Consumer behaviour is always a very interesting and complex subject for all marketers and retailers. This study is also about a part of this complex subject- Impulse Buying behaviour found among Apparel Buyers and the influence of special prices and other factors on it. The study dealt with a very important topic in the modern fierce competition scenario, because impulse buying tendency spread all over the world and it is no more crazy habits of Americans. The income from impulse purchases phenomenally increasing every year and that’s why the subject getting more and more importance these days. The tendency is more intense as far as apparel purchases are concerned. Here the author did an effort to understand the causes and factors for impulse buying in apparels. Commonly special price is considered to be the most influential factor of impulse purchases. This study was comparative study between the influence of special prices and other variables. The methodology used for primary data collection was a combination of a questionnaire survey and a personal interview after that, with the customers of a leading retailer store for apparels in London. About 60 customers were surveyed. The result was pretty interesting, the variables studied in the research found to be more or less equal influential on customers though special prices top the list with a very little margin. The study concluded that most of the impulse purchases happen due to a combined influence of various factors. The impulse generated when a customer see an in- store display indicating a special price of a product can be taken as an example. So, for marketers, in order to make good results in impulse purchases they should coordinate various variables in an effective way, instead of concentrating only on a particular factor. The small size of sample and uncontrollable condition of current world economic condition could be taken as limitations for this study; otherwise the study was pretty general and standard in nature and was very useful and informative for practical applications.
Table of Contents
- CHAPTER 1: INTRODUCTION
- AIM AND OBJECTIVES OF THE RESEARCH
- RESEARCH QUESTIONS
- RATIONALE FOR THE CHOSEN TOPIC
- STRUCTURE OF THE RESEARCH
- CHAPTER 1- INTRODUCTION
- CHAPTER 2- LITERATURE REVIEW
- CHAPTER 3- METHODOLOGY
- CHAPTER 4- ANALYSIS & FINDINGS
- CHAPTER 5- DISCUSSION
- CHAPTER 6- CONCLUSION
- CHAPTER 7- RECOMMENDATIONS
- CONCLUSION
- CHAPTER 2: LITERATURE REVIEW
- INTRODUCTION
- CONSUMER BEHAVIOUR
- CONSUMER BUYING PROCESS
- IMPULSE BUYING
- DEFINITIONS
- TYPES OF IMPULSE BUYING
- FACTORS DETERMINING IMPULSE BUYING
- IMPULSE BUYING IN APPARELS AND OTHER PRODUCTS
- CONCLUSION
Objectives and Key Themes
This research study aims to critically examine the factors influencing impulse buying behavior among apparel consumers, specifically comparing the influence of "special prices" to other contributing factors. The study investigates the prevalence of impulse buying in the apparel sector and seeks to understand the relative importance of various factors driving these purchasing decisions.
- The influence of special prices on impulse apparel purchases.
- Comparison of the impact of special prices with other factors influencing impulse buying.
- Identification of key factors contributing to impulse buying behavior in the apparel industry.
- Analysis of consumer behavior patterns related to impulse purchases of apparel.
- Implications for marketers in leveraging various factors to effectively encourage impulse buying.
Chapter Summaries
CHAPTER 1: INTRODUCTION: This introductory chapter sets the stage for the research, outlining the study's aim and objectives. It establishes the rationale behind focusing on impulse buying behavior in the apparel sector, highlighting the growing importance of understanding this phenomenon in today's competitive retail landscape. The chapter also details the research questions guiding the study and provides a roadmap of the subsequent chapters, outlining the structure of the research and its progression.
CHAPTER 2: LITERATURE REVIEW: This chapter presents a comprehensive review of existing literature on consumer behavior, with a particular focus on impulse buying. It delves into various definitions and typologies of impulse buying, exploring the factors that determine such behavior and examining the characteristics of impulse purchasing in the apparel and other product categories. The chapter lays the theoretical foundation for the empirical investigation undertaken in later chapters, providing a framework for understanding the research problem.
Keywords
Impulse buying, apparel consumers, special prices, consumer behavior, retail marketing, market research, survey, questionnaire, apparel purchases, promotional strategies.
Frequently Asked Questions: Comprehensive Language Preview
What is the overall aim of this research study?
This research study aims to critically examine the factors influencing impulse buying behavior among apparel consumers, specifically comparing the influence of "special prices" to other contributing factors. It investigates the prevalence of impulse buying in the apparel sector and seeks to understand the relative importance of various factors driving these purchasing decisions.
What are the key themes explored in this research?
Key themes include the influence of special prices on impulse apparel purchases, a comparison of the impact of special prices with other influencing factors, identification of key factors contributing to impulse buying in the apparel industry, analysis of consumer behavior patterns related to impulse apparel purchases, and implications for marketers in leveraging various factors to effectively encourage impulse buying.
What topics are covered in Chapter 1: Introduction?
Chapter 1 sets the research's aim and objectives, establishes the rationale for focusing on impulse buying in the apparel sector, highlights the importance of understanding this phenomenon, details the research questions, and provides a chapter-by-chapter roadmap of the study.
What does Chapter 2: Literature Review cover?
Chapter 2 provides a comprehensive review of existing literature on consumer behavior, focusing on impulse buying. It explores various definitions and types of impulse buying, examines factors determining such behavior, and analyzes impulse purchasing in apparel and other product categories. It lays the theoretical groundwork for the empirical investigation in later chapters.
What is the structure of the research presented in the Table of Contents?
The research is structured into seven chapters: Introduction, Literature Review, Methodology (not detailed in the preview), Analysis & Findings, Discussion, Conclusion, and Recommendations.
What keywords are associated with this research?
Keywords include impulse buying, apparel consumers, special prices, consumer behavior, retail marketing, market research, survey, questionnaire, apparel purchases, and promotional strategies.
Where can I find a detailed breakdown of the methodology used in the study?
The provided preview does not contain details on the methodology. This information would likely be found in Chapter 3 of the full research document.
What kind of data analysis is conducted in this research?
The preview only mentions an "Analysis & Findings" chapter. The specific analytical methods used are not detailed in this preview.
What are the expected conclusions and recommendations of the research?
The preview does not provide the conclusions and recommendations; these would be found in Chapters 6 and 7 of the full research document.
- Quote paper
- Samkhyan Malliyoor Mana (Author), 2009, Factors influencing the impulse buying behaviour of apparel consumers, Munich, GRIN Verlag, https://www.grin.com/document/263814
