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Impulsive buying

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My lecture about impulsive buying and in-shop experience added with Christmas temptations

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Impulsive buying

  1. 1. Impulsive buying Heidi Hellström, Senior lecturer Vaasa university of applied sciences, Finland
  2. 2. Definition The behavior occurs after experiencing an urge to buy and it tends to be spontaneous and without a lot of reflection. It does not include the purchase of a simple reminder item, which is an item that is simply out of stock at home.” (Beatty, Ferrell 1998)
  3. 3. Definition Spur of the moment, unplanned decision to buy, made just before a purchase. (Business dictionary)
  4. 4. Choices made without considering the long term interest
  5. 5. Quick response to the STIMULUS
  6. 6. IT IS ALL ABOUT EMOTIONS !
  7. 7. Versus ”Compulsive shopping”
  8. 8. Brainstorm 5 minutes
  9. 9. What are the reasons of an increasing trend of impulsive buying?
  10. 10. Possible reasons  Rising disposable income  Availability of credit  Well done product placement and in-store promotions  Shopping as a leisure activity  Shopping malls  More ?
  11. 11. Question Which items are usully purchased with impulse?
  12. 12. Food / Mobiles / Clothes / Cosmetics / etc.
  13. 13. IT IS ALL ABOUT EMOTIONS !
  14. 14. Theory definitions • Pure Impulsive Buying – The consumer is not looking for the product at all but feels a strong emotional want. Low price is a common trigger to this category. • Suggestion Impulsive Buying – purchase is not planned because the consumer has no previous knowledge about the product Broden&Söderberg 2011
  15. 15. Theory definitions • Reminder Impulsive Buying – about a particular advertisement or information previously noticed by the consumer • Planned Impulsive Buying – consumer has in mind to buy something or some sort of good but the choice of what kind of product, brand, size or price etc. has not been determined Broden&Söderberg 2011
  16. 16. In summary: 3 main characteristics 1. The purchase should be unplanned i.e. there is no buying intention prior to the entrance of the consumer into the store. 2. Stimulus is what triggers impulse buying whether it is reminder, environmental manipulations (Engel et al 1968, Lindstrom, 2009) or the buyers’ own thoughts (Hirschman, 1985). 3. The purchase decision is made on-the-spot i.e. an impulse purchase is spontaneous, sudden and occurs at the point of sale. This means that the purchase is made immediately after the buying decision. Broden&Söderberg 2011
  17. 17. How to encourage impulsive buying?
  18. 18. 1. The product • Low price – most efficient in many cases • Products, which have short Product life cycle • Small sized, light weighted products, which a are ease of storage Broden&Söderberg 2011
  19. 19. 2. In store display • Special exposure; the product is placed somewhere out of the ordinary (pyramid) • Endcap • Throw exposure • Tie-ins Broden&Söderberg 2011
  20. 20. Reference: Tendai&Crispen 2009 Customer survey results
  21. 21. SUPERMARKET PSYCHOLOGY
  22. 22. FINDINGS?
  23. 23. 3. Sensory marketing
  24. 24. 4. Sales person • Tips for sales speach: – Previous consumer´s satisfaction examples – Drawing a image / brand promise – Scarsity: • the products are sold out, if you don´t buy one now – Offer alternatives so the consumers feel like they have made the decision themselves Broden&Söderberg 2011

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