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Transcript of Seminar presentation
90 % of consumers make impulse purchases occasionally and based on the U.S. buyers themselves, they admit that about 30 to 40 % of all of their purchases are bought without previous intent or planning.
Impulsive buying behavior
To investigate and analyze the internal and external antecedents/factors influencing the consumers impulsive buying behavior in the retail industry .
Behaving in an unplanned and unintentional manner when making purchasing decisions
The main objective of this study
Characteristics of impulse purchased products
Impulse buying is likely to occur in hedonic and self expressive products such as music and apparels.
Inexpensive and high purchased frequency products have a high percentage probability to be purchased on impulse.
Impulse purchases can also be characterized according to the level of product involvement.
Internal antecedents affecting impulsive buying behavior
Consumer personality traits
Emotional states & mood
The origin of impulse buying tendency lies in the individual’s personality.
Peolpe with low levels of self-esteem tend to buy more on impulse.
Individuals who was found to score low on self control factor have more tendency to exhibit impulsive buying behavior.
Impulsive consumers were more expected to purchase on impulse during negative mood states such as when the person is sad or in depression.
Consumers might get involved in impulsive buying as a tool to alleviate an uneasy or depressed mood.
It was shown that women are more commonly to purchase on impulse than men because they are commonly known as being more emotional and expressive than men.
There is an inverse relationship between age and impulse buying behavior.
Increase in the propensity for impulse buying in the consumers ranging from 18 to 39 years old; however this tendency decreases when the consumer is above the age of 39.
There is a positive correlation between income and impulse buying.
The high income level shoppers have less restriction to behave on their impulses as they are relaxed and find no difficulty in spending for their purchases.
External antecedents/factors affecting impulsive buying behavior in retail stores
Good quality of merchandise & the presence of a wide assortment of products
Salespeople are characterized of having strong persuasion skills which enables them to convince customers of the offered products leading to influencing the customers’ purchase decisions leading to impulse buying.
Store apparent characteristics: background music, freshening atmosphere, in-store displays, shop cleanliness, shop congestion, eye-catching store layout and helpful store personnel
Due to the lack of academic articles discussing the influences and factors affecting the Middle Eastern and African consumers` impulsive buying behaviour.
The Arab consumers are known to have common cultural characteristics which can be the reason behind making relatively the same impulsive purchasing decisions.
This gap will be fulfilled by the researcher by conducting the research in Egypt. The results of this research can be viewed as a representation of Arab consumers.
Why conducting the research on such topic?
The research design selected is the conclusive descriptive research.
The data collected in this research is a primary data that was collected through surveys (quantitative method) using a single cross sectional design since only one sample was tested once.
The target population determined in this research is Egyptian consumers who shop in supermarkets and hypermarkets like Carrefour, Spinneys, Metro, Saudi and Hyperone where the extent of the research is Cairo and Giza governorates, and the time is three weeks.
All the statistical outcomes of the relationships tested were not significant. For instance: There was no significant relationship between impulsive buying behavior and age, gender and income differences.
Also, there was no significant correlation between the impulsive buying behavior variable and the following variables: emotional states and moods, discount priced products, high quality products, store atmosphere characteristics and store personnel.
Retail store managers should focus on in order to provide cheaper priced products.
Store managers should because reliable channel members ensure delivering good quality products which in turn attract customers to buy more on impulse .
Marketers and managers should take into consideration that the most significant factor to attract customers to increase their purchases is to
Finally, retailers can increase the shoppers` impulsive buying behavior by to create a relaxing atmosphere where customers can buy whatever they desire.
adopting cost efficiency mechanisms
carefully select their channel partners
have a qualified and friendly staff.
designing their stores in modern styles and use attractive lights and colors
Do you think that we should blame marketers for manipulating us to buy things we dont actually need ?
Is it us that we should blame for making purchases that we didnt intend to make from the beginning?