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MKT 470 questions updated

Marketing Research (North South University)

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Research Questions
Course: Marketing Research (MKT470), Section: 03

Date of Submission: March 08, 2018

Research Topic: Impulsive buying disorder in young adults

Submitted to:

Mr. Md. Afnan Hossain, Lecturer

Marketing & INB School of Business & Economics

North South University

Submitted by:
Name ID
Sumaita Haque 1511049630
Maisha Arba Ahmed 1511611030
Omar Ferdous Shihab 1510413630
Syeda Shakireen Reza 1431037030
Ziauddin Mortuza 1510518030
Mohammad Abdullah Al Faisal 1430299630
Md. Kamrul Islam Khan 1511061030

The following questionnaire has been prepared to carry out the primary research for
the research paper that is to be written on our marketing research course on the topic
“: Impulsive buying disorder in young adults”.

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Hypothesis 1: There is a positive correlation between store environment and personal

characteristics with impulse buying.
. Q1. I Feel enthusiastic and happy when the lighting and music in the store is very well
synchronized.

 Strongly disagree
 Disagree
 Neutral
 Agree
 Strongly agree
(Morrin, M., & Chebat, J. C. (2005). Person-place congruency: the interactive effects of
shopper style and atmospherics on consumer expenditures. Journal of Service Research, 8(2),
181-191)

Q2. When the employees in the store are knowledgeable, helpful, friendly I enjoy the
shopping trip even more and as a result stay there even longer.

 Strongly disagree
 Disagree
 Neutral
 Agree
 Strongly agree
(Dickson, J., & Albaum, G. (1977). A method for developing tailor-made semantic
differentials for specific marketing content areas. Journal of Marketing Research, 87-91)

Q3. It's easy to move about and locate products easily when a store has a good layout design.

 Strongly disagree
 Disagree
 Neutral
 Agree
 Strongly agree

(Dickson, J., & Albaum, G. (1977). A method for developing tailor-made semantic
differentials for specific marketing content areas. Journal of Marketing Research, 87-91)

Q4. When a store has pleasant music, lighting and a well-designed layout it would impact me
positively and I would be tempted to buy items which were not on my list.

 Strongly disagree
 Disagree

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 Neutral
 Agree
 Strongly agree

(Beatty, S. E., & Ferrell, M. E. (1998). Impulse buying: Modeling its precursors. Journal of
retailing, 74(2), 169-191)

Q5. When I visit a store I buy things which I had no intension to buy in the first place.

(Weun, S., Jones, M. A., & Beatty, S. E. (1998). Development and validation of the impulse
buying tendency scale. Psychological reports, 82(3_suppl), 1123-1133)

 Strongly disagree
 Disagree
 Neutral
 Agree
 Strongly agree

Q 6. Shopping is my favorite activity and I find it as a very enjoyable experience.

(Sprotles, G. B., & Kendall, E. L. (1986). A methodology for profiling consumers' decision‐
making styles. Journal of Consumer Affairs, 20(2), 267-279)

 Strongly disagree
 Disagree
 Neutral
 Agree
 Strongly agree

Hypothesis 2: Television and celebrity endorsing tend to influence the impulsive buying
habits among young adults
Q7. If I see my favourite celebrity endorsing a product, I will go and buy it.
Strongly Agree Agree Somewhat Agree Neutral Somewhat Disagree
Disagree Strongly Disagree

Muthukumar, N. (2014). Celebrity Endorsement Through TV Medium A Study with

Reference to Virudhunagar District. Retrieved from:
http://shodhganga.inflibnet.ac.in/bitstream/10603/32550/1/celebrity%20endorsement

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%20through%20tv%20medium-a%20study%20with%20reference%20to%20virudhunagar
%20district.pdf

Q8. I tend to go and buy a product after I have seen an advert of it on television
Strongly Agree Agree Somewhat Agree Neutral Somewhat disagree
Disagree Strongly disagree

Q9. If a brand is not being endorsed by a celebrity then it is not a brand and I won’t purchase
it

Strongly Agree Agree Somewhat Agree Neutral Somewhat disagree

Disagree Strongly disagree

Islam T. (2017). Determinants of compulsive buying behavior among young adults: the
mediating role of materialism. Journal of Adolescence. Retrieved from:
https://www.researchgate.net/publication/320555190_Determinants_of_compulsive_buying_
behavior_among_young_adults_The_mediating_role_of_materialism
Q 10. I get the most exposure on new products through television

Strongly Agree Agree Somewhat Agree Neutral Somewhat disagree

Disagree Strongly disagree
Fatima S. & Lodi S. (2015). Impact of Advertisement on Buying Behavior of the consumer:
Study of Cosmetic Industry in Karachi City. International Journal of Management Science
and Business Research. Retrieved from: http://www.ijmsbr.com/Volume%204%20Issue
%2010%20Paper%2011.pdf

Hypothesis 3: The rise of e commerce and social media has led to more impulse buying
among young adults.
Q11. I spend more than 2-5 hours in browsing social media every day.

Q 12. I make an unplanned/ impulse purchase from the internet 2-3 times a month?

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Question 13. Evaluate the following statements.

Questions

1. Mass advertising on
different platforms causes
me to indulge in impulse
purchases.

2. The convenience and

option of self-service that
ecommerce websites
provide drives me to
impulse purchase.

3. The wide variety of

choices available online
and the unlimited time
available (no time
constraint ) to browse
fuels and affect impulse
purchases
4. The reviews, comments,
recommendations and
word of mouth on the
websites and internet
causes me to impulse buy
more.

5. The prices and various

deals offered on products
in different websites
influences my purchase
decision and cause me to
impulse purchase.

6. Website design does not

affect my impulse
purchase decisions.

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Reference:
Hodge, R. (2004). Factors influencing impulse buying during an online purchase
transaction (Master's thesis, University of Waterloo).
Chang, S. W., Loukides, G., & Ahmed, S. (2016). Assessing the drivers of online impulse
buying.

Hypothesis 4: Packaging impacts impulsive buying in young adults.

Q 14. The label of the package is important in decision buying process
 Strongly disagree
 Disagree
 Neutral
 Agree
 Strongly agree
Q15. Printed information on the package help the process of buying
 Strongly disagree
 Disagree
 Neutral
 Agree
 Strongly agree
Q16. Language used on the package influence consumer behaviour during the buying process
 Strongly disagree
 Disagree
 Neutral
 Agree
 Strongly agree
Q17. Innovation and practicality important in consumer buying process
 Strongly disagree
 Disagree
 Neutral
 Agree
 Strongly agree

Q 18. Quality of the packaging material important during buying process

 Strongly disagree

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 Disagree
 Neutral
 Agree
 Strongly agree

References
ZEKIRI, J., & HASANI, V. V. (2015). THE ROLE AND IMPACT OF THE PACKAGING
EFFECT ON CONSUMER BUYING. ECOFORUM, 235-238.

Hypothesis 5: “Premium Brands” play a very significant role in terms of adding to the
impulsive buying behavior in young adults
Q 19. I often make impulse purchases in terms of products of premium brands (Influencing
Factors on Consumer Buying, 2015)
 Strongly disagree
 Disagree
 Neutral
 Agree
 Strongly agree

Q 20. I find out about the latest high end fashion and luxury item trends through social media
(The Complexity of the Millennial Consumer Mindset When It Comes to Buying Luxury and
Premium Products, 2017)
 Strongly disagree
 Disagree
 Neutral
 Agree
 Strongly agree

Reference:
INFLUENCING FACTORS ON CONSUMER BUYING. (2015, June). Retrieved from
http://www.theseus.fi/bitstream/handle/10024/97367/Reis_Emilia.pdf;jsessionid=31379E101
EB9D37A4ED553E5CBBA863B?sequence=1
New research shows the complexity of the millennial consumer mindset when it. (2017).
Retrieved fromhttps://www2.deloitte.com/content/dam/Deloitte/uk/Documents/consumer-
business/deloitte-uk-young-luxury-shopper-2017.pdf

Hypothesis 6: By following new trend and fashion around them is driving the young
generation to the impulsive buying

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Q 21. New Trends and fashion have the greatest influence on your impulsive buying decision.

 Strongly disagree
 Disagree
 Neutral
 Agree
 Strongly agree

Q 22. I tend to consider purchasing new fashion item during fashion week.

 Strongly disagree
 Disagree
 Neutral
 Agree
 Strongly agree

Q 23. New fashion that I prefer to make me different from others.

 Strongly disagree
 Disagree
 Neutral
 Agree
 Strongly agree

Q 24. I would consider buying from a number of preferred brands, when it comes to new
fashion items.

 Strongly disagree
 Disagree
 Neutral
 Agree
 Strongly agree

Q 25. New fashion items influence me to pay more for a high-end fashion or luxury item that
was personalized me.

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 Strongly disagree
 Disagree
 Neutral
 Agree
 Strongly agree

Bibliography:

GILL, S.

The young premium consumer | Deloitte UK

Gill, S. (2018). The young premium consumer | Deloitte UK. [online] Deloitte United
Kingdom. Available at: https://www2.deloitte.com/uk/en/pages/consumer-industrial-
products/articles/young-premium-consumer.html# [Accessed 7 Mar. 2018].

Hypothesis 7: Easy access to credit cards encourages young adults for impulsive buying.
Q 26. I often use credit cards to do shopping
 Strongly disagree
 Disagree
 Neutral
 Agree
 Strongly agree

Q 27. I pay for my credit card loan

 Strongly disagree
 Disagree
 Neutral
 Agree
 Strongly agree

Q 28. Having a credit card makes me more impulsive.

 Strongly disagree
 Disagree
 Neutral
 Agree
 Strongly agree

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Reference: Rajput, Sneha & Chauhan, Reeta & Kaveeshwar, Prateek & Sisiodiya, Nitesh &
Sharma, Neeraj & Jain, Lavina & , Panjnani. (2016). Effect of Credit Cards Usage on
Impulse Buying Behavior: A study of Mall Shoppers in Gwalior Region. 256-268.

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