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. 

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.

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.

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 EVALUATION THE ROLE OF SALES PROMOTION IN INFLUENCING IMPULSE BUYING BEHAVIOR: A COMPARISON BETWEEN INTERNATIONAL AND LOCAL TOURIST AT PREMIUM OUTLET IN MALAYSIA

2019 ◽  
pp. 32-43
Author(s):  
Sharifah Faridah Syed Ali ◽  
Yuhanis Abdul Aziz ◽  
Raja Nerina Raja Yusuf ◽  
Siew Imm Ng
Keyword(s):  
Sales Promotion ◽  
Pricing Strategies ◽  
Impulse Buying ◽  
Buying Behavior ◽  
Shopping Experience ◽  
Impulse Purchase ◽  
Buying Behaviour ◽  
Buying In ◽  
Self Administered Questionnaire

The growing number of premium outlets in Malaysia has led to a new shopping experience for both local and international tourists. Associated with the concept of ‘everyday discount’, premium outlets would attract more consumers to purchase at the outlets. Previous studies have revealed the significant influence of sales promotion on consumer purchase behaviour as well as impulse buying behaviour. However, there are limited studies identifying the role of sales promotion on impulse buying behaviour in the perspective of international and local tourists. Moreover, previous research of literature on the premium outlets, especially in Malaysia is still lacking. Therefore this study aims to evaluate the role of sales promotion on impulse buying in the perspective of international and local tourists at premium outlets in Malaysia. Data were collected from 359 tourists at five premium outlets in Malaysia, using a self-administered questionnaire. The result of the study indicates that both groups have different preferences in terms of sales promotion that induced them to make an impulse purchase. This study suggests that retailers or marketers should improvise their pricing strategies and give out more samples and gifts to attract tourists to spend more money.

scholarly journals Impulse Buying Behaviour of Generation Y in Fashion Retail

2015 ◽  
Vol 11 (1) ◽  
pp. 144 ◽  
Author(s):  
Nasreen Khan ◽  
Lai Hui Hui ◽  
Tan Booi Chen ◽  
Hong Yong Hoe
Keyword(s):  
Generation Y ◽  
Demographic Factor ◽  
Situational Factor ◽  
Integrative Approach ◽  
Impulse Buying ◽  
Personal Factors ◽  
Segmentation Strategy ◽  
Factor Income ◽  
Fashion Apparel ◽  
Buying Behaviour

Since the past two decades, Generation Y consumers have become global marketers’ interest due to their spending power and high likely to engage in impulse buying behaviour. Very little research investigates the impulse buying behaviour of Generation Y and existing research do not look into the possible factors of impulse buying behaviour as an integrative approach. The main objective of the research is to integrate all the possible factors with its dimensions and examine its simultaneous relationship with impulse buying behaviour. A survey questionnaire was administered to convenient sample of 250 Generation Y consumers of fashion apparel. The results show that demographic factor (gender) has the strongest impact on impulse buying behaviour, followed by situational and personal factors. Interesting finding is that demographic factor (income); situational factor (social influence) and personal factor (extraversion) do not stimulate impulse buying behaviour of Generation Y.  These findings may enable global marketers to develop an effective market segmentation strategy.

scholarly journals THE EFFECT OF MONEY AVAILABILITY, TIME AVAILABILITY AND PROMOTION OF IMPULSE PURCHASE BEHAVIOR OF CHOCOLATE SNACK PRODUCTS THROUGH POSITIVE EMOTIONS

2021 ◽  
Vol 19 (4) ◽  
pp. 725-737
Author(s):  
Hadi Pranoto ◽  
◽  
Andarwati Andarwati ◽  
Sunaryo Sunaryo ◽  
◽  
...  
Keyword(s):  
Quantitative Research ◽  
Positive Emotions ◽  
Hypothesis Test ◽  
Purchase Behavior ◽  
Impulse Buying ◽  
Impact Impulse ◽  
Impulse Purchases ◽  
Time Availability ◽  
Impulse Purchase ◽  
Snack Products

This study examines and analyzes the influence of money available, time availability, and the promotion of impulse purchases through positive emotions as a mediating variable on chocolate snack products. This research is quantitative research conducted in Hypermart Malang Town Square (Matos), Giant Hypermarket Malang Olympic Garden (MOG), Giant Ekstra Sawojajar, and Giant Ekstra Kebonagung. The population studied were consumers who bought chocolate snack products on impulse purchases. The sample used 190 respondents. Data collection techniques using questionnaires, interviews, and literature review. Data analysis techniques in this research use validity test, reliable test, linear test, diagram test, PLS, and hypothesis test on the variable of money availability, time availability, promotion, impulse purchase, and positive emotion on chocolate snack product. This study indicates that the variable availability of money can impact positive emotional variables. The varying availability of money cannot impact impulse buying variables. The time availability variable does not affect the positive emotional variables. Meanwhile, the time availability variable impacts the impulse buying variable. Furthermore, promotional variables affect positive emotional variables as well as impulse buying variables. However, the positive emotional variable has no impact on the impulse buying variable. The positive emotional variable proved the relationship between money and promotional variables' variable availability in the mediation test. In contrast, the variable availability of time is not a provable positive emotional variable as a liaison influence the variable of time availability with impulse buying.

scholarly journals Does Education Affect the Online Impulse Buying in Millennials?

2020 ◽  
Vol 8 (2S12) ◽  
pp. 100-103
Keyword(s):  
Generation Y ◽  
Research Paper ◽  
Impulse Buying ◽  
Impulsive Buying ◽  
Buying Behaviour ◽  
The Impact ◽  
Buying In

The popularity and acceptance of online medium for buying and selling has increased both in terms of popular acceptance and widespread reach in every nook and corner of the country. A similar rise has been observed in the tendency of online impulsive buying behaviour too. Impulsive or impulse buying is unplanned and often done in a fraction of second over some human stimulus that is usually uncontrollable. There is no doubt to the fact that the exposure and inclination towards online medium as a buying platform has increased significantly over the last few years amongst all and its rise is particularly noteworthy in the generation Y. Today this young and well educated group qualifies to be an important segment for marketers. This research paper explores the impact of education over online impulsive buying behaviour in millennials of today.

scholarly journals PENGARUH DISPLAY PRODUK DAN SUASANA TOKO TERHADAP PEMBELIAN IMPULSIF PADA MINIMARKET RAFA MART PADANG

2020 ◽  
Author(s):  
Oky S. Dharma ◽  
Maria Magdalena
Keyword(s):  
Linear Regression ◽  
Multiple Linear Regression ◽  
Linear Regression Analysis ◽  
Sampling Technique ◽  
Multiple Linear Regression Analysis ◽  
Impulse Buying ◽  
Analysis Technique ◽  
Impulse Purchases ◽  
Impulse Purchase ◽  
Quota Sampling

The purpose of this research is to know and analyze the effect of product display and store atmosphere on impulsive purchase at Minimarket Rafa Mart Padang. The population in this study were Minimarket consumers Rafa Mart Padang in January to June 2017 as many as 8,100 people. Sampling technique used is quota sampling, while the number of samples in this study is 100 people. The data analysis technique used to test the hypothesis is multiple linear regression. As for hypothesis testing using statistical T test. In this study there are two independent variables, namely product display and store atmosphere. The results showed that store atmosphere variables significantly influence the impulsive purchase in Minimarket Rafa Mart Padang. While the variable display of the product does not affect the impulse purchase at Minimarket Rafa Mart Padang. For the value of determination coefficient in this study was found at 0.244. The result shows that the impulse buying variable is influenced by the independent variable that is product display and store atmosphere is 24,4%. While the remaining 75.6% impulsive purchases influenced by other variables that are not examined in this study such as emotions, consumer tastes, the availability of time and money, pleasure in shopping, and others. Based on the results of multiple linear regression analysis, it is found that product display variable negatively affect impulse buying and store atmosphere have positive effect on impulsive buying at Minimarket Rafa Mart Padang. This research provides practical recommendations for the owner / owner of Minimarket Rafa Mart Padang for the future to keep trying to improve the atmosphere of his shop and also re-evaluate the product display. This is because the atmosphere of the store has an influence on impulsive purchases and product displays have no effect on consumer impulse purchases in Minimarket Rafa Mart Padang.

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