International Journal of Business and Economy (IJBEC) eISSN: 2682-8359 [Vol. 3 No. 4 December 2021]
Journal website: http://myjms.mohe.gov.my/index.php/ijbec
A REVIEW: SCARCITY AND IMPULSE BUYING BEHAVIOR AMID COVID-19 PANDEMIC
Siti Hajar Salwa Ahmad Musadik1*
1 Islamic Business School, College of Business, Universiti Utara Malaysia, Sintok, MALAYSIA
*Coresponding author: [email protected]
Article Information:
Article history:
Received date : 16 October 2021 Revised date : 4 December 2021 Accepted date : 21 December 2021 Published date : 23 December 2021
To cite this document:
Ahmad Musadik, S. (2021).A REVIEW: SCARCITY AND IMPULSE BUYING BEHAVIOR AMID COVID-19 PANDEMIC.
International Journal of Business and Economy, 3(4), 180-189.
Abstract: The use of quantity or resource scarcity to improve a product's market performance has received much attention from academics and practitioners as a common business phenomenon. Scarcity (quantity or resource) has played an imperative role in marketing strategy and has been widely discussed by scholars in the marketing field. However, this variable is rarely studied in impulse buying behaviour, particularly during a global crisis such as pandemic and movement control order situations. Therefore, the purpose of this conceptual paper is to review and discuss the ability of scarcity to influence consumer impulse buying behaviour during the COVID-19 movement control order (MCO). Based on the review, scarcity has the possibility and ability to influence consumer impulse buying behaviour and facilitate practitioners in capturing target markets effectively and efficiently during the global COVID 19 crises. The originality of this conceptual paper is its exploration of scarcity as the main variable and predictor in the impulse buying behaviour field of study which has so far been overlooked in previous research. The results of this review constructs new finding and extensive knowledge into buying behaviour theory and enlarges the developing literature associated with impulse buying behaviour, particularly for future research.
Keywords: Impulse Buying Behaviour, Scarcity, Impulse Buying Tendency, COVID-19, Movement Control Order (MCO).
1. Introduction
The spread of the Coronavirus (COVID 19) pandemic has changed public day-to-day routines into the new normal behavior. Due to the increasing number of COVID 19 infections and fatalities, the government has implemented the movement control order (MCO) and partial lockdown. Only essential services are allowed to operate and most of the public is restricted from carrying out social activities and leaving their homes in accordance with the stay-at-home order. This new norm has stimulated and changed public buying patterns including buying channels, products, and behaviors. This global crisis has lead consumers into psychological distress such as anxiety which may cause panic and impulse buying (Xiao et al., 2020;
Sherman, Arthur & Thomas, 2021). The threat of the COVID 19 pandemic and factors of scarcity have driven the public to anxiety, stimulating them to make panic purchases as a means of safeguarding themselves (Yuen et al., 2020). In terms of product preferences during the COVID 19 pandemic, consumers are more likely to fulfill their demands impulsively on essential items including cleaning items, hand sanitizer, toilet paper, canned food, and clothing which is in contradiction with the most common impulse purchases before a pandemic which are non-essential items that they have a desire to purchase impulsively (Slickdeal, 2020).
In buying and marketing scenarios, one of the most important factors that give rise to a decision to buy is marketing such as with, for example, attractive promotions and tempting packaging (Maed, 2020). The scarcity tactic is also a notable marketing strategy that is able to arouse consumer purchasing including impulsive buying (Shi et al., 2020). However, during this global pandemic, panic buying or impulse buying can be triggered without any marketing efforts due to the intensity of social media use and a fearful environment. Most customers tend to make retail product purchases, especially groceries and food, despite there being no discounts or promotional offers (Naeem, 2020). Consumers tend to purchase impulsively and panic due to the threat of the pandemic, high social media utilization, as well as scarcity statements that indicate limitations of the availability of quantity and time which influence them to purchase staple and non-staple foods (Islam et al., 2021). However, this finding is inconsistent with a recent study by Omar et al. (2021) who claim that perceptions of scarcity are not linked to panic purchases during a global pandemic such as with COVID 19. It can be hypothesized then that impulsive buying tactics during crisis and emergency situations such as that of the COVID 19 pandemic can happen without excessive marketing strategies such as scarcity. Hence, the main question to determine is: does scarcity influence consumers to purchase impulsively, particularly for products with a utilitarian and hedonic orientation during a global crisis? It is imperative to further explore the phenomenon of scarcity and impulsive buying in emergency and crisis situations. However, there is a limited amount of research on this issue that employs a qualitative approach, and similarly not much empirical studies have reviewed the scarcity instrument of impulsive buying in global crisis situations.
2. Literature Review
2.1 Impulse Buying Behavior
Hawkins Stern created the impulsive buying theory in 1962, and it is the most appropriate theory for attaining the study's suggested aims. This theory states that consumers can be influenced by a variety of factors into making impulse purchases (Luo, 2005; Hofmann et al., 2008). Stern classifies impulse buying into four types including pure impulse buying, reminder impulse buying, suggestion impulse buying, and planned impulse buying. This theory contradicts both the theory of motivation and Maslow's need theory which states that customers
are rational and cost-conscious and that their purchasing decisions are predictable (Dutta and Mandal, 2018).
Abratt and Goodey (1990), Clover (1950), West (1951), Applebaum (1951), and Kollat and Willett (1969) unanimously describe impulse buying as an unanticipated purchase made without prior planning before entering a retail business. Indeed, this is consistent with other studies that define impulse buying as an unplanned activity to acquire things hedonically, hasty conduct with inadequate reflection, and unexpected purchases or purchases with a total cost that far exceeds the consumer's initial budget (Rook, 1987; Beatty and Ferrell, 1998; Parsad, 2020). However, the concept of an unplanned purchase in relation to impulse buying was deemed too broad because it encompassed a wide range of behavior. Remembering to buy a packet of cooking oil when shopping, for example, does not imply impulse buying. This is known as reminder impulsive buying which is more about needing something and spontaneously remembering that the item at home or elsewhere is out of stock (Stern, 1962).
There are many situations where customers buy important things not on their shopping list impulsively, indicating that not all unexpected purchases are driven by an impulse to buy.
Meanwhile, Stern suggests that a variety of external forces might engage with and encourage buyers to make impulse purchases (Dutta and Mandal, 2018; Iyer et al., 2020).
Impulsive buying decisions are usually motivated by the external and internal environment or the desire for immediate gratification. The external factors mainly include sale promotion (Musadik & Azmi, 2019; Badgaiyan and Verma, 2015), peer buying (Ahmed et al., 2020), a reference group (Su & Lu, 2018), panic buying (Ahmed et al., 2020), the severity of a pandemic (Li et al., 2020), and culture such as masculine cultures (Cakanla & Nguyen, 2019). Internal factors include the availability of money (Badgaiyan and Verma, 2015; Chang, Yan, and Eckman, 2014), credit card use (Omar et al., 2014; Cakarnis and D’Alessandro, 2015; Akram et al., 2018), shopping lifestyle (Suryaningsih, 2020), perceived risks and fears (Naeem, 2020), materialism (Cakarnis and D’Alessandro, 2015), emotions (Zhang et al, 2020), mood, time pressure, and usability of packaging (Bahrainizad and Rajabi, 2018), and so on.
However, there is a limited understanding and discussion pertaining to how far scarcity and emergency situations or global crises is related to impulsive buying. For instance, to what extent can scarcity spur impulsive buying behavior among retail customers during a global crisis such as the COVID 19 pandemic. Some recent studies have confirmed that scarcity influences consumer impulsive buying during emergency situations. Images of empty shelves and long lines of customers further entice people to make impulsive purchases (Ahmed et al., 2020). Scarcity in promotion strategies also demonstrated a positive correlation with impulse buying behavior such as with the scarcity of limited quantities, limited time, limited editions of a special product that raised a consumer's perceived arousal, all of which led to impulse purchases during the COVID 19 pandemic (Wu et al., 2021; Dornyei, 2020). Meanwhile, a few recent studies have looked into how impulsive purchase occur during an emergency or global crisis. Fear of illness, panic buying, fear of empty stocks at personal store, fear of price increases, social pressure to buy extra in order to remain at home, evidence of high mortality rates, empty shelves, speculation and sensationalism, the risk of going outdoors, online shopping attitude, and perceived trust are among the factors that have led to impulsive purchase activity during the COVID 19 pandemic (Naeem, 2021; Gupta et al., 2021; Lins & Aquino, 2020; Lavuri, 2021). On the other hand, another factor that persuades a consumer to purchase impulsively during a global crisis is government financial assistance. Consumers were more involved in impulse purchases as a result of the government's financial stimulus package's
unexpected benefits. Consumers have spent this money on grocery items, hygiene products, beer, and the lottery with the majority of purchases being non-essential items due to impulse purchases (Ahmed et al., 2020). This financial stimulus package also has the potential to be investigated, particularly during global crises.
Previously, researchers have focused on factors that stimulate consumer impulse buying behavior in both internal (demographic factors, individual situational) and external (environmental situational) contexts, but there has been little attention paid to other external factors such as scarcity factors, emergency situations, pandemics, or other global crises which will undoubtedly affect the daily lives of consumers. Most impulse buying research during the global crisis tends to focus on a broad range of topics which scarcity and impulse buying were more drawn to utilitarian orientation goods than hedonic orientation goods. It would be fascinating if future research could look at the role of scarcity issues in influencing consumers to make impulsive purchases of hedonic orientation goods during times of emergency or global crisis. From another perspective, it is crucial to comprehend consumer impulsive behavior in various situations, since this will undoubtedly lead to knowledge expansion.
Table 1: Most Common Impulse Purchases During COVID 19 Water, Frozen Food, Bread, Toilet Paper, and Other Grocery Items
(Ahmed et al., 2020)
Essential and Non-Essential Items Through Online and Offline Stores (Iyer et al., 2020)
Groceries and Other Essential Items (Numerator Intelligence, 2020)
Grocery Items, Sanitary, Lottery, Non-Essential Items (Addo et al., 2020)
Cleaning Supplies, Hand Sanitizer, Toilet Paper, Hand Soap, Canned Food, Dish Detergent
(Slickdeals, 2020)
2.2 Scarcity
Scarcity has a positive effect on the evaluation and attitude towards scarce objects (Gupta &
Gentry, 2016). Retailers frequently use terms like "out-of-stock", "sold out", and "unavailable"
to express a product or service outage. Despite the fact that these concepts are theoretically similar, previous research on product scarcity suggests that customers may understand and process them differently (Peterson et al., 2020). In economics, the gap between limited resources and limitless needs is referred to as scarcity (Shi et al., 2020). People must make decisions on how to spend resources efficiently to meet necessities and as many demands or desires as possible. In terms of psychological studies, scarcity affects a consumer's buying decision-making, which may lead into panic, impulsive buying, and business opportunities (Shah et al., 2015). Scarcity appeals are frequently used in marketing communication to positively affect consumer attitudes and behavior due to the allure of rare products and offers.
This perception of scarcity, which is a result of purposely-produced surroundings, is linked to the notion that a specific good is scarce at a specific time and in a specific location and that the scarcity is purposefully generated by the marketer. Consumer freedom is threatened as a result of the scarcity communicated by marketers, provoking psychological reactions and encouraging them to adopt immediate acts such as in-store hoarding to protect their behavioral freedom (Gupta & Gentry, 2019).
Scarcity is depicted as a state of inadequacy where demand exceeds its supply (Kemp and Bolle, 1999), an inequality between demand and supply which results in shortages (Kristoffersonet et al., 2016), and a perceived threat to the consumer’s ability to meet their needs and desires due to a lack of goods or resources (Hamilton et al., 2019). It is a basic principle of economics and has been acknowledged and used as a sales tool in marketing strategy (Amaldoss and Jain, 2005; Inman et al., 1997; Aggarwal et al., 2011). Many reasons can cause shortages including demand shocks, production delays, capacity limits, and restricted production runs (Verhallen and Robben, 1994). In addition, sellers may even try to create scarcity by limiting the supply of production and establishing a sense of scarcity through marketing tactics (Cialdini, 2009; Gitlin, 2007). Scarcity through marketing tactics emphasizes limited availability (either in quantity or time) (Ku, Kuo, and Kuo 2012). For instance, sellers employ scarcity tactics throughout the year during specific events (e.g., Black Friday, Boxing Day, New Year) in which special discounts are offered on desirable items with a limited quantity and time (only that day or week). The consequences of this scarcity promotional tactic have led to impulsive and panic buying when the limited availability of desired items and limited time has triggered consumers to make buying decisions under pressure (Cook and Yurchisin, 2017).
Scarcity is commonly divided into two categories: limited quantity (product or service) and limited resource (time, financial) offer (Gierl & Huettl, 2010; Aggarwal et al., 2011). Both quantity scarcity and resource scarcity can influence the consumer decision journey by controlling and stimulating how consumers evaluate information in coming to a purchasing decision (Hamilton et al., 2019). Quantity scarcity implies that promotional offers are limited to a certain number of units of the product. When the quantity is sold out, the deal is no longer available. Previous studies of scarcity in fast fashion areas study how deliberate product scarcity affects consumer buying decision. Such studies provide insight into how consumers react to scarcity conditions strategically imposed by marketers, and they reported that all respondents agreed that fast fashion stores were successful in creating a sense of scarcity, representing a limited product. That study also implies that in these perceived scarcity situations, customers engage in impulsive buying which leads to deviant and competitive behavior such as in-store hoarding and in-store hiding (Gupta & Gentry, 2016). Aside from that, limited edition items and price discount rewards also are the main sources which lead to quantity and resource scarcity.
Meanwhile, resource scarcity refers to limited time or limited financials from the seller and consumer perspective. Consumers who were in a resource-scarce environment (e.g., financial constraints) may be less attracted to product scarcity (Thompson et al., 2020), but this does not represent all of them. This is because there are scenarios in which scarcity tactics have been successful in attracting consumers in resource-scarce environments (e.g., financial constraints) to make purchases in order to obtain their hedonic or utilitarian goods or services. An example of a quantity and resource scarcity message is: “this was a limited-edition, one-of-a-kind, and extremely rare product with only 150 units available and special price for limited-time product that is available for purchase during a week of Father’s days only” (Aggarwal et al., 2011). On the other hand, store atmosphere factors such as crowding and store messiness can also contribute to a sense of scarcity. According to a study conducted at a fast fashion retailer, store messiness and human crowding cause feelings of scarcity where customers hide and hoard products in the store, making it unavailable to other customers (Coskun et al., 2020). This demonstrated that the scarcity of environmental factors leads consumers to make impulsive purchases which is supported by a recent study that found that emergency situations and global
crises cause consumers to panic and make impulsive purchases due to limited quantities and resources (Ahmed et al., 2020).
In respect of the function of scarcity in marketing studies, Shi et al. (2020) indicated that there are four main functions of scarcity: first, scarcity explains commodity theory by describing the value of products/services which are related to consumer demands and desirability. Consumers who are concerned about unique preferences and a special appearance have a greater inclination for scarce products. Next, scarcity also explains conformity values. Conformity theory explains how people align their attitudes, beliefs, and behaviors with the norms of their group.
Conformity consumers are more likely to obtain limited products because they see that their group members or society have already bought that particular product/service. From this, there are two different situations between commodity and conformity consumers. These are the need for uniqueness and the need to conform with others. The third function of scarcity in marketing is to explain consumer future regret, which means scarcity influences consumer future regret in purchasing non-essential products/services due to the assumption that the said products/services will become unavailable later. Lastly, scarcity functions explain consumer psychological reaction, which refers to the situation where a consumer's chances for obtaining a product are limited and, therefore, they may become more eager to obtain it (Clee and Wicklund, 1980).
As a result, product scarcity acts differently depending on the needs and consumer buying behavior pattern. Therefore, there is the possibility to assume that the scarcity factor will influence consumers to purchase essential and non-essential items impulsively during emergency situations or global crises according to their buying patterns. Hence, future studies will be required to confirm this hypothesis appropriately.
3. Conclusion
From this review, the scarcity factor seems to influence consumers to carry out impulsive buying during the COVID 19 pandemic. The scarcity of the quantity of goods in the store, the limited time of price promotions, concern regarding the future availability of goods, and panic buying have lead consumers to practice impulse buying behavior. Generally, previous studies have found that consumers are inclined to impulse purchase for household and utilitarian- oriented goods and some hedonic-oriented or non-essential goods (Ahmed et al., 2020).
However, there is a less solid justification to confirm whether or not hedonic-oriented goods or non-essential goods have a high demand during a global pandemic such as COVID 19.
According to the explanation of scarcity factors in the marketing field as mentioned by Shi et al. (2020), there is the possibility that scarcity factors induce panic and impulsive buying throughout emergency situations and global crises such as COVID 19 due to the distinctiveness of consumer buying patterns. Different consumer buying patterns will lead to different perspectives on quantity and resource scarcity during emergency situations.
Accordingly, there is a wide opportunity for future research pertaining to this matter. This is extremely advantageous to business practitioners in order to capture market positions during global crises by using scarcity strategy and tactics. As we know, during the global crisis such as COVID 19, more business practitioners in non-essential markets experience failures and loss. Therefore, it is critical for business practitioner to figure out how to assess, track, and predict product scarcity and its influence on consumers and the target market. As a result, future research should look at the role of scarcity in influencing consumers to purchase hedonic-
orientated or non-essential items / services throughout global crises, emergency situations, and non-emergency situations. This is crucial in order to expand the body of knowledge in consumer buying behavior, particularly with regards to impulsive buying. On the other hand, it also contributes to the novelty of knowledge towards the research field, particularly in consumer buying behavior and impulse buying behavior.
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