Impulse purchases in retailing

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.

Frequently Asked Questions

What is the main objective of this thesis on impulse purchases?

The thesis aims to examine impulse buying from the consumer's perspective, identify criteria for recognizing impulse shoppers, and provide retail managers with strategies to increase impulse sales.

What role do emotions play in impulse buying?

Both studies conducted in the thesis corroborate that emotions play a crucial role in impulse buying, identifying specific prevalent emotions that trigger these purchases.

How were the studies for this research conducted?

Two studies were performed: an online survey with 72 participants and a field study in a drugstore involving 111 participants.

What are the key factors influencing impulse buying behavior?

Factors include individual shopping tendencies, situational variables, retailer-related determinants, and psychological motives like involvement and perceived risk.

Are there significant gender differences in impulse buying?

The thesis specifically analyzes gender differences regarding emotions, cognition, buying motives, and store visit frequency to see how they impact impulse behavior.

How can retail managers use these findings?

Managers can derive practical implications such as optimizing store layout, using specific emotional triggers, and identifying high-potential impulse shoppers.