Thus, the above mentioned points summarize a few factors which influence impulsive buying.īuying a product without too much thought of without planning in advance can happen very often. if a person is lonely they buy an audio CD of sad songs. Many times human emotions like happiness, anger, loneliness trigger an impulsive buying decision. They make the decision to buy immediately as they feel an urgent requirement for the same. Some customers have a behavior where they tend to make purchases in the moment without too much thinking. This is more related to the brand loyalty that a customer has towards a particular brand or a company product 5. If a customer has a soft corner for a brand, they tend to be more attracted towards it and end up buying it. Purchasing capacity & mode of paymentĪ person with a high income is more likely to make an impulsive purchase as compared to person with a limited salary.Īlso, people who carry debut and credit cards are more likely to make a quick purchase as they need not worry about the amount of cash they are carrying. Window displays, in-store decoration, boards & signs often lead people into impulse buying as they feel attracted to the product at that moment 3. This process is also called as impulse intercept merchandise, where a customer is intercepted by a product and they end up buying it. For example if a person wants to buy a toothbrush, and sees a toothpaste next to it, they end up buying the toothpaste as well. Stores often place products which induce the customer to simply buy the product instantly. Some of the key reasons why impulse buying happens are listed below: 1. There are several factors which trigger an impulsive purchase from a customer. In both the situations, decisioning process sets in quickly so the products need to be properly planned for impulse purchase to happen. Another similar situation can be on seeing the pack, the quantity may seem too high.
Imagine a customer is about to buy a pack of chocolates but then on seeing the high price, customer would immediately drop the idea of buying it. There are many factors which can influence impulse buying hence the companies need to plan the message, SKU, price everything properly so that the buying process should be as smooth as possible for the customer. Mostly things like gums, chocolates are such items associated with this situation so the CPG companies often try to position their products and messages in a way that the customer can see them and make a decision. If a particular product is not there at that time, it loses the opportunity of sale.
Sometimes customers can see a product and make an immediate decision to buy it without a lot of decisioning process. In many cases, customers regret their decision to buy a product spontaneously.Īs a buying situation, impulse buying is very important for marketers. Such products are also often referred to as impulse goods. This is often to encourage impulse buying as the consumer might want to buy one last item before exiting the supermarket. You may have often seen the billing counter in supermarkets have a number of showcases adjacent to it containing chocolates, soft toys and stationary items. Impulse purchases are not just confined to small ticket items like chocolates but also includes costly items like clothing and fashion accessories. The customer does not do any research or planning before buying and simply buys the product which did not intend to buy in the first place.Įmotions often play a decisive role in impulse buying and is encouraged by a well-designed promotional messages. Impulse buying happens because of an emotional or psychological trigger which entices a customer to make a spontaneous purchase to fulfill an urge. Impulse buying is a buying situation in which the customer makes a spur-of-the-moment purchase and the decision to buy a product is made just a moment before the purchase is done without any pre-planning or process.