SATISFYING THE NERVES: POST-BUYING EXPERIENCES OF IM PULSIVE MOTHERS TOWARDS A PARADIGM ON ETHICAL MARKETING
CHAPTER 1
THE PROBLEM AND ITS BACKGROUND
INTRODUCTION
Generally, impulsive buying refers to purchasing or acquisition of goods on impulse rather than from premeditation (International Journal of Advance Research in Computer Science and Management Studies, 2014) or in other words, it is the act of purchasing something a person was not planning to; after feeling a sudden urge to get that item or to avail that good.
This type of buying behaviour has been in talks for over decades in the field of management and marketing; as marketers’ saw the significance of impulsive buying and its implications to innovate strategies that are tactical …show more content…
Given that, from the time the consumer decides to act to the time the action is completed, the market retains its ability to change its decision as to consider good reasons. So, on this manner it is clearly discussed that this theory realizes that a marketer must give positive recognition to the product, and this underlies the positive positioning of the product, making the product go beyond its equity--- all for its retention to the mind of the consumer that will soon lead to be a factor as they decide whether to purchase or not.
However, the Engel, Kollet, Blackewell (EKB) Model expanded on the Theory of Reasoned Action, and lays out a five-step process that consumers use when making a purchase. According to this model, the first step is input, which happens in the absorption of the consumer to the marketing materials like the usual positioning statements, and other materials appealing to the eye. Then, a consumer will go ahead to the information processing where he/she gives rises to expectations and past …show more content…
It is assumed that informants had bad or not so good post-buying experiences, given that their physical attachment to the product on their physical experience, purchasing opportunity (purchasing power) on their financial aspect, social or peer pressure on their social exposure and mood in their emotional life moved them to be engaged with impulse-buying and had let them not to avail any longer the same
CHAPTER 1
THE PROBLEM AND ITS BACKGROUND
INTRODUCTION
Generally, impulsive buying refers to purchasing or acquisition of goods on impulse rather than from premeditation (International Journal of Advance Research in Computer Science and Management Studies, 2014) or in other words, it is the act of purchasing something a person was not planning to; after feeling a sudden urge to get that item or to avail that good.
This type of buying behaviour has been in talks for over decades in the field of management and marketing; as marketers’ saw the significance of impulsive buying and its implications to innovate strategies that are tactical …show more content…
Given that, from the time the consumer decides to act to the time the action is completed, the market retains its ability to change its decision as to consider good reasons. So, on this manner it is clearly discussed that this theory realizes that a marketer must give positive recognition to the product, and this underlies the positive positioning of the product, making the product go beyond its equity--- all for its retention to the mind of the consumer that will soon lead to be a factor as they decide whether to purchase or not.
However, the Engel, Kollet, Blackewell (EKB) Model expanded on the Theory of Reasoned Action, and lays out a five-step process that consumers use when making a purchase. According to this model, the first step is input, which happens in the absorption of the consumer to the marketing materials like the usual positioning statements, and other materials appealing to the eye. Then, a consumer will go ahead to the information processing where he/she gives rises to expectations and past …show more content…
It is assumed that informants had bad or not so good post-buying experiences, given that their physical attachment to the product on their physical experience, purchasing opportunity (purchasing power) on their financial aspect, social or peer pressure on their social exposure and mood in their emotional life moved them to be engaged with impulse-buying and had let them not to avail any longer the same