Impulse Purchase: How It Affects Consumers

Management Development Institute of Singapore
Applied Marketing Psychology
Impulse Purchase: How It Affects Consumers

Charmaine Kaur Sekhor Elvira Rajoo Khairunnisa Begum Rashidah Binte Jalil Muhammad Dinie Afiq Bin Aizam

Abstract

This study examines the factors that contribute to an impulse purchasing behavior in the following marketing stimuli – price, promotion, service and environment. 53 participants (24 men, 29 women, Mean 30) of ranging ages were recruited through convenience and snowball sampling. An academic survey conducted using a questionnaire that consisted of 11 yes-no items, 2 open-ended items and 10 items utilising a 4-piece Likert scale. We predict that the results will broaden the subject of impulse purchase and support the existing body of knowledge. The purpose of this study is to find the association between marketing stimuli the impulse purchase.

Impulse purchase:
How It Affects Consumers

An estimated $4.2 billion in annual store volume was generated from impulse purchases (Mogelonsky, 1998). A study done by Daily Mail in 2011 over a poll of 2000 consumers showed that an average adult spends approximately $108,232 on impulse over their lifetime. Generally, no one is left out from experiencing impulse purchasing in a typical adult lifetime but there is a need to find out the characteristics of this consumer behavior. This literature review will focus on these factors to gather insight on the marketing stimuli and environment involved in impulse purchase behavior. Consumers ' emotional states and behavior have been thought to be closely related to the behavior of impulse purchase (Rook & Gardner, 1993). According to Zimmerman (2012), impulse purchasers are more social, status-conscious and are high self monitors. Purchasing items makes them look good in the eyes of others. They are known

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