Impulse purchases in retailing

Master's Thesis , 2012 , 138 Pages , Grade: 6,0

Communications - Public Relations, Advertising, Marketing, Social Media

The purpose of this thesis is to examine impulse buying from the consumer’s perspective, pinpoint criteria that help to identify impulse shoppers, and help retail managers increase the level of impulse buying in their stores. Two studies were conducted: An online study (N=72), and a field study in a drugstore that comprised 111 participants. The extant literature on impulse buying was comprehensively reviewed to give the reader profound background
knowledge. The online study yielded rich descriptions of consumers’ definitions of impulse purchases and self-reported impulse purchase episodes. Both studies corroborated the important role of emotions in impulse buying and identified the most prevalent emotions. The pervasiveness of a variety of impulse buying motives was determined, as well as the importance of different retailer-related buying determinants. The field study also served to detect seven variables, out of fifteen, that help to distinguish impulse shoppers. The author addresses the studies’ limitations, indicates promising future research avenues, and derives managerial implications from the studies’ results. The thesis provides insights into shoppers’ view of impulse buying and serves as a starting point for retail managers seeking to increase the level of impulse purchasing in their stores.

Inhaltsverzeichnis (Table of Contents)

• Introduction
  • Purpose of the thesis
  • The framework and related research questions
  • Organization of the research
• Literature Review
  • Introduction
  • Who makes impulse purchases?
  • What is bought on impulse?
  • Where are impulse purchases conducted?
  • How much is bought on impulse?
  • When are impulse purchases made?
  • How is impulse purchasing defined?
  • How are impulse purchases measured?
  • Types of impulse purchases
  • Why are products bought on impulse?
  • How do people act upon impulses? Resistance strategies
  • Factors that influence consumers' impulse buying behavior
  • How to boost impulse purchases? Tactics for retail managers
  • Areas for further research
• Study 1
  • Method section
    • Participant characteristics
    • Sampling procedures
    • Measures
    • Measurement instruments
    • Data collection, procedures, and analysis
  • Result section
    • Respondents' definitions of impulse buying
    • Emotions and Cognition
    • Impulse Buying Motives
    • Buying determinants
    • Involvement, perceived risk, and impulse buying tendency
    • Shopping company and store visit frequency
    • Results concerning gender differences
      • Emotions and cognition
      • Impulse buying motives
      • Buying determinants
      • Involvement, perceived risk, and impulse buying tendency
      • Shopping company
    • Correlations
  • Discussion section
    • Respondents' definitions of impulse buying
    • Emotions and Cognition
    • Impulse Buying Motives
    • Buying determinants
    • Involvement, perceived risk, and impulse buying tendency
    • Shopping company
    • Gender differences
      • Emotions and Cognition
      • Impulse buying motives
      • Buying determinants
      • Involvement, perceived risk, and impulse buying tendency
      • Shopping company
    • Correlations
    • Limitations and recommendations for further research
• Study 2
  • Method section
    • Setting
    • Participant characteristics
    • Sampling procedures
    • Measurement instruments
    • Data collection, procedures, and analysis
  • Results section
    • Individual and situational difference variables
      • Significant effects
      • Insignificant effects
    • Emotions and cognition
    • Impulse Buying Motives
    • Buying determinants
    • Non-buying reasons
    • Results concerning gender differences
      • Emotions and cognition
      • Impulse buying motives
      • Buying Determinants
      • Involvement, perceived risk, and impulse buying tendency
      • Shopping company
    • Correlations
  • Discussion section
    • Individual and situational difference variables
      • Significant effects
      • Insignificant effects
    • Emotions and cognition
    • Impulse Buying Motives
    • Buying determinants
    • Non-buying reasons
    • Results concerning gender differences
      • Emotions and cognition
      • Impulse buying motives
      • Buying determinants
      • Involvement, perceived risk, and impulse buying tendency
      • Shopping company
    • Correlations
    • Limitations and recommendations for further research
    • Managerial implications

Zielsetzung und Themenschwerpunkte (Objectives and Key Themes)

This thesis examines impulse buying from the consumer's perspective, aiming to identify criteria that help to distinguish impulse shoppers and provide retail managers with strategies to increase impulse buying in their stores. Two studies, an online survey (N=72) and a field study in a drugstore (N=111), were conducted to investigate these objectives. Key themes explored in the thesis include:
• Consumer perceptions and definitions of impulse buying
• The role of emotions and cognition in impulse buying decisions
• The identification of various impulse buying motives
• The influence of retailer-related buying determinants on impulse purchases
• The development of a profile of the impulse shopper

Zusammenfassung der Kapitel (Chapter Summaries)

The Introduction outlines the purpose and scope of the thesis, presenting the research questions and the organization of the research. The Literature Review provides a comprehensive overview of existing research on impulse buying, covering topics such as the definition and measurement of impulse buying, types of impulse purchases, factors influencing impulse buying behavior, and tactics for retail managers to stimulate impulse purchases. Study 1 details the methodology and findings of an online survey designed to understand consumer perspectives on impulse buying. The study examines consumer definitions of impulse purchases, the role of emotions and cognition, the prevalence of impulse buying motives, the influence of retailer-related buying determinants, and the relationship between impulse buying tendency and factors such as involvement and perceived risk. Study 2 describes the methodology and findings of a field study conducted in a drugstore. This study investigates the impact of individual and situational difference variables on impulse buying behavior. It also explores the role of emotions and cognition, analyzes impulse buying motives and buying determinants, and examines non-buying reasons. The study further investigates the influence of gender on impulse buying behavior and explores correlations between various factors.

Schlüsselwörter (Keywords)

The thesis focuses on impulse buying behavior, consumer perceptions, emotions, cognition, buying motives, retailer-related buying determinants, and the development of a profile of the impulse shopper. The studies provide insights into the factors influencing impulse buying and offer practical implications for retail managers seeking to increase impulse purchasing in their stores.

• College: University of St. Gallen (Institute of Retail Management)
• Grade: 6,0
• Author: B. Sc. Pirmin Sessler (Author)
• Publication Year: 2012
• Pages: 138
• Catalog Number: V231747
• ISBN (eBook): 9783656475972
• ISBN (Book): 9783656476528
• Language: English
• Tags: impulse