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.

Investigating Iranian female Muslim consumer impulse buying behaviour used as a form of retail therapy

2014 ◽  
Vol 5 (2) ◽  
pp. 302-320 ◽  
Author(s):  
Shahnaz Nayebzadeh ◽  
Maryam Jalaly
Keyword(s):  
Life Satisfaction ◽  
Structural Equation ◽  
Negative Relationship ◽  
Self Esteem ◽  
Impulse Buying ◽  
Content Type ◽  
Shopping Centre ◽  
Impulse Purchases ◽  
Modelling Techniques ◽  
Buying Behaviour

Purpose – The purpose of this paper is to evaluate the nature of emotion, self-esteem and life satisfaction tendencies amongst Iranian Muslim consumers when making impulse purchases. Design/methodology/approach – Questionnaires were distributed amongst female Muslim participants at a shopping centre in Yazd, Iran – each of which were selected using cluster and random sampling methods. Data were analysed using descriptive statistics and structural equation modelling techniques, where LISREL software was used to measure the direct and indirect relationships between variables. Findings – Within the sample, there was a direct causal relationship between impulse buying tendencies, impulse buying behaviour and purchasing. Second, there was a negative relationship between self-esteem and life-satisfaction within impulse buying tendencies. Finally, a positive relationship exists between emotion and impulse buying tendencies, which elicits impulse buying behaviour culminating in purchases. Emotion drives these consumers towards dissonance-reducing behaviour, which mediates low self-esteem and life satisfaction – through consumerism as a form of retail therapy. Some of the items purchased on impulse, that fulfilled this role, were hijabs (headscarves) and mantos (a type of tunic/shirt-dress/coat common in Iran). Research limitations/implications – The hijab is worn by Muslim females across the globe. However, the manto is an item of clothing worn almost exclusively by Iranian females. Therefore, it is likely that Muslim females in different geographies may exhibit similar behavioural traits, but their consumption patterns would substitute this item with a different one, such as an abaya or jilbab, for example. Originality/value – Whilst the notion of retail therapy is widely understood, the novel contribution of this study lies in highlighting that the purchase of clothing such as hijabs and mantos by Iranian Muslim females is not just driven by rational and emotional decision-making seeking to fulfil religious obligations. There are cases where these religious artefacts are used to raise feelings of self-esteem and life satisfaction within the same individuals.

Social bonding as a determinant of share of wallet and cross-buying behaviour in B2B relationships

2017 ◽  
Vol 51 (5/6) ◽  
pp. 1011-1028 ◽  
Author(s):  
Marcel Paulssen ◽  
Raphael Roulet
Keyword(s):  
Product Category ◽  
Social Bonding ◽  
Boundary Spanners ◽  
Content Type ◽  
Share Of Wallet ◽  
Value Perceptions ◽  
Relationship Outcomes ◽  
B2b Relationships ◽  
Buying Behaviour ◽  
The Impact

Purpose Research on how social bonding between boundary spanners influences relationship outcomes in business-to-business (B2B) settings is sparse and controversial. This longitudinal study aims to close this gap and assess the impact of social bonding on the share of wallet and actual cross-buying behaviour. Design/methodology/approach B2B relationships between a manufacturer of light commercial vehicles and its customers were investigated. A random sample of fleet managers answered two telephone surveys. Findings Social bonding was found to affect both investigated relationship outcomes, share of wallet and cross-buying, through the generation of trust over and above the customer’s perceptions of value. Research limitations/implications Only one product category was investigated in this study, and further research should explore boundary conditions for the relevance of social bonding in B2B. Practical implications Social bonding represents one lever (next to value perceptions) for building a competitive advantage in a B2B context. Relationship marketing activities that are intended to strengthen the development of social bonds between customers and account managers should be encouraged. Originality/value The authors provide clear evidence regarding the disputed impact of social bonding between boundary spanners on relationship outcomes in B2B relationships by testing its impact on real purchase behaviour and not only purchase intentions, as is the case in most published studies to date.

How website quality affects online impulse buying

2018 ◽  
Vol 30 (1) ◽  
pp. 235-256 ◽  
Author(s):  
Umair Akram ◽  
Peng Hui ◽  
Muhammad Kaleem Khan ◽  
Yasir Tanveer ◽  
Khalid Mehmood ◽  
...  
Keyword(s):  
Credit Card ◽  
Sales Promotion ◽  
Equation Modeling ◽  
Impulse Buying ◽  
Website Quality ◽  
Content Type ◽  
Impulse Purchases ◽  
The Impact ◽  
The Relationship ◽  
Credit Card Use

Purpose The purpose of this paper is to investigate the impact of website quality on online impulse buying behavior (OIBB) in China, and assess the moderating roles of sales promotion and credit card use. Design/methodology/approach An online and personal survey from 1,161 online shoppers belonging to three big cities of China – Beijing, Shanghai, and Nanjing – was conducted. A random sampling technique was utilized for data collection. Data were analyzed using validity and reliability tests, confirmatory factor analysis, and structural equation modeling. Findings Three major findings discovered are: first, the website quality positively affects the OIBB; second, the sales promotion significantly influences OIBB and acts as a strong moderator on the relationship between website quality and online impulse buying; and third, the online impulse purchases are positively influenced by use of credit card, and the use of credit card enhances the relationship between website quality and online impulse buying. Research limitations/implications First, the website quality positively affects the OIBB; second, the sales promotion significantly influences OIBB and acts as a strong moderator in the relationship between website quality and online impulse buying; and third, online impulse purchases are positively influenced by credit card use. Moreover, credit card use enhances the relationship between website quality and online impulse buying. Originality/value This research is the first to investigate the relationship between website quality and OIBB in China, with sales promotion and credit card use as moderators.

scholarly journals ONLINE FEEDBACK IMPACT ONLINE SHOPPERS' IMPULSE PURCHASES IN MALAYSIA

2021 ◽  
Vol 23 (2) ◽  
pp. 197-203
Author(s):  
Lu Man Hong ◽  
Wan Farha Wan Zulkiffli ◽  
Che Adawiah Che Amran
Keyword(s):  
Online Reviews ◽  
Impulse Buying ◽  
Online Questionnaire ◽  
Moderating Variables ◽  
Utilitarian Value ◽  
Willingness To Buy ◽  
Online Shoppers ◽  
Impulse Purchases ◽  
Buying Behaviour ◽  
Online Feedback

Online shopping has risen to the third position among Malaysians who use the Internet. Typically, past customer online reviews are deciding factors for an online business's success or failure because online consumers encounter online reviews while visiting a website, and it has a direct effect on their ability to purchase impulsively and online impulse buying conduct. The majority of previous research on market-generated context as a factor in online impulse buying behaviour has concentrated on the market-generated background. As a result, this research identified two types of online reviews as independent variables: hedonic and utilitarian value online reviews, browsing, and willingness to buy impulsively as mediating and moderating variables. While online impulse buying behaviour a dependent variable. This study only involves online shoppers who have made at least one purchase on both Lazada Malaysia and Shopee Malaysia websites. This study took a quantitative approach, with 100 responses collected from online shoppers who had made at least one purchase on Shopee Malaysia and Lazada Malaysia through an online questionnaire. Due to the deletion of one straight-lining response, 99 responses were subjected to data analysis using SmartPLS software. According to the results, hedonic value online reviews influence browsing, and browsing influences the urge to buy impulsively and directly to online impulse purchasing.

scholarly journals External Factors Influencing the Cognitive Response of Impulse Buying Behaviour amongst Generation Y Students

2018 ◽  
Vol 10 (5(J)) ◽  
pp. 264-273
Author(s):  
Jacinta Ana Neves ◽  
Ephrem Habtemichael Redda ◽  
Natasha De Klerk ◽  
Natasha De Klerk
Keyword(s):  
Generation Y ◽  
External Factors ◽  
Public Higher Education ◽  
Impulse Buying ◽  
Cognitive Response ◽  
Convenience Sample ◽  
Factors Influencing ◽  
Impulse Purchases ◽  
Impulse Purchase ◽  
Buying Behaviour

Impulse buying behaviour has been recognised as a key research concern amongst academic researches and marketers. At one time or another a large amount of consumers purchases on impulse. Evidence from the literature indicates that external factors, such as in-store atmosphere, in-store browsing, in-store layout, salespersons, promotions and reference groups are important antecedents of impulse purchases. The cognitive response to act on impulse purchase is triggered by external factors to buy on impulse. This paper reports on a study undertaken to determine the external factors influencing the cognitive response of impulse buying behaviour amongst Generation Y students. Generation Y are labelled as individuals born between 1986 and 2005. The study employed a quantitative method, whereby a structured, self-administered questionnaire was used to collect data from a non-probability convenience sample of 349 students (aged 18 to 24 years), across two South African public higher education institutions’ campuses located in the Gauteng province. The collected data was examined using descriptive statistics, confirmatory factor analysis, reliability, correlation analysis and regression analysis. The coefficient of multiple determination (R2) was 0.070 that implies that in-store atmosphere, in-store browsing and promotions can predict seven percent of the variance in Generation Y students’ cognitive response to buy on impulse, which proposes that other variables influence Generation Y students’ cognitive response to buy on impulse. 

Understanding the customer psychology of impulse buying during COVID-19 pandemic: implications for retailers

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Muhammad Naeem
Keyword(s):  
Information Exchange ◽  
Perceived Risk ◽  
Social Constructionist ◽  
Impulse Buying ◽  
Content Type ◽  
Social Patterns ◽  
Impulsive Buying ◽  
Use Of Social Media ◽  
Buying Behaviour ◽  
At Home

PurposeDuring COVID-19 pandemic, the use of social media enhances information exchange at a global level; therefore, customers are more aware and make backup plans to take optimal decisions. This study explores the customer psychology of impulse buying during COVID-19 pandemic.Design/methodology/approachThe researcher, being a social constructionist, aims at understanding social patterns in impulsive buying strategies during COVID-19 pandemic. Forty UK consumers were participated using the telephonic interview method with the purpose to maintain social distancing practices.FindingsResults revealed that vulnerable group of people, fear of illness, fear of empty shelves, fear of price increase and social inclination to buy extra for staying at home, increased panic impulsive buying behaviour among customers. Many people socially interpreted the evidence of death rate and empty shelves, which led to more disinformation, rumours and sensationalism, which increased customers' impulsive buying behaviour. Finally, risk of going outside, COVID-19 outbreak among employees of local retail stores, and health professionals' recommendations to stay at home, led to impulsive buying behaviour.Originality/valueThis study has constructed a research framework of customer psychology of impulse buying based on the results of this study and fear and perceived risk theories. The study also explains how the fear of fear, risk perception and conformist tendency enhanced impulsive buying during COVID-19 pandemic. This study has discussed specific implications for retailers.

Role of consumer traits and situational factors on impulse buying: does gender matter?

2018 ◽  
Vol 46 (4) ◽  
pp. 386-405 ◽  
Author(s):  
Sunil Atulkar ◽  
Bikrant Kesari
Keyword(s):  
Structural Equation ◽  
Central India ◽  
Consumer Involvement ◽  
Situational Factors ◽  
Combined Effect ◽  
Retail Sector ◽  
Impulse Buying ◽  
Content Type ◽  
Research Framework ◽  
Buying Behaviour

Purpose With the growing acceptance of organised retail in Central India, it is important to understand the impulse buying phenomenon and how it is influenced by consumer traits and situational factors. The purpose of this paper is to examine the combined effect of three consumer traits and four situational factors on impulsive buying. Design/methodology/approach Using confirmatory factor analysis and structural equation modelling (SmartPLS 2.0 software), responses from 417 hypermarket and supermarket consumers of Central India in the proposed research framework were analysed and validated. Findings The resulted values for the construct impulse buying tendency, shopping enjoyment tendency, materialism, person’s situation, motivational activities by retailers and product attributes show positive significant influences, whereas the construct store environment having relationship with impulse buying shows negative influence. Importantly, the findings also demonstrate that the gender moderates the relationship between various factors of consumer traits and situational factors with impulse buying. Research limitations/implications The study develops a research framework with three specific variables of consumer traits and four variables of situational factors, triggers impulse buying. Therefore, there is a need to incorporate some other variables, such as interpersonal influence, consumer involvement and consumption patterns, so that more affluent insights can be obtained. The study presents useful insights to retailers, academicians and researchers, regarding impulse buying behaviour of Indian consumers in a still developing organised retail sector in Central India. Originality/value The study focussed on the combined effect of consumer traits and situational factors on impulse buying for the first time in Central India, as earlier studies focussed on impulse buying behaviour at the USA and metro cities of India.

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 In-store interactive advertising screens: the effect of interactivity on impulse buying explained by self-agency

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Anne Moes ◽  
Marieke Fransen ◽  
Bob Fennis ◽  
Tibert Verhagen ◽  
Harry van Vliet
Keyword(s):  
Field Experiments ◽  
Underlying Mechanism ◽  
Impulse Buying ◽  
Content Type ◽  
Mediating Role ◽  
Interactive Advertising ◽  
Impulse Purchases ◽  
Mediating Factor ◽  
Insight Into

PurposePhysical stores are increasingly dependent on impulse visits and the impulse purchases of passers-by. Interactive advertising screens in store windows could help retailers increase impulse-visit urges and impulse-buying urges. However, the effects of interactive screens in physical surroundings have not been studied before. Therefore, this study aimed to examine the effect of interactive screens on impulse urges and gain insight into the underlying mechanism that explains the possible effect.Design/methodology/approachAn interactive screen was placed in a store window. Using three field experiments, we studied the effect of interactivity-level (high vs low) on the impulse-visit and impulse-buying urges of passers-by, and the mediating role of self-agency in these effects.FindingsHighly interactive (compared to less interactive) advertising screens in store windows positively affect impulse-visit and impulse-buying urges through self-agency. Retailers can therefore use interactive advertising screens to increase the number of impulse purchases if feelings of self-agency are activated.Originality/valueThis is the first study to examine the extent to which interactive screens in a store window enhance the impulse-visit and impulse-buying urges of passers-by and the mediating factor of these effects. By conducting three field experiments, we achieved a high external validity and managed to share very reliable results owing to the replication of the findings.

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.

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