where it witnessed the growth in sales, especially in the retail and department stores in airports stores, and sales numbers exceeded on the other categories of products, it are bought without planning or effort they are more groups that buy impulsively ( Grawford and Melewer, 2003). the concept of impulsive buying also applies to durable goods, especially if they are new, but the knowledge and information about the new product may be the driving force for the intentions of impulsive buying, word-of-mouth among customers may contribute also compliance social norms and rules of which influencing in pushing the shopper to impulsive buying (Harmancioghu, et al., 2009). (Park et al., 2006) found that enjoying with shopping position is affected by Turnout shoppers to buy clothes where it is more of these categories purchasing by impulsive buying. And the characteristics of clothing such as color, model, or a combination of both are most important factors affecting impulsive buying. (8) Fun motives: There is a relationship between the impulsive purchase behavior and the need to satisfy fun motives , Hausman (2000) added the fun motives such as the stimulates of impulsive buying are (enjoy, wit and humor, surprise, fun),Customers most likely to impulsive buying who have a fun motivations, and that customers feel more energy
The culture of consumption and the relationship between buyers and products changed radically in the victorian era. Shopping, previously perceived as a necessity, now turned into a pleasurable activity. With more people shopping, more products and different brands were now available in the market. The increase in the variety of available brands resulted in such brands having to compete for the buyer’s attention and approval. The competition, in turn, revolutionized the whole concept of advertisements, creating alongside with a new culture of consumption, a culture of propaganda.
Consumers are now exposed to different kinds of products and services which are from foreign nations because of extensive liberalization and globalization in the 21st century. Raising level of education and technological advancement have made consumer aware of the products and services available in the world. Thus country of origin of the product is influencing the purchase decision which requires better addressing of marketing strategies and plans by companies of both domestic and international origin (Kaynak et al. 2000). Important factors that affect consumers’ purchase intentions are consumer ethnocentrism and information about the foreign products.
Consumer Buying Behavior There are four types of consumer buying behavior namely, complex buying behavior, habitual buying behavior, dissonance-reducing buying behavior and variety seeking behavior. According to Solomon (1995), consumer buying behavior is the individuals and groups of people go through the process of choosing, buying and using of products or services in order to fulfill their needs and wants. Basically, the types of consumer buying behavior based on the level or degree of the consumers involvement and the differences among the brands. High involvement Low involvement Significant differences between brands Few differences between brands
Putting magazines at checkout-stands for customers waiting in line increases awareness and entertainment element to shopping which enhance the chance of purchasing (Coley, 1999).Moreover researchers explain clothing and music as high impulsive products while utilitarian products remained unrealized that which factors influenced impulse buying in them the most .Chen (2008) declared clothing and music as highly impulsive products but computer peripherals. Similar studies are found in survey with 400 subjects where clothing became the main impulse buying category and proved clothing highly impulsive (Arocas, 2008). Sales Promotions with respect to Impulse buying Researchers describe sale promotions as the key elements in marketing mix to push up consumer purchases. Repaid growing marketers and cost of media, have shifted promotion budget and attention towards the sales
This kind of customer is less involved in daily purchases because the whole range of products are bought mostly due to consumer’s habit. Habitual buying behavior is a buying behavior which is characterized by low consumer involvement and few significant perceived brand difference (Kotler & Armstrong, 2008). This kind of consumers have few involvement in this product category such as a food product, newspaper, and beverages. Kotler and Armstrong (2008) defined consumers buying goods seem to have less involvement with cheaper and repeatedly bought products. This means that consumers will not evaluate the brands after the products have been purchased.
CCT tends to see consumer lifestyles as part of a large social machine; if you remove any one part, many other parts, as well as the whole of the machine itself, are likely to be affected (Ahuvia, et’al., 2006). By using lifestyles, trends and other criteria of buying, marketers choose advertisement that could introduce their brands in such a way that their buyers could find them necessary in their particular lifestyle, satisfaction requirements, fulfillment factors and necessity in general. Younger buyers are easier to convince especially using the consumer culture theory because they are less worried with the future needs and expenses and focus more with the things that could give them happiness and
Behavior This type of buying behavior is used for the frequently purchased items like groceries. Consumers have low involvement with these low-cost items and do not search extensively for information. They are purchased almost automatically, which is why this type of consumer buying behavior is also known as programmed response behavior or habitual buying behavior. Limited decision-making This type of buying behavior occurs for products bought only occasionally, such as clothing. The consumer may or may not have to do an external information search.
A consumer refers to a current or potential buyer or user of the products. This is typically through purchasing or renting goods or services. The idea that customers prefer one product or one service over another is not new. Consumers are always willing to move to new products/brands because of changing lifestyles, rising disposable income, etc. The ability to identify and measure the elements of such preferences is of recent origin.
Personal Factor Consumer behaviour deals with as to why and why not an individual purchases particular products and services. Personal Factors play an important role in affecting consumer buying behavior. Age of a person is one of the important personal factors influencing buyer behavior. People buy different products at their different stages of cycle. Moreover, life styles and buying considerations and decisions differ widely according to the nature of the occupation.