IMPULSE

BUYING

CONSUMER BEHAVIOR

PRESENTED TO:SIR. ANIS HASSAAN ZUBERI

PRESENTED BY:QURAT-UL-AIN RIAZSIDRA TANVEERNAJMA JAVEDMEHREEN RAZA

IMPULSE BUYING

• Impulse buying occurs when a consumer experiences a sudden, often powerful and persistent urge to buy something immediately.

CONCEPTUAL DEFINITION

• Impulse buying is defined as a buying action undertaken without the problem having been previously recognized or a buying intention formed prior to entering the store

OPERATIONAL DEFINITION

• The items purchased whose decisions were made after entering the store are impulse purchases (Bellenger, Robertson, and Hirschman).

CATEGORIES OF IMPULSE BUYING

• Pure impulse buying

• Reminder impulse buying

• Suggestion impulse buying

• Planned impulse buying.

INTRODUCTION

• Video on impulse buying ….

HYPOTHESES

• Hypothesis 1: There is at most 20% incidence of impulse buying in Naheed Super Store.

• Hypothesis 2: There is association between gender and impulse buying behavior.

• Hypothesis 3: Rate of Impulse buying increases with the size of the bill.

• Hypothesis 4: Rate of Impulse buying increases with the number of different products bought.

• Hypothesis 5: There is association between presence of shopping list & impulse buying behavior.

RESEARCH DESIGN

• Type of research Exploratory in nature and involved conducting

interviews of shopper leaving Naheed.

• Data Collection Method Secondary Data Primary Data

• Measurement Technique A questionnaire was designed by the researchers

for personal interview.

SAMPLING PLAN

• Population Definition Men and women of age 18 and above.

• Sampling Frame Naheed was selected to conduct the research..

• Sampling Unit One shopping party.

• Sampling Method Any shopping party leaving the store after

making some purchases.

• Sample Size Total sampling size of 80.

• Sampling Plan The four researchers were spilt into two teams.

LIMITATIONS

• People were not very receptive or did not know how to respond to certain questions.

• As students, we had limited amount of resources to spend on this research.

• The findings cannot be extended to all the supermarkets in Karachi. Hence the findings are only applicable to Naheed.

• Some other influencing factors such as in-store stimuli, consumer traits other than gender, situational factors and normative traits of decision making have not been studied..

RESULTS

HYPOTHESIS 1

• Incidence of Impulse buying Our results showed that the incidence of

impulse buying is significantly greater than 20%.

HYPOTHESIS 2

Male Female total

Impulse 13 36 49

Planned 21 10 31

Row total

34 46 80

•  Association of Unplanned Purchases with Gender

M / Im16%

F / Im45%

M / Pl26%

F / Pl13%

HYPOTHESIS 3

• Shopping bill and impulse buying behavior

Relationship between Shopping Bill & Percentage of Unplanned Purchases

0%

10%

20%

30%

40%

0-500 501-1000 1001-1500

1501-2000

2001-2500

2501-3000

3001-3500

Over3501

Shopping Bill (Rs)

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f U

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Pu

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HYPOTHESIS 4

• Number of Products bought and Impulse buying

Our findings show that even though the greater the number of products purchased, the greater the exposure to in-store stimuli but the number of products bought on impulse do not increase.

HYPOTHESIS 5

  Shopping list

No Shopping List  

Planned 12 20 32

Unplanned 11 37 48

  23 57 80

• Shopping list and Impulse buying Behavior

List / Im14%

No List / Im 46%

List / Pl15%

No List / Pl25%

CONCLUSION AND RECOMMENDATIONS

• Our research shows that impulse buying is a phenomenon common amongst the female shoppers in Karachi.

CONCLUSION AND RECOMMENDATIONS

• The impact of presence of shopping list, size of the shopping bill and number of products purchased was found to be insignificant.

• The bill size and the number of items

purchased are two measures to define the transaction size. Overall, both of them turned out to have no significant correlation with impulse buying

• We found high incidence of impulse buying in snacks and confectionaries.

THANK YOU

Q & A SESSION