GREAT COLLEGE

DEPARTMENT OF PROJECT MANAGEMENT

POSTGRADUATE PROGRAM

ASSIGNMENT OF PROPOSAL BUSINESS RESEARCH METHOD

Determinants of Impulsive Buying Behavior in Super Markets of Addis Ababa

Course Instructor: Simachew M (PhD)

Submitted by:
1. Dawit Deme M/W/MPM/20367/14

January, 2022
Addis Ababa Ethiopia

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Table of Contents
1. INTRODUCTION....................................................................................................................................................1
1.1. BACKGROUND AND JUSTIFICATION OF THE STUDY..........................................................................1
1.2. STATEMENT OF THE PROBLEM................................................................................................................2
1.3. RESEARCH QUESTIONS/HYPOTHESES....................................................................................................3
1.4. OBJECTIVES OF THE RESEARCH..............................................................................................................3
1.5. SCOPE OF THE RESEARCH.........................................................................................................................3
1.6. SIGNIFICANCE OF THE RESEARCH..........................................................................................................3
2. REVIEW OF LITERATURE...................................................................................................................................3
2.1. Theoretical Review...........................................................................................................................................4
2.2. Models of Impulsive Buying Behavior.....................................................................................................5
2.3. Theories of Impulsive Buying Behavior...................................................................................................8
2.4. Empirical Reviews....................................................................................................................................9
2.5. Internal Factors.........................................................................................................................................9
2.6. External factors.......................................................................................................................................10
2.7. CONCEPTUAL FRAMEWORK...................................................................................................................12
3. RESEARCH METHODOLOGY...........................................................................................................................13
3.1. RESEARCH DESIGN....................................................................................................................................13
3.2. STUDY AREA...............................................................................................................................................13
3.3. DATA COLLECTION...................................................................................................................................13
3.4. SAMPLE DESIGN.........................................................................................................................................13
3.5. DATA ANALYSIS TECHNIQUES...............................................................................................................14
3.6. DESCRIPTION OF VARIABLES AND MODEL SPECIFICATION...........................................................14
3.7. Reliability Analysis........................................................................................................................................14
3.8. Ethical Consideration.....................................................................................................................................15
4. Action Plan and Budget..........................................................................................................................................16
4.1. Action Plan.....................................................................................................................................................16
4.2. BUDGET........................................................................................................................................................17
5. Reference...................................................................................................................................................................18
6. Annex..................................................................................................................................................................... 19
6.1. Questionnaire.................................................................................................................................................19

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1. INTRODUCTION
1.1. BACKGROUND AND JUSTIFICATION OF THE STUDY
Scholars tried to study consumers buying behavior in order to avoid the struggling environment
and to give a better definition for impulse buying behavior of consumers over last five decades
the additional sales to retailers and business firms entices them to encourage impulse purchases
by means of soothing store atmosphere (Hussain & Ali, 2015). Buying impulsive behavior is
defined as “unplanned” and buying plan of consumer, which the consumer makes without
evaluating the product (Vohs, K. D., Baumeister, R. F., & Faber, R. J. (2004). Hausman (2000)
mentioned that impulse buying is a complicated and multifaceted phenomenon which accounts
for a huge volume of the products sold each and every year.

In the emerging economies, there is a need to study the impulse buying due to recent
development in retailing and huge cultural differences when compared to developed economies
(Kacen and Lee, 2002).

Sensational increments in individual expendable pay, life fashion and credit accessibility2oad
range of categories could be classified as impulsive (Gutierrez, 2004). When impulse buyers feel
the desire to buy, they make a purchase decision without searching for information or evaluating
alternatives. Then, consumers may experience positive or negative consequences by the post-
purchase evaluation after the purchase on impulse. In this process, consumers are influenced by
internal and external factors that trigger their impulse purchase behavior.

Impulse buying occurs when a consumer experiences a sudden, often powerful and persistent
urge to buy something immediately (Rook, 1987). Presently days, the progression in individuals
living standard and increment within the computation of distinctive retail shop have invigorated marketers
to alter their showcasing methodologies since of the energetic nature of human behavior. Hence, it
appears that it is basic for marketers to get it drive buying behavior clients.

Supermarket industry is composed of small retail stores that offer only a limited range of apparel
and accessories. By nature, the industry is highly fragmented because retailers are defined as
having only one establishment. Different food and non-food items typically cater to high-end or
niche markets and are reliant on strong macroeconomic conditions. Although the economy
expanded over the five years to 2018, with per capita disposable income and consumer
confidence growing, heightened competition caused industry revenue to contract during the

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period. More than ever, consumers have an excess of outlets from which they can purchase
clothing, and these alternate retail outlets have tapped demand from the supermarkets industry
(IBIS World, May 2018).

General store industry of Ethiopia not examined appropriately. Even it’s difficult to get
information about it but I can notice the industry supply typically niche markets and have intense
competition among them. Hence, it is believed that identifying the factors that affect consumer’s
impulsive buying behavior help marketers and sales person to know the spot where they have to
give more emphasis since customers sometimes buy products suddenly without planning or
having detail information.

1.2. STATEMENT OF THE PROBLEM

The progressively competitive environment postures challenges to diverse retail shops such as
general stores. The retail industry is becoming increasingly competitive and facing changing
customer requirements, making it more and more challenging for different retail shops to keep
up with the changes and with the competition.

Understanding the different factors about what really drive customers to purchase without
planning (since impulse buying occurs when a consumer experiences a sudden, often powerful
and persistent urge to buy something immediately), marketers can be able to get a sustainable
competitive advantage over their competitors.

Therefore, marketers need to understand such kind’s consumer behaviors in order to formulate
the appropriate marketing strategy, allocate marketing budget below‐the‐line and design effective
marketing tactics.

The income level, window displays and visual merchandising have significant influence on
consumer’s behavior, especially, a well decorated, pleasant and calm store environment along
with colorful surroundings. In addition, there is a difference between male and female impulse
buying behavior where female consumers tend to be more impulsive. Cho and et al. (2014), in-
store browsing and positive mood of consumers are the strongest influential predictors of
impulse buying behavior.

This study rally round supermarkets to understand the major factors that drives their customer’s
impulse buying behavior at the same time it enables them to articulate competitive marketing

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strategy. To the information of me there are no thinks about conducted in recognizing
determinants of imprudent buying behavior on a few chosen Grocery stores of Addis Ababa.
Therefore, the overall intention of this study is to assess gap by identifying determinants of
impulsive buying behavior on some selected supermarkets of Addis Ababa.

1.3. RESEARCH QUESTIONS/HYPOTHESES

 Is there a relationship between demographic attributes of buyers and impulse buying behavior?

 How does internal mood, enjoyment, emotion and fashion can affect consumer’s
impulsive buying behavior?
 How do external factors, store related factors, like window display and sales person role
can affect consumer’s impulsive buying behavior?

1.4. OBJECTIVES OF THE RESEARCH

1.4.1. General Objective
 To identify determinants of impulsive buying behavior in some selected supermarkets of
Addis Ababa.

1.4.2. Specific Objectives

 To examine the relationship between demographic attributes of buyers and impulse buying behavior

 To identify internal mood, enjoyment, emotion and fashion effects on consumer’s

impulsive buying behavior and
 To recognize store related factors like window display and sales person role effect on
consumer’s impulsive buying behavior.

1.5. SCOPE OF THE RESEARCH

This research will be conducted with an objective of identifying determinants of impulsive
buying behavior in some selected supermarket of Addis Ababa. There are a lot of supermarkets
available in the city, however, the study focused on selected supermarkets which are found in
Bole area. Even though there are different types of consumers buying behaviors, this research
will be delimited to impulsive buying behavior. In order to collect data, only questionnaire will
be used.

1.6. SIGNIFICANCE OF THE RESEARCH

This research will provide a clear picture for a supermarket that strive to satisfy customers’ needs
at profit and which are found in Addis Ababa, specifically Bole area. On this regard, it indicated

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them the major factors that drives customer’s impulse buying behavior and the competitive
marketing strategy. As well, the research has an input to other researchers who want to study on
impulse buying behavior in general and supermarket business in particular.
2. REVIEW OF LITERATURE
Due to human nature is unpredictable and controlled by their own instincts which guide by the
opportunities offered or advantage gained by ones effort. Here I am gathering and provides in-
depth review of literature related to determinants of impulsive buying behavior and definitions of
characteristics of impulsive buying behavior and normative evaluations of impulse buying
behavior as well as factors and signals that influence impulsive buying behavior. Moreover, this
part of the study summarizes the foundations of facts and data that I am going to present. This
study mainly has two divisions Theoretical Review and Empirical Review that are used to
explore the hypothesis of many scholars for the literature.

2.1. Theoretical Review

The emotional/impulsive decision making theory and impulsive buying Impulsive buying is
grounded and theoretically underpinned within the emotional or impulsive decision making view
to consumer decision making by Schiffman and Kanuk (2007). From this point i can supports
that consumers are exposed to some kind of situation their emotions or feelings such as joy, love,
fear, hope, sexuality, fantasy and they are no longer in the control of their buying decision.
Instead of taking the necessary considerations on the purchasing process such as carefully
searching and evaluating alternatives before buying, consumers are just as likely to make many
of these purchases on impulse, on a whim, because they are emotionally driven (Schiffman &
Kanuk, 2007). Park et al. (2005) had even earlier concluded that unless a store has a distinct
product offering or pricing strategy, retailers can distinguish their store by building on the
relationship between the store's atmosphere and the consumer's emotional state.

Despite the fact of strategic on how to diminish the divergence between real self and ideal self,
consumers buy products to make sure they belong from the better social status, the products they
use is the symbols of personality and social status. This theoretical model of impulsive
purchasing use different concepts and the main assumption is that consumers depending on their
social status buy different products on impulse. The main assumption of the model proposed by
Dittmar and colleagues (1996) is that consumers buy on impulse because of self-discrepancy, but
authors stress that consumers do not treat this motivation the only factor to purchase on impulse.
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The relationship between self-divergence and tendency to materialism explains consumer
impulsive purchase behavior. The model does not explain why in particular situations consumers
are impulsive. Sometimes for consumers shopping is a method to reward themselves or simply if
you are in a negative emotional state upon entering a store, you may become emotionally
inspired and spend more than planned. All this indicates that impulsive buying caused by most of
the time by an unconscious buying behavior driven by the person’s emotional state became
uncontrollable.

2.2. Models of Impulsive Buying Behavior

It is known concept that every impulsive buying is not the same that is purchase of an item may
have not been planned for a specific shopping trip; it does not automatically mean that it was not
needed or not previously considered. There are four types of impulse buying behavior as well as
models. Reference Point Model Hoch and Leowenstein (1991) proposed the reference point
model that explains how and why consumers are impulsive. The authors explain the concept of
the reference point, whereby “people are less concerned with absolute attainments than with
attainments relative to some psychologically relevant comparison point” (p. 494). In other words,
when exposed to the stimulus, the consumer feels the urge to own it (Rook 1987). Consequently,
there is a shift in the consumer’s reference point in that he or she already imagines owning the
product. At that point in time, the benefits of immediate gratification outweigh any future
considerations, such as monetary issues (Dittmar and Drury 2000). There are several situations
that can cause shifts in the consumer’s reference point, and as a consequence, promote his or her
impulsivity. In most of these situations, the consumer’s proximity to the product is promoted in
one way or the other. These different situations include physical proximity, temporal proximity,
and social comparison (Hoch and Lowenstein 1991). Finally, social comparison can also cause a
shift in the consumer’s reference point. The effect of social comparison on impulsivity is evident
(Dittmar, H., Beattie, J., and Friese, S. 1995).

Individuals compare themselves with their peers who are slightly better off than them and
consequently, want to possess what their peers already have. This model is crucial to
understanding the impulsive buying behavior. More specifically, it emphasizes the importance of
understanding the consumer’s perceptions of the product as well as the shift in the consumer’s
reference point when predicting impulse buying. However, while the model explains why
consumers buy impulsively, it has a major limitation in that it does not explain why certain
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product categories are bought impulsively, while others are not. Impulse Buying Model Dittmar
and colleagues (1996) proposed a model of impulse buying to address the limitation of the
previous model. Drawing from the social constructionist perspective and the psychology of
material possessions, the model addresses the meaning dimensions in impulse purchases.

The main assumption of this model is that consumers no longer buy products only for their
functional benefits, but also for their symbolic meanings. Products are consumed for their
symbolic meaning in that they give an indication of the social standing, wealth, and social status
of an individual. This model distinguishes between the functional uses of products and their
meanings as symbols of identity. I will provide a validation of this model through individual
interviews of a on a target population who do the impulse purchase this range of population
focuses on mostly supermarket users. The main finding will try to consider the primary
difference between products that are bought impulsively and those that are not bought
impulsively that these products are better expressions of the individual’s identity.

I will consider to what extent the consumer’s categorization based on their tendency to
expression on product purchase what are the factors for emotional, functional and appearance
concerns shown by impulsive buyers. Building on their findings from the study Dittmar and
colleagues (1995) provided a more comprehensive theoretical model of impulse buying, which
also addresses the limitation of the reference point model proposed by Hoch and Leowenstein
(1991). This model appeals for the symbolic self-completion theory. The main premise of the
concept of self-discrepancies is that there are divergences between how an individual sees his or
her self (the actual self) and how he or she would ideally wish to be (the ideal self) (Higgins
1987). According to the self-completion theory, individuals compensate for these discrepancies
or shortcomings in the perception of one’s self in various ways (Wicklund and Gollwitzer 1982).
These compensating strategies supposed to fill the gap using material symbols such as that
purchasing and relevant aspects of the self-recognition that are perceived as being missing. The
conception of materialism provides evidence that individuals use product acquisition as a self-
completion strategy (Richins and Dawson 1992). In the meantime, the purchase process main
objective is to show the crucial points of buying material goods is the new perception of labeling
individuals as successful and happiness symbols. The theoretical model of impulse buying uses
these different concepts, the basic premise being that consumers differ in the goods that they buy
impulsively along the lines of the social categories in which they belong. Such social categories
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are powerful determinants of a person’s sense of self categorization. In detail an individual who
perceives that there is a divergence between actual self and ideal self and who is susceptible to
use material goods as a strategy to compensate for this divergence should have excessive impulse
buying tendencies. The model predicts that variables such as an individual’s materialism, degree
of self-discrepancies, gender, and compulsive shopping tendencies will help to predict what
types of products this individual would typically buy as well as the reasons for the purchase. The
main premise of both models proposed by Dittmar and colleagues (1995; 1996) is that consumers
purchase products impulsively because of the perceived self-discrepancies. In both cases, the
authors specify that they do not consider this motivation to be the only reason for impulsive
buying (Dittmar 2001).

A Model of Environment-Shopper Relationships McGoldrick Betts, and Keeling (1999), follow

this premise to propose a model of environment-shopper relationships, which is based on the
causal flow from perception through beliefs to behavior that is key in social attitude theories,
such as the theory of reasoned action (Fishbein and Azjen 1975). According to the model, there
are two mediators of the relationship between the environment and the customer response,
namely the customer’s socio-demographic characteristics and his or her cognitive characteristics.
A consumer’s socio-demographic status determines their response to the environment, and
consequently the likelihood of an impulse purchase. Indeed, it has been found that gender
(Dittmar and Drury 2000; Dittmar et al. 1995) is determinants of the inclination of personal
principles for a certain time or situation to be impulsive.

The customer’s response also depends on their beliefs and images about the environment. For
instance, in the case of seasonal sales, some consumers will be looking forward to the savings
they can make, while other consumers will only think about the inconveniences of shopping in
the sales, such as long lines and the crowd. The tendency to ‘avoidance of dissonance’ behaviors
moderates the relationship between the consumer’s response to the environment and the resulting
behavior. One of the consequences of an impulse purchase is regret when the consumer incurs
the costs of impulsiveness after the purchase. This dissonance expectation causes the consumer
to feel pressured since he or she has to defend or justify the decision made. As indicated by Piron
(1991), one of the characteristics of the impulse buying process is that the consumer does not
evaluate the consequences of the impulsive behavior.

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To recap, the research group studied several models which are related to impulsive buying
behavior and review their usefulness and contribution to the existing knowledge body. Models
reviewed focus on impulse decision process, argument with logical inputs and other influencing
factors, was also discussed. Different and newer approaches were used to understand impulsive
buying. Therefore the researcher will use an Integrated Model of Consumption Impulse.

2.3. Theories of Impulsive Buying Behavior

Rational Actor Theory Kahneman (2003) is the proponent of this theory and according to him
people make their buying decisions based on a rational analysis of their own self-interest in the
situation. New Institutional Economics Theory According to Oliver (2000), the rationality of any
buying decision is limited by different forms of uncertainty.

Accordingly, Harmancioglu and colleagues (2009) provided an understanding of what drives the
tendency to purchase new products on impulse. First, impulse buying intention did not make a
significant influence on impulse buying behavior. Second, impulse buying intention and
impulsive purchase of innovative products were encouraged by consumers’ desire and necessity
for excitement. In other words, consumers’ inborn desires and need for excitement, fun, and
variety benefit their intentions as well as impulse purchases of new products. Third, consumers’
desire for esteem did not significantly influence impulse buying behavior. To be more specific,
the importance a consumer places on: relationships with others; receiving respect from others;
and self-respect did not significantly influence impulse buying. Consumers think that if they buy
the latest innovations, they get more respect from others and increase their self-respect and it will
make them feel modern. However, impulse purchases of new products cause spontaneous and
uncontrolled spending. Fourth, consumers’ level of knowledge of new products had a positive
effect on their impulse buying intentions and purchases.

Overall, the results indicated that although similar factors encourage consumers to form purchase
intentions and to make impulse purchases, those consumers who form impulse purchase
intentions do not proceed to make an impulse buy.

The decision to buy or not to buy cannot be strictly rational under these circumstances. In many
buying decisions, the potential buyer doesn’t have access to as much information as the seller
and therefore the seller can have outstanding impact on the impulse buying decision of a buyer.
The Bullwhip Effect Theory According to Lee (2010), a small change at a shop can have
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dramatic effects on the impulse buying behavior of the buyer. According to him, such changes
can be from window display to in store environment.

Reasons of impulse Buying Behavior Kacen and Lee (2002) argued that in a cultural context, the
theory of individualism and collectivism gives important insights about consumer’s impulsive
behavior. Cultural aspect’s study can further assist both academics and practitioners in
developing a better understanding of the impulsive buying phenomenon. Individuals who are
more independent engage themselves in greater impulse-purchase behavior than those who are
interdependent in self-concept. In the similar lines, the collectivist consumers are found to
engage themselves in less impulse purchase behavior than the individualist consumers.
According to Lee people make impulse buying because of the feeling of an overwhelming force
from the product; an intense feeling of having to buy the product immediately; ignoring of
any negative consequences from the purchase; feelings of excitement, even euphoria; and the
conflict between control and indulgence.

2.4. Empirical Reviews

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. According to Virvilaite, Ridgway and Isen. (2009)
impulsive buying behavior is related to spontaneity in buying. Number of factors, which could be
to the shopping environment, shopper’s personal traits, product itself and the diverse
demographic and socio- cultural aspects, influences impulse buying of the shopper. Generally,
the factors about this construct can be seen from two perspectives: internal and external factors.

2.5. Internal Factors

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. Consumers are affected by internal, external and some
situational factors of impulse Buying (Wansink, 1994). Since impulse buying behavior is often
stimulus driven (Rook and Fisher, 1995), increased exposure to certain external stimuli increases
the likelihood of impulsively buying (Iyer, 1989). Internal Stimuli are related to the different
personality related factors which characterizes an individual rather than the shopping
environment or stimuli. Internal factors of impulse buying denote the individual’s internal cues
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and characteristics that make him / her engage in impulse buying. Further, based on past
literature review internal factors affecting impulse purchase has been discussed in below sub
sections. Self- Control Failure Self-control is the ability to control one's emotions and behavior
in the face of temptations and impulses. As an executive function, self-control is a cognitive
process that is necessary for regulating one's behavior in order to achieve goals.

Recent developments in social and consumer psychology have suggested that self-control plays
an important role in the decision-making process. A study by Rook (1987) emphasized a buying
impulse tends to disrupt the consumer's behavior stream. The consumer is more likely to feel out-
of-control when buying impulsively than when making contemplative Purchases. Further,
Researcher noted that self-control failure might be an important cause of impulsive purchasing.
Researcher described three causes of self-control failure .First cause was conflicting goals and
standards undermine control such as when the goal of feeling better immediately conflicts with
the goal of saving money. Second cause was failure monitor own behavior. Third self-control
depends on a resource that operates like strength or energy, and depletion of this resource makes
self-control less effective. SeounmiYoun, Ronald J. Faber (2000) found relationship between
impulse buying tendencies and three general personality traits like lack of control, stress reaction,
and absorption. Additionally, this study identifies several different types of internal states and
environmental/ sensory stimuli that serve as cues for triggering impulse buying.

Furthermore, Sharma, Sivakumaran and Marshall (2010) argued that impulse buying as hedonic
behavior that is associated with feelings and psychosocial motivations instead of thinking and
functional benefits. Study suggested that there should be studies focusing on the relationship
between the types and intensity of hedonic motives and impulse buying.

2.6. External factors

External factors are related to the shopping and the marketing environment. The shopping
environments include the store size, ambience, design and formats while the marketing
environment is the various sales and advertising activities. Specific situations and retail settings
influence both in-store responses and future store choice decisions because of the changing and
adoptive nature of expectations, preferences, and behavior. In that the significant role of various
retailing atmospherics like color, visual display, and price discounts salespersons, in- store
browsing and free product in impulse buying (Hausman, 2000).

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Those consumers perceive gains from getting the cash reward if they reach the threshold and
perceive losses from not taking advantage of the offer if they do not. Such perception generates
an artificial buying desire. Promotion Scheme Apart from the window display and price,
promotional tools also play an important role in the impulse buying. Promotion is used to ensure
that consumers are aware of the products that the Organization is offering. The promotional mix
is the combinations of the different channels that can be used to communicate the promotional
message to the consumer’s .The channels for the sales promotion include advertising, direct
marketing, public relations, personal selling, sponsorship and sales promotion (Rowley, 1998).
Sales promotion is one of most important channel among all. Further, Sales promotions are the
set of marketing activities undertaken to boost sales of the product or service which includes the
schemes, discounts, commissions and incentives.

Many studies have examined the relationships of demographic variables and impulse buying
behavior. Literature review based on various demographic factors has been mentioned in below
sub sections. Gender Literature found that many researchers have researched on the effect of
gender on impulse purchase. However, the results of these studies are inconsistent. In his study
Dittmaret.al. (1996) suggested that men tend to impulsively buy instrumental and leisure items
projecting independence and activity, while women tend to buy symbolic and self-expressive
goods concerned with appearance and emotional aspects of self. Further, they reported gender as
a major social category, should influence both the products bought impulsively and the buying
considerations used. SigalTifferet, Ram Herstein (2012) had done research on Gender differences
in brand commitment, impulse buying, and hedonic consumption" They have mentioned reasons
why women may be more inclined to do impulsive buying. First, since impulse buying is related
to hedonic consumption, and women score higher in hedonic consumption than men. Second,
women, more than men, suffer from anxiety and depression given the link between impulse
buying and negative emotions, women may use impulse buying as a means to improve their
mental state.

A study by Wood (1998) discovered that people of higher educational status make less of
impulse purchases. People that are more educated tend to make planned purchases. People with
low educational qualification have an immediate gratification state and a lesser planning horizon
and hence may indulge in more impulse buying. According to Feng Xuanxiaoqinget.al (2011)
educations did not make a difference on impulse buying intention. Occupation Researcher have
11
studied many factors, which motivate customer for impulse purchase, among other factors many
researchers have also studied impact of occupation on impulse purchase. A research conducted
by Coleman (1977) reported that an individual in higher class position tend to have more saving
desire and a person of lower class position is likely to have spending desire. Furthermore, Wood,
(1998) examined that people in high occupational status are take more rational decision and have
a future orientation and a longer time horizon in decision making. However, the consumers in
relatively lesser occupational levels were not future oriented and take less time for decision
making. Consumers in low levels of occupation were towards enjoying life and living well for
the day than saving for the future or caring Coleman (1977). According Coleman (1977), people
in higher occupation prepare shopping lists and are careful planners but Wood, (1998) argued
that consumers who are of a low occupational status tend to show more impulse purchase
compare to high occupational status.

2.7. CONCEPTUAL FRAMEWORK

Demographic characteristics of consumer like gender, age, income, and education have different
associations with the impulse buying behavior; effectiveness of these characteristics has yet to be
proven. To draw reliable conclusions, empirical research is needed. Thus, the following is the
conceptual framework of the study. It is extracted from the empirical and theoretical literatures

explored and presented in the above pages.

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3. RESEARCH METHODOLOGY
Under this I will deal with the research design, data collection procedures, sample design, data
analysis techniques and Ethical consideration that use to achieve the objective of the study.

3.1. RESEARCH DESIGN

I will conduct this study by using both descriptive and explanatory research designs. The
descriptive design will be used to identify behaviors of the respondents. While the explanatory
design will be applied to examine the association between independent variables and dependent
variables the descriptive design cannot indicate and to further make my finding a conclusive.

3.2. STUDY AREA

The study will be conducted in Bole Sub City of Addis Ababa district from January – December,
2022. Bole Sub-City is one of the eleven sub cities of Addis Ababa. According to Ethiopia
Central Statistical Agency of 2019 MINI-EDHS census result; the Bole Sub City district has
265,012 (113,322 Male and 114,949 Female) total population.

3.3. DATA COLLECTION

The data for this study will be collected using questionnaire that gives freedom and easy way to
answer for respondent. The questionnaire will be prepared using close-ended method question
and 5 Point Likert Scale approaches (i.e., from “Strongly Disagree to Strongly Agree”). For the
5-point Likert scale the respondents will be asked to indicate their level of agreement with the
ratings of Strongly Disagree (1), Disagree (2), neutral (3), Agree (4) and Strongly Agree (5). As
a researcher I will visit to Super Markets in selected areas and ask buyers in the Super Markets
for the willingness to participate in the study.

3.4. SAMPLE DESIGN

The target population of the study will select Super Market Customers which are found in Addis Ababa.
In order to make the data collection manageable, buyers of Super Markets in Bole will be targeted
considering variety of Super Markets in the area. The Simple Random Sampling of infinite population will
be employed to select the sample for this study. The formula of infinite population of Gomm (2008) will be
used.

SS = Sample size, Z = given z value (e.g., 1.96 for 95% confidence level). It is expressed as a
13
percentage and represents how often the true percentage of the population who would pick an
answer lies within the confidence interval. P = ideal percentage of population one wants to
approach (10% in this case= 0.1) C = Confidence interval (0.04). Therefore, using the above
formula, the sample size of the study is 216.

3.5. DATA ANALYSIS TECHNIQUES

Data will be organized, summarized and analyzed using Stata 14 software. Quantitative data
analysis techniques will be applied. The quantitative analysis is used for the data which are
collected through structured questionnaire. The study has used descriptive and inferential
statistics for data collected through the questionnaire.
The descriptive methods such as frequencies, percentage and mean. The descriptive analysis will
be presented by using tables and graphs. Chi-square methods and independent sample T-test will
be used to select variables for regression analysis. Both the strength of the relationship between
variables and the influence of independent on dependent variable and statistical significance will
be assessed. This study has used binary log it model to estimate factors affecting impulse
purchase; where dependent variable is impulse purchase whether the buying is impulse or
planned. Independent variables are demographic, internal and external factors.

3.6. DESCRIPTION OF VARIABLES AND MODEL SPECIFICATION

 Dependent Variables
 Impulse Buying Behavior
 Independent variable
• Demographic information (Sex, Age, Education, income, Employment
status)
• Internal Factors (recentness of the cloths, feeling of
buyers, objective of the purchase, feeling about sales
person, display influence, and sex of the sales person)
• External Factors (window display, window design,
behavior of the sellers, discount on selling goods)

3.7. Reliability Analysis

Reliability refers to the extent to which the same answers can be obtained using the same
instruments more than one time. In simple terms, if your research is associated with high levels

14
of reliability, then other researchers need to be able to generate the same results, using the same
research methods under similar conditions. It is noted that “reliability problems crop up in many
forms.
Reliability is a concern every time a single observer is the source of data, because I have no
certain guard against the impact of that observer’s subjectivity” (Babbie, 2010, p.158).
According to Wilson (2010) reliability issues are most of the time closely associated with
subjectivity and once a researcher adopts a subjective approach towards the study, then the level
of reliability of the work is going to be compromised.
In gathering data among target customers in Bole by conducting questionnaire more than one
time reliability of the information can checked.
The same question by different forms customers may respond different or similar answers.
Customer purchases products in supermarket may respond dissimilar response to the same
question because of different factors. Lack of information, inability to express, inability to recall
answer to question and confidentiality problem etc. have direct influence on reliability of
document. Therefore, target must get guarantee of security. So, to organize well document
questionnaire in different form should be conducted whether selected persons answer similar
answer or not. On conducting different questionnaire different answer disqualify the reliability
of research. If so, selecting other responders will better to get similar answer to achieve high
reliability.

3.8. Ethical Consideration

Ethical clearance will be obtained from institutional review board of Great College. And a formal
letter of cooperation will also be written to the Bole-Sub City’s concerned body. Informed verbal
consent will be secured from every study participant in their own language after explaining the
purpose of the study, potential risks and benefits of participating in the study, and the right to
withdraw from the study at any time. The participants are also informed that as this information
will be used only for academic purpose. The participants will also be assured about the
confidentiality of the data.

15
 4. Action Plan and Budget
4.1. Action Plan

Time/Period
NO Task Responsible body
Post graduate students & advisor
1 Proposal Development Jan -Mar
2 Proposal Defense Apr- May Students
Great Administration, Bole Woreda
2 Ethical Clearance June 01-15
Jun 16-Jul 15
3 Study tool development post graduate students

Training for Data collectors and pretest

4 July 16-Au 15 Researcher
6 Field work: Data collection Au 16-31 Students
7 Supervision Sep 01-15 Supervisor
Data management: entry and cleaning
8 Sep 16-31 students and advisor
9 Data Analysis Oct 01-15 Students
10 Draft Thesis Oct 16-30 students, advisor
11 Final Thesis submission Nov 01-31 students, advisor
12 Mock Defense (Self preparation) Dec 01-15 students, advisor, guests
13 Final Thesis Dec 16-30 students, advisors

16
 4.2. BUDGET
Budget Requested in
Birr Budget justification with Details and
S/No. Item
Rates
1 Personal 31,600.00 316*100 = 21600 (Questionnaire)
(10pen*3Birr)+(10pencil*1Birr)
2 Materials and equipment 80.00
+(8Rubber*4Birr)
3 Transport and payment 13,000.00 (10 Data collectors*300Birr*4Days)
4 Communication 6,000.00 Supervisor cost and me
50,680.00
Grand Total

17
 5. Reference
1. Hussain, R., &Ali, M. (2015). Effect of Store Atmosphere on Consumer Purchase Intention. SSRN Electronic
Journal. doi:10.2139/ssrn.2588411

2. Kacen, J. J., & Lee, J. A. (2002). The Influence of Culture on Consumer Impulsive Buying Behavior. Journal
of Consumer Psychology, 12(2), 163-176. doi:10.1207/153276602760078686

3. Kollat, D. T., & Willet, R.P. (1967). Customer Impulse Purchasing Behavior. Journal of Marketing
Research, 4(1).21.doi:10.2307/3150160

4. Vohs, K. D., Baumeister, R. F., & Faber, R. J. (2004). Making choices impairs subsequent self- regulation:
Evidence of a decision-fatigue effect. PsycEXTRA Dataset. doi:10.1037/e722842011- 077

5. Kacen, J. J., & Lee, J. A. (2002). The Influence of Culture on Consumer Impulsive Buying Behavior. Journal
of Consumer Psychology, 12(2), 163-176. doi:10.1207/15327663jcp1201_08

6. Hausman, W.J. (2000). Editors Introduction. Enterprise and Society,1(2), 239-240.doi:10,1093/es/1.2.239

18
 6. Annex

6.1. Questionnaire
This Questionnaire is prepared to assess determinants of Impulsive Buying Behavior in
Super Markets of Bole sub-city, Addis Ababa, Ethiopia.

Code of the supermarket

City Sub city

Date:

Interviewer code:
Introduction
Name of Supervisor:

My name is . Now, I am collecting data to assess determinants of

Impulsive Buying Behavior in Super Markets of Bole sub-city. I need your permission to interview
regarding Impulsive Buying Behavior in Supermarket. For the next few minutes (25 minutes). I think all
the questions I have are very easy and useful. Your honest answers are much useful for my study.

Do you agree to participate in the study by responding to the questions already prepared?

1. Yes 2. No

Instruction: Encircle the numbers of the mentioned response and write it in the space provided
under the code.

Supermarket Identification: City Sub-city Woreda

Questionnaire code

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Part One: Demographic information

S/No. Questions Response Code Skips

101 Sex Male 1
Female 2
102 Age in years 15-19 3
20-24 4
25-29 5
30-34 6
35-49 7
≥49 8
103 Marital status Married 1
Unmarried 2
Widowed 3
Divorced 4
104 Educational status Illiterate 1
Reading and 2
writing
Primary 3
school
Secondary 4
School
Certificate/ 5
Diploma
Degree 6
Masters and 7
above
105 Employment status Self- 1
employed/
business
owner
Employee 2
Unemployed 3

106 Decision-making power Women 1

customer in any issue involved
Women not 2
involved

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Part Two: Internal and External Factors

Internal Factors

S/No. Questions Response Code Skips

201 Do you ever buy product from Yes
supermarket which is new? No

202 Yes
If yes for 201, Do you have a No
practice of suddenly
Purchase?

203 Do you have a habit of Yes

purchase goods for unusual No
programs?
204 What makes you to buy goods
in Supermarket>

External Factors
205 Do you like buying goods from Yes, specify
supermarket? No

206 What makes you like to buy

items from supermarket?
207 From where you get an idea of
what you want to buy after
looking through or after in
supermarket browsing?

208 Do you like buying a free Yes, specify

product? please

No

21