Impulse Buying Behavior Case Study

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Today, consumers from all around the globe are saturated into various niches they adopt to buy in. Due to high competition, marketers face a tough time marketing their specific products which lead to further development and methods of selling yet not all prove beneficial. Thousands of researchers and scholars started reviewing the case from consumer’s side.
Thousands of the researchers and scholars started to review the concept Impulse buying. Impulse buying behavior can be defined as the purchase that is unplanned. (Applebaum, 1951)
Women are envy whereas men are savvy. Men are involved in money handling whereas women have a sense of jealousy for obtaining things. (Prince, 1993)
It was analyzed that knowledge is also an important factor that
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(Rook & Fisher, 1995)
Anticipated pleasure, happiness or joys are primary emotional responses that provoke impulses for satisfying basic desires. (Lazarus, 1991)
An interview was been conducted in which teenage girls and elderly women in their 40’s were asked different questions regarding their buying behavior. Results found that teenage girls were making unplanned purchases in shopping malls while elder ladies were making planned purchases in malls with their husbands and friends. (Anderson & Littrell, 1995)
(Rook & Fisher, 1995) conducted a research on empirical aspects of buying behavior. They concluded that customers do impulse buying only when they consider some product appropriate.
(Rook & Hoch, 1985) developed a scale of impulse buying behavior into 5 different portions which includes, a sudden spontaneous desire to act, the onset of psychological conflict, inner dialogue, guilt and rationalization.
Rationalization is the procedure of building a logic support for a belief, choice, activity or scarcity in order to dodge the true explanation. (Heritage,
…show more content…
(Tifferet & Herstein, 2012)
Promotional offers are said to be an important factor that influence the consumer behavior and encourages him to do an impulse purchase. (Liao, Shen, & Chu, 2009)
High impulse buying can be found in a supermarket from both genders. 50-60 percent of purchases in both genders are unplanned purchases without a reason. Studies also revealed that women often come with a list with other women for shopping. They tend to spend more time and as a result, more money as comparison to shopping alone. (Underhill, 1999)
It is not possible to ignore one of the most important variable which is gender. Males and females possess different information about different products. (Peter, Olson, & Grunert, 1999)
Children are also involved in impulse buying behavior when it comes to confectionary products. (Siddiqui & Ahmed, 2013)
(Tirmizi, Rehman, & Saif, 2009) conducted a study on impulse buying behavior in local markets. They surveyed 165 respondents in Rawalpindi and Islamabad. They came up with the result that youngsters were more immune to impulse purchases than

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