Ombori, for example, creates interactive retail displays to elevate customer experiences and appeal to those who are prone to impulse buys. Product displays are one of the main ways that larger retail stores can tap into those impulse buyers. Signs that show a positive experience or positive feelings with a brand or product are more likely to target impulse buying.
How a product is packaged can be a driving factor to increase impulse buys for certain types of products. Product packaging is more likely to influence a buyer when the product is lower priced and at lower risk. In general, price places a huge role in impulse purchases. Increasing the perceived value of a product, such as by placing it by similar products that are significantly higher priced, can also lead to impulse buys. Impulse buying will often occur because the shopper is waiting in line. They will examine a product that they might not have otherwise considered simply because it is placed in front of them while they wait to purchase other items or to speak with a customer service representative.
Creating an environment that tailors to this idea through a queue management system can be a great way to boost impulse purchases. Impulse buying often increases when stimuli increases. As a result, having music, attractive signs, and displays, and other attention-grabbing items in your store or on your website can lead to an increase in impulse buys. When it comes to online impulse purchases, personalized advertisements and other targeted content can significantly increase impulse buys.
Since impulse buys can make up a huge portion of overall sales, retailers need to create an environment that increases the likelihood that an impulse buy will occur.
Hair , J. Jr , Anderson , R. Henseler , J. Huang , Y. Javadi , M. Jeffrey , S. Kacen , J. Karbasivar , A. Kearney , A. Kim , A. Kim , S. Kollat , D. Koski , N. Koufaris , M. Krishna , A. Kukar-Kinney , M. LaRose , R. Lee , H. Leech , N. Lim , L. Luna , R. McCabe , D. McDonald , A.
Malhotra , N. An Applied Approach , 3rd ed. Moe , W. Muruganantham , G. Norusis , M. Nunnally , J. Peck , J. Riegner , C. Ringle , C. Roberts , J. Rook , D. Sharma , P. Stern , H. Swinyard , W. Tuttle , B. Underhill , P. Verhagen , T. Xiang , L. Youn , S. Report bugs here. Please share your general feedback. You can join in the discussion by joining the community or logging in here. You can also find out more about Emerald Engage.
Visit emeraldpublishing. Answers to the most commonly asked questions here. Abstract Purpose This paper aims to explore the phenomenon of impulse buying in the fashion industry. Findings Results show that the offline channel is slightly more encouraging of impulse buying than the online channel; factors that encourage online impulse buying explain this behaviour to a greater extent than do discouraging factors; social networks can have a big impact on impulse buying.
Practical implications Offline companies can trigger the buying impulse to a greater extent than online retailers. Which factors encourage and discourage online impulse buying? What is the influence of social networks on impulsive buying? Conceptual framework for the research questions Research question Arguments References RQ1 Internet leads to more impulse buying than the physical store Greenfield , LaRose , Jeffrey and Hodge , Verhagen and van Dolen Physical store leads to more impulse buying than the internet Sharma et al.
SSNN used 2. Appendix Table AI. Carlos Orus can be contacted at: corus unizar. Join us on our journey Platform update page Visit emeraldpublishing. Internet leads to more impulse buying than the physical store. Physical store leads to more impulse buying than the internet. Sharma et al. Personal and situational characteristics, rather than channel characteristics, determine impulsiveness. Encouraging factors.
Brohan , Chen-Yu and Seock Rook and Fisher , Koufaris Greenfield Discouraging factors. Inability to activate the five senses. Brohan , LaRose , Koski Huang and Oppewal , Kukar-Kinney and Close Consumers influence others by sharing pictures or recommendations in social media, which stimulates impulse buying. Xiang et al. Social media help to build positive brand images, favouring impulse buying. Kim and Johnson Clothing shopping frequency at least monthly. Internet use experience more than 5 years.
Social networks use experience more than 5 years. Online shopping experience past 12 months. Offline channel a. Online channel b. Impulse buying offline and online.
I often buy things spontaneously. Kacen and Lee , Rook and Fisher I often buy things without thinking. Sometimes I feel like buying things on the spur-of-the-moment. I buy things according to how I feel at the moment. I carefully plan most of my purchases reversed item. Sometimes I am a bit reckless about what I buy. Encouraging and discouraging factors of online impulse buying: On the internet, compared with the physical store….
Market concentration is used when smaller firms account for large percentage of the total market. It measures the extent of domination of sales by one or more firms in a particular market. The market concentration ratio is measured by the concentration ratio. Description: The market concentration ratio measures the combined market share of all the top firms in the industry. Cash Cow is one of the four categories under the Boston Consulting Group's growth matrix that represents a division which has a big market share in a low-growth industry or a sector.
It is referred to an asset or a business, which once paid off, will continue giving consistent cash flows throughout its life. Description: A Cash Cow is a metaphor used for a business or a product, which exhibits. A strategic business unit, popularly known as SBU, is a fully-functional unit of a business that has its own vision and direction. Typically, a strategic business unit operates as a separate unit, but it is also an important part of the company.
It reports to the headquarters about its operational status. Description: A strategic business unit or SBU operates as an independent entity, but it ha. Rebranding is the process of changing the corporate image of an organisation. It is a market strategy of giving a new name, symbol, or change in design for an already-established brand. The idea behind rebranding is to create a different identity for a brand, from its competitors, in the market.
Description: There are several reasons for a company to go for rebranding. One prominent factor is t. Choose your reason below and click on the Report button. This will alert our moderators to take action. Nifty 17, InterGlobe 2, Market Watch. Overall, students participated in this survey. The survey instrument consisted of items designed to measure: 1 three personality traits B Lack of Control, Stress Reaction, and Absorption; 2 impulse buying tendency; and 3 a variety of cues influencing the likelihood of engaging in impulse buying.
The three personality traits examined here were measured using the appropriate sub-scales from the Multidimensional Personality Inventory Tellegen Respondents are asked to indicate if each statement is a " true" or " false" description of themselves. The lack of control or impulsivity sub-scale was measured using 24 items e. Stress reaction was comprised of 26 items e. To minimize response reactivity, statements reflecting any one trait were randomly interspersed with statements assessing other traits.
Scores of each trait were aggregated for subsequent analysis. The tendency to engage in impulse buying was assessed by the " buying impulsiveness scale" developed by Rook and Fisher This scale consists of nine items e. Respondents rated their level of agreement with each item along a 5-point continuum ranging from 1 " strongly disagree" to 5 "strongly agree.
This scale demonstrated high internal consistency with an alpha of. Individual items of this scale were summed into a single scale for further analysis. Cues were examined by using a self-report checklist that included different cues. Respondents were asked to circle any cue on the list that, if encountered or experienced, would increase their likelihood of making an impulse buy.
Most cues were just a single word. Five different categories of cues were examined. They dealt with locations, objects, activities, circumstances, and feeling states. The first four categories typically referred to environmental or external factors such as sensory stimuli, marketing mix elements, retailing practices, or marketing innovations cues. Locations included places such as shopping malls and departments.
Activities involved behaviors such as traveling, collecting things, or making another purchase. Among objects, items such as food, beer, shoes, cosmetics, money, advertisements, and clothing were listed. Circumstances included being alone, being late, being busy, as well as events such as Christmas and birthdays.
The last group of cues represented internal affective feelings such as emotional states or moods. Included here were items such as feeling happy, anxious, self-indulgent, stressed, hurt, and angry. Other items were borrowed from a checklist used to assess cues that trigger various pathological behaviors Mackenzie, Ristvedt, Christenson, Lebow and Mitchell The first question posed was whether or not the personality traits were related to impulse buying tendencies.
To explore this possibility, a correlation analysis was conducted. The second issue examined here was to identify common cues that trigger specific episodes of impulse buying. This part of the study provides essentially descriptive explanations for commonalties among these triggers. Of the cues examined, the mean number of cues checked was Twenty cues were endorsed by at least one-third of the sample and seven cues were mentioned by at least half of the respondents as being items that would increase the likelihood of making an impulse purchase see Table 1.
A large percent of respondents identified cues that were directly associated with shopping and buying. These include: having money Several other items reflect getting good deals on purchases. Included here were: items on sale Cues involving occasions or circumstances were also frequently mentioned. These cues included events such as birthdays Finally, several cues representing feeling states were mentioned such as feeling happy The next question we posed was to identify whether people who are more prone to engage in impulse buying would differ in the types of cues that triggered this behavior.
Prior to investigating this question, it was first necessary to categorize cues through data reduction. Then, an exploratory factor analysis was performed on the remaining items, with a Varimax rotation. Factors with eigenvalues over 1. To improve internal consistency, items that lowered alpha were also discarded. Exceptions to this rule were made only when inclusion of an item aided interpretability.
After refinement of items, a factor analysis was conducted again over the remaining items, and finally yielded a factor solution see Table 2. This factor structure accounted for For each factor, the raw scores were aggregated for subsequent analysis. The basic dimensions of the cues that stimulate impulse purchasing were labeled: "positive feelings," "advertisements," "visual elements," "feeling fat," "clothing and looks," "food," "depressed feelings," "price," "promotional gifts," "holidays," "music," "painful feelings," "new products," "alcohol," and "gambling.
People scoring in the middle third were eliminated to provide groups with a more clear-cut difference in their impulse buying tendency. Differences were analyzed using t-tests for each cue factor see Table 3.
Higher means indicate higher endorsement for each factor.
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