Case Study In Consumer Behavior

Banta, Ramon Timothy D. | 15N8001

BB-3307 Consumer Behavior | Dr. Nazlinda

THE EXCEPTIONAL CASE IN CONSUMER BEHAVIOR:

IMPULSE BUYING

INTRODUCTION

Living in a world heavily influenced by the consumer culture which transcends the differences and individualities of all nations, the market is successful to impact the people, sociologically and psychologically. The desires to be at par with peers and colleagues from the standpoint of product possessions cause to stir the emotions of consumers from buying basic needs to “created needs”. The emphasis of the consumer market on catch phrases like “more is better”, “you need this”, and “you need a new one”, appeals to the rational minds of the people to justify their perceived needs. From this

Although not part of the shopping list, for some undefined reasons, and unevaluated thought basis, the consumer would still buy the product just to gratify the impulse. This is very common in grocery stores and supermarkets. For example, the consumer is already waiting in queue to pay for his/her groceries. Near the cashier, the consumer sees a rack of confectioneries and just because he/she had a sudden urge to get that item, he/she gets the product. This is a simple illustration of impulse buying.

In the most general sense, impulse buying refers to unplanned or spontaneous buying. According to the study1 made by Wahida Shahan Tine, a lecturer in faculty of business in ASA University Bangladesh, the concept of impulse buying involves four important characteristics: (1) it is an unplanned purchase, (2) the consumer is exposed to a certain stimulus which makes the consumer impulsive, (3) the nature of the buying behavior is immediate, and (4) the consumer experiences a particular emotional reaction after the purchase, such as disregarding the future consequences even if they would be

The traits of the customer highly affect the inclination of a consumer to buy impulsively. Usually, these consumers are spontaneous, careless, intuitive, and have emotional fluctuations. They want their needs and wants to be gratified immediately. Consumers who tend to buy impulsively do not have self-control, easily gets excited by a lot of things, and takes into account his/her self-esteem very