Impulse buying was redefined as occurring "when a consumer experiences a sudden, often powerful and persistent urge to buying something immediately. The impulse to buy is hedonically complex and may stimulate emotional conflict. Also, impulse buying is prone to occur with diminished regard for its consequences" (Rook , p. ) The theoretical and conceptual framework explains the path of a research and grounds it firmly in theoretical constructs. The overall aim of the two frameworks is to make research findings more ALL YOUR PAPER NEEDS COVERED 24/7. No matter what kind of academic paper you need, it is simple and affordable to place your order with Achiever Essays
Use of Hawkins Stern's impulse buying theory () in online shopping
The widespread popularity of online shopping in current times has undoubtedly enhanced the efficiency of the entire buying process. It has also posed to digital marketers the threat of losing to competition. This is why the marketers keep on trying novel tactics to fascinate new customers as well as retain the existing ones. One buying a dissertation theoretical the many tactics includes encouraging customers to buy impulsively Foroughi et al.
This theory offers valuable insight into different circumstances under which the consumers are likely to indulge in impulse buying. The theory got its name from the proposer, Hawkins Stern who had put this forward in Stern argued such perspective and proclaimed that consumers indulge in impulsive buying behaviours under the influence of external forces.
The theory argued that marketers can convince consumers to buy more than what they had actually planned Dutta and Mandal, The digital marketers are skillfully blending technology with their marketing goals to encourage impulse buying by the target audience Carter, buying a dissertation theoretical, com recently introduced virtual dash buttons to facilitate impulse buying in online shopping.
This ensures the buyer that they are not missing to buy something from their usual buying list, buying a dissertation theoretical. By providing enhanced ease in buying, the company has well targeted impulse buyers through these dash buttons Richman, The model suggests four kinds of impulse buying.
This includes buying purely on the basis of impulse hence usually the customers end up buying something which is not a routine item in their shopping list. It breaks the normal pattern of purchasing. Visuals play an integral buying a dissertation theoretical in pure impulse buying Dutta and Mandal, It highly appeals to the emotion of the buyer of novelty products. Such purchases generally include items which are new for the customer and attract him visually.
While consumers end up overspending but the marketers earn higher revenues. For example, buying a new dress or kids toy while shopping for the diapers at Hopscotch. com because of unique design that attracted the attention of the buyer. Such kind of impulse buying happens in the cases where a buyer has prior knowledge or experience of the product buying a dissertation theoretical had no intention to buy it Piron, It highly appeals to the buyers of fashion merchandise. Suggested impulse buying occurs in case of products usually being seen by the customer for the first time and develops an impulse to buy it Stern, ; Dutta and Mandal, For example, a buyer of baby bottle cleaning liquid on Amazon.
com is buying a dissertation theoretical against a regular detergent on the portal depending on historical purchase of baby products. While in brick-and-mortar, such kind of buying generally happens through the endeavours of a salesperson. This kind of impulse buying occurs when the customer has the need for a product but is not sure about its specifications.
Generally, buying a dissertation theoretical, a lower price or other kinds of sales promotion techniques lead to planned impulse buying Stern, For example, when Costco.
So, the customer did have a need but he ended up buying more than needed because of the offer. Marketers make use of several strategies in order to trigger impulse buying behaviour among consumers. The pricing decision, according to Stern, is the most important trigger of an impulse buying decision. This is because it makes the consumer spend than they originally planned. However, it is may not be applicable for expensive items such as automobiles. It is most common in products which have a low shelf life, marginal need for the consumer, smaller size and ease of storage.
For example, discounts on food can trigger impulse purchases among students and low income group individuals Duarte, Raposo and Ferraz, Items that perish quickly or have a short shelf life need to be purchased frequently by consumers.
Since consumers have to purchase it repeatedly, they spend less time in planning to buy it and hence purchase them when they encounter them Stern, buying a dissertation theoretical, This refers to the degree of need for an item.
Many convenience goods such as daily staples, milk, bread and sugar for which regular purchases are made. However, some items are non-convenience goods and buying a dissertation theoretical there is a marginal need for them. The consumer postpones purchasing these items until there is a greater degree of need for it, hence these purchases are likely to be less planned and more impulsive Chhabra, The more places a product is available, buying a dissertation theoretical, the more chances the customer will buy it.
Since impulse buying is not planned, marketers make the product available at multiple locations so that there are more chances of a customer buying it Stern, The self-service option gives the customer the opportunity to freely explore their options and buy more quickly.
Since there are many products readily available for the consumer, they are more likely to buy products impulsively. Hence marketers prefer to make their product available more at self-service locations Iyer and Ahlawat, As impulse buying decisions are not planned, increased visibility of items increases their sale impulsively. This positioning includes shelf location, distinctive packaging and in-store promotions Mohan, Sivakumaran and Sharma, Impulse buying behaviour types such as planned and reminder buying are highly dependent on the level of consumer knowledge.
This knowledge comes from either prior experience with the product or advertising. Hence, marketers often indulge in mass advertising to give repeated reminders to customers and trigger impulse buying decisions Hulte and Vanyushyn, Items which buying a dissertation theoretical be stored easily without any special requirements are more likely to be purchased impulsively.
The problem of heavyweight or buying a dissertation theoretical size requires a buyer to make special arrangements such as transportation. This can result in reducing the chances of buying it impulsively Stern, At the time Stern had proposed these factors, online shopping was not as popular as it is today. Most of these factors identified by Stern were in the context of the brick-and-mortar stores. Stern asserts that ease of buying, i. product availability will likely increase the chances of impulsive buying decisions and is very relevant in online shopping.
However, consumer characteristics have undergone a revolutionary change over the years. This includes changes in demographics, spending patterns, purchasing capacity, a shift from lifestyles-based to experience-based consumption, and an increase in their overall participation in buying decisions, buying a dissertation theoretical.
This includes website quality security, navigability, visual appealpayment options, virtual atmosphere, product variety, network availability, browsing behaviour, and online reviews, among others Octavia, ; Zou, ; Kem et al. In present times, most of the digital marketers are targetting consumers to rely not always on their intellect but also on their impulse.
Among the four categories of impulse buying behaviours listed out by Stern, a blend of all can be planned while designing a marketing strategy, buying a dissertation theoretical. Notify me of follow-up comments by email. Sign in. project guru Get your projects done. Use 5EE4BC22F0 to save 93 on - words emergency order of research paper service.
Use 5E3BCCBB47 to save 93 on - words standard order of research analysis service. Author Recent Posts. Ankita Agarwal. Analyst at Project Guru. Ankita is working with the editorial board of Project Guru as a Research Analyst and Writer. With Masters in Commerce and Business Studies, Ankita learned much of what she knows about management through experience. She has previously worked in various financial institutions like Birla Global, HDFC Ltd.
and Citi Financial. She is self-motivated and writes for the Knowledge Tank section of Project Guru, buying a dissertation theoretical. She has authored more than 80 articles so far in Human Resources Management, Strategic Management, Finance and Marketing. She likes to pen her thoughts about the latest issues gripping these areas across the world. Latest posts by Ankita Agarwal see all, buying a dissertation theoretical.
How to write the theoretical framework of the research? Click to share on Twitter Opens in new window Click to share on Facebook Opens in new window Click to share on LinkedIn Opens in new window Click to share on WhatsApp Opens in new window Click to email this to a friend Opens in new window Click to print Opens in new window. Discuss Name. Older discussions. RESEARCH PAPER WRITING Order research paper Get your paper written by highly qualified research scholars with more than 10 years of flawless and uncluttered excellence.
Order now. As low as ARTICLE WRITING HELP Order journal writing With a pool of talented subject matter experts, we are devoted to solving complex problems. We can help from Literature Review to Hypothesis testing. From THESIS WRITING HELP Order thesis writing We have been assisting buying a dissertation theoretical different areas of research for over a decade.
We start by preparing a layout to explain our scope of work. Starting We take the utmost priority to adhere to guidelines and give rational judgment in the paper. Send to Email Address Your Name Your Email Address Cancel Post was not sent - check your email addresses!
How to Choose a Theoretical Framework for My Dissertation
, time: 17:52A Brief Literature Review on Consumer Buying Behaviour
It is worth noting that consumer buying behaviour is studied as a part of the marketing and its main objective it to learn the way how the individuals, groups or organizations choose, buy use and dispose the goods and the factors such as their previous experience, taste, price and branding on which the consumers base their purchasing decisions ALL YOUR PAPER NEEDS COVERED 24/7. No matter what kind of academic paper you need, it is simple and affordable to place your order with Achiever Essays A social worker with a strong theoretical background is able to practice in a distress, relaxed, confident and competent manner. There are many theories that give a variety of interesting. THEORETICAL PARADIGM. Theoretical paradigm is an image of society based on fundamental assumptions and guides sociological thinking and research
No comments:
Post a Comment