Impulse buying behavior of Vietnamese consumers in supermarket setting

Abstract

The goal of this paper is to identify factors affecting consumer impulse buying behaviors at supermarkets in Vietnam. Impulse purchase or impulse buying portrays purchases that shopper makes without any intention planned before shopping trip. This study attempts to analyze the impact of various variables extracted from internal, external, demographics, social perspectives on consumer impulse buying behavior. Quantitative questionnaire is used to measure responses of participants. The statistical analysis method employed in this study is Factor Analysis using SPSS software. This consumer behavior is on a great rise due to pricing strategies, store characteristics, situational factors and promotional activities. At the end of this paper, a set of suggestions is outlined to be investigated in the subsequent research works.

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

“…Lastly, they can be defined as more active in their shopping behavior since they frequently engage in impulse purchasing than people who are demonstrate less impulsive behavior. Cho et al (2014) states that it is paramount for marketers to understand the unplanned buying behavior in order to devise marketing strategies and drive tactics from these strategies. Kollat and Willet (1967) state that consumers' demographics has an impact on impulsive behavior.…”

Determinants of Consumer Impulsive Purchasing Behaviour in Medium-Large Shopping Malls in Ghana

“…This suggests that more knowledge on how the various external factors when applied may assist business to utilise their resources in a more efficient and effective manner. There are numerous external factors explored in literature [20]- [27], however, this study focuses on in-store browsing, store layout, sales personnel, store-atmosphere, promotional events and reference groups.…”

“…In-store Browsing: In-store browsing is a component of impulsive purchasing process refers to consumers scanning items in shops for the purpose of obtaining information about products/services without any plan to buy or for the sake of curiosity. Researchers believe that it is in-store browsing that consumers are exposed to stimuli which creates the urge to purchase on impulse particularly when consumers spend more time browsing [20] [21] [22] believed that consumers who perform in-store browsing make unplanned buying because it is at this stage a consumer encounters desired products. Cho et al [20] analysed the driving factors behind impulsive purchasing behaviour of consumers in Vietnam supermarkets and found that in-store browsing plays a vital role in setting off impulsive purchasing activity.…”

“…Researchers believe that it is in-store browsing that consumers are exposed to stimuli which creates the urge to purchase on impulse particularly when consumers spend more time browsing [20] [21] [22] believed that consumers who perform in-store browsing make unplanned buying because it is at this stage a consumer encounters desired products. Cho et al [20] analysed the driving factors behind impulsive purchasing behaviour of consumers in Vietnam supermarkets and found that in-store browsing plays a vital role in setting off impulsive purchasing activity. Salman et al [21] studied impulsive purchasing behaviour of sports enthusiast and their empirical results strongly support the claim that in-store browsing increases the urge for consumers to make impulse purchases.…”

“…Thus a store layout refers to a well-organised sections and aisles where products arranged in such a way that improves shopping process and increases the prospects of impulsive purchasing [31]. Studies by both Pradhan [32] and Cho et al [20] studies that found that store layout are among the factors that triggers impulse purchasing behaviour in consumers who patronise supermarkets in India and Vietnam respectively. This is consistent with findings of Muruganantham and Bhakat [27] that in-store layout is an important external factor that impacts impulsive purchasing behaviour in Iranian consumers.…”