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Impulse Buying of Apparel Products

Impulse Buying of Apparel Products

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Published by Babu George

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Published by: Babu George on Sep 16, 2012
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Journal of
Vme 2Isse 1 Jy-Je 2010ISSn 0976-0881
Journal of
Marketing trends
Gallayanee Yaoyuneyong
University of Southern Mississippi, USA. Email: gallayanee.yaoyuneyong@usm.edu
Babu P George
University of Southern Mississippi, USA. Email: babu.george@usm.edu
When people shop in stores, they often buy more than they originally intended. This typeof purchasing Behaviour is referred to as impulse or unplanned purchasing. Iyer (1989)claimed that impulse buying Behaviour is a fact of life, since almost all customers havemade an unplanned purchase at least once in their life while shopping. Therefore, it is notsurprising that researchers in consumer Behaviour and retailing have been investigatingthis topic for more than fifty years (Clover, 1950; West, 1951).Since impulse buying has received much attention, it has got many different definitions(Piron, 1991). For example, Engel and Blackwell (1982) gave the definition of an impulsepurchase as a spontaneous intention or a buying action undertaken without a problempreviously having been consciously recognized prior to entering the store. Rook (1987) alsodefined impulse purchasing as a sudden, powerful and persistent urge to buy something.For this study, the definition of impulse buying is “a sudden and immediate purchase withno pre-shopping intentions either to buy the specific product category or to fulfill a specificbuying task,” which was used by Beatty and Ferrell (1998).
Teenagers have emerged as a vital consumer segment in the recent times.The present paper explores some important aspects associated with the impulse buying Behaviour of teenagers in the case of apparel products. In particular, it examines which apparel products teenagers buy most impulsively, how teenagers buy impulsively, and how in-store browsing is associated withteenager’s impulse buying of apparel products. It tests some of the relationships in the generic impulse buying model in the special case of teenage consumers.Theoretical, managerial, and consumer implications of the study are alsodiscussed.
Key Words
Impulse Buying, Apparel Products, Teenagers,In-Store Browsing, Spending Power, United States.
Impulse Buying of Apparel Products:A Study Conducted Among MidwesternTeenagers in the United States
Impulse Buying of Apparel Products:A Study Conducted Among Midwestern Teenagers in the United States
Journal of
Marketing trends
However, this study is limited to the purchasing of apparel products. Previous impulsebuying studies have been published in marketing and psychology journals. Most of thedata in these surveys was collected in shopping malls or college classrooms. A review ofthe literature revealed a lack of research regarding the apparel product impulse buyinghabits specifically of teenagers. According to US Census Bureau National population report(2008), the United States population as of July 2007 for the age group 10-19 years was41,787,999 people, while the population of the age group 20-29 years was 42,090,102people and 30-39 years was 40,709,680 people. In addition, the male population in this agegroup was 21,406,796 people and the female population was 20,381,203 people. Although the population of the age group 20-29 years was greater than the age group10-19 years, teenagers still represent a very large segment of the market, and havesubstantial purchasing powers compared to other segments such as working people, thosewith children, and older people. Shim and Koh (1997) stated that the teen population andits purchasing power are increasing more than any other population. In 2006, 12-to-19-year-old spent approximately $172 billion, with an average of $102 per week in the United States(Gale, 2007). Additionally, teenagers have their own strong opinions of how they want tospend their money and what to buy (Zollo, 1995), as well as influencing family spendingdecisions (Gale, 2007). Approximately two decades ago, many big companies (e.g. Coca-Cola, Revlon, andMcDonald’s) began to realize that the teen market segment could not be ignored anylonger, since they have high spending power and also influence their parents’ choices ofwhat to buy. Furthermore, popular apparel companies opened new stores targeting teens.For example, Hollister (a lower-key clothes store owned by Abercrombie & Fitch) expandedto 260 U.S. stores and had a 33% increase in sales (Riper, 2006). Many studies indicate thatteenagers spent most of their money on clothes (Gunter & Furnham, 1998). According toBusiness Wire online magazine (2008), fashion, beauty and personal care, home furnishing,video games, digital media, and restaurants were the categories teenagers most spend theirmoney in. Also, Hollister, West Coast Brands (e.g. Pacific Sunwear, Volcom, Quicksilver,Zumiez), American Eagle, Abercrombie & Fitch, and Forever 21 were ranked as the topapparel stores by teenagers. For girls, Hollister was rated as “most preferred” while WestCoast Brands were voted to be the favorite store of young men.
The Study
The purpose of this study was to focus on the impulse buying Behaviour of youth from14-21 years of age and their apparel purchasing tendencies. In other words, the study willindicate the relationship among impulse buying tendency, in-store browsing, and impulsebuying for teenagers.
Objectives and Research Questions
This study was designed to:
Examine which apparel products teenagers buy most impulsively.
Examine how teenagers buy impulsively.
Interpret how in-store browsing is associated with teenager’s impulse buying of apparelproducts.On the one hand, the findings could be useful for storeowners, the marketers of such stores,and department managers. Results may facilitate increased sales and profits based on a
Impulse Buying of Apparel Products:A Study Conducted Among Midwestern Teenagers in the United States

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