Impulse buying of the shopper is influenced by number of factors which could be either related to the shopping environment, shopper's personal traits,product itself and the diverse demographic and socio-cultural aspects.

1. Impulse
Buying
Behavior
By:Mitesh Khalasi

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For Customers
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3. Objective
To share my understanding regarding Impulse Buying
behavior

4. Impulse Buying Behavior
Consumer Buying Process
Need
Recognisation
Information
Search
Alternative
Evaluation
Purchase
decision
Social Influence:
Culture
Sub-Culture
Social Classes
Family
Reference Group
Marketing Influence:
Product
Price
Place
Promotion
Post-
Purchase
Evaluation
Situational Influence:
Physical Surroundings
Social Surroundings
Time, Task, Money
Momentary Condition

5. Impulse Buying Behavior
Impulse Buying Process
Browsing
(Project
Awareness)
Create
Desire
Purchase
Decision
Post-
Purchase
Evaluation
Internal Factors
Mood/Need/Desire
Hedonic Pleasure
Cognitive/Affective
Evaluation
External Factors:
Visual Merchandising
Window Display
In-Store Form Display
Floor Merchandising
Promotional Signage

6. What is Impulse Buying???
• An impulse purchase or impulse buying is an
unplanned decision to buy a product or
service, made just before a purchase.

7. Classification of Impulse
Buying
1. Pure impulse buying
2. Reminder impulse buying
3. Suggestion impulse buying
4. Planned impulse buying

8. Why
• Consumer Phenomenon
• Home Shopping

9. What
• Internal Factor
• External Factor

10. Internal Factors
Impulse Purchasing is:
• Immediate (Barratt 1985)
• More emotional than rational. (Weinberg et al. 1982)
• “hedonic”. . . “promotes emotional conflict”. .
• Self reinforcing (Hoch & Lowenstein 1991)

11. Internal Factors
• Weinberg et al. Study (1982)
• Resulting from Emotional & Behavioral Activation
• “more amused, more delighted and more enthusiastic
than nonbuyers.”
• 75% of shoppers feel better after an impulse purchase, 8%
feel worse (Rook and Gardner 1992)
• Encourages approach behavior which in turn encourages
people to reward themselves (Cunningham 1979)

12. External Factors
• Time/ Duration of Exposure
• Proximity (Rook 1987)
• Perceived “extra money” had only marginal association with impulse
purchases (Jeon 1990)
• Number of items purchased, the more impulse purchases (Kollat & Willet
1967)
– Also found longer someone married (Age,family size etc.)
• Demonstrations, Personal Interaction (Singh et al. 2000)
– Mowrer’s Affective Feedback Theory (Mowrer 1960): Demos cause
empathy
• Smith & Swinyard’s Integrated Information Response Model (1982): Direct
experience leads to information acceptance, belief & commitment
• Promotional stimuli (sales, displays, etc.)

13. References:
• Asia pacific journal of marketing &
management review
• Journal of consumer psychology