A STUDY OF IMPULSE BUYING WITH REFERENCE TO DEMEGRAPHIC CHARACTERISTICS OF PESHAWAR’S CONSUMERS Dr.Farzand Ali Jan
Muhammad Farooq Jan, Muhammad Faheem Jan
Impulse buying is a fun, puzzle and a research question in today’s marketing world. The same is under the study of psychologists, consumer behavior researchers, economist, fashion designers, outlet decorators and advertisers. Objective of the study was to identify the nature of convenience product, shopping product, and specialty product which may or may not affect the impulse buying. The data was collected from teaching faculty both male and female, students (both gender) of public and private universities. The total number of questioners distributed was 276 out of which 236 were received back. 36 questionnaires were considered as invalid; therefore, 200 questionnaires were processed for analysis. The analysis of the data showed no difference in overall demographic characteristics with respect to frequency of product category, purchase tendencies towards impulsive buying, hedonic needs, self identity and cognitive process components
Key words; Impulse buying, Demographic characteristics, convenience and shopping products Introduction
Globally research today is the belle of the ball, vying with advertising for marketer’s attention, time and money. We need better understanding of what consumer actually consume rather than what they claim they consume (Tellis 2010). Impulse buying is a fun, puzzle and a research question in today’s marketing world. The same is under the study of psychologists, consumer behavior researchers, economist, fashion designers, outlet decorators and advertisers. Attiq (2006) studied impulsive buying behavior as function of affective and cognitive components Pakistani consumers Study and having focus on identifying determinants of compulsive buying behavior and their relationship in reference to perceived social status associated with buying practices. His results indicated compulsive buying on the top, followed by Materialism and lowest on self esteem. According to Attiq (2006) shopping develops growth activity with power to give support to consumer empowerment, and self esteem. Though to provide these functions, it ought to be understood as a process that is not about business, but about feeling and achievement. In accumulation to the examination and expression of self image, the shopping desires in some consumers result from the requirement for affiliation. Sales people and accompanying persons while shopping contribute as a symbolic transference, and as contributors of mirroring and idealizing response. Impulse buying is synonymous unplanned buying and has been defined by Baumeister, (2002); Sterm, (1962) as “any purchases which a shopper makes but has not planned in advance”. The majority of researchers recently have extended their description beyond a straight forward unplanned purchase to embrace an emotional element or an urge to make the purchases. According to Anderson & de Palma, (2002) the evidence on the extent of the phenomenon varies according to the definition used of “unplanned purchases” and the fraction of unplanned purchases varies from 25% to 70% of total purchases, according to the commodity category. Impulse purchases describe a significant segment of sales which confirms that impulse buying is a key subject to both retailers and the retail industry. In order to support and bring forth an impulse purchase, store position point-of-sale displays at the departing point of check out counters, know the most famous favorable location of product placement on shelves, and appreciate how to bundle products to attract the clientele. Impulse buying largely depend on resources such as money, time, physical and mental effort” (Stern, 1962). According to Beatty & Ferrell. (1998) there are many variables which stimulate impulse purchases behavior. A...
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