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
