A MODEL OF �IMPULSE BUYING BEHAVIOUR (IBBM)� IN RETAIL SETTINGS OF AN ISLAND ECONOMY: A CASE STUDY OF MAURITIUS

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.

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A Study on the Parents Perspective Regarding the Impulse Buying behaviour of Children in Retail Outlets of Cochin City with Special Reference to Snacks

International Journal of Research in Arts and Science ◽

10.9756/ijras.8153 ◽

2017 ◽

Vol 3 (Special Issue, 2017) ◽

pp. 26-28

Author(s):

Sagini Thomas Mathai ◽

Dharmaraj Dr.A.

Keyword(s):

Special Reference ◽

Impulse Buying ◽

Retail Outlets ◽

Buying Behaviour

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Promotion and shoppers' impulse purchases: the example of clothes

Journal of Consumer Marketing ◽

10.1108/jcm-06-2013-0603 ◽

2014 ◽

Vol 31 (2) ◽

pp. 94-102 ◽

Cited By ~ 11

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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Impact of Subliminal Advertising on Consumer Buying Behaviour: An Empirical Study on Young Indian Consumers

Global Business Review ◽

10.1177/0972150918791378 ◽

2018 ◽

Vol 19 (6) ◽

pp. 1580-1601 ◽

Cited By ~ 3

Author(s):

Shakeel Ahmad Sofi ◽

Fayaz Ahmad Nika ◽

Mohd Shoib Shah ◽

Ather Sidiq Zarger

Keyword(s):

Group Discussion ◽

Compulsive Buying ◽

Purchase Intentions ◽

Jammu And Kashmir ◽

Multi Stage ◽

Subliminal Messages ◽

Confirmatory Factor ◽

Buying Behaviour ◽

The Impact

The main aim of this study is to examine the impact of subliminal messages in TV advertisements on consumer behaviour. Though there are number of ways through which impact of subliminal advertisements can be unearthed, in the current study, behavioural approach was adopted, which included discussion on case study (group discussion on subliminal ads) followed by response on a questionnaire. A sample of 390 respondents was chosen from Kashmir division through multi-stage random sampling framework, which, by and large, consisted of young students being a part of higher education in the state of Jammu and Kashmir. Data was collected through structured questionnaire which was reliability tested and validated as well. Apart from exploratory factor analysis and confirmatory factor, discriminant analysis was also utilized for reliability, validity and data analysis, respectively. On the whole, the observations have been found considerable and it has been observed that mostly subliminal exposure inveigles young consumers and seduces them into illicit relationships through the subconscious mechanism. Besides it, subliminal advertising has paramount significance in determining purchase intentions and compulsive buying tendencies of a young consumer. Consumers under study have shown significant differences in their compulsive buying propensity after having being exposed to subliminal advertising. The present study has greater importance for welfare advocates who can utilize present work and suggestions, in particular, to safeguard youth from the tactics of subliminal exposure.

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