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Posted by amitbomb - 10-04-2017, 08:02 PM |
request regarding the questionnaire on consumer impulsive buying behavior in fmcg sector |
Posted by thakur chandan kumar - 10-04-2017, 08:02 PM |
Impulsive purchasing is, generally defined as, a consumer s unplanned purchase which is an important part of buyer behaviour. An impulse purchase or impulse buy is an unplanned decision to buy a product or service, made just before a purchase. Following are marketing communication mix which affects Consumer s Impulse Buying Behaviour in market: Advertising, sales promotion, personal selling, and public relations. The importance of impulse buying behaviour is recognized by marketers and researchers all around the world and phenomenon has been extensively studied by researchers during the last 60 years. The earliest studies on impulse buying include the DuPont Consumer Habits Studies in 1940s to 60s and studies such as by Patterson in 1960s which were sponsored by the Point-of-Purchase Advertising Institute. These studies on impulse buying have been carried out in different countries but the focus has been mainly on consumers in United States and it has been found that consumers in U.S. are more impulsive than other countries. About 80% of purchases in certain product categories in U.S. are made impulsively. Similarly, in another study in U.S. it has been reported that about 90% of the consumers make occasional purchases on impulse. A study found that only in the categories like Candy and Magazines, an amount of $4.2 billion was estimated to have been generated as an annual store volume through impulse buying . Many authors suggest that the consumers purchasing on impulse have the potential to grow further with the new technologies like internet and television shopping channel; and marketing innovations such as 24-hour convenience stores as they provide both the convenience to make impulse purchases as well as the accessibility to products and services. Impulse buying is simply defined as the sudden and immediate purchase decision inside a store with no prior intention to buy the specific product or products |