Impact of artificial intelligence on impulse buying behaviour of Indian shoppers in fashion retail outlets

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Shailesh Jain ◽  
Aradhana Vikas Gandhi
Keyword(s):  
Artificial Intelligence ◽  
Product Information ◽  
Impulse Buying ◽  
Content Type ◽  
Retail Outlets ◽  
Fashion Retail ◽  
Impulse Purchase ◽  
Buying Behaviour ◽  
The Impact ◽  
Modern Technologies

Purpose This paper aims to understand the impact of modern technologies such as artificial intelligence on impulse buying behaviour of Indian shoppers specifically in fashion retail outlets. Design/methodology/approach The empirical study on the effect of artificial intelligence on impulse purchase decisions was conducted through an e-survey of the Indian shoppers. The data collected was analysed using factor analysis and multiple regression analysis. Findings The impact of modern technologies which are used by the retailers to enhance sale and consumer engagement was studied. The relationship between use of artificial intelligence parameters such as the purchase duration, recommended products, product information and human interaction and its impact on Impulse Purchase was studied and the results revealed that all these factors except product information had a significant impact on the impulse purchase decision of the buyer. Practical implications This study will be useful to the fashion retailers to gauge the effect of incorporating artificial intelligence and its impact on driving sales by attracting shoppers to their outlets. Originality/value This study specifically focusses on the impact of modern technologies on impulse purchase of Indian shoppers in fashion retail outlets. Other research works have focussed on impact of visual merchandising, store layouts, store environment and promotional activities on impulse purchases. This is one of the few studies which deals with the impact of artificial intelligence on impulse buying behaviour of Indian shoppers specifically in the fashion retail segment.

scholarly journals ANALISIS PENGARUH VISUAL MERCHANDISING PADA PERILAKU IMPULSE BUYING: STUDI MEREK H&M

2019 ◽  
Vol 6 (1) ◽  
pp. 43-57
Author(s):  
Adrian Achyar ◽  
Andrea Rahardiana
Keyword(s):  
Impulse Buying ◽  
Retail Outlet ◽  
Buying Behavior ◽  
Retail Outlets ◽  
Fashion Retail ◽  
Visual Merchandising ◽  
The Impact

This article aims to investigate the impact of visual merchandising on impulse buying behavior; case study on fashion retail outlet : H&M Grand Indonesia, Central Jakarta. Our respondents in this study are H&M consumers in this outlet who had experience in carrying out unplanned purchase transactions on products at H & M Grand Indonesia outlets in the last two months. The number of our respondents are 120 people. We process our ada using SPPS and Lisrel. The results show that the window display, in-store form, floor merchandising, and promotional signage have an effect on the behavior of impulse buying at the fashion retail outlets H & M Grand Indonesia Jakarta Pusat   Penelitian ini bertujuan untuk mengetahui Pengaruh Visual Merchandising PadaPerilaku Impulse Buying: Studi Kasus Pada Gerai Ritel Fashion H&M Grand Indonesia Jakarta Pusat. Responden dalam penelitian ini adalah para konsumen H&M Grand Indonesia Jakarta Pusat yang memiliki pengalaman melakukan transaksi pembelian tidak terencana terhadap produk di gerai H&M Grand Indonesia dalam kurun waktu dua bulan terakhir sebanyak 120 responden. Desain penelitian ini adalah penelitian kuantitatif. Data penelitian ini diolah dengan perangkat lunak SPSS dan Lisrel. Hasil penelitian menunjukkan bahwa window display, in-store form, floor merchandising, dan promotional signage berpengaruh terhadap perilaku impulse buying di gerai ritel fashion H&M Grand Indonesia Jakarta Pusat.

Fast fashion environments: consumer’s heaven or retailer’s nightmare?

2017 ◽  
Vol 45 (2) ◽  
pp. 143-157 ◽  
Author(s):  
Sasikarn Chatvijit Cook ◽  
Jennifer Yurchisin
Keyword(s):  
Positive Attitude ◽  
Consumer Behaviour ◽  
Emotional Responses ◽  
Impulse Buying ◽  
Product Returns ◽  
Fast Fashion ◽  
Content Type ◽  
Buying Behaviour ◽  
Post Purchase ◽  
The Impact

Purpose The current research explored both pre-purchase and post-purchase factors of consumer behaviour. Specifically, the purpose of this paper is to investigate the relationships that may exist among consumers’ perceptions of perishability, scarcity, low price, attitudes, impulse buying, post-purchase emotions, and product returns within the context of the fast fashion environments. Design/methodology/approach A total of 246 usable questionnaires completed by female undergraduate students, who made purchases and product returns at fast fashion retailers, were analysed in SPSS and AMOS 23.0. Structural equation modelling was employed to test the hypotheses. Findings Consumers who are attracted to scarcity due to limited supply and scarcity due to time, referred to as perceived perishability, have a positive attitude towards the fast fashion retailers in which products are presented in scarce environments. Likewise, consumers have a positive attitude towards fast fashion retailers due to low priced merchandises they offer. Consequently, consumers who have a positive attitude towards the fast fashion retailers are likely to purchase products from them impulsively. Moreover, impulse buying behaviour positively influenced some negative post-purchase emotional responses, which in turn positively influenced product returns in the fast fashion environments. Research limitations/implications The results of the current study contribute to a greater understanding of apparel-related consumer behaviour in general. A theory formation of fast fashion consumer behaviour from acquisition to disposal can be drawn from the results of this study. Because some fast fashion retailers do sell clothing for both men and women, researchers could compare the responses of males and females to examine differences in consumer behaviour related to demographic characteristics. In the future, an examination of actual emotional responses and return behaviour would be beneficial for a more complete understanding of post-purchase consumer behaviour. Practical implications Fast fashion retailers could use this information to carefully design shopping environments that induce impulse buying behaviour because it may result in product returns. Fast fashion retailers need to understand the causes of the return behaviour, whether consumer related or product related, to better meet the needs of their target market. Return policies must be considered. Originality/value This research is the first to examine the impact of negative emotions following consumers’ impulse buying on product returns in the fast fashion retail environments.

scholarly journals Impulse buying behaviour: an online-offline comparative and the impact of social media

2018 ◽  
Vol 22 (1) ◽  
pp. 42-62 ◽  
Author(s):  
Laura Aragoncillo ◽  
Carlos Orus
Keyword(s):  
Social Networks ◽  
Social Media ◽  
Impulse Buying ◽  
Fashion Industry ◽  
Delayed Gratification ◽  
Content Type ◽  
Online Retailers ◽  
Buying Behaviour ◽  
Offline Channels ◽  
The Impact

Purpose This paper aims to explore the phenomenon of impulse buying in the fashion industry. The online and offline channels are compared to determine which is perceived as leading to more impulsive buying. Design/methodology/approach As the result of the literature review, three research questions are proposed and examined through an online self-administered survey with 212 valid responses. Findings Results show that the offline channel is slightly more encouraging of impulse buying than the online channel; factors that encourage online impulse buying explain this behaviour to a greater extent than do discouraging factors; social networks can have a big impact on impulse buying. Research limitations/implications Findings are limited by the sampling plan, the sample size and the measurement of some of the variables; only one product type is analysed. Further research is needed to confirm that shipping-refund costs and delayed gratification (traditionally, discouraging factors of online buying) encourage online impulse buying; clarify contradictory results regarding the role of online privacy and convenience. This research contributes to the validation of a scale to measure the influence of social media on impulse buying behaviour. Practical implications Offline companies can trigger the buying impulse to a greater extent than online retailers. Managers must carefully select social networks to encourage impulse buying, Facebook and Instagram being the most influential; Twitter has the least impact. Originality/value This study compares the impulse buying phenomenon in both the physical store and the internet. Moreover, the influence of social networks on impulse buying is also explored.

Modelling resilient fashion retail supply chain strategies to mitigate the COVID-19 impact

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
P.R.S. Sarma ◽  
Aalok Kumar ◽  
Nishat Alam Choudhary ◽  
Sachin Kumar Mangla
Keyword(s):  
Supply Chain ◽  
Capacity Constraints ◽  
Content Type ◽  
Online Platforms ◽  
Aspiration Levels ◽  
The Future ◽  
Optimisation Model ◽  
Fashion Retail ◽  
Online Stores ◽  
The Impact

PurposeThis paper aims to develop supply chain strategies for the fashion retail supply chain (FRSC), likely to be disrupted by the current pandemic (COVID-19) under physical and online retail stores. The resilient retail supply chain design is proposed under budget allocation and merchandise capacity constraints.Design/methodology/approachThis paper utilises the theory of constraint (ToC) and goal programming (GP) to address the COVID-19 impact on FRSC. The budgetary and capacity constraints are formulated with a constraint optimisation model and tested with six different priorities to deal with the physical and online stores. Next, all priorities are developed under different FRSC business scenarios. The ToC-GP-based optimisation model is validated with one of the Indian fashion retail supply chains.FindingsThe proposed optimisation model presents the optimal retailing strategies for selling fashion goods over physical and online platforms. The multiple scenarios are presented for developing trade-offs among different strategies to maximise the retailer's merchandise performance. This paper also highlighted the strategic movement from high merchandise density stores to low merchandise density stores. This implies a reduction of sales targets and aspiration levels of both online and physical fashion stores.Research limitations/implicationsThe proposed model is validated with one of the fashion retailers in India. Other nations or multiple fashion retailers might be considered for more generalisation of findings in the future.Practical implicationsThis research helps fashion retail supply chain managers deal with consumer demand uncertainty over physical and online stores in pandemic times. Limitation: Other nations or multiple fashion retailers might be considered for more generalisation of findings in the future.Originality/valueThis is the first study that considered the impact of COVID-19 on the retail fashion supply chain. The effect of physical and online platforms is mainly discussed from consumer marketing perspectives, but an inventory and resilience perspective is missing in earlier studies. The role of merchandise planning is highlighted in this study.

Impact of personality factors on purchase and adoption of consumer durables with advanced technology

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Ullal Manohar Bhat ◽  
Dhananjay Bapat ◽  
Amit Mookerjee
Keyword(s):  
Personality Traits ◽  
Developing Economies ◽  
Advanced Technology ◽  
Personality Factors ◽  
Empirical Examination ◽  
Consumer Durables ◽  
High Involvement ◽  
Content Type ◽  
Buying Behaviour ◽  
The Impact

Purpose The purpose of this paper is to identify critical personality traits affecting and influencing buying behaviour in high involvement consumer durables. It also intends to guide practitioners in selecting appropriate marketing frameworks, consumer segments and processes considering the characteristics of consumer behaviour in developing economies. Design/methodology/approach It systematically reviews the literature on consumer personality traits, its measurement and related consumer buying behaviour. It uses data collected from potential car buyers at various car showrooms across the Indian subcontinent. The authors have worked with the online survey firm Qualtrics, to gather a data set of 328 car purchase intenders’ responses to their validated survey. The model was tested using the SmartPLS. Findings The personality traits of imagination, agreeableness and social factors positively influenced attitude towards automobiles with advanced technology. Further, in line with the theory of planned behaviour, it is seen that a positive attitude towards advanced technology and design for automobiles makes a person more willing to pay for the same. Research limitations/implications The study is confined to consumers intending to purchase a car, who are Indian residents. Originality/value It adds to the comparatively lesser body of study on the impact of personality traits on intentions and attitudes in high involvement consumer durable purchases. Further, it serves as an empirical examination of the adoption of new technologies, in the context of high involvement consumer durables. For practicing managers, it provides a reference for deciding future development directions and approaches related to the effective market launch strategies and commercialization of advanced technology automobiles in India.

The impact of Danmu technological features on consumer loyalty intention toward recommendation vlogs: a perspective from social presence and immersion

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Tiantian Yang ◽  
Feng Yang ◽  
Jinqi Men
Keyword(s):  
Social Presence ◽  
Structural Equation ◽  
Product Information ◽  
Marketing Channel ◽  
Equation Modeling ◽  
Consumer Loyalty ◽  
Content Type ◽  
Consumer Experiences ◽  
Loyalty Intentions ◽  
The Impact

PurposeThis study investigates how Danmu (danmaku) technological features (DTFs) of recommendation vlogs (rec-vlogs) impact consumer experiences and decisions.Design/methodology/approachThe authors adopt the partial least squares structural equation modeling (PLS-SEM) technique with a sample of 422 viewers of Danmu-enabled rec-vlogs to examine the proposed model.FindingsThe DTFs positively affect consumer loyalty intentions through the mediation of social presence and immersion. Also, vlogger-product congruency significantly moderates the relationship between social presence and immersion.Originality/valueWith the increasing popularity of vlogs, retailers have adopted the vlog as a new marketing channel to connect with consumers. Although a growing body of studies focuses on this phenomenon, little is known about how DTFs help to increase consumer loyalty toward using rec-vlogs as product information sources. Anchored on the stimulus–organism–response framework, this study investigates how pseudo-synchronicity, Danmu-content congruency and parallelism, three DTFs used in rec-vlogs, impact consumer experiences of social presence and immersion, eventually influence the consumers' loyalty intentions toward rec-vlogs. The authors also examine whether the effect of social presence on immersion is contingent on vlogger-product congruency. These findings have implications for both researchers and practitioners to understand the effect of DTFs in the context of rec-vlogs.

scholarly journals A Theoretical Background on Consumers Impulse Buying Behaviour

2020 ◽  
Vol 8 (6) ◽  
pp. 2769-2774
Keyword(s):  
Driving Forces ◽  
Theoretical Background ◽  
Impulse Buying ◽  
Point Model ◽  
Management Activity ◽  
Great Utilization ◽  
Time Inconsistent ◽  
Impulse Purchase ◽  
Behaviour Models ◽  
Buying Behaviour

The study plans to ask into the marvel of Impulse purchasing conduct among the buyers of merchandise and on watching the effect of a few elements for an impulse purchasing choice of customers. An impulse purchase is of considerable marketing management activity which is driven by psychologically stimulated impulses. Impulse behaviour has been a philosophical target of discussion for many years. Motivation is spontaneous and emerges promptly with a specific improvement, the examination centers’ around elements in an impromptu or driving forces great utilization a buyer makes. Several theories and models have been studied before to depict the points highlighting the aspects of impulse buying. This study focuses on studying impulsiveness’ in the view of Howard Sheth Model where by factors are determined and Reference Point model to determine the time inconsistent behaviour of consumers. Journals & articles are selected for gathering information. The perspectives and the measurements influencing are resolved to see the certainties concerning lack of caution. This paper elaborates the concept of shopper behaviour models, the models on impulse purchase decision undertaken by the consumers. Other than this, factors impacting buyer conduct are talked about in this paper.

scholarly journals Impact of Quality on Customers’ Buying Behaviour towards Point of Purchase Display with reference to Haryana

2021 ◽  
Vol 8 (3) ◽  
Author(s):  
Sukhija Sunita ◽  
Sukhija Sunita
Keyword(s):  
Age Groups ◽  
Retail Industry ◽  
The Social ◽  
Point Of Purchase ◽  
Retail Outlets ◽  
And Gender ◽  
Buying Behaviour ◽  
Gender Groups ◽  
The Impact ◽  
One Way Anova

The present paper focuses on the impact of quality on customers’ buying behaviour towards point-of-purchase display at various retail outlets in Haryana. Point-of-Purchase Display plays an important role to increase the sale of the retailers. Today customers are rational and prefer quality products at reasonable price. Moreover, due to the emergence of the supermarkets as the dominant retail, the retail industry is experiencing vibrant changes all over the world. Retail industry in India has grown to be more complex and dynamic with an increase rate of speed from unorganized towards being organized. In this research paper data has been collected from 100 respondents and analysed with the help of Statistical Package for the Social Sciences (SPSS) using one way ANOVA and t-test with demographic factors i.e. age-wise, gender-wise, occupation-wise and income-wise. . After analysing the data it was found that, there is neutral relationship in the opinion of different age groups and gender groups over the point-of-purchase display on quality. On the other hand Occupation and income does not have any importance on customers view point regarding ‘quality’. To conclude we can say that point-of-purchase display is not directly related to the quality.

Promotion and shoppers' impulse purchases: the example of clothes

2014 ◽  
Vol 31 (2) ◽  
pp. 94-102 ◽  
Author(s):  
Peter Hultén ◽  
Vladimir Vanyushyn
Keyword(s):  
Specific Impulse ◽  
Product Category ◽  
Direct Mail ◽  
Seemingly Unrelated Regression ◽  
Interactive Effects ◽  
Impulse Buying ◽  
Content Type ◽  
Impulse Purchases ◽  
Tv Commercials ◽  
Buying Behaviour

Purpose – This paper draws attention to the fact that impulse buying is common behaviour among modern shoppers and that a consumer's impulse purchases of items such as clothes may be a result of the retailers' promotional activities. The purpose of this paper is therefore to investigate how promotion through channels such as direct-mail marketing, TV commercials and special in-store displays affects consumers' impulse purchases of clothes. Design/methodology/approach – Data for the testing of five hypotheses was collected by distributing a questionnaire to randomly selected households in North Western France and Northern Sweden. The data collection rendered 493 complete questionnaires, of which 332 were from France and 161 from Sweden. Seemingly unrelated regression (SUR) is the principal estimation technique. Findings – The results suggest that shoppers with a positive attitude towards direct-mail marketing and TV commercials also respond positively to in-store promotion. Hence, there are interactive effects between the three promotional channels that increase shoppers' general impulse purchase tendency. Furthermore, the findings demonstrate that the frequency of exposure to in-store promotion has a significant effect on this tendency. Originality/value – This paper contributes to extant knowledge on impulse buying behaviour by examining the product-specific impulse tendency, which is defined as the degree to which consumers make impulse purchases of a particular product category.

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