External Factors’ Influence on Impulsive Buying Behavior
Journal Title: Religación. Revista de Ciencias Sociales y Humanidades - Year 2019, Vol 4, Issue 17
Abstract
There have been numerous factors relevant in inducing impulsive buying behavior of consumers. In fact, a substantial quantity of studies has been made to have a better understanding which is perceived to be a branch of consumer behavior. To describe impulsive buying, researchers use the terms intentional and unintentional procuring. Impulsive buying is strongly associated with sudden urge and unplanned acquisition of products. The study focused on the external factors: promotional approaches, in-store display (window display), credit line, store characteristics, and sensation cues, the perceived crowd, and presence of peers and family factors. A quantitative study and questionnaire were used to collect data. The data was collected from one hundred sixty-two college students of Surigao del Sur State University. And results revealed that there was a favorable impact of the external factors on impulsive buying behavior of consumers. Moreover, promotional factors were the most dominant factor that influences. But in entirety, these external factors most of the time influenced the impulsive buying behavior of the respondents. This paper is beneficial for marketers that by creating effective promotional strategies will lead to their greater sales and ultimately greater profits when targeting impulsive buying behavior of consumers. The study also encompasses valuable data to appreciate impulsive buying behaviors influenced by external factors which could be helpful and have applied drive that could recommend entrepreneurs with the valuable understanding that will permit them to formulate some features in marketing and promotional approaches that can be appropriate in their different business.
Authors and Affiliations
Michelle P. Yu
Keywords
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