4. WHY & When PEOPLE BUY IMPULSIVELY?
•80% of all impulse purchases are
made because an item is on sale
•Consumer thinks, it as the best buy
of that time
•Impulse shoppers normally buy
because they feel angry, stressed,
guilty or bored
•Have extra money in their pocket
5. CHARACTERSTICS OF IMPULSIVE
BUYING
Unplanned, Spontaneous and intense urge to buy the
purchaser often ignoring the consequences.
Without much prior knowledge of the product or
intension to buy.
A kind of emotional and irrational purchase often for
reasons like fun, fantasy and social and economic
pleasure
Consumer often regret their purchase after
purchasing
6. How Marketers Take advantage of
this ?
For example, As Snacks , bubbles , toffies and
chocolates displayed on the counter which force
impulse buyers to buy what they might not have
planned
Something at eye contact place attract the consumer to
buy impulsively
For example, Uniliver company’s marketers make
strategy to place their products at eye level which
attracts the consumer to buy impulsively
7. PLANNED VS IMPULSIVE BUYING
PLANNED BUYING IMPULSIVE BUYING
• Well planned long term Spontaneous planed
rational buying irrational buying
Consumer gathers Consumers buy just aft
Complete knowledge of product awareness is
the product induced
Intention to buy No intention to buy
Accurate decision Decision errors
8. FACTORS AFFECTING IMPULSIVE
BUYING
INTERNAL FACTORS
Mood of the individual, positive mood triggers
impulsive buying
Needs: impulsive buying is more a need than a
want
9. FACTORS AFFECTING IMPULSIVE
BUYING
EXTERNAL FACTORS
Windows display
Well behavior of sales man
In-store form display
Promotional messages
Word of mouth information
10.
11.
12.
13.
14.
15. SECONDARY RESEARCH
I rarely ever buy impulsively
I always buy if I like it
While moving around the store ,I decide
for purchase by looking at the things
Quite often I regret after buying new
things
16. 0%
33%
24%
23%
20%
While moving around the store, I decide for
purchasing by looking at the things.
Strongly Disagree
Disagree
Can't Say
Agree
Strongly Agree
43% of sample people agree that they do purchasing by just
looking at the things
18. 5%
28%
11%
38%
18%
When I go for shopping I buy things that I
had not intended to purchase.
Strongly Disagree
Disagree
Can't Say
Agree
Strongly Agree
56% of sample people buy things without any
intentions to purchase them
19. HOW TO PREVENT IMPULSIVE
BUYING
Understand wants & needs
Prepare shopping budgets
• Avoid store departments where you loose
control
Take less cash in your wallet
Leave credit cards at home
Wait 24 hours before making an unplanned
purchase
Buy deserving items and don’t be too
emotional while buying