Factors Affecting Impulse Buying Behavior of Consumers at Superstores in Bangladesh
ASA University Review, Vol. 5 No. 1, January–June, 2011
Factors Affecting Impulse Buying Behavior of Consumers at Superstores in Bangladesh
Wahida Shahan Tinne*
Abstract
Impulse purchase or impulse buying describes any purchase which a shopper makes, through it was not planned in advance. This paper is an attempt to find out the factors that affect consumer impulse buying behavior at superstores in Bangladesh. The impact of various variables like discount offer, various scheme, promotional activities, retail store offer, display of product, behavior of sales person, popularity of product, influence of reference group, income level of customers and festival season, on consumer impulse buying behavior, has been analyzed. The study is based on the primary data collected from Agora and Meena Bazar with the help of structured questionnaire. Data analysis has been done using SPSS software. The statistical analysis method employed in this study is Factor Analysis. After the analysis, it is found that since income of individual is increasing and more and more people are moving towards western culture, the purchasing power of the people has really gone up. Thus the impulse buying of the commodities is on a great rise mainly due to pricing strategies, store characteristics, situational factors and promotional activities.
Keywords: Impulse Buying, Superstores, Pricing Strategies, Store Characteristics, Situational Factor, Promotional Activities
1. Introduction
An impulse purchase or impulse buying is an unplanned or otherwise spontaneous purchase. Impulse items can be anything, a new product, samples or well-established products at surprising low prices. Parboteeah (2005; based on Piron, 1991:512) stated that impulse purchasing is unplanned, the result of an exposure to a stimulus, and is decided on-the-spot. Impulse buyers begin browsing without having an intention to purchase a certain item or visiting a certain store. As consumers browse, they are exposed to the
Factors Affecting Impulse Buying Behavior of Consumers at Superstores in Bangladesh
Wahida Shahan Tinne*
Abstract
Impulse purchase or impulse buying describes any purchase which a shopper makes, through it was not planned in advance. This paper is an attempt to find out the factors that affect consumer impulse buying behavior at superstores in Bangladesh. The impact of various variables like discount offer, various scheme, promotional activities, retail store offer, display of product, behavior of sales person, popularity of product, influence of reference group, income level of customers and festival season, on consumer impulse buying behavior, has been analyzed. The study is based on the primary data collected from Agora and Meena Bazar with the help of structured questionnaire. Data analysis has been done using SPSS software. The statistical analysis method employed in this study is Factor Analysis. After the analysis, it is found that since income of individual is increasing and more and more people are moving towards western culture, the purchasing power of the people has really gone up. Thus the impulse buying of the commodities is on a great rise mainly due to pricing strategies, store characteristics, situational factors and promotional activities.
Keywords: Impulse Buying, Superstores, Pricing Strategies, Store Characteristics, Situational Factor, Promotional Activities
1. Introduction
An impulse purchase or impulse buying is an unplanned or otherwise spontaneous purchase. Impulse items can be anything, a new product, samples or well-established products at surprising low prices. Parboteeah (2005; based on Piron, 1991:512) stated that impulse purchasing is unplanned, the result of an exposure to a stimulus, and is decided on-the-spot. Impulse buyers begin browsing without having an intention to purchase a certain item or visiting a certain store. As consumers browse, they are exposed to the