Research Report On Impulse Buying

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Research Report on Impulse Buying SUBMITTED TO: SIR ANIS HASSAN PREPARED BY: QURATULAIN RIAZ MEHREEN RAZA SIDRA TANWEER NAJMA JAVED -1- Research Report on Impulse Buying INTRODUCTION Pakistan is a growing economy with a real GDP growth rate of 5%. The real private consumption expenditure has grown at an average rate of 7.4 percent per annum during the last four years resulting in the emergence of a strong middle class with growing purchasing power. This has resulted in people vying for a more comfortable and urbanized lifestyle. The mushroom growth of coffee houses, eateries, supermarkets, etc., is a proof of that. In the past three decades, much research has been conducted internationally to define to understand the psychological, economic and retail implications of such a trend. One area of interest has been “impulse buying”. Impulse buying occurs when a consumer experiences a sudden, often powerful and persistent urge to buy something immediately. The impulse to buy is hedonically complex and may stimulate emotional conflict. Also, impulse buying is prone to occur with diminished regard for its consequences.Marketers and retailers tend to exploit these impulses which are tied to the basic need for instant gratification. Recently several supermarkets have been established in the urban cities of Pakistan. The most prominent ones in Karachi are Imitiaz, Agha’s, EBCO, Naheed, Shaz, DMart. However, no study has been conducted in Pakistan to study the buying behaviour of shoppers and what factors influence their decisions. Hence, the researchers have decided to conduct an exploratory research to understand the general nature of impulse buying in four main supermarkets of Karachi. This research will lay the foundation for future researches. -2- Research Report on Impulse Buying LITERATURE REVIEW Pakistan: The Research Context According to the
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