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A STUDY OF FACTORS AFFECTING IMPULSE BUYING BEHAVIOUR THROUGH DIGITAL MEDIA
Dr. Vishal Mehta
Associate Professor, Shivajirao Kadam Institute of Technology & Management, Indore Girijendra Sharma, Research Scholar
Abstract- Customers buy products not only for the requirements but also for luxury and enjoyment. The aim of the research work is to present a summarised review of literature of the impulse buying behaviour by analysing various research works in the field of customer behaviour. The effect of Digital Media that have an effect on impulse buying and the relationship between impulse buying and digital media are discussed in this paper. The content analysis of various researches about impulse buying behaviour may be a guide to understand basic features of impulse buying. For another research work by explaining the different factors influencing impulse buying.
Keywords:-Impulse buying, digital media, consumer behaviour.
1. INTRODUCTION
According to AMA it is “the dynamic interaction of affect and cognition, Behaviour, and the environment by which human beings conduct the exchange aspects of their lives”.
A comprehensive definition of impulse buying is proposed by Piron (1991) which is: “Impulse buying is a purchase that is unplanned, the result of an exposure to a stimulus, and decided on-the-spot. After the purchase, the customer experiences emotional and/or cognitive reactions”.
According to a collective study made by The Integer Group and M/A/R/C Research (2010), more than half of the unplanned purchases indicate that there are additional items purchased with regard to the shopping lists.
Impulse buying has grandness because of rich level people, many online payment facilities, mobile facility, attractive offers, and effective distribution policy. Most of buyers engage in buying process occasionally in impulse buying.
According to a research people have actively participated in impulse buying because there is huge number of options available for customer.
1.1 Advantages of impulse buying
With help of digital media the impulse buying is increasing day by day.
Impulse buying helps in growth of GDP and employment generation.
Impulse buying, through digital media has provided significant market segmentation easily and effectively.
Impulse buying creates niche marketing strategy through digital media.
2. LITERATURE REVIEW
The term “impulse buying” has been important to economics, consumer behaviour, clinical and development psychology, educational researches and criminology in theory and implication con, and this term has identified differently from each other perspectives (Dittmar et al., 1995:491; Rook and Fisher, 1995:305).
Beatty and Ferrell (1998) described that Impulse buying refers to immediate purchases which are without any pre-shopping objective either to purchase the specific product category or to fulfil a specific need. They explained that the impulse buying behaviour occurs after experiencing a buying desire by the shopper and without much reflection. The buying of an item which is out-of-stock and reminded during encountering the product are excluded from the purview of impulse buying.
Mohan et al. (2013:1713) explained “impulse buying is a spur of the moment purchase with the little thought (a shopper sees some candy and decides to buy on a sudden urge) while unplanned reminder buying is buying since the shopper forgot to put an item on his/her list (a shopper sees sugar in the store, remembers he/she is out of stock and buys it)”.
Kang (2013:197) mentioned that the buying decision process of impulse buyers is described by being unplanned prior to purchase, likely accompanied by
16 information search, alternatives evaluation, and short decision-making time. Therefore, impulse buyers can be classified into two types. The first type of impulse buyers makes the decision without any information search. Their buying behaviour is intended to satisfy certain affective needs. The second type makes the decision after information search. Impulse buyers buying decision is made on impulse but through all the decision-making process to maximize the benefits of the purchase.
2.1 Impulse Buying through Digital Media
Ioanas and Stoica (2014), examined the effect of internet based life on shoppers‟
conduct with target level of certainty of purchaser in buying item on the web, recognize the buyer profile, customer mentality, classes of the item and so forth. The investigation found that brand advancement and relationship are correlative and substitutable procedures towards the holding between organization items and shoppers‟ inclinations utilizing internet based life.
Barger A. Victor et al. (2016), analyzed that in study titled – Social media and consumer engagement: a review and research agenda. The motivation behind this article is to proceed with this exchange by evaluating late writing on purchaser‟s commitment and proposing a structure for future research. The paper audits the promoting writing via web-based networking media, giving careful consideration to purchaser arrangement. Accordingly, there is five experience were distinguished including brand, item, customer substance and online life factors. Web based life as a field of enquiry is becoming yet much and is compelling hotspot for making buyer commitment and productive buyers.
Kuo-Lun Hsiao (2017), inspected the huge five identity attributes, realism, and outer locus of control affected habitual portable application use, and looks at urgent utilization impacts techno push. The outcomes demonstrate that neuroticism, extraversion, realism, and outside locus of control effect sly affect urgent utilization of portable social applications. What's more, appropriateness, realism, and outside locus of control altogether impact
enthusiastic utilization of versatile diversion applications
2.2 Factors affecting Impulse buying behaviour through Digital media
After the Rook‟s study (1987), consumer behaviour and marketing researchers have begun to focus to identify the general factors which have effects to increase impulse purchase. Impulse buying behaviour of the shopper influenced by number of factors which could be related to shopping environment, customer‟s personal traits, products‟ characteristics, the diverse demographic and socio- cultural dimensions.
Kacen and Lee (2002:165) demonstrated several factors affect the impulse behaviour; consumers` moods and affective states, gender, age, consumers` normative evaluation and culture.
Koski (2004:24) stated that impulse purchasing is effected by several factors such as easy accessibility of store, wider range of goods, promotional activities.
Most of the researchers make two categories to classify the factors which have an impact on impulse buying behaviour. These categories are named
„internal factors‟ (shopper-related factors) and „external factors‟ (environmental factors, marketer controlled or sensory stimuli emanating from the marketing systems) (Youn and Faber, 2000:179;
Karbasivar and Yarahmadi, 2011:175;
Duarte et al., 2013:1236).
3. OBJECTIVES OF THE STUDY
To find out all the Digital factors those influence impulse buying behaviour through digital media.
To investigate the connection between digital media and impulse buying behaviour while having positive mood as a cognitive purchasing.
To find out the effect of variables on impulse buying behaviour through digital media.
To analyze post purchase behaviour of consumer in impulse buying and planned buying.
To determine the effect of self esteem on impulse buying behaviour by having digital media.
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To analyze difference in traditional and online impulse buying behaviour.
4. HYPOTHESIS
H0= There is no significant influence of Digital media factor on impulse buying behaviour through Digital media.
HA= There is a significant influence of Digital media factor on impulse buying behaviour through Digital media.
H0= There is no significant effect of variables on impulse buying behaviour through digital media.
HA= There is a significant effect of variables on impulse buying behaviour through digital media.
4.1 Research Model
Independent Variables o Digital surrounding o Product Features o Promotion Function o Buyer Characteristic o Culture
Depended Variable Impulsive Buying Behaviour
• Education
• Gender
• Income
5. FACTORS AFFECTING IMPULSE BUYING BEHAVIOUR
Several research work suggest that impulse buying behaviour resulted from the connected of unintentional buying to the exposure through digital surrounding.
The influence of Digital environment like digital layout, product elements, promotion activities and price of a product becomes more important for impulse buying then pre planned purchase decision. Extraneous motivational factors of impulse buying are specific stimuli connected with related variables and with digital environment.
Digital Surrounding:- digital environment shows that digital surrounding positive effect on impulse buying behaviour.
1. Digital layout:- according to study a good digital layout can increase the impulse buying behaviour in current market scenario. Digital layout refers to a structure when customer easily understands the digital environment easily and accesses freely.
2. Digital Envelope:- Stern (1962:61) showed the existence of a meaningful relation between the impulsive purchase and marketing‟s techniques. These techniques create one favourable environment for the impulsive purchase. (Graa et al., 2014:104).
Some more recent works showed that the variable of the sale atmosphere (sound and views) are
important stimulants that can produce the desire to buy impulsively.
3. Digital Display:- In impulse buying behaviour, digital display is most convincing process e.g.
products like grocery, clothes, Fashion etc. are displayed clearly and attractive way then buyer encourage for buying.
Product Features: - Certain products are bought more impulsively than other. The likelihood that a product will be purchased on an impulse depends on the product category, product price, product brand and package, and product distribution (Stern, 1962:61; Harmancioglu et al., 2009:27; Duarte et al., 2013:1237;
Tinne, 2010:71).
1. Product Family:- In digital environment buyers mostly affect with product family. Product family provide different categories of product then buyer have choice to buy one or more products on his own convince.
Harmancioglu et al. (2009:34) observed that knowledge about new product drive impulse buying intention and behaviour which is determined by word-of-mouth and compliance with social norms.
2. Product Cost :- (Stern, 1962:61). It is an important determinant of impulse buying. Price is a factor that affects impulse purchases an item with unexpectedly low price can make
18 shoppers feel that they are spending less than they originally planned.
(Duarte et al., 2013:1238). More specifically, consumers tend to be more impulsive when there are sales or product discounts, low marginal need for the item, short product life, smaller size, and ease of storage. The price of food is an important factor in determining food choice and impulsive purchase, particularly in lower income groups, such as students and young consumers.
3. Product Delivery:- The more numerous the outlets in which an item is available, the more opportunities the consumer has to find and buy it. Since they are not shopping specifically for the item, it should be made available to them in as many places where they does shop as possible (Stern, 1962:61).
4. Product Branding and Packaging: - Duarte et al. (2013:1237) claimed that product brand is one of the stimuli factors of impulse purchase because of brand‟s message. Their study showed that consumption of snack food brands can satisfied four different personal values which are well-being, friendship and belonging, fun and enjoyment. The need to fulfil these personal values can be triggered.
Consumer Factor: - consumer factors of impulse buying are related to the different personality related which characterizes an individual consumer rather than the digital buy environment. Customer factors denote the customer own cues and distinction that make engage in impulse buying.
1. Age:- In digital environment age is just a number because with the scrolling of finger, the consumer move to everywhere in modern life. But every stage of life have own demand and its affect buying behaviour.
Generational cohorts encompass a group people who experience similar life events due to growing up within a specific period of time. Consumer markets are segmented to generational cohorts which are Baby Boomers, Generation X, Generation Y and Generation Z (Schiff man et al., 2012; Solomon, 2013).
2. Gender: - women are more incline to impulse buying then men because Lucas and Koff, 2014:111; Pendecost and Andrews, 2010:45). Women
reference is for items related to elemental values for emotional and relationship reasons, while men preference is more items related to leisure and finance for functional instrumental reasons.
3. Sense of humour:- Digital era are most important determination of impulse buying in that if a customer have good sense of humour, tends to honour himself, calculate value of money and determined his desire and willingness. Good sense of humour may make pleasurable mood states, such as excitement, encouragement impulse buying consumer were also likely to impulse buying during negative mood states such as sadness in order to improve their mood Gardner (1993).
4. Education:- In current society environmental education are most important factors for the marketing process. In digital scenario education provide an excellent knowledge and vast experience to customer to take decision for marketing process. Then customer evaluates buying behaviour in economic term as well as utility term.
5. Time Factor:- Consumers are more affected with time factors because time bound marketing strategy provide efficient and effective marketing approach for customer.
Cultural Factors:- Culture can be described as a society‟s personality (Solomon, 2013:549). Culture includes basic values, myths, norms, perceptions, needs, wants and behaviours which can be learned by a member of society. Hofstede et al.
(2010:31) identify the dimensions of culture: power distance (from small to large), collectivism versus individualism, masculinity versus femininity, uncertainty avoidance, short-term versus long-term orientation and indulgence versus restraint. These dimensions have important effects on consumers buying behaviour.
6. KEY FINDINGS:-
Our study suggests that all the variables of digital factors and consumer factor have most impact on consumer impulse buying behaviour.
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Customer factors have both positive and negative influences directly on impulse buying behaviour.
Digital era of marketing provide many level of marketing strategy for both impulse buying and planned buying.
In impulse buying behaviour cultural factors have significant impact on impulse buying behaviour.
7. CONCLUSION
In the study consumers‟ impulse buying behaviour through digital media have significant affect. Consumers are more attracted to buy without any planning when they see free product offers and price discount offers through digital media.
Cultural and demographic factors are most important factors for affecting impulse buying behaviour.
Through the digital media layout, digital display, digital envelope, web design, and security are most of the factors that influence buying decision of customer. Product family, product price, distribution policies have an important role to play for consumer impulse buying behaviour.
The study analysis of the literature of impulse buying leads to explain the concept of impulse buying of consumer.
Its various dimension and its relations with consumer and it importance for digital management can look a number of environment design variables.
8. LIMITATION OF THE STUDY
Impulse buying behaviour not specified the category of customer.
This study is not specifying the needs of the customer for his satisfaction.
Digital media have wider variety for promotion activity then customer has influenced them.
Customers have different cues and desire in different places then actual factors not identify easily.
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15. North Cyprus Economy, (Unpublished Master Thesis),Gazimagusa-North Cyprus: Eastern Mediterranean University
