scholarly journals Determining impulse buying and hedonic consumption behaviors of generation Y participants at carnival

2020 ◽  
pp. 501-513
Author(s):  
Sevda SAHİLLİ BİRDİR ◽  
Kemal BİRDİR
Keyword(s):  
Generation Y ◽  
Impulse Buying ◽  
Hedonic Consumption

scholarly journals Personal and In-store Factors Influencing Impulse Buying Behavior among Generation Y Consumers of Small Cities

2018 ◽  
Vol 7 (1) ◽  
pp. 92-107 ◽  
Author(s):  
Mudassir Husnain ◽  
Bushra Rehman ◽  
Fauzia Syed ◽  
Muhammad Waheed Akhtar
Keyword(s):  
Generation Y ◽  
Structural Equation ◽  
Positive Impact ◽  
Family Influence ◽  
Equation Modeling ◽  
Impulse Buying ◽  
Personal Factors ◽  
Buying Behavior ◽  
Small Cities ◽  
Time Availability

For decades, impulse buying is considered to be one of the significant factors to increase sales volume in the retail sector. Past studies have investigated the impulsive buying behavior of generation Y consumers in retail settings of somewhat medium- and large-sized cities. Therefore, how certain situational or in-store factors can propagate impulse buying in the retail settings of small cities has been widely ignored. This article explores the influence of situational variables categorized as personal factors (time availability, family influence, money availability) and in-store factors (store environment, sales promotions, and friendly store employees) on generation Y impulse buying behavior in the Pakistani context in general and the country’s small cities in particular. A self-administered survey was used to elicit information from 422 purposively selected respondents (living in various cities of Punjab, Pakistan). Data have been analyzed by using Statistical Package For Social Science (SPSS) and Analysis of Moment Structure (AMOS) for structural equation modeling (SEM). Results revealed that personal factors, that is, time availability and family influence has significant and positive impact on the impulse buying behavior of generation Y consumers in Pakistan, also in-store factors except money availability has significant impact on impulse buying behavior. Recommendations for retail management have been given at the end of the article.

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 SHOPPING ORIENTATION, STATUS CONSUMPTION AND IMPULSE BUYING OF GENERATION X AND Y IN PURCHASING FAST FASHION PRODUCTS

2021 ◽  
Vol 15 (2) ◽  
pp. 110-118
Author(s):  
Widjojo Suprapto ◽  
Ratih Indriyani ◽  
Melyvia Santoso
Keyword(s):  
Generation X ◽  
Generation Y ◽  
Sampling Technique ◽  
Impulse Buying ◽  
Fast Fashion ◽  
Status Consumption ◽  
Fashion Products ◽  
Generation Cohorts ◽  
Shopping Orientation ◽  
Purchase Behaviors

Generation cohorts have different tendencies in purchase behaviors, especially the Generation X and the Generation Y. Although the age gap between these two generation cohorts is not wide, the Generation X has distinctive purchase behaviors that are different from the Generation Y. In the fashion business, the Generation X consumers do not consider the brands in purchasing their clothes, but they calculate the benefits in buying a clothing product. However, the Generation Y consumers consider it as a part of their social status, therefore, they position themselves in the middle class or the upper class by what they wear. The aim of this research is to investigate the different purchase behaviors of the Generation X and Y in buying fast fashion products in Surabaya. The purchase behaviors are reflected through such variables as shopping orientation, status consumption, and impulse buying. As this is a quantitative research, the data are collected using questionnaires that are distributed to 100 respondents. The respondents are chosen using the purposive sampling technique. Then, the data are tested for the validity, reliability, normality, and homogeneity. To test the hypothesis, the independent samples t-test is used. The results show that the differences between the Generation X and the Generation Y are significant in their shopping orientation and impulse buying. However, there are no significant differences in the status consump-tions.

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 Impact of Brand Equity, Advertisement and Hedonic Consumption Tendencies on Cognitive Dissonance: A Mediation Study

2016 ◽  
Vol 8 (3) ◽  
pp. 154
Author(s):  
Allah Wasaya ◽  
Bilal Khan ◽  
Muhammad Shafee ◽  
Mirza Sajid Mahmood
Keyword(s):  
Cognitive Dissonance ◽  
Brand Equity ◽  
Current Model ◽  
Empirical Studies ◽  
Complex Structure ◽  
Product Category ◽  
Purchase Intentions ◽  
Impulse Buying ◽  
Hedonic Consumption

<p>Current study puts light on the role of brand equity, hedonic consumption tendencies, and advertisement on cognitive dissonance. Impulse Buying plays the role of a mediator in the study. Purpose of this study is to examine how brand equity, hedonic consumptions, and advertisement affect cognitive dissonance of the customers. Analyses of a sample of 370 customers, drawn from different outlets of famous fashion clothes in Multan city, revealed attention-grabbing findings. A mediation analysis was conducted through regression analysis in the study. Hedonic consumption tendencies and advertisement were found significant in predicting cognitive dissonance while brand equity was found having an insignificant relation with cognitive dissonance where impulse buying found significant in predicting cognitive dissonance being having positive relation. Further to this, impact of brand equity, advertisement and hedonic consumption tendencies found directly related to impulse purchase. Product category wise examination of current model adds new directions and findings in the future. Prior studies on purchase intentions have mainly focused on simple models at any given time. However, researchers increasingly argue that a complex representation may give better understanding of customers’ purchase intentions. To the best of the authors’ knowledge, this study is one of the first empirical studies to address a complex structure of the proposed variables.</p>

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 PERAN EMOSI POSITIF MEMEDIASI PENGARUH FASHION INVOLVEMENT DAN HEDONIC CONSUMPTION TENDENCY TERHADAP IMPULSE BUYING

2019 ◽  
pp. 287
Author(s):  
I Kadek Bramantya Abdy Pangestu ◽  
I Wayan Santika
Keyword(s):  
Path Analysis ◽  
Significant Influence ◽  
Positive Emotions ◽  
Impulse Buying ◽  
Test Results ◽  
Hedonic Consumption ◽  
Fashion Products ◽  
Analysis Technique ◽  
Fashion Involvement

This study aims to determine the role of positive emotions mediating the influence of fashion involvement and hedonic consumption tendency on impulse buying. The sample measurements amounted to 105 respondents. Data collection is done by distributing questionnaires directly to customers of the Beachwalk Mall Bali fashion products. The analysis technique used is path analysis (path analysis) and sobel test. The test results show that there is a positive and significant influence between fashion involvement and hedonic consumption tendency towards positive emotions, a positive and significant influence between fashion involvement, hedonic consumption tendency and positive emotions on impulse buying. Positive emotions can act as a significant mediating variable between the influence of fashion involvement and hedonic consumption tendency towards impulse buying. These results mean that the higher fashion involvement and hedonic consumption tendency will be able to increase high positive emotions too, so that it can encourage impulse buying for customers of Beachwalk Mall Bali fashion products.

scholarly journals RETHINKING IMPULSE BUYING BEHAVIOUR: EVIDENCE FROM GENERATION Y CONSUMERS

2018 ◽  
Vol 15 (1) ◽  
Author(s):  
Katija D. Vojvodić ◽  
Matea D. Matić Šošić ◽  
Jelena D. Žugić
Keyword(s):  
Generation Y ◽  
Information And Communications Technology ◽  
Environmental Cues ◽  
Website Design ◽  
Communications Technology ◽  
Impulse Buying ◽  
Website Quality ◽  
Different Types ◽  
Major Factors ◽  
Buying Behaviour

The continued and rapid advancement of information and communications technology has considerably shaped the overall behaviour of Generation Y consumers, also known as the Millennial Generation. In that context, the objective of this paper was to examinedifferences between different types of impulse buyingbehaviour and online environmental cues (website quality and website design).The paper also aimed to provide determinants of e-impulse buying behaviour of Generation Y consumers.The research was conducted using a questionnaire on a sample of 334Generation Y consumers in Croatia.Collected data was analysed using software package SPSS 20. Various statistical analyses were used such as factor analysis and analysis of variance. The findings indicate that online consumers are influenced by the two major factors, extreme and pure impulsiveness. The paper utilised website design and website quality in order to determine the relation between these variables and different types ofe-impulse buying behaviour of Generation Y in Croatia. Significant differences were found between extremely and purely impulsiveGeneration Y consumers and online environmental cues.

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