Analysis of Impulsive Buying Behavior in Fashion Industry

Abstract

In this era of rising customer expectations and intense competitions, marketers and retailers constantly look towards means to maximize their customers' share of wallet, in terms of additional sales. Marketers, today, thus focus on the customers' preferences, their needs and wishes with an aim to maximize it. Impulse shopping can be termed as a spontaneous, immediate purchase without pre-shopping intentions either to buy a specific product category or to fulfil a specific buying task. Impulse buying is a major research concern among marketers due to its pervasive aspects of consumer behavior as well as its potential in the marketing world. Based on the literature review, and after considering the questions we want to answer, the research problem of the research paper is "Analysis of Impulse Buying Behavior in the Fashion Industry". This problem would specifically be emphasizing on the factors which affect such behavior, post purchase feelings and behavior and how online shopping has increased the propensity of such behavior. Based on the research problem of our paper, given below are the 4 major objectives which the paper will studying and analysing: 1. Determining and comparing the various internal and external factors which affect Impulse Buying Behavior in the Fashion Industry. 2. Analysing The Impulse Buying Behavior Towards Different Fashion Product Categories 3. Analysing The Post Purchase Feeling and Behavior as A Result of Impulse Buying Behavior 4. Determining the impact of growing E-commerce industry on impulse shopping behavior in the fashion industry, and the factors leading to it. Methodology used in research paper is SINGLE CROSS SECTIONAL DESCRIPTIVE DESIGN. Given the objective and design of our research, we will be using basic descriptive statistics i.e. Mean, Median and Mode to compare and analyse our data and conclude our findings. Finally, the findings for the research essentially indicated that amongst the external factors, Overall store environment and lower prices played a pivotal role. Moreover, males tend to shop more impulsively as compared to females. Customers tend to show a positive impulse behavior towards Footwear and Clothing items. Happiness is seen to be the most common post purchase behavior. Lastly, the research also presented an evidence showing that the emergence of e-commerce positively impacted impulse buying behavior, with Heavy Discounting being its most prominent driver.

The Determinants Factor on Repurchase Intentions

“…These findings do not support the previous research stating that the physical shopping environment and in-store implication unplanned purchases (Muruganantham & Bhakat, 2013). Furthermore, the study does not support that store atmosphere has a positive relationship and significant influence on impulse buying behavior (Akram, Hui, Khan, Hashim, & Rasheed, 2016;Gandhi, 2020). Store atmosphere uses lighting, color, and store dimensions of indicator no support the previous research to prove a piece of significant evidence towards consumer attention (Soomro, Kaimkhani, & Iqbal, 2017), and also use a products display and posters indicators in measure of store atmosphere towards customer's purchase intention (Jayaweera & Sirisena, 2020).…”

“…Saamarth Gandhi (2020) states that the overall store environment and lower prices played a pivotal role, and also, the emergence of e-commerce positively impacted impulse buying behaviour. These research yields will formulate thru the alternative hypothesis as follow:…”

Explaining the visual attention model in impulsive purchase behavior of tourism industry customers by theme analysis method

“…(Iyer et al , 2019). Gandhi (2020) explored this era of rising customer expectations and intense competition, in which marketers and retailers constantly seek means to maximize profit in terms of additional sales. Therefore, marketers today focus on the customers’ preferences, needs and wishes, with the aim of maximizing profit.…”

“…Impulse shopping can be termed as a spontaneous, immediate purchase without pre-shopping intentions either to buy a specific product category or to fulfill a specific buying task. Based on the literature review, and after considering the questions they sought answers to, the research problem of the abovementioned article was stated as “Analysis of Impulse Buying Behavior in the Fashion Industry.” This research problem specifically emphasized the factors that affect such behavior, post-purchase feelings and behavior and the increase in the propensity of such behavior owing to online shopping (Gandhi, 2020). The instrument used in the study measured the constructs of post-purchase regret and impulsive buying.…”

Cinsiyetler arası itkisel (dürtüsel) satın almanın farklılıkları üzerine nitel bir analiz: Moda sektörü temelinde bir değerlendirme

“…Yine moda endüstrisinde dürtüsel satın alma davranışı temelinde genel mağaza ortamı ve düşük fiyatların önemli bir rol oynadığı görülmekle birlikte, erkeklerin kadınlara kıyasla daha dürtüsel olarak alışveriş yapma eğiliminde olduğu sonucuna ulaşılmıştır. Tüketicilerin özellikle ayakkabı ve giyim ürünlerine karşı olumlu bir dürtü davranışı gösterdiği dikkat çekmekte, indirim ise önemli bir etken olarak değerlendirilmektedir (Gandhi, 2020). Benzer şekilde, moda ve giyim de sunulan promosyon teklifleri, indirimler ve fırsatlar ile tüketicinin göz gezdirme etkinliği arasında önemli bir ilişki olduğu görülmektedir.…”