IMPULSIVE

BUYING
 Impulsive buying is a sudden and
immediate purchase with no pre shopping
intentions either to buy the specific
product category or to fulfill a specific
buying task.

WHY PEOPLE BUY
IMPULSIVELY?
A cts a s a stre ss re lie v e r.

P e rce iv e it a s th e b e st b u y o f
th a t tim e

C a p tiv a te d

H a v e e x tra m o n e y in th e ir
p o ck e t

B re a k th ro u g h
MAP ILLUSTRATING IMPULSE
SHOPPING
CHARACTERSTICS OF
IMPULSIVE BUYING
Unplanned, Spontaneous and intense urge to
buy the purchaser often ignoring the
consequences.

Without much prior knowledge of the product
or intension to buy.

A kind of emotional and irrational purchase
often for reasons like fun, fantasy and
social and economic pleasure


Consumer often regret their purchase after

purchasing

TYPES OF IMPULSIVE
BUYING
1.Pure impulsive buying
2.Reminder impulsive buying
3.Suggestion impulsive buying



A PLANNED COMSUMER
BUYING PROCESS
PLANNED VS IMPULSIVE
BUYING
PLANNED BUYING IMPULSIVE BUYING
 Well planned long term Spontaneous
unplaned
rational buying irrational
buying
Consumer gathers Consumers buy
just aft
 Complete knowledge of product
awareness is
 the product induced
Intention to buy No intention to
buy
Accurate decision Decision errors
Post purchase satisfac. Post purchase
 FACTORS AFFECTING
IMPULSIVE BUYING
Ø INTERNAL FACTORS
 Mood of the individual, positive mood

triggers impulsive buying

 Needs: impulsive buying is more a need
than a want
Hedonic pleasure: potential entertainment

and emotional worth of shopping

Cognitive/affective


 FACTORS AFFECTING
IMPULSIVE BUYING
Ø EXTERNAL FACTORS
Windows display

Visual merchandising

In-store form display

Promotional signage

E-commerce


SECONDARY RESEARCH
I rarely ever buy impulsively
I always buy if I like it
While moving around the store ,I decide
for purchase by looking at the things
While moving around, I often buy being
tempted out of need which has suddenly
evolved
Quite often I regret after buying new
things
44 % 6f sample people agree that
they buy if they like it
43% of sample people agree that they do purchasing
by just looking at the things
58 % sample people believe that while
moving around
they are tempted out of need which has
suddenly evolved
Quite often I regret after buying
new things .
af
t

21 % of sample people regret after

buying new things
56 % of sample people buy things
without any intentions to purchase
them
 A SURVEY OF RICE
UNIVERSITY
A survey of rice university: americans with high
equality are more prone to impulsive buying

About 62% of supermarket sale and 80 % of
luxury goods sales are impulsive


They have low PDB(power distance Belief)hence

low self control and have degree of impulsive
buying nature

Higher the PDB less is impulsive buying


US PDB is 40,Russia 93,china 80 and india 77

SOME OBSERVATIONS
Reliance iscon mall at
Ahmedabad has only one
entry gate while having
two exit gate for
maximum exposure to
window display and
trigger impulsive
buying
 SOME OBSERVATIONS
At Big Bazaar
ahmedabadthe cashier
counter soft drinks ,
chocolates , soap ,
wafers , magazines , kid
soft toys were kept to
trigger casual
impulsive buying
SOME OBSERVATIONS

Pseudo - pricing acts as

one of the main impulse
generator in impulsive
buying in most of the
shopping malls of
Ahmedabad
IMPULSIVE BUYING: A
CURSE
Disturbs the overall financial budget
Often gives product dissatisfaction
and less alternatives are
considered
People who go for impulsive buying
often have post purchase regret
Irrational decision making being more
emotional

HOW TO PREVENT
IMPULSIVE BUYING
Understand wants versus needs
Prepare shopping budgets
 Avoid store departments where you
loose control
Take less cash in your wallet
Leave credit cards at home
Wait 24 hours before making an
unplanned purchase
Realize that sales occur at regular
basis
Buy deserving items and don’t be too
emotional while buying
THANKYOU

SHAWINDER PAL SINGH

NICM,GANDHINAGAR