Impulse Buying and Factors Affecting Impulse Buying Behaviour of the Consumers

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Chapter No.1 Introduction 1. Background Impulse purchase is an unplanned decision in a spur of moment just before the time of purchase. According to the marketing studies emotions and feelings plays a vital role in impulse buying similarly exposure to the well crafted presentation of the product. These impulse purchases ranges from the small daily consumption products such as chocolates, match boxes, cigarettes to the large products such as vehicles, work of arts etc but a large percentage results in negative feelings and disappointments from various sources. Previous marketing research conducted in the Great Britain and United States which are known as the individualist cultures has shown that many factors influence impulsive buying behavior such as the consumer emotional moods and feelings. (Donovan, et al, 1994; Rook, 1987; Rook & Gardner, 1993: Wein- berg & Gottwald, 1982), trait buying impulsiveness (Puri, 1996; Rook & Fisher, 1995; Weun, Jones, & Beatty, 1998), normative evaluation of the appropriateness of engaging in impulse buying (Rook & Fisher, 1995), self-identity (Dittmar et al., 1995), and demographic factors, such as age (e.g., Bellenger, Robertson, & Hirschman, 1978; Wood, 1998). These are the various studies that mainly conclude that several emotional feelings highly results in the impulse buying behaviours. Rook and Gardner (1993) found that impulse buying occurs in two type of moods of the customers i-e positive and negative, although impulse buying occurred under both types of moods.however the impulse buying in a positive mood is higher than the impulse buying in the negative mood. Beatty and Ferrell (1998) they also follow the same idea i-e consumers with strong emotional state i-e positive mood to the products results in the impulse buying of that product than the negative feeling about that product. Donovan et al. (1994) discovered
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