Impulse Buying

IMPULS E BUYING CONSUMER BEHAVIOR

PRESENTED TO: SIR. ANIS HASSAAN ZUBERI PRESENTED BY: QURAT-UL-AIN RIAZ SIDRA TANVEER NAJMA JAVED MEHREEN 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.

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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 •  Association of Unplanned Purchases with Gender Male

Female total

Impulse 13

36

49

Planned 21

10

31

Row total

46

80

34

F / Pl 13%

M / Im 16%

M / Pl 26%

F / Im 45%

HYPOTHESIS 3

Re lationship be twe e n Shopping Bill & Pe rce ntage of Unplanne d Purchase s 40% Purchases

Percentage of Unplanned

• Shopping bill and impulse buying behavior

30% 20% 10% 0% 0-500

501-1000

10011500

15012000

20012500

Shopping Bill (Rs)

25013000

30013500

Over 3501

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 and Impulse buying Behavior

 

Shopping list

No  Shopping  List  

Planned

12

20

32

Unplanned

11

37

48

 

23

57

80

No List / Pl 25%

List / Pl 15%

List / Im 14%

No List / Im  46%

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