OTHM LEVEL 7 DIPLOMA IN STRATEGIC MANAGEMENT AND LEADERSHIP | ASSIGNMENT BRIEFS

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Learner Name Susan Vilogini Sellathurai

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Qualification Title DIPLOMA IN STRATEGIC MANAGEMENT AND LEADERSHIP
Unit Reference No. J/616/2726
Unit Title Advanced Business Research Methods
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Submission Date     14th July 2021 
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 Assessment Marking Sheet
OTHM Level 7 Diploma in Strategic Management and Leadership (RQF)
Advanced Business Research Methods (J/616/2726)
(Please tick the appropriate Box)
Learner OTHM
Registration Number

Pass
Final Result
Refer

Pass Grading Criteria

Learning Outcome Assessment Criterion Pass/refer Assessor comments
1. Be able to 1.1 Appraise business research problems.
develop 1.2 Develop and justify appropriate research aims and
research objectives within a defined scope and timeframe.
approaches in a 1.3 Critically explore, select and justify research
business and approaches.
economics
context.
2. Be able to 2.1 Critically analyse different theoretical approaches to a
critically research problem.
review 2.2 Create a structured and thorough critical literature
literature on a review.
business
research topic.
3. Be able to 3.1 Critically evaluate relevant research methodologies to
design business reflect the research objectives.
 research 3.2 Design an appropriate methodology in terms of the
methodologies. research objectives for a defined population.
3.3 Justify the methodology selected in terms of the
research objectives within agreed ethical guidelines.
4. Be able to 4.1 Create a research question, literature review and
develop and methodology.
4.2 Propose techniques for use with quantitative and
present a
qualitative data collection and analysis.
research
4.3 Present the proposal using suitable methods.
proposal.

Overall Assessor Comments

 ADVANCED BUSINESS RESEARCH
METHODS

Impulsive buying behaviour

Among consumers of Carrefour Supermarket, Belgium

Student
Susan Vilogini Sellathurai

OTHM LEVEL 7 DIPLOMA IN

STRATEGIC MANAGEMENT
AND LEADERSHIP
CONTENT

1. INTRODUCTION 6
1.1 Research Background 6
1.2 Research Problem 7
1.3 Research Objectives 7
1.4 Research Questions 8
1.5 Significance of Research 8
2. LITERATURE REVIEW 8
2.1 Product Promotion 8
2.1.1 Psychological Promotion 9
2.1.2 Clearance Sale 9
2.1.3 Extended Warranty 10
2.1.4 Bundled Offer 11
2.2 Store Environment 12
2.2.1 Visual Merchandising & Window Display 12
2.2.2 Packaging 13
2.2.3 Brand Awareness 14
2.3 Quality of Service 15
2.3.1 Customer Service 15
2.3.2 Easy Payment Methods 16
2.3.3 Product Demonstration 16
2.4 Price Promotion 17
2.4.1 Psychological Pricing 17
2.4.2 Credit Card Offers 18
2.4.3 Instalment Plans 19
2.4.4 Discount on Products 20
2.5 Impulsive Buying Behaviour 21
2.6 Conceptual Framework 22
2.7 Hypothesis 22
3. RESEARCH METHODOLOGY 22
3.1 Research Philosophy, Approach, Strategy, Choice and Time Horizon 22
3.2 Data Source and Collection 24
3.3 Data Sampling 24
 3.4 Data Collection Instrument 24
3.5 Data Analysis 25
3.6 Operationalisation 25
3.7 Reliability and Validity 25
3.8 Ethical Consideration 26
3.9 Delimitation 26
4. REFERENCES 27
1. INTRODUCTION

1.1 Research Background

An impulse purchase or impulse buying is an unplanned decision to buy a product or

service, made just before a purchase (Dawson and Kim, 2009). Impulse buying has
more importance because Product promotion, Store environment, Quality service and
Price Promotion. Most shoppers occasionally engage in impulse buying. More than
half of mall shoppers were found to purchase on impulse, and over one third of all
department store purchases have been made on impulse, indicating that impulse
purchases are critical to retailers` profit (Dawson and Kim, 2009). Any person who
tends to make such purchases is referred to as an impulse purchaser or impulse
buyer. Impulse buying disturbs the usual decision-making models in consumers'
brains. The logical order of the consumers' movements is replaced with an irrational
moment of self-indulgence. Research findings propose that emotions and feelings;
both positive and negative, show a decisive role in purchasing, triggered by seeing
the product or upon exposure to a well-crafted promotional communication.

1.2 Research Problem

Researchers have been fascinated in the field of impulse buying for the past sixty
years. Numerous researches on impulse purchasing has been conducted in developed
countries like Canada, Norway, England, America, etc and developing countries like
China, Korea, India, Lithuania, Thailand, Philippines, Poland, Indonesia, Pakistan,
etc. In that research, researchers have mostly focused on identifying the general
factors that increase impulse buying.

With the increasing number of shopping centres and supermarkets, increase in

disposable income, rising independence of youth consumers, combined family
structure shrinking to small size, exposure of a consumer to hundreds of advertising
messages in a day, access to online retailers, access to Automated Teller Machines
(ATMs) and Point of Sales (POS) terminals favouring debit/credit card
conveniences, impulsive buying is rising among Belgium consumers too.
Furthermore, marketers and supermarket owners capitalize on this phenomenon by
stimulating customers to purchase based on a range of attractive store-related
 attributes (display, store layout, ambiance, and position of merchandise) and decent
service excellence. However, in case of Belgium though impulse purchase is a
common affair, there is not sufficient research on this phenomenon. Some parts may
have been touched upon, but a solid research is yet to be done.

It is clearly seen that supermarket owners tries to take advantage of impulses, which

are related to the essential need for instant satisfaction. A buyer within the shopping
store will not specifically be buying the confectionary goods like, sweets, chocolates,
bubble gums, mints, and biscuits. However, related confectionary items displayed at
prominent places will attract buyer’s attention and trigger impulse buying behaviour
in them.

1.3 Research Objectives

The research objective will be “Identify the impulsive buying behaviour among
consumers of Carrefour Supermarket in Belgium”.

1. Identify the relationship between Product Promotion and Impulsive Buying

2. Identify the relationship between Store Environment and Impulsive Buying
3. Identify the relationship between Quality of Service and Impulsive Buying
4. Identify the relationship between Price Promotion and Impulsive Buying

1.4 Research Questions

A. Is there any relationship between Product Promotion and Impulsive Buying?

B. Is there any relationship between Store Environment and Impulsive Buying?
C. Is there any relationship between Quality of Service and Impulsive Buying?
D. Is there any relationship between Price Promotion and Impulsive Buying?
 1.5 Significance of Research

The findings resulting from this research are of academic advantage and contribute to
the existing knowledge of the researched area, also benefiting other student and non-
student researchers. It is also helpful particularly to marketers/owners of
supermarkets and retail stores to better understand their consumers and occasion
where the consumers display irrational purchases in Belgium. Accordingly, they can
take advantage of this and present stimuli in supermarket settings that trigger such
behaviour among consumers of Belgium. In addition, this research helps consumers
gain an insight into the true reasons behind their impulsive buying behaviour in a
supermarket setting. Many times, consumers themselves are unclear about why they
purchase more than what they had initially thought before entering a
supermarket/retail stores.

2. LITERATURE REVIEW

2.1Product Promotion

2.1.1 Psychological Promotion

According to Totten & Block (1994), the term ‘Psychological promotion’
denotes the several types of selling incentives and methods which target the
customers to harvest the immediate sales effects through customers impulsive
buying behaviour. These incentives and methods may be in the form of buy
one and get one free, Combination of products, free samples, discount coupons,
etc. There are different promotion strategies undertaken by retailers to intensify
the sales by the Supermarket and Modern Trade owners Totten & Block
(1994).

According to William & Ferrell (1987), Psychological promotion is an activity

that acts as a direct inducement, offering added value or incentive for a product
to resellers, salespersons or customers. Lehman & Winer (2002) defined sales
promotion as special offers which essentially aim to stimulate demand for the
products and finally it’s been bought by the customer triggering their impulsive
behaviour. Blattberg Robert & Scott Neslin (1990) have categorized the
 different types of consumer sales promotion techniques induced by the retailers
to boost the sales and respond as Coupons, Rebates, Free trial premium,
Contest, price packs. Such activities enhance the value of product either by
reducing cost or adding benefits. Cuizon (2009) reported that Psychological
promotion techniques used by the marketer are not only effective in attaining
short-term sales but are also more cost effective than advertising.

2.1.2 Clearance Sale

In general, consumers believe that they will be able to choose freely in the
clearance sales offer and that is perceived as behaviourally directed
advantages, which is much more likely to lead to high levels of experienced
reactance. Hammock and Brehm (1966), argue that clearance sales attract the
secondary buyers like parents as children were allowed to freely choose toys
and confectionary more than the expected volume to take home. Ndubisi and
Moi (2005) discuss that the clearance sale announcement has a much greater
personal direction than a loyalty buying. In addition, the moderation role of
fear of losing face (or embarrassment) also acts a driving factor in rushing
towards the clearance sale. The fear of losing face significantly moderates the
relationship between in-store display and clearance sale.

The results of the study conducted by Oakley (1996) reveals that greater
success in sales of fashion goods sales is significantly associated with a more
ambitious and speedier launch clearance of older inventory to allow the inflow
of new fashion goods effectively.

2.1.3 Extended Warranty

A substantial amount of literature (Gilly & Wolfinbarger, 2000; Chen et al.,
2008; Belen, 2009) has focused primarily on sales strategies for Impulsive
buying about price and service competition in a Supermarket arena. However,
rarely research has been conducted on the design of extended warranty service
strategies in the Supermarket in term of customer behaviour. The extended
warranty service could be considered as a continued paid service after the
warranty period, which generally covers the major cost components of a sold
 product (Heese, 2012). Customers’ impulsive decisions for either buying
extended warranties or not are related to the product quality, the brand trust,
the product life cycle, customer risk preferences and so on (Chen, Kalra, &
Sun, 2009). Moreover, customers prefer to buy extended warranties for those
products with durable characteristics.

There is a considerable variety in the strategies of extended warranty (Tong,

Liu, Men, & Cao, 2014). Some manufacturers sell extended warranties by
themselves through the Supermarket channel, yet others choose to let their
retailers satisfy customers’ demands of extended warranties through other sales
channel (Tsao & Su, 2012; Li, Zhang, & Yang, 2014). Given the two different
choices of the extended warranty provider in practice, it is important to explore
their sales strategies in different sales channels to trigger customers’ impulsive
buying behaviour.

In recent years, product warranty has become an important marketing strategy

to manufacturers and retailers to increase sales through impulsive buying,
generally highlight their warranty services to improve their competitive
advantages (Boulding & Kirmani, 1993; Yeh & Fang, 2015). Previous research
has clarified that warranty can be regarded as the signal of a product quality
and the service quality, where people tend to buy them without having to have
a pre search about the product. (Bolton & Drew, 1995). When customers
cannot distinguish clearly between high and low product quality in a market, a
longer warranty length triggers the buying behaviours of the customer,
indicates higher product quality and better after-sale service quality (Pakdil,
Isı̧n, & Genç, 2012).

2.1.4 Bundled Offer

According to Banks & Moorthy (1999), Bundled Offer led to sudden increase
of sales experienced by retailers due to impulsive buying behaviours and price-
consciousness of consumers. Sinha & Smith (2000), says that consumer would
be easily swayed to buy products as there is no extra cost by consumers and it
attracts them instantly. Blackwell et al (2001) identified that bundled offer play
 a significant role in influencing consumer impulsive buying which indirectly
attracts new consumer. According to Shilpa Aggrawal & Amit Aggrawal
(2012), pricing of product has an impact in deriving consumer perception and
the extent to which perception is influenced, is derived from the nature of
consumer buying behaviour. Rebate & Discount offer Blackwell et al (2001)
reported that price discounts influence the impulsiveness of the consumers to
go for product trial by which retailers indirectly attract and gain new consumer.
Janet Hoek & Leon Roelants (1991) concluded that, this small scale study
raises the possibility that a product's susceptibility to stockpiling may affect the
extent to which price discounting increases its sales, at least in the medium
term. Priti Salvi (2013) said that the bundled offer scheme induced the
customers to visit store and influenced their purchase decision. And also buy
one get one free has been found effective in their purchase decision. Soni Neha
et al (2013) found that the most popular sales promotion technique bundled
offer plays significant role in consumer’s impulsive purchase behaviour.

2.2Store Environment

2.2.1 Visual Merchandising & Window Display

Visual merchandising and Window Display are effective presentation of
products that impacts customers’ impulsive purchase Walters, D and White, D.
(1987). It is providing right product to right customer at right time by
triggering their impulsiveness. According to Mills, K. H., Paul, J.E. &
Moorman, K.B., (1995) It is defined as “the presentation of a store/brand and
its merchandise to the customer through the teamwork of the store’s
advertising, display, special events, fashion coordination, and merchandising
departments in order to sell the goods and services offered by store”. This
means everything that customer sees, exterior or interior, creates an impulsive
buying behaviour impact on customer. Retailers are gradually realizing that
only selling the product is not important, but customers’ satisfaction and
convenience is also important for shopping. Stimulus in retailing includes
space related, product related and people related aspects according to Quartier
K, Vanrie J & Van Cleempoel K, (2009). These stimuli are mostly collected
through eyes. Hence, it is inexpensive way of marketing: Mattew L. Tullman &
Clark K. Rose, (2004). Visual merchandising includes both store exterior and
interior. The store exterior includes window display, façade and retail
premises. Window display is a medium which creates first impression in
customer’s mind to enter the store. Physical attractiveness of the store
impresses customers highly for store selection (Darden, W.R., Erdem,O. &
Darden, D.K. 1983). In the same way exterior of the store instigates customers
to enter the store (Jiyeon Kim, 2003). There are three types of interior display:
Merchandising display, Point-of-sales display and Architectural display (Omar,
O. 1999). In-store cues have always been prominent for practitioners and
researchers (McGoldrick, P. 1990 & 2002). Good store interior interests
customers and hence, reduces psychological defence and help purchase
(Kotler, P. 1974). According to Davies, B. and Ward, P. (2002), the store
interior includes orienting factors; signage; Layout, fixturing, merchandise,
presentation techniques, props and spatial factors and ambient conditions,
which Kotler termed “atmospherics” which is a very important strategy.
Consumer expectation regarding Visual Merchandizing and Window Display
have increased Buchanan, C, Simmons, CJ and Bickart, B A (1999) and there
is also a heightened desire for shopping excitement, which can in part be
delivered through innovative design of the physical environment Erlick,J
(1993).

Visual merchandising is, therefore, concerned with both how the product/brand
is visually communicated to the customer and also whether this message is
aptly decoded. According to pleasure Fiore A. M., Yah X. and Yoh E.,
(2000) ,Visual merchandising includes various aspects of consumer such as
sensory pleasure, affective pleasure and cognitive. Customers account both
monetary and non-monetary costs of the merchandise (Zeithaml, V. 1988).
Recreational i.e. non-monetary are vital for shopping Treblanche, N. S. (1999).
The longer a shopper remains in store more he or she will buy. And the amount
of time the shopper will spend in the store depends on how comfortable or
enjoyable the experience is. So the visual stimulus and ambience must be
soothing and effective so customer remains in store for longer time. Along with
the merchandise, it triggered affective reaction among shoppers Baker, J. and
Grewal, D. (1992) which creates store patronage intentions pointed by Baker,
 J., Grewal, D., Levy, Parasuraman, A. and Glenn, B. (2002). It is evident from
the above research studies, that Visual Merchandising and Window Display are
critical component of store choice and sales behaviour.

2.2.2 Packaging

The competitive markets depend on the significant role of package as one of

the tools of triggering impulsive buying behaviours of the customers. For
instance, “packaging design appeals consumer’s attention to a special trade
mark and encourages the product image, and affects consumer’s views about
product” (Rundh, 2005). And also package confers value to products
(Underwood, Klein, & Burke, 2001; Silayoi & Speece, 2004). There is no
doubt that it is important to acknowledge that marketers absolutely have to
study the market well before they make decisions and lunch the product
Packaging; because it is simply able to give a penetration and the
overwhelming success.

According to Mel Byars and Alexander Gelman (2000) “The best and worst
human characteristics that foster excellence may arguably be obsession and
ego”. Alexander believes that “obsession with the graphics components
combines with designer individual egos to create the best possible solutions”.

There are many notions and ramifications of the packaging design concept and
its elements, For example, surface graphics, illustration, color, typography,
material, symbols and icons, brand, and size (Underwood et al., 2001). To
conduct packaging design elements, there are a various different points of
views which will be shown off. According to Ampuero and Vila (2006)
classified that distinctive packaging design into two components: Graphics
components: For example, surface graphics, illustration, branding, color,
typography, information layout and so on. Structural components: For
example, materials, size, shape, and innovative formats. On the other hand
Silayoi and Speece (2004) have a different opinion from Ampuero and Vilas
(2006) through divide packaging components into two categories. According to
Silayoi and Speece (2004) assume that there are four main packaging elements
 possibly influence consumer impulsive purchase decisions and they could be
divided into two categories: Visual components: The visual components
include surface graphics, packaging size and shape, and in short all effective
components which play a significant role in impulsive buying decision making.
Informational components: All packaging displays information to a greater or
lesser degree. Typically, this information can be divided into different types,
such as branding, naming, and features and benefits (Silayoi & Speece, 2007).

2.2.3 Brand Awareness

Aaker (1996) stated that brand awareness was the strength of a brand’s
existence in the minds of consumers to push to do impulsive buying, and it was
one of the four brand components to create and maintain brand equity.
Similarly, Keller (2003) said that brand awareness was one of the components
of brand equity and stated that it was a priority to create brand awareness to be
able to form the Customer-based Brand Value model that he developed. As it is
the first stage of consumers’ brand preference behaviour, brand awareness
plays a major role in impulsive buying behaviour. With obvious brand
awareness, the other processes will follow it (Heding et al., 2009). According
to Keller (2003), consumers only buy products that are clearly understood and
that they are familiar with. In the set of preferences, if there are any brands that
meet the criteria determined by the consumers, they will prefer the brand they
are aware of, without any need to gain information about the other brands
which ends up in impulsiveness. If there are multiple brands in the set of
preferences, the strength of brand awareness will be the determinant
(Macdonald and Sharp, 2000). In the literature, there are no studies which
examine the moderator role of brand awareness in the relationship between
impulse buying behaviour online or conventional shopping channels and the
determinants of this behaviour. Consumers are inclined to buy products with
which they are familiar and know well and brand awareness has a great
influence on consumers’ impulsive buying decisions (Keller, 1993). Biswas
(1992) showed that brand awareness had a strong influence on consumers’
price perception. On the other hand, browsing is a very rapid behaviour which
is displayed without thinking. If consumers see a brand they know when
 browsing in PSCs, they start to focus on the products of that brand. Since
brand awareness has a major effect on the intention to buy (Keller, 2003), it has
a positive effect on consumers’ impulse purchases from PSCs. When
consumers are in PSCs, this facilitates impulse purchase decisions without
thinking about them.

2.3Quality of Service

2.3.1 Customer Service

Customer satisfaction now represents a central strategic focus for customer-

oriented firms across diverse industries (Szymanski and Henard, 2001). In
recent years, researchers have focused their attention on measuring levels of
customer satisfaction with triggers customer impulsive buying behaviour (Tse
and Wilton, 1988) and on the cues that signal services quality to customers
(Carman, 1990; Parasuraman et al. 1988, 1991, 1994). There has also been an
attempt to better understand the dynamics of the relationship that exists
between satisfaction and service quality and the impact on customer impulsive
purchase intentions (Bolton and Drew, 1991; Cronin and Taylor, 1992; and
Taylor and Baker, 1994).

Service quality or desired expectations are defined as a blend of what the

customer believes can be and should be (Zeithaml and Bitner 1996). Service
quality can be measured by the level of discrepancy between consumer
expectations or desire and their perceptions of what they received (Bebko
2000). Customer satisfaction occurs when the value and customer service
provided through a retailing experience meet or exceed consumer expectations.
If the expectations of value and customer service are not met, the consumer
will be dissatisfied. Unfortunately for retailers, most consumers do not
complain when dissatisfied, they just shop elsewhere (Jackson, 1999). Retailers
should always keep in mind that customer expectations move continuously
upward and that only satisfied customers are likely to remain loyal in the long
run.
2.3.2 Easy Payment Methods

In a study carried out on the subject, it has been established that easy payments
methods like Debit Card, Credit card and Redeem points have a higher
tendency to make impulsive buying (Bauemeister, 2002). Even though the
consumer does not have the financial power to purchase a product he/she likes,
he/she makes more impulsive buying with the comfort of these paying
methods. If the consumer thinks that there will be no financial problems in the
aftermath of the purchase and does not have to establish a specific time and
budget for shopping, he/she decides on purchases more easily. These payment
methods cause impulsive buying due to the product which will be possessed
now and the payment which will occur in the future (Beatty et. al, 1998:108).
The individual can make impulsive buying by possessing the financial force
he/she does not currently have in line with the opportunities credit cards
present. Beatty et. al (1998:175) stated that the budget individual reserves
and availability of payment option at the supermarket when going for
shopping has an influence on impulsive buying. The consumer’s having
enough paying option or more money during shopping is a factor which
triggers impulsive buying for him/her. Even the fact that the consumer has a
usable credit card but no money can increase the impulsive buying of the
consumer.

2.3.3 Product Demonstration

Product Demonstration are any kind of marketing or sales promotion that is

carried out in a store. Fam and Richard (2011) sees it as “a type of in-store
marketing that increases the foot fall in the store and make people aware of
particular products at the point of sale”. The store gives retailers the privilege
to provide product information and communicate value at various touch points.
In-store promotions according to Rozdobudko (2005), is one of the in-store
marketing techniques that bring additional sales through product
demonstration.
 He further argued that the significance of product demonstration is also been
appreciated by both manufactures and retailers which helps trigger consumer
impulsive buying behaviour. Product demonstration provide a solid pillar of
support for retailers as well as manufacturer to tackle competition if used
appropriately. (Martins & Senra, 2017). Product demonstration have attracted
the interest of retailers and researchers alike consequent upon its importance in
formulating marketing strategies (Rozdobudko, 2005). Product demonstration
activities could take various forms like usage of the product, touch and feel,
free samples (Prendergast, Shi &Cheung, 2005; Ramezani & Herdarzadeh,
2014). However the various forms of product demonstration have been group
into certain basic dimensions.

2.4Price Promotion

2.4.1 Psychological Pricing

The most frequently used psychological pricing method applies price endings,
that is, odd and even prices. These prices represent a straightforward
managerial implementation of potential threshold effects and are frequently
used by retailers to trigger consumers impulsive buying behaviour (Gendall,
Fox.Wilton 1998, p. 421). Odd prices usually are a little less than a round
number (e.g. 0.65€, 0.98€, 5.99€), and the round number is assumed to be the
threshold. However, a round number in psychological terms clearly depends on
the price level, such that 95€ or even 890€ might be regarded as odd prices. In
the class of odd prices, 9-ending prices are of particular importance. Bizer,;
G .Y Schindler (2005), emphasize that odd prices increase the probability that
purchase transactions involve receiving change from the cashier, which might
induce (positive) perceptions of getting something extra in return for a
purchase Guéguen N , Legoherel P , (2004)

In contrast, even prices equal a round number (e.g. 0.70€, 1.00€, 6.00€) Pechtl
H (2005). Schindler, R.M.; Wiman, A.R. (1989) show that people recall 0-
ending prices more precisely than odd prices. Even prices also facilitate
communication and increase price perceptions and recognition Schindler, R.M.;
 Kirby, P.N. (1997). In addition, even prices ending in 00 (e.g. 10.0€, 100€,
1000€) might induce even more impulsive buying by the customers.

According to Gendall, P.; Fox, M.F.; Wilton, P. (1998): Many authors reveal
heavy usage of odd pricing by retailers, especially for frequently bought goods.
Levy et al. (2007), Wagner, U.; Grohs, R.; Stadler, E. (2001) says t he popularity
of odd prices is also evident in higher-priced merchandise sectors, especially if
consumers are highly involved (Kleinsasser, S.;Wagner,U (2011), However,
empirical evidence about the effects of odd pricing on profits for a single
product (i.e., ignoring potential increases in store patronage, cross-selling, or
the like) is mixed Harris, C.; Bray, J. (2007).

Literature thus reports common application of odd pricing, both for frequently
bought as well as higher-priced products through impulsive buying behaviour.

2.4.2 Credit Card Offers

Marketers or retailers must implement a variety of strategies in their stores that

can make consumers spend their maximum money while shopping through
credit card offers (Solomon, M 2010). To win the competition between outlets,
each retailer seeks to provide various stimuli, such as arranging products and
the physical environment in such a way as to be attractive, making attractive
sales promotions, including providing credit card payment facilities to provide
more comfort to consumers, while increasing the possibility to shop more for
those who don't carry enough cash. Hoyer, W. (2010) Data from Bank
Indonesia in 2015 the use of credit cards reached 10-12 percent of purchase
transactions with total transactions reaching 281.31 million times with a value
of Rp. 280, 54 trillion Wood, M (2008). In 2017 the value of credit card
transactions reached Rp. 297.76 trillion, with the dominance of spending for
Rp. 288.91 trillion through credit card offers.

Research from Khare Gultekin, Beiza (2012) concluded that credit cards allow
consumers to show their status to others and communicate one's position in
society. Ease of making transactions makes one need not worry when shopping
 if you do not carry or do not have cash, because he can still make purchases
with a credit card.

2.4.3 Instalment Plans

As inflation is an indispensable part of modern market economy, the price of

both food and non-food commodities are increasing. So, retailers, supermarket
owners and wholesalers, came up with the idea of instalment sale in order to
attract customers. According to Firas (2016), an instalment purchase agreement
is a contract used to finance the acquisition of assets. Under the terms of such
an agreement, the buyer pays the seller the full purchase price by making a
series of partial payments over time. The payment structure and payment
system of a country comprise both cash and non-cash payments (Hancock &
Humphrey, 1998). Instalment purchase arrangements are offered by many
merchants and service providers in order to facilitate the impulsive buying and
sales to buyers who cannot afford to pay for purchases up front in cash
(Griebsch et al., 2007).The provisions of instalment sales and mode of payment
vary across countries and across supermarkets. Modern trade and retails
marketers also be involved in the process of payment in order to facilitate
customers’ transactions.

Infrastructure, volume of business, pricing and availability to use cards are the
different factors identified by Humphrey et al. (1996) which influence the
payment mechanisms and simultaneously have an impact on consumers’
impulsive purchase decision. Availability of credit cards, debit cards and
automatic teller machines (ATMs) as well as banking services create an ease of
operation in terms of payment mechanism which triggers the impulsive buying
behaviour (Scholnick et al., 2008). An equated monthly instalment (EMI) is a
fixed payment amount made by a borrower to a lender at a specified date each
calendar month. EMIs are used to pay off both interest and principal each
month so that over a specified number of years, the amount borrowed is paid
off in full. In case of buying and selling, a number of companies offer EMI
facility to their customers. The customers do not need to (Southeast University
Journal of Arts and Social Sciences, Vol. 3, Issue 1, June 2020 42) make the
 full payment at the time of purchase. Rather the price of the purchased product
can be paid off at later date.

Hirschman (1979) reported that, the type of instalment payment mechanism

exerts a significant influence on individual consumer behaviour. Instalment
sale offers the flexibility to buy expensive products without the need to pay the
whole price at once. Often this facility can be availed by making the payment
via credit card.

2.4.4 Discount on Products

Discount on products techniques are instruments that seek to increase sales of

products and brands, usually in a short time (Wierenga & Soethoudt, 2010),
because they act in the consumer’s mind as a benefit to him, creating thus
consumer impulsive behaviour (Yusuf, 2010). The effectiveness and the
importance of discount on products in the market can be viewed when
presenting the segment numbers. According to Teunter (2002), over 20% of
sales of products of some food branches occur through products discount
activities. Therefore, it is believed that discount on product has a positive
influence on the purchase intention of the consumers. Nevertheless, studies
such as those conducted by Cotton and Babb (1978), Lattin and Bucklin (1989)
and, more recently, Alvarez and Casielles (2005) have demonstrated the
effectiveness of Products Discount in the responses and buyers’ attitudes, both
monetary as non-monetary, over the past decades. For this reason, it is believed
that the discount promotion positively influences consumer purchase intent.

Another assumption is the relationship between impulsivity and intention to

buy a product on discount. Impulsivity is associated with emotional and
hedonic components of personality (Rook 1987; Rook & Fisher, 1995;
 Weinberg & Gottwald, 1982; Youn, 2000). In the present research, it is
assumed that consumer impulsiveness will influence the intention of buying
discounted products, since we detected a relationship between short-term
satisfaction of impulsive consumers (Dholakia, 2000; Youn & Faber, 2000)
and the benefits provided to consumers who purchase products under the
effects of monetary promotions – case of discount campaigns, which have
immediate impact, i.e. also a short-term effect (Alvarez & Casielles, 2005;
Blattberg & Neslin, 1990).

2.5 Impulsive Buying Behaviour

Impulse buying defines any purchase which a shopper makes; however it was not
planned in advance. Impulsive buying behaviour is an important phenomenon in
the context of retail business and marketing (Verplanken & Sato, 2011).
According to (Duarte & Raposo, 2013) this type of buying behaviour comes to be
responsible for 62% of supermarket sales and as much as 80% of purchases in
some product categories. (James, et al., 2014) described impulsive buying
behaviour as the consumers share corresponding disposition to indulge in
impulsive buying behaviour since surroundings like atmosphere, layouts, and
promotions, friendly and persuasive salespersons can positively affect consumers’
emotion and persuade them to visit more aisles and zones in supermarkets,
therefore triggering consumers’ impulse to buy things. Unplanned buying refers to
all purchases made without such progressive planning including impulse buying,
which is famed by the relatively speedy decision-making encouraged by stimuli.
(JIYEON, 2000). Impulse buying is considered as relevant in today’s business
situation with the ground-breaking sales promotions, creative messages and
appropriate use of technologies in the retail stores (Schiffman, 2010 cited by
(Muruganantham & Bhakat, 2013).
 2.6Conceptual Framework

Product Promotion
Store Environment
Quality of service Impulsive Buying Behaviour
Price promotion

2.7Hypothesis

Ha There is relationship between Product Promotion and Impulsive Buying

H0 There is no relationship between Product Promotion and Impulsive Buying

Ha There is relationship between Store Environment and Impulsive Buying

H0 There is no relationship between Store Environment and Impulsive Buying

Ha There is relationship between Quality of Service and Impulsive Buying

H0 There is no relationship between Quality of Service and Impulsive Buying

Ha There is relationship between Price Promotion and Impulsive Buying

H0 There is no relationship between Price Promotion and Impulsive Buying

3. RESEARCH METHODOLOGY

3.1 Research Philosophy, Approach, Strategy, Choice and Time Horizon

This research philosophy is positivism and approach will be deductive. As Johnson

and Clark (2006) note, as business and management researchers we need to be aware
of the philosophical commitments we make through our choice of research strategy
since this has significant impact not only on what we do but we understand what it is
we are investigating. Therefore, the research is positivism as the researcher will be
trying to find the answer by the philosophical stance of the natural science by Survey
Strategy using questionnaires which will be Mono method quantitative
methodological choice.

This study is a deductive approach because there are numbers of publishes theories
and literature on the area concerned. According to Sekaran, (2013), deductive
approach defined as is undertaken to ascertain and be able to describe the
characteristics of the variables of interest in a situation. The deductive approach
develops the hypothesis upon a previous theory and afterwards frames the research
approach to test it (Silverman, 2013). The deductive approach is to be considered
particularly matched to the positivist approach, which allows the formulation of
hypotheses and the statistical testing of predictable results to an accepted level of
probability (Snieder & Larner, 2009). This will be done as a field study and cross
sectional in nature. The study will be based on both primary and secondary data.
Different web sites, journal articles, books and reports related to research will be
used for collecting secondary data in this study. Primary data will be collected
through questionnaire just once and accordingly the study is cross sectional instead
of longitudinal. Researcher will gather information on 4 independent variables:
Product Promotion, Store Environment, Quality of Service, and Price Promotion and
finally Impulsive Purchase as the dependent variable.

The third layer of research onion is a research strategy that will help in distinguishing
the various methods which can be used in order to answer the research questions.
These methods are surveys, case study, experiment, grounded theory, guided
approach, and ethnography and action research (Saunders 2009). The survey strategy
is typically related to the deductive approach. It is a popular and common strategy in
business and management research and is most often used to answer who, what,
where how much and how many questions. It, therefore, it tends to be used for
exploratory and descriptive research. Surveys are standard as they permit the
collection of a large amount of data from a sizeable population in an extremely
economical manner.

The research will be cross-sectional, because we recognise that most research

projects undertaken for academic courses are necessarily time constrained.
3.2 Data Source and Collection

To test the hypothesis and solve the research problem, data is required to be collected
from all applicable sources. Since the data will be available to conclude the research,
primary data collection methods will be used. It is the method in which data is
collected for a precise research problem using the methods that fit the study goals.
The data for this research question needs to be formulated and the data will be
collected in a quantitative manner to align with the nature of the research. The main
source for data collection will be Self-administered survey method. Self-
administered survey method is chosen because it is one the faster way of gathering
data and it is possible to reach many respondents in very little time. Also, it is a very
economical method and can help to visualize the results. Self-administered surveys
are a quantitative research method that is, a research method that produces
information from which can generate percentages.

3.3 Data Sampling

According to Thijs. (2021), there are 1212 people visit Carrefour Warregem. This
includes the buyer, buyers family, freinds and others who accompany the buyer. And
only 837 transation happends averagly per day. Which is 311,364 annual transations
happens at the Carrefour- Warregem, which is 25,947 transsation per month. It is
further narrowed to show that per day atleast 837 transation happens daily.
According to the above data the researcher’s total sample is 311,364 to do the
research, but according to Krejcie, R, and Morgan, D. (1970), based on the
calculator, the sample applicable for this study will 384 numbers.

In this study, stratified random sampling method will be used among the visitors at
Carrefour Warregem A structured questionnaire with the topic “Factors affecting
impulsive buying behaviour among consumers at Carrefour will be prepared and
distributed among desired sample.
3.4 Data Collection Instrument

To strengthen study, primary data will be collected from ten consumers per day up
till the thirty eight days which equalled the total sample of 384. This is to make sure
that consumers’ data is not collected in a particular time horizon but throughout
thirty eight days who had various behaviour change, mentally and physically which
had affected their impulsive buying behaviour. Those ten buyers will be selected on
morning hours and evening hours. The researcher will be giving the printed
questionnaire to the Store manager, Carrefour Supermarket, Gentseweg 524, 8793
Waregem, Belgium to keep it at the Cashier to fill out the questionnaire ensuring that
those respondents belonged to various backgrounds with different demographic
variables.

3.5 Data Analysis

Data collected will be summarized in the data sheet and average for each variable
will be formulated through SPSS software and hypothesis will be tested using
correlation analysis. To test the hypothesis chi-square test or ANOVA test will be
used. Secondary data will be analysed using bar charts, pie charts, line charts etc.

3.6 Operationalisation

3.7 Reliability and Validity

In order to understand the power of the impulsive buying scale to measure the
intended, the construct validity will be conducted on all the data. An appropriate tool
must be used to determine whether data and sample size are appropriate and
sufficient for the selected analysis. Construction of the questionnaire in a simple and
easy to understand, using Likert Scale. To check the consistency of the
questionnaires across time and items, questionnaire will be given to 4 people 2 times
with an interval of 4 days to see the reliability of the questionnaire and further if
needed, questionnaire could be edited accordingly. Validity of the questionnaire will
 be checked to see the extent to which the scores genuinely represent the variable that
the researcher is intend to.

To understand how accurate the impulsive buying scale measures what it should
measure, a reliability study is conducted. In this respect a reliable reliability test,
item-test correlation analysis and the comparison will be conducted regarding the
reliability and similarity of the scale.

3.8 Ethical Consideration

Researcher will avoid risk of psychological harm or hurt to the respondents. Also the
researcher will avoid collecting data from differently abled people, elderly people &
children to validate the results derive from the questionnaire. Researcher will avoid
asking inappropriate and unnecessary questions that might offend or upset people
and also evade addressing sensitive issues that could cause such offence or emotional
upset for the participants.

3.9 Delimitation

There are some limitation of this research which will not able to rectify during the
study that has to be addressed before generalizing the results and suggesting
recommendations. The first limitation will be, the sample of 384 respondents is
relatively smaller & not adequate to represent the whole population of Belgium.
Hence, the study will not make concrete testimonials on the entire Belgian
population.

Furthermore, the study will only be done on one province, where the area was
selected as Carrefour Warregem. However, a comparison among cities will be better
prospect for this study.

In addition to above factors, in this study has only four variables were considered as
the independent variables which will have an impact on impulsive buyer behaviour.
However, there are many other aspects such as demographic factors including age,
 income, occupation, education qualification and psychographic factors including
personality attributes, motives and lifestyle.

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