Determinant Factors Influencing Impulse Buying Behavior of Turkish Customers in Supermarket Setting

Abstract

Impulse buying is a common phenomenon of consumption today and its getting great attention from consumer researchers as well as marketers. It is important for companies to have a good understanding of factors triggering impulse buying. The main aim of this study is to identify the determinants influencing Turkish consumers’ impulse buying behavior in supermarkets. 593 surveys were taken into analysis which were collected between the dates 5-10 December, 2017. Regression analysis, t-test and ANOVA test were conducted to test the hypotheses. While some independent variables such as sales promotion and credit card usage found to be the affecting factors of impulse buying; variables such as income level is found to have no relation with impulse purchasing.

Factors Affecting Impulse Purchase Behavior in Hyderabad – Marketing Perspective

“…According to the research (Akyuz, 2018), there is a significant positive relationship between sales promotion and impulse buying. Also according to (Nagadeepa et al, 2015) sales promotion play a very important role in consumers" impulse buying decision.…”

“…There are unconformity results which give rise to questions as to which factor of personal factors influence the impulse purchase behavior (Khan et al, 2015). According to the research (Akyuz, 2018), there is a significant positive relationship between personal factors and impulse buying. Similarly, according to (Lim & Yazdanifard, 2015) internal and external factors affect impulse buying in an online setting.…”

“…Impulse buying is a growing concept that is considered an essential part of increasing sales, especially of supermarkets. According to (Akyuz, 2018), it is necessary for companies to understand consumer behavior in this competitive era. His study has focused on expanding and complementing current marketing knowledge.…”

“…He mentioned the factors affecting impulse buying retailers so that they can plan for this unplanned purchase by consumers. The study is an aid for retailers to understand consumer demands in a better way (Akyuz, 2018). Whereas, (Zulfiqar, Ambreen, & Bushra, 2018) evaluated different aspects from available literature to search for the actual factors affecting impulse buying and to find the gap that is preventing an increase in the sales of supermarkets.…”

role of hedonic consumption tendency mediate the effect of fashion involvement on impulsive buying

“…Impulsive buying is an important phenomenon for businessmen, especially businesses in the fashion sector, to pay attention to. According to Akyuz (2018), the impulsive buying process starts with product awareness. Individuals begin to browse products without intending to buy, and at the same time, they are exposed to stimuli and feel the urge to buy.…”