Factors Affecting Impulse Purchasing

Factors affecting Impulse Purchasing:

Many researchers have conducted researches in many of developed countries, and developing countries, and they have come up with the result, that impulse purchasing behaviour of a particular consumer, will depend upon a numerous factors, which can be further classified into four sections, such as, store characteristics, product characteristics, individual customer characteristics and situational factors.

A. Store Characteristics: This includes the following:

a. Store Layout: In 2003, Crawford and Melewar, suggested that the store attributes is a significant driver, in consumer impulse purchases, and as such store owners and managers must take enough measures to make sure, that they fully maximize their store

Materialism: Dawson and Richins in 1992, concluded from their study, that a person who follows a strategy of product acquisition, will tend to make more impulse purchases, then the one who doesn’t follow any such strategy.

f. Shopping enjoyment: Beatty and Ferrell, in 1998, stated that a person who perceives shopping as a recreational activity, is likely to indulge in more of impulse purchase. This is mainly because, of the fact that the person approaches shopping as recreational activity and as such doesn’t possesses a pre-planned list of ‘to do purchases’.

g. Impulse Buying Tendency: Beatty, Ferrell, Rook, and many other researchers, who have conducted research on this subject, have found, that if a person inherently possesses the trait of impulsively purchasing, then no matter what happens, he will make impulse purchases, even if he a has a list of ‘purchases that are to be made’.

D. Situational Factors: Situational factors, are acombination of all thosefactors that contributes to person’s impulse purchasing activity and inclination. This includes both the environment where the impulse purchases are made, as well as the person’s inherent traits. The various situational factors , includes the