Impulse Buying Introduction

This chapter introduces the study, explains the background to the thesis, the reason for the choice of topic as well as the objectives and the research questions. The study attempts to explain some major factors that influence consumer impulse buying of mobile phones.

Impulse purchase or impulse buying describes any purchase which a customer makes without planning in advance.in other words an impulse purchase or impulse buying is basically an unplanned or otherwise spontaneous purchase. there are so many factors that influence impulse buying but This research attempts to explain the impact of various variables like promotional activities, brand or popularity of product, usefulness of product, influence of reference group and income level

Owning items has become an expression of self-identity for a lot of consumers which has helped to increase shopping as a lifestyle (Dittamar et al. 1996). A change in society is also shown in the decreasing amount of free time outside of work. Consumers spend less time planning before shopping but with the attitude of a life-style shopper and an increased income by which consumers are encouraged to buy more, impulse buying is a fact (Williams et al, 1972).
Impulse buying is an interesting topic within the subject of consumer behavior. The study of consumer behaviour has led to conclusions as to why consumers act as they do when it comes to shopping (Underhill, 2006). Studies and articles have shown that the most common business industries where impulse buying occurs are in clothing stores and in grocery stores (Mattson, Ek, 2006, Newnham, 2003, Vidlund, Svärdskrona, 2007). There are a lot of studdies made on those industries so it would be interesting to look at another business where there ought to occur impulse

When impulse buyers feel the desire to buy, they make a purchase decision without Searching for information or evaluating alternatives. Then, consumers may experience positive or negative consequences by the post-purchase evaluation after the purchase on impulse. In this Process, consumers are influenced by internal and external factors that trigger their impulse purchase behaviour.Many different factors have been suggested as triggering the impulse to purchase. By and large, triggers are divided into two types’ external cues and internal cues (Wansink 1994). External cues are specific triggers associated with buying or shopping. They involve marketer-controlled environmental and sensory factors. Internal cues refer to consumers’ self-feelings, moods, and emotional states. Impulse buying is of great importance for any seller because it has the ability to create income almost instantly, although sometimes the post purchase reaction from consumers may be negative when they later realize that the product consumed has not entirely satisfied them.
Today almost all types of sellers whether retailers or wholesalers are increasingly making use of various influencers for converting browsers to spenders. However, success largely depends on how the customers perceive these influencers. The phenomenon of impulse purchasing is not a new concept; it dates back from as early as the 50s and