This research examines the determinants of consumer impulsive purchasing behaviour of Ghanaian
shoppers. Churchill’s and
Peter’s[1]conceptual model was adapted and modified as the study proposed model to
verify empirical data. A sample size of 129 out of 180 was obtained from
Ghanaian shoppers at medium shopping malls located in Accra and Kumasi cities
in February, 2019 using a survey method. Data analysis was performed using AMOS
in Statistical Packages for Social Sciences’ (SPSS) software. Correlational and
multiple regression analysis was used to
determine the relationship and the impact between consumer’s impulsive
purchasing behaviour and five factors influencing consumer urge to purchase.
The results showed a significant impact of the impulsive purchasing behaviour
among three out of five variables used. The results findings support the
assertion that store atmosphere, sales persons and sales promotion influence
consumer impulsive purchasing behavior. The findings have
References
[1]
Churchill, G.A. and Peter, J.P. (1998) Marketing: Creating Value for Customers. Irwin/McGraw-Hill, Boston, MA.
[2]
Akram, U., Hui, P., Khan, M.K., Saduzai, S.K., Akram, S. and Bhati, M.H. (2017) The Plight of Humanity: Online Impluse Shopping in China. Beijing University of Post and Telecommunications, Beijing, 73-90. https://doi.org/10.3233/HSM-171768
[3]
Atulkar, S. and Kesari, B. (2017) Impulse Buying: A Consumer Trait Prospective in Context of Central India. Global Business Review, 19, 477-493.
https://doi.org/10.1177/0972150917713546
[4]
Das, G. (2015) Retail Shopping Behaviour: Understanding the Role of Regulatory Focus Theory. The International Review of Retail, Distribution and Consumer Research, 25, 431-445. https://doi.org/10.1080/09593969.2015.1017773
[5]
Nanda, A. (2015) Analysing Multiple Dimensions of Impulse Buying. MERC Global’s International Journal of Management, 3, 105-115.
[6]
Darrat, A.A., Darrat, M.A. and Amyx, D. (2016) How Impulse Buying Influences Compulsive Buying: The Central Role of Consumer Anxiety and Escapism. Journal of Retailing and Consumer Services, 31, 103-108.
https://doi.org/10.1016/j.jretconser.2016.03.009
[7]
Khuong, M.N. and Tran, T.B. (2015) Factors Affecting Impulse Buying toward Fashion Products in Ho Chi Minh City—A Mediation Analysis of Hedonic Purchase. International Journal of Trade, Economics, and Finance, 6, 223-229.
https://doi.org/10.7763/IJTEF.2015.V6.473
[8]
Badgaiyan, A.J. and Verma, A. (2015) Does Urge to Buy Impulsively Differ from Impulsive Buying Behaviour? Assessing the Impact of Situational Factors. Journal of Retailing and Consumer Services, 22, 145-157.
https://www.elsevier.com/locate/jretconser
https://doi.org/10.1016/j.jretconser.2014.10.002
[9]
Rook, H. and Hock, A. (1983) Impulse Buying. Advance in Consumer Research, 10, 562-567.
[10]
Badgaiyan, A.J. and Verma, A. (2014) Intrinsic Factors Affecting Impulsive Buying Behavior; Evidence from India. Journal of Retailing and Consumer Services, 21, 537-549. https://doi.org/10.1016/j.jretconser.2014.04.003
[11]
Flight, R.L., Rountree, M.M. and Beatty, S.E. (2014) Feeling the Urge: Affect in Impulsive and Compulsive Buying. Journal of Marketing Theory and Practice, 20, 453-466. https://doi.org/10.2753/MTP1069-6679200407
[12]
Chang, Y. (2017) The Influence of Media Multitasking on the Impulse to Buy: A Moderated Mediation Model. Computers Human Behavior, 70, 60-66.
https://doi.org/10.1016/j.chb.2016.12.071
[13]
Souiden, N., Ladhari, R. and Chiadmi, N.-E. (2018) New Trends in Retailing and Services. Journal of Retailing and Consumer Services, 50, 286-288.
https://doi.org/10.1016/j.jretconser.2018.07.023
[14]
Rook, D.W. (1987) The Buying Impulse. Journal of Consumer Research, 14, 189-197. https://doi.org/10.1086/209105
[15]
Stern, H. (1962) The Significance of Impulse Buying Today. Journal of Marketing, 26, 59-62. https://doi.org/10.1177/002224296202600212
[16]
Solomon, M. (1995) Consumer Behaviour. 3rd Edition, Prentice Hall, Upper Saddle River, NJ.
[17]
Acar, A.B. (2014) Do intrinsic and Extrinsic Motivation Factors Different for Generation X and Generation Y. International Journal of Business and Social Science, 5, 12-20.
[18]
Khan, N., Hui, L.H., Chen, T.B. and Hoe, H.Y. (2016) Impulse Buying Behaviour of Generation Y in Fashion Retail. International Journal of Business and Management, 11, 144-151. https://doi.org/10.5539/ijbm.v11n1p144
[19]
Bhatt, S.J. and Pandya, K. (2015) A Study on Impulse Buying Behaviour of Customer of Anand in Shopping Malls with Reference to Big Bazar and D-Mart. International Journal of Retailing and Rural Business Perspectives, 4, 1781-1787.
[20]
Cho, J., Ching, G.S. and Luong, T. (2014) Impulse Buying Behaviour of Vietnamese Consumers in Supermarket Setting. International Journal of Research Studies in Management, 3, 33-50. https://doi.org/10.5861/ijrsm.2014.775
[21]
Salman, M., Khan, S. and Gul, M.S.A. (2014) Factors Influencing Impulse Buying of Sports Team Merchandise in Developing Country: An Empirical Investigation. Pakistan Journal of Commerce and Social Sciences, 8, 185-200.
[22]
Tinne, W.S. (2010) Impulse Purchasing: A Literature Overview. ASA University Review, 4.
[23]
Hussain, R. and Ali, M. (2015) Effect of Store Atmosphere on Consumer Purchase Intention. International Journal of Marketing Studies, 7, 35-43.
https://doi.org/10.5539/ijms.v7n2p35
[24]
Nishanov, B. and Ahunjonov, U. (2016) The Influence of Store Characteristics on Consumers Impulse Buying Behaviour. Journal of International Business Research and Marketing, 1, 20-26. https://doi.org/10.18775/jibrm.1849-8558.2015.13.3002
[25]
Spence, C., Puccinelli, N.M., Grewal, D. and Roggeveen, A.L. (2014) Store Atmospherics: A Multisensory Perspective. Psychology & Marketing, 31, 472-488.
https://doi.org/10.1002/mar.20709
[26]
Cho, J.Y. and Lee, E.-J. (2017) Impact of Interior Colors in Retail Store Atmosphere on Consumers’ Perceived Store Luxury, Emotions, and Preference. Clothing and Textiles Research Journal, 35, 33-48. https://doi.org/10.1177/0887302X16675052
[27]
Muruganantham, G. and Bhakat, R.S. (2013) A Review of Impulse Buying Behaviour. International Journal of Marketing Studies, 5, 149-160.
https://doi.org/10.5539/ijms.v5n3p149
[28]
Patil, P. and Agadi, R. (2016) Impact of Visual Merchandising on Young Customer’s Apparel Impulse Buying Behaviour. International Journal of Advancement in Engineering, Technology, Management & Applied Science, 3, 187-199.
[29]
Graa, A., Dani-Elkebir, M. and Bensaid, M. (2014) The Impact of Environmental Factors on Impulse Buying Behavior Using the Mehrabian and Russell’s Framework. Leonardo Journal of Sciences, 24, 101-114.
[30]
Mittal, S., Sondhi, N. and Chawla, D. (2017) Process of Impulse Buying: A Qualitative Exploration. Global Business Review, 9, 1-16.
https://doi.org/10.1177/0972150917713368
[31]
Mohan, G., Sivakumaran, B. and Sharma, P. (2013) Impact of store environment on impulse buying behaviour. European Journal of Marketing, 47, 1711-1732.
https://doi.org/10.1108/EJM-03-2011-0110
[32]
Pradhan, V. (2016) Study on Impulsive Buying Behavior among Consumers in Supermarket in Kathmandu Valley. Journal of Business and Social Sciences Research, 1, 215-233. https://doi.org/10.3126/jbssr.v1i2.20926
[33]
Ahuja, D. (2015) Making the Pulse Impulsive: A Study of Factors Resulting Impulse Buying. International Association of Scientific Innovation and Research, 13, 50-52.
[34]
Bessouh, N. and Belkhir, D.O. (2018) The Effect of Mood on Impulse Buying Behavior—Case of Algerian Buyers. Austin Journal of Business Administration and Management, 2, 10-23.
[35]
Mihic, M. and Kursan, I. (2010) Assessing the Situational Factors and Impulsive Buying Behavior: Market Segmentation Approach. Management, 15, 47-66.
[36]
Azim, A. (2013) Effect of Dynamic Environment, Customers Tendency towards Promotion and New Experiences on Impulse Buying. Management and Administrative Sciences Review, 2, 281-292.
[37]
Jamal, M. and Lodhi, S. (2015) Consumer Shopping Behaviour in Relation to Factors Influencing Impulse Buying: A Case of Superstores in Karachi. Pakistan. European Journal of Business and Management, 7, 30-46.
[38]
Saraswat, R., Prakash, G. and Yadav, S.K. (2012) Impact of Advertising Scheme on Impulse Buying Behavior of Consumer in: An Empirical Study of Noida City. Asia-Pacific Marketing Review, 1, 72-77.
[39]
Bashir, S., Zeeshan, M. and Sabbar, S. (2013) Impact of Cultural Values and Lifestyle on Impulse Buying Behavior; A Case Study of Pakistan. International Review of Management and Business Research, 2, 193-200.
[40]
Kumar, R. (2010) Research Methodology: A Step by Step Guide for Beginners. 2nd Edition, Sage Publications, London, England.
[41]
Yin, R.K. (2014) Case Study Research Design and Methods. 5th Edition, Sage, Thousand Oaks, CA, 282 p.
[42]
Creswell, J.W. (2003) Research Design: Qualitative, Quantitative and Mixed Methods Approaches. Sage Publications, London.
[43]
Verplanken, B. and Herabadi, A. (2001) Individual Differences in Impulse Buying Tendency: Feeling and No Thinking. European Journal of Personality, 15, S71-S83.
https://doi.org/10.1002/per.423
