Impulse Purchasing Essay

4081 words - 17 pages

ASA University Review, Vol. 4 No. 2, July–December, 2010

Impulse Purchasing: A Literature Overview
Wahida Shahan Tinne*
Abstract
Impulse purchasing behavior is a mystery in marketing and in literature. Consumers themselves
named it as the deviation from standard, which explains a big sale of different goods every year.
At present when market competition is high and all types of companies apply promotion in their
activities, stimulation of impulse purchasing in the market of consumer goods may become a
strong competitive advantage. Evolution of impulse purchasing, process of consumer’s impulse
purchasing behavior, theoretical framework of impulse purchasing and various factors ...view middle of the document...

This consumer buying process is influenced by
social, marketing, and situational Factors (Churchill and Peter, 1998). Culture, subculture, social
class, family, reference groups, marketing mix, physical surroundings (store location,
merchandise display, store interior/exterior design, etc.), social surroundings (people’s
characteristics and roles, the way they interact, etc.), time, task, monetary conditions, and
momentary moods, etc. influence the consumers’ thoughts, feelings and actions in the consumer
buying process (Belk, 1975; Iyer, Park, and Smith, 1989; Churchill and Peter, 1998). Although
useful in explaining planned purchase situations, Churchill’s and Peter’s (1998) model does not
lend itself to explaining the process of impulse purchasing.

*

Lecturer, Faculty of Business, ASA University Bangladesh

66

ASA University Review, Vol. 4 No. 2, July–December, 2010

1.2 Definition
An impulse purchase or impulse buy is an unplanned or otherwise spontaneous purchase. One
who tends to make such purchases is referred to as an impulse purchaser or impulse buyer.
Impulse items can be anything, a new product, samples or well-established products at surprising
low prices. Parboteeah (2005; based on Piron, 1991:512) performed concept analysis of impulsive
buying presented by scientists and introduced comprehensive definition of impulse purchasing:
“Impulse buying is a purchase that is unplanned, the result of an exposure to a stimulus, and
decided on-the-spot. After the purchase, the customer experiences emotional and/or cognitive
reactions”
From this definition, the first characteristic of an impulse buying is that it is an unplanned
purchase. The consumer decides to purchase the object on the spur of the moment, not in
response to a previously recognized problem. The second characteristic of impulse buying is the
exposure to the stimulus. The stimulus can be considered to be the catalyst which makes the
consumer be impulsive. The stimulus can be a piece of clothing, jewelry, or candy. The third
characteristic of impulse buying is the immediate nature of the behavior. The consumer makes a
decision on the spur of the moment without any evaluation of the consequences of making such a
purchase. Finally, the consumer experiences emotional and/or cognitive reactions, which can
include guilt or disregard for future consequences.

2. Evolution of Impulse Purchasing
The need to understand impulse buying in retail stores was first identified in the marketing
literature over fifty years ago (Clover, 1950). Baum (1951) addressed that consumer was
stimulated to impulse buying after they came into the store. Stern (1962) was the first scholar to
suggest four distinct types of impulse purchases namely - pure, reminder, suggestion, and planned
impulse buying. Rook (1987) argued successfully that impulse buying should be depicted it as
extraordinary, exciting, hedonically complex and compelled buyer...

Other Papers Like Impulse Purchasing

Shopaholic Intervention Essay

742 words - 3 pages Shopaholic Intervention “When the going gets tough, the tough go shopping” (anonymous). Or should they? For most people, buying is a normal and routine part of everyday life. Nearly everyone loves to shop, but there are a number of people that can go overboard, purchasing items that are not needed, maybe useless, and possibly leading to impulsive buying. It can be incredibly difficult to stop the urge once it is there. It is the enemy

Burts Bee Essay

650 words - 3 pages corporate approval. A vendor may enter the college bookstore market without having already received these corporate approvals, but would be wise to seek them out and thereby expand the market potential signifi cantly. Students and bookstore buyers do not consider the bookstore a venue for purchasing HBA products. The overwhelming consensus, by both groups is that they will always choose to go to a drugstore or Wal-Mart where the selection and

Consumerism

1839 words - 8 pages world, but is in fact an international phenomenon. People purchasing goods and consuming materials in excess of their basic needs is as old as the first civilizations (see Ancient Egypt, Babylon and Ancient Rome, for example). A great turn in consumerism arrived just before the Industrial Revolution. While before the norm had been the scarcity of resources, The Industrial Revolution created an unusual situation: for the first time in history

Gen Y Consumerism

1035 words - 5 pages updates. Some may then make the choice of purchasing such products, due to its popularity or high demand. This alludes to increasing image and social prominence being a major factor affecting spending habits, made possible in a society undeniably drenched by social media influences. Furthermore, it raises the question of whether such products satisfy their individual consumption desires and if so, may then trigger a student’s irrational impulse to

Marketing Essay

809 words - 4 pages As I am sitting here contemplating my shopping experiences/habits I just realized that I have never taken the time nor even considered my purchasing habits. During our F2F session I did start to consider more about what companies/advertisers are attempting to do in their marketing campaigns and commercials. Typically my purchases are mainly online and include books, video games and clothing. Our grocery shopping is now done online as well

Stp Marketing Strategy Analysis

3679 words - 15 pages sought, and usage rate, but business marketers also use other variables. The major segmentation variables for business markets are shown below.  Demographic 1) Industry 2) Company size 3) Location  Operating variables 1) Technology 2) User or nonuser status 3) Customer capabilities  Purchasing approaches 1) Purchasing-function organization 2) Power structure 3) Nature of existing relationship 4) General purchasing policies 5

Buying Behavior

1370 words - 6 pages As individuals or as households, consumers undergo various stages in making the decision to purchase. These stages occur in varying degrees, depending on the complexity of the purchase and the buyer’s purchasing behavior (Zahorsky, n.d.). At the most, many experts agree that the consumer buying decision process can have six stages: problem recognition, information search, evaluation of alternatives, purchase decision, purchase, and post-purchase

Total

2065 words - 9 pages different online strategy yield better results? Let’s use the case on Big Skinny as an example. This thin wallet company primarily focuses on the “impulse shopper”, who is wowed by a salesperson at a street fair. Even though this strategy has proven highly successful offline, is this necessarily the marketing plan we want to recreate offline? Wowing the customer online can be very difficult since many online consumers have learned to either

Management

1131 words - 5 pages goods, specialty goods and unsought goods • Let us have a look at these Convenience goods • Fairly Inexpensive Goods and services that consumers buy frequently, quickly, and with a minimum of effort • Further divided into staples, impulse goods and emergency goods Shopping Habits Classification • Staples: These include goods that consumers buy on a regular basis • Examples would be bread, rice, atta, toothpaste and

Business Proposal

1356 words - 6 pages classes, meetings or other networking events such as fashion show for upcoming designers. The shop will also examine pricing strategies. When purchasing and pricing jeans, the shop must considered how much the jeans cost and if a profit can be made at a given price point. The price will have to be competitive, and profitable. Ultimately, the right price is the price the customer is willing to pay for the product. N-B-Tween can also

Luxury Fashion Product

1350 words - 6 pages advantages and disadvantages of purchasing luxury goods by e-retailing as follow. Advantages For the e- retailer As we known, renting a shop or store is very expensive in current years, especially in the city centre. New Bond Street is now the most expensive retail location in Europe, according to a report. Shop rents rose to £536 per square foot per year. However, many exclusive fashion brands all set up in the street including Armani . As a

Related Essays

Research Proposal On Impulse Buying Behaviour

3302 words - 14 pages famous in Delhi but people from all over India do their wedding shopping from Delhi shops which are cheap and of new fashion. People do planned as well as unplanned shopping from these local shops. It is usually seen that buyers purchase products which they have not planned and this phenomenon of unplanned purchasing is termed as impulse. There are many factors which lead to unplanned or impulsebuying. This leads us to determine the factors that lead

Note Essay

1157 words - 5 pages into giving their products a try. All of the efforts of consumer promotions is to catch the attention of customers and when done correctly can have a major impact on brand loyalty and recognition. The first type of consumer promotion is point-of-purchase (P.O.P). Usually, when a customer walks into a store and they see a display built to advertise one particular product, which helps build traffic and contributes to impulse buying. This

Product Display Essay

3364 words - 14 pages PROMOTIONAL EFFICIENCY AND THE INTERACTION BETWEEN BUYING BEHAVIOR TYPE AND PRODUCT PRESENTATION FORMAT – EVIDENCE FROM AN EXPLORATORY STUDY Franz-Rudolf Esch, Joern Redler and Tobias Langner Justus-Liebig-University Track: Personal Selling and Sales Management Keywords: sales promotion, planned purchases, unplanned purchases, impulse purchases, POP-displays Abstract We report the findings of an exploratory study on the interaction between

How Color Affects Purchasing Habits Essay

1732 words - 7 pages How Color Affects Purchasing Habits How Color Affects Purchasing Habits For retailers, shopping is the “Art of Persuasion.” There are many factors that influence how and what consumers purchase things. However, a great deal is decided by visual cues. The strongest and most persuasive of these visual cues would be color. When marketing new products, it is crucial to consider that consumers place visual appearance and color above other