An Investigation of the Relationship between Unplanned Buying and Post-purchase Regret

Abstract

The purpose of this study is to investigate the association of unplanned buying with post-purchase regret, moderated by consumer-family income and gender, as well as the association of both sales promotion and bankcard payment with unplanned buying in the Saudi market. Drawing on unplanned buying and post-purchase literature, the study tested a model of post-purchase regret. A survey was conducted among Saudi consumers of retail stores in Riyadh, Saudi Arabia. A convenience sample of 927 respondents was taken for data collection, among them 903 were finalized for analysis. The study concluded that there is a positive relationship between unplanned buying and post-purchase regret. An increased association of unplanned buying with post-purchase regret has been found among low-income earners and male consumers. Furthermore, bank-card payment, but not sales promotion, has a significant association with unplanned buying. Practically, consumers and marketers can benefit from the results and recommendations of this study, both avoiding the bad consequences of post-purchase regret. Self-awareness of the factors that cause regret may turn consumers to be more rational in their future buying decisions. Marketers' perceptions of those factors may also be helpful in setting marketing strategies towards their target markets; satisfying, and retaining consumers. The original contribution of this study comes from a lack of research in the Middle East on unplanned buying, post-purchase regret and their relationship antecedents.

An Analysis of the Regret Concerning the Process of Purchasing and the Regret Concerning after the Purcashing in the Context of Characteristic Properties

“…It can be derived that individuals whose inclination of general regret concerning the life is high has lower level of brand loyalty when the defining is synthesized with the results of the study. Thus, it is known that regret concerning the purchasing which is related to general regret and this study causes a negative effect on the intention of repurchasing, facing to alternative brands and negative communication about the brand which has been regretted (Saleh, 2012). Individuals whose level of inclination of general regret is high can refer to factors like promotion for their behavior changes not to their inclinations.…”

“…Finally, when it is considered that there is a positive relationship between unplanned purchasing and perceived time pressure (Saleh, 2012) and perceived time pressure cause unplanned purchasing (Torlak et al, 2013), it is thought that investigation of the relationship between regret feeling and perceived time pressure will provide important contributions in the name of richen the marketing literature in the future studies.…”

“…6;2013 When the literature concerning the regret is investigated, in the study concerning unplanned shopping behavior and concerning whether the regret differentiates according to the sex or not as a result of this unplanned behavior, a relationship between unplanned shopping behavior and regret has been detected in the positive direction (Saleh, 2012:106). In addition, it is discussed that the men are more defenseless than the women at the point of the regret after unplanned shopping (Saleh, 2012). The assumption which strengthens this consideration is that the women are more inclined to make unplanned shopping and deal with its results than the men, even they are used to regret from the point of shopping and visiting the shopping malls frequencies (Saleh, 2012:115).…”

“…It can be said that the regret is a critical point on establishing long term changing relationship networks with the consumers (Erdoğan, 2009). In order to generate faithful customers, the regret must be under control and its level must be kept in minimal surface because regret has negative effect on the intention of repurchasing (Saleh, 2012). In order to keep consumer's regret related to consumption under control consumer's regret related to consumption or make it decrease in minimal level, some companies interfere with the help of marketing strategies thorough the products or services.…”

Compra não Planejada e Endividamento Pessoal: Uma Análise de Relação

“…Estudos recentes sobre o assunto (SALEH, 2012), trazem novas contribuições sobre as consequências que a compra por impulso pode gerar nos consumidores, tais como a existência de efeitos negativos pós-compra impulsiva. Considerando a identificação da existência desses efeitos pós-compra, o endividamento pessoal foi utilizado como um possível efeito relacionado à compra por impulso realizada no varejo tradicional.…”