Name brand categories can provide a significant support

Name of the Author(s)

Mariri Tendai and Chipunza Crispe

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Year of publication

2009

 

Title of paper

In-store shopping environment and impulsive buying.
 

Theoretical Framework

 

Objective of paper

To
investigate the factors affecting impulsive buying behaviour of consumers at
supermarkets.

Variables identified

Impulsive
buying, determinants of impulsive buying, in-store shopping environment,
consumer decision making, retailing , coupons and sales, background music

Research Method

Quantitative
and Qualitative.

Sampling method and size

A set
of  320 shoppers were sampled and
interviewed.

Data analysis method

Z –
scores at 5% significance level.
 

Findings

The results of the study show
that the factors such as store discounts and coupons, store display,
behaviour of sales staff , soothing music were the determinants of impulsive
buying . It is also noticed that the consumers belonging to the lower strata
of the society did impulsive buying for
economic reasons rather than for hedonic reasons. It is found that factors
such as soothing music, nice scent, and proper ventilation kept customers in
the shop premises for a longer period but it didn’t directly influence
impulsive buying among the buyers. But It was seen that spending likely
increased to a certain extent as consumers stayed longer in the retail setup.

Limitations

The
respondents mainly belonged to the low income young aged group ,therefore the
results might not be very representative. Also it was not ascertained as to
what category products the consumers bought impulsively due to the factors
such as the in-store environment . The investigation neglects to represent
the conceivable contrasts in the elasticities of various items to various
sales techniques.

Future research direction

A
research that properly ascertains in-store environment persuaded impulsive
buying across different and specific product ranges;  brand categories can provide a significant
support to the understanding of consumer impulse buying at supermarkets and
would also provide helping hands to the retailers in devising strategies in a
more specific manner.

 

 

Name of the Author(s)

Cho,
James ; Ching, Gregory S.; Luong, Thai-Ha

Year of publication

2014

Title of paper

Impulse
buying behaviour of Vietnamese consumers in supermarket setting

Theoretical Framework

 

Objective of paper

The
objective of this paper is to recognize factors influencing impulse
purchasing behaviour at supermarkets in Vietnam.

Variables identified

Impulse
buying behaviour; unplanned purchase; consumer behaviour; supermarket;

Research Method

Quantitative
and Qualitative.

Sampling method and size

Data
were collected from a convenience consumer sample and the sample size is 241
respondents .

Data analysis method

Factor
Analysis using SPSS software

Findings

1)Both
youthful female and male shoppers reflect indiscretion in   their purchasing propensity.
2) Impulse purchasing conduct is
at a more elevated amount with buyers from 18 to 40 of age and at a lower
level thereafter.
3)There was a direct relation between the customer’s mood and the
impulse buying behaviour.
4)The
in-store layout has a significant effect on consumer’s purchasing habit.
5)
Consumers tend to buy more when they are accompanied by their friends and
family members.
6)Consumers
take full feedback from the sales staff , therefore it leads to increased
sales and customer satisfaction.
7)Various
promotional activates such as bulk discounts and coupons attract customers
into the supermarket stores in Vietnam.

Limitations

The
research may not reflect the buying behaviour of people of all age groups in
Vietnam as the study was limited to people under the age of 30 years. Also,
the effect of promotional activities cannot be measured as various products
were bought on impulse as a cause of in-store stimulus.

Future research direction

Future
research can utilize cross-strategies to improve the respondents’ answer
assessment for multidimensional bits of knowledge into the issue as results
picked up from various measures can be unique. In this manner, an arrangement
of cross measures including quantitative, subjective and observational
strategies is prescribed to future researches.

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