Volume 4, Number 3, July – September’ 2015
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A STUDY ON IMPULSE BUYING BEHAVIOUR OF CUSTOMER OF ANAND
IN SHOPPING MALLS WITH REFERENCE TO BIG BAZAR AND D-MART
Snehal J. Bhatt30 Dr. Kerav Pandya31
ABSTRACT
Impulse buying is defined as unplanned purchase. Sometimes, impulse buying is situational, conditional. Marketers are
always interested in gaining information what makes impulse buying possible. The present study focuses on finding the
product, which are most oftenly purchased impulsively and factors responsible for impulsive buying. For the present study,
400 mall shoppers were selected from malls of Anand city and questionnaire is administered. The study find out 8 factors
responsible for impulse buying. The study also find out that majority of the customers buy FMCG items impulsively followed
by Clothing.
KEYWORDS
Impulse Buying Behaviour, Shopping Malls, Big Bazar, D-Mart etc.
INTRODUCTION
An impulse purchase or impulse buying is an unplanned decision to buy a product or service, made just before a purchase. One
who tends to make such purchases is referred to as an impulse purchaser or impulse buyer. Research findings suggest that
emotions and feelings play a decisive role in purchasing, triggered by seeing the product or upon exposure to a well-crafted
promotional message. Impulse buying is defined as ―an unplanned purchase‖ that is characterized by ―Relatively rapid decisionmaking and A subjective bias in favor of immediate possession‖ (Rook & Gardner, 1993).
Marketers and retailers tend to exploit these impulses, which are tied to the basic want for instant gratification. For example, a
shopper in a supermarket might not specifically be shopping for confectionary. However, candy, gum, mints and chocolate are
prominently displayed at the checkout aisles to trigger impulse buyers to buy what they might not have otherwise considered.
Impulse buying can also extend to more expensive items such as automobiles and home appliances. Automobiles in particular are
as much an emotional purchase as a rational one. This in turn leads auto dealers all over the world to market their products in a
rapid-fire, almost carnival-like manner designed to appeal to emotion over reason.
Impulse buying disrupts the normal decision making models in consumers' brains. The logical sequence of the consumers' actions
is replaced with an irrational moment of self-gratification. Impulse items appeal to the emotional side of consumers. Some items
bought on impulse are not considered functional or necessary in the consumers' lives. Preventing impulse buying involves
techniques such as setting budgets before shopping and taking time out before the purchase is made.
LITERATURE REVIEW
Research scholars have taken a very keen interest in impulse buying for the past sixty years (Clover, 1950; Stern, 1962; Rook,
1987; Peck and Childers, 2006). Abratt and Goodey (1990) found that the examination of impulse buying in supermarkets could
be of much interest to the manufacturers as well as retailers worldwide. Piron (1991) attempted to define the impulse buying by
reviewing the past research works and found that the earlier studies revealed impulse buying very similar to unplanned purchasing
(Clover 1950, West 1951), and forwarded his findings with managerial interests in mind. The managerial interest mainly refers to
the focus on the product sales. Therefore in the earlier studies only the purchases were investigated and not the consumers traits.
The researchers have suggested that impulse purchases can be further classified depending on the consumer's experiencing
emotional and / or cognitive reactions.
From 1950 to 2010, many researches have been conducted on impulse purchasing. Some common variables are identified in these
researches. The more time an individual has, the longer time he or she spends browsing the shopping environment (Beatty and
Ferrell, 1998). Gender has specific influence on impulse buying such as women tend to be more impulsive than men (Giraud,
2001). If consumers are in a good mood, they tend to reward themselves more generously and tend to be more impulsive (Giraud,
2001). The notion of materialism indicates that individuals who use product acquisition as a self-completion strategy tend to be
more impulsive (Dittmar, 2001). Young generation is more impulsive than others are, age of buyers from 18 to 40 are generally
30
Assistant Professor, Indukaka Ipcowala Institute of Management, Gujarat, India, [email protected]
Associate Professor, C.K.S.V.I.M., Gujarat, India, [email protected]
31
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Volume 4, Number 3, July – September’ 2015
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PEZZOTTAITE JOURNALS
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impulsive (Mai et al., 2003). Culture has an influence on impulse buying at both the regional and the individual levels (Mai et al.,
2003).
Marketers should promote a good store layout to maximize the convenience of the consumer (Crawford and Melewar, 2003). A
well-trained salesperson can decrease frustration by guiding and aiding the consumer in the purchase process and activate impulse
buying behavior (Crawford and Melewar, 2003). Store atmospherics is important to stimulate impulse purchase (Crawford and
Melewar, 2003). Store managers can look at a number of environmental design variables to increase stimulation in their shops.
Impulsiveness sometimes depends on store type (Wong and Zhou, 2003). For example, it has been shown that many impulse
purchases take place in grocery shops.
The availability of money is a facilitator in the impulse buying process (Mai et al., 2003), since it increases the purchasing power
of the individual. If the individual does not have enough money, he or she will avoid the shopping environment altogether.
Consumers have propensity to buy impulsively (Jones et al., 2003). Browsers usually make more unplanned purchases than
nonbrowsers (Crawford and Melewar, 2003). Product price is another variable of impulse buying. Consumers tend to be more
impulsive when there are sales or product discounts, low marginal need for the item, short product life, smaller sizes, and ease of
storage (Wong and Zhou, 2003). The likelihood that a product will be purchased on an impulse depends on the product category.
It has been found that impulse buying occurs more in the case of hedonic products because of the symbolic meaning they convey
(Mai et al., 2003).
Shopping enjoyment is another variable, whereby individuals consider shopping as a form of recreation, do not stick to a buying
list, and therefore, tend to make many impulsive purchases (Sharma and Sivakumaran, 2004). Presence of others increases the
likelihood of impulse purchase. For example, when individuals are in a group, they tend to eat more (Luo, 2004). Individuals who
perceive self-discrepancy try to use material goods to compensate the discrepancy, have impulse buying tendencies (Luo, 2004).
These variables mainly influence the consumers to do the impulse purchase spontaneously.
Jayaraman Munusamy (2010) said that retailers have long realized the power of impulse buying, which had contributed a
significant amount of revenue to their offers. In this study, he examined the role of customer service, store environment, sales
promotion, and store communication and consumer mood in influencing impulse buying. The results of this study showed that
customer service, store environment and consumer mood have significant positive relationship with impulse buying among the
consumers who shop at the Shopping Malls.
RESEARCH METHODOLOGY
―A Study on Impulse buying behaviour of customer of Anand in shopping malls with reference to Big Bazar and D-Mart‖
OBJECTIVES OF STUDY



To study the products which are purchased impulsively?
To study the factors affecting impulsive buying.
To study the effect of sales promotion of impulse buying.
HYPOTHESIS
H0: Gender and product purchased impulsively are not related.
H1: Gender and product purchased impulsively are related.
RESEARCH METHODOLOGY
Table-1
Sample size
400
Type of sampling
Convenient
Sampling Unit
Customer of Malls
Area of research
Anand
Type of research
Descriptive research design
Method of Data collection
Questionnaires
Type of Data use
Quantitative
Sources: Authors Compilation
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Volume 4, Number 3, July – September’ 2015
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Demographic Profile
Table-2
Age
Occupation
Income
Gender
Male Female
18-25Year
95
74
26-40 Year
69
47
41-55 Year
43
41
Above 55 Year
20
11
Businessman
45
02
Service employee
51
25
Student
69
58
Retired
11
08
Housewife
00
64
Farmer
26
00
Professional
25
16
Less than 10,000 Rs
69
110
10,000 to 20,000 Rs
60
29
21,000 to 30,000 Rs.
52
18
31,000 to 40,000 Rs.
25
03
Above 40,000 Rs.
21
13
Sources: Authors Compilation
Total
169
116
84
31
47
76
127
19
64
26
41
179
89
70
28
34
Percentage (%)
42.25%
29%
21%
7.75%
11.75%
19%
31.75%
4.75%
16%
6.50%
10.25%
44.75%
22.25%
17.50%
7%
8.50%
Where are you buying product?
Table-3
Frequency Percentage
D-Mart
172
43%
Big Bazar
201
50.25%
Both
27
6.75%
Total
400
100%
Sources: Authors Compilation
Interpretation: From the above data it is said that approximately (43%) of the people are buying product from D-Mart, (50.25%)
of the people are buying product from Big Bazar and (6.75%) of people are buying product from Both D-mart and Big Bazar.
How often do you visit D-Mart or Big Bazar?
Table-4
Frequency Percentage
Once per week
71
17.75%
2 to 3 times per Months
85
21.25%
Once per Month
62
15.50%
Whenever it necessary
182
45.50%
Total
400
100%
Sources: Authors Compilation
Interpretation: From the above data it is said that approximately (17.25%) of the people are visit D-mart or Big Bazar once per
week, (21.25%) of the people are visit D-mart or Big Bazar 2 to 3 times per month, (15.50%) of the people are visit D-mart or Big
Bazar once per month and (45.50%) of the people are visit D-mart or Big Bazar whenever it necessary.
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Do you carry a shopping list?
Table-5
Frequency Percentage
Yes
286
71.50%
No
114
28.50%
Total
400
100%
Sources: Authors Compilation
Interpretation: From the above data it is said that approximately (71.50%) of the people are carry a shopping list and (28.50%) of
the people are do not carry a shopping list.
Which products do you buys impulsively from supermarkets?
Table-6
Sources: Authors Compilation
Interpretation: From the above data it is said that (20.22%) of the respondents shops FMCG products, (20.41%) of the
respondents shops Clothing‘s, (5.41%) of the respondents shops Electronics goods, (8.95%) of the respondents shops sports and
fitness related products, (7.74%) of the respondents shops education, (8.67%) of the respondents shops kids product, (8.95%) of
the respondents shops Jewelery/Watch/glasses, (10.90%) of the respondents shops Grocery, (8.76%) of the respondents shops
vegetable/ Fruits.
Analysis of Perceptions towards Impulsive Buying
Table-7
S. No.
1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
16
17
18
Likert scale
Sales promotion (reduced prices, free gift, coupons, vouchers etc.) of product forces me to
buy impulsively.
I buy impulsively on recommendation of sales people in malls.
Product bayed impulsively are of low cost.
Packaging of product attracts you to buy the products.
Placing of product in store gains your attention towards it.
Behavior of sales person affects your buying behavior.
The person with whom you are going for shopping influences you‘re buying behavior.
Popularity of product helps in impulse buying.
You buy more at the occasion of festivals.
Shopping is fun.
I get an idea of what I want to buy after looking through in-store form/mannequin displays.
I go shopping to change my mood.
After I make an impulse purchase I feel regret.
Many a times my impulse buying is governed by others.
Impulse buying is a normal habit.
Impulse buying behaviour is due to attractive advertising.
Many a times I am not able to purchase required item due to impulsively bayed items.
I announce my impulsively bought item to my friends with pride.
Sources: Authors Compilation
International Journal of Retailing & Rural Business Perspectives © Pezzottaite Journals.
Mean
3.8700
Remarks
Agree
3.3175
3.7850
3.4250
3.4800
3.3200
3.2375
3.4050
3.2300
3.1125
3.2350
3.2075
3.2350
3.2575
3.3325
3.2425
2.9275
2.7750
Agree
Agree
Agree
Agree
Agree
Agree
Agree
Agree
Agree
Agree
Agree
Agree
Agree
Agree
Agree
Disagree
Disagree
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Volume 4, Number 3, July – September’ 2015
ISSN (Print):2279-0934, (Online):2279-0942
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Interpretation: From the above data it is said that people are disagree in only two statements {Many a times I am not able to
purchase required item due to impulsively bayed items & I announce my impulsively bought item to my friends with pride}.
Factor Analysis
Table-8: KMO and Bartlett's Test
Kaiser-Meyer-Olin Measure of Sampling Adequacy
Bartlett's Test of Sphericity
.643
Approx. Chi-Square
518.743
d.f.
153
Sig.
Sources: Authors Compilation
.000
Interpretation: From the above table it can be interpreted that the sample size is adequate (KMO value more than 0.6) and
Bartlett‘s value is less than 0.05 (0.000). It means factor analysis can be performed on the given data.
Table-9
Sources: Authors Compilation
From the above Table-8, factors are identified: Price consciousness, Excitement seeking, Advice taker, Reference Seeking,
Shopaholic, Conditional buying, Habitual, and Situational.
Hypothesis
H0: Gender and product purchased impulsively are not related.
H1: Gender and product purchased impulsively are related.
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Volume 4, Number 3, July – September’ 2015
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Table-10
S. No.
1
2
3
4
5
6
7
8
9
Products
Significance
FMCG product
0.099
Clothing‘s
0.954
Electronics goods
0.000
Sports and fitness
0.000
Education
0.823
Kids
0.000
Jewellery/Watch/glasses
0.025
Grocery
0.003
Vegetable/ Fruits
0.000
Sources: Authors Compilation
Remarks
H0: Accepted
H0: Accepted
H0: Rejected
H0: Rejected
H0: Accepted
H0: Rejected
H0: Rejected
H0: Rejected
H0: Rejected
Interpretation: From the above data it is said that most of respondents buy impulsively FMCG products, clothing‘s, education and
other items are not very much.
FINDINGS

56.75% respondents are Male and 43.25% respondents are Female.

43% of the people are buying product from D-Mart, 50.25% of the people are buying product from Big Bazar and
6.75% of people are buying product from Both D-mart and Big Bazar.

17.25% of the people are visit D-mart or Big Bazar once per week, 21.25% of the people are visit D-mart or Big Bazar 2
to 3 times per month, 15.50% of the people are visit D-mart or Big Bazar once per month and 45.50% of the people are
visit D-mart or Big Bazar whenever it necessary.

34% of the people says their shopping is long {more than 3 hours}, 38.25% of the people says their shopping is Medium
{1-3 hours} and 27.75% of the people says their shopping is short {less than 1 hour}.

71.50% of the people are carry a shopping list and 28.50% of the people are do not carry a shopping list.

In mall impulse buying 20.22% of the respondents shops FMCG products, 20.41% of the respondents shops Clothing‘s,
5.41% of the respondents shops Electronics goods, 8.95% of the respondents shops sports and fitness related products,
7.74% of the respondents shops education, 8.67% of the respondents shops kids product, 8.95% of the respondents
shops Jewelery / Watch / glasses, 10.90% of the respondents shops Grocery, 8.76% of the respondents shops vegetable/
Fruits.
CONCLUSION
From the study, it is concluded that majority of the people buy products impulsively from mall like Big Bazar and D-Mart. It is
also found that most of the people go for shopping with a shopping list. Sales promotion in mall affect the customer buying
behavior, they buy more when see Discounts/ free coupons/ Vouchers. Thus it can be concluded that conclude that customer buy
impulsively is a normal habit. Most of people make impulse purchases.
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