected data is clearly pictured and explained in this chapter, it is
supported by charts and diagrams. The Data obtained from street survey of the shoppers
were then entered into the Excel sheets for further analysis purpose. The important tool
used for the study analysis is ‘Chi-square method’. The primary data was the data obtained
from the questionnaire and recorded during the personal interviews were used for analysis
purpose. By analysing those data most of research objectives were answered and it was
shown in the given facts and figures shown down.
4.3 Research Preview
This research questionnaires were mainly developed to find out the different variables
impacting impulse purchasing with great emphasis on the influence of special price seen in
apparel shopping customers. Prepared set of questionnaire helped to get primary data. The
research study survey was conducted among the customers of the topmost apparel
marketer in UK. The particular questionnaire designed for this research contains ‘four major
sections’ to valuate the impulse purchasing behaviour, the different encouraging factors
and what are the post buying behaviour of respondents. The sections of the questionnaire
are as follows:
Section I : Includes the full details of the Buyer

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Section II : checks the evaluation of the consumers impulse buying behaviour
Section III : gathers information about the influencing variables on consumer effecting
impulse buying
Section IV : self-evaluation for survey’s responders
4.4 Primary Research Findings
This section contains the total analysis of the primary data gathered by questionnaire
method.
4.4.1 Section I- Details of Buyer profile
4.4.1.1 Sex
The ratio of male and female participants took part in the study was interesting. The female
respondents dominated more than half over their male participants. Of the total people
surveyed 77% of the participants were found to be females and the male participants made
only 32%. Same was seen in most of the surveys, with females dominating males. Kotler &
Amstrong (2010) in their study have said that, women mainly like to purchase apparels and
household textiles and goods. So, there can be some deviation that shall be seen in the end
of the study report, as for the upper superiority of female participants
Pie diagram 4.1 (sex) Male & Female participants

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4.4.1.2 Age
For this study the current age of participants was very vital. The Pie diagram 4.2 below
shows the age wise partition of the participants who were influenced by impulse buying.
From the data analysed it was found that majority of those participants involved in the
study were of the age group 18-25 years. They accounted for about 30% of total
participants in this survey conducted. 15% were the Participants aged less than 18 years,
35- 44 yrs were 17% and 45- 54 years section of 10% of total respondents of this survey.

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4.4.1.3 Employment status
The participants were having diverse employment status. Out of the total participants 42%
respondents were employed full-time. Other contributions was done by another section
like Part-time workers- accounting for 25%, Students from other countries - accounting
another 25% and the unemployed- sharing a 8% of the total. The unemployed respondents
also included those who were retired from their job.
The following Pie Diagram 4.4 gives clear cut view about job status of the participants of the
survey.
Pie diagram 4.4 Employment status of the respondents

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4.4.1.5 Annual Income
In this the questionnaire were divided into 4 divisions According to the income per annum,
they were like peoples having annual pay Below £6000, between £6000 & £12000 , £12000
- £24000 and the last part was for those who have annual income Above £24000. The
impulse buying behaviours is related to ones income. Most of the participants of this survey
have got their annual income in the range of £6000 and £12000. Another 60% of them were
included in the other group. The following Pie diagram 4.5 shows how the participants were
different in terms of their annual income.
Pie diagram 4.5 Annual income of the respondents

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4.4.1.6 The Purpose for being down at the town
For the research study purpose the researcher considers the situational factors influencing
impulse buying. For that purpose the respondents were asked the reason for them being
down to town. Majority of the answers were like they came down for shopping, some for
work or business, other reasons etc. Of around 45% of the respondents, who finished
shopping in an apparel store told that they were in the town with some ‘other’
intentions; .the percentage of People with other purposes were like : Shopping- 32%,
Work- 18%, and for Business- 9%
The Pie diagram 4.6 shows the different reasons of the participants for being in the high
street/ city at that day.
Fig 4.6 Purpose of being in town

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4.4.2 Impulse Buying Awareness
The survey was started by giving the respondent an introduction to impulse buying
behaviour, it was seen that many of them are not aware of the term when asked but when
explained came to know about it. The study data revealed that approximately 93% of the
participants are fully aware of this peculiar consumer behaviour taking place and also said
to have experienced it once or on many occasion, about 9% replied that they have never
experienced it.
Pie diagram 4.7 Responses of the Respondents

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(As created by the author in November, 2011)
4.4.3 Section II
This part of questionnaire emphasizes with evaluation of shoppers understanding of
impulse purchasing and the consequence of post purchase. It was found out that nearly
86% of the people answered that they often buy those items which they haven’t planned of
purchasing before entering the shop. Whereas 78% of the participants say that they had a
very vague idea of the items they were going to buy prior to entering the shopping. Only a
small section of nearly 8% actually had the view of the things they needed to buy.
Table 4.1 Customer response to questions
SL NO STATEMENT SCORE
1
I mostly buy up those products which I haven’t planned
prior entering shopping 86%
2
I have a good idea of the products I want to buy before
shopping 8%
3
I have only a faint vague idea of goods I am going to
purchase before doing shopping 78%
4
Most of my buying decisions is only after I get into the
shop and sees the product 75%
I am excited to do impulse purchase 83%

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5
6
I always feel regret after doing the impulse buying
17%
Source: created by the author November, 2011
The surveyor also enquired about the post- purchase habit of the respondents when
impulse buying is finished, and found it to be almost similar to that of their so called
purchase characteristics. By analysing the data it was seen that of asked 83% were happy of
doing impulse buying. Only 17% of them replied that they regret after making impulse
purchases.
Pie diagram 4.8 Post purchase behaviour of the respondents
(As created by the author in November, 2011)

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4.4.4 Section III
4.4.4.1 The Price of the product
Here, the shopper’s characteristics were examined in detail. It’s shown in the following
table 4.2 below.
Table 4.2 Consumer Characteristics
Question Strongly
disagree (1)
Disagree(2) Neither
agree nor
disagree (3)
Agree (4) Agree (4)
Does price of
the product
impact you
17% 50% 33%
Are you
attracted by
special price
8% 34% 8% 50%
Is the
statement
right “ lower
price lower
quality”
34% 25% 25% 8% 8%
4.4.4.2 Price& Customer Attitude
By analysing the data obtained in from the above table it was seen that a total of 83% of
respondents agreed that price of the item is vital factor in purchase decisions of any
product and only a 17% disagreed with the statement and replied that price is not an very
important factor in purchasing.
But a part of 58% of the participants told that they are impacted by some special offers and
discounts and only a mere of 8% participants replied that are not pulled up by these

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special prices or other discounts. But in the results, there was nobody who strongly
opposed this particular statement. So from it this became clear that shoppers are
influenced by special prices and promotional offers in the stores.
The statement which was focussed next was the link between the price and the quality of
the product. It shows that at most 59% of the consumers do not agree with the in the
statement that ‘low price implies low quality’. But for some 16% of the participants there
occurs a strong connection between price and the quality of the product and they were in
agreement to the above statement. One quarter of the people participated didn’t comment
on this idea at all.
4.4.4.3 Price, Planning and Brand
The questionnaire was designed to get know the relationship between the Price and the
Planning for shopping and also the Price and the importance of Brands of the product .In
table 4.3 the data obtained is shown, and come to know that most of the shoppers do a
very little planning prior to their shopping and majority of their buying occurs only after
looking at the range of the specific product. 65% of the total participants agree with this
point and among them there are a 29% who strongly accept this fact. 14% of the total
participants were neutral to it. A 21%totally disagreed to this statement and confirmed that
special offers and promotional offers in the store do not affect their planning.
In the survey, almost half of the responders totally agreed and among them 25% of the
participants strongly agreed that they bend over to buy products which are having special
price offer although no plan to purchase it was made earlier. Only 1/4th
of the
respondents had negative reaction to this statement. Of the total only 8% strongly
disagreed on the other hand 25% of the participants were not aware of anything.
The third statement of the questionnaire is the analysis the product brand and cost
relationship. Data obtained in the table shows that this relationship between the cost of the
item and the brand is sectioned between the consumers. Of the total respondents 36% of
them disagreed with this and 9% strongly disagreed with the statement, that for them to
brand is more valued than the price. On the other hand, 42% of the participants answered
that would prefer to buy the cheaper brand. 8% customers were seen to strongly hold on to
this particular statement. And the remaining 17% of them were indifferent to it.

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Table 4.3 Relationship between price, brand and planning for shopping
Question
Strongly
disagree (1)
Disagree (2)
Neither
agree nor
disagree (3)
Agree (4)
Strongly
agree (5)
I usually
make little
planning for
shopping and
always look
for special
price items
to purchase
21% 14% 36% 29%
I always
wants to
purchase
special
offered
products
even though
I had no prior
plan to buy
8% 17% 25% 25% 25%
I like to buy
those brands
products
which are
cheap, even
if it's not my
usual brand
8% 36% 17% 34% 9%
4.4.4.4 Store Displays & Impulse Buying

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This section of the survey questionnaire was designed to study the influence of store
displays on impulse buying behaviour. The table 4.4 given below neatly shows that, 67% of
responders were in agreement, out of the total 25% of the participants agreed and 42%
strongly supported this. 8% of the participants had negative reaction towards this
statement. And another 8% of the applicants neither agreed nor disagreed the statement.
The second statement was the questions related to the trust the customers show upon
these store displays. A total of31% agreed and 23% strongly agreed that they totally trust
the store- displays for making decisions during apparel purchases. 31% were not in
agreement and 8% showed a strong disagreement against this statement. 15% had replied
as they have neither agreement nor disagreement against this statement.
The display outside the store gives an idea to the customer of what to buy and what not to
buy. 32% of the responder strongly agreed to this statement of the research. And 16% of
them had strong rejected the above statement. Whereas, another 17% of the respondents’
didn’t have any comment regarding this statement.
Table 4.4 Store displays & Impulse buying
Question
Strongly
disagree (1)
Disagree (2)
Neither
agree nor
disagree (3)
Agree (4)
Strongly
agree (5)
Most of my
purchase
decisions
arise inside
the shop
8% 17% 8% 25% 42%
For apparel
purchases I
tend to trust
store-
displays
8% 23% 15% 31% 23%
I get an idea
of what to
16% 9% 17% 25% 32%

Factors Motivating Impulse Apparel Shopping

Factors Motivating Impulse Apparel Shopping

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