Exploring Tech Savvy Trait AS A Base for Profiling Impulse Buyers

Abstract

Impulse buying behavior is a sudden spontaneous urge of the consumer to make unplanned purchase after seeing the product in the retail outlet. Such type of behavior involves purchasing without much thinking. A number of studies have been conducted in the past regarding consumer decision making. This study has its base in the form of tech savvy consumers. Impulse purchase behavior for tech savvy consumers has not been studied much in the past; neither any scale has been developed specifically for such kind of behavior. Numerous technological products are entering the markets now days in our Indian market. Talking about the smart phones or the automobiles etc. loaded with a plethora of latest technological features and also the information technology featured services like net banking, internet of things etc. are also the primary choice and these technical features attract the consumers in the products. This research will open insights about the impulse purchasing behavior of tech savvy consumers and there are some other personality traits also. Using the technique of K means clustering analysis has been done.

Impulsiveness in the grocery store: psychographic drivers and segments

“…This is one of very few studies that have sought to identify and profile distinct segments of impulse buyers. It benefits from and builds on the related work of Ciunova-Shuleska (2012) and Dwivedi and Chaturvedi (2019). The segments captured in the three studies are substantially different from one another – not a surprising outcome, given that they drew upon different conceptual frameworks (leading to the selection of widely varying constructs) and represented different shopping contexts in three different countries.…”

“…Kalla (2016) observed that a tendency to seek surprises induced impulse buying in a quest for novelty. Dwivedi and Chaturvedi's (2019) segmentation study found consumer innovativeness to be a characteristic attribute in two of their three clusters. Granero et al (2016) observed a relationship between novelty seeking and compulsive buying behavior in the clinical domain.…”

“…The latter findings highlight the ability to identify segments of impulse buyers who respond to different motivations. However, of the potential drivers of impulse buying in brick-and-mortar grocery stores identified earlier, Dwivedi and Chaturvedi (2019) included only one (novelty/variety seeking, as reflected in consumer innovativeness). This study offers the opportunity to ascertain whether that variable aligns with one or more segments in the grocery sector and to reveal which of the others can provide additional distinctions offering richer theoretical and strategic insights.…”

“…However, with impulsive buyers all clustered in a single segment, the ability to observe and characterize varying types of impulse buyers is limited. The other segmentation study arose from mall-intercept data collected from 108 consumers (Dwivedi and Chaturvedi, 2019). Cluster-analysis results provided support for three segments of impulse buyers: those who are impulsive regardless of personality trait (35%); those who score high on traits of materialism, uniqueness and consumer innovativeness (28%); and tech-savvy innovators who are high in the combination of technical knowledge and consumer innovativeness (37%). …”

“…Ciunova-Shuleska (2012) identified two segments of grocery shoppers – noticeably rational and noticeably impulsive. Dwivedi and Chaturvedi (2019) found evidence of three segments of mall buyers characterized by impulsiveness that was: independent of specified personality traits; associated with materialism, uniqueness and consumer innovativeness; and driven by technical knowledge and consumer innovativeness. As valuable as these are, strategically useful segmentation of grocery shoppers awaits research that profiles different groups of impulse buyers (rather than a single “noticeably impulsive” cluster), based on variables specifically relevant to shoppers in this sector (rather than the broader product mix of a shopping mall).…”