Analyzing Impulse Buying Behaviour among Shoppers: An Interpretive Structural

Modelling Approach

Dr. Vinita Sahay Professor of Marketing

Indian Institute of Management Raipur India

• Rook (1987) defined impulse buying as when "a consumer experiences a sudden, often powerful and persistent urge to buy something immediately.”

• Impulse purchase is manifested through consumer’s tendency to buy spontaneously and unreflectively (Rook & Fisher, 1995).

• It is characterized by an unexpected, gripping, hedonically complex buying behaviour.

• Consumers tend to experience stronger feelings towards impulse purchases as compared to that of planned purchases (Gardner et al, 1988).

• However, past researches on impulse buying behaviour were more focused on the situational factors or individual factors affecting impulse buying (Rook, 1987; Gardner 1993; Rook and Fisher, 1995).

• This paper determine the directional linkages between the antecedent factors that lead to impulse buying.

INTRODUCTION

• Identifying the relative significance of various factors contributing

to impulse buying behaviour;

• Defining the nature of relationship between antecedent factors;

• Developing a conceptual model of impulsive buying behaviour

using interpretive structural modelling technique; and

• Inventorying implications for mall developers/retail managers.

OBJECTIVES OF STUDY

1. Delphi method

This method was used for

– Shortlisting the variables that contribute to impulse buying;

– Through qualitative assessment, endorse the presence of

relationship between each pair of contributing variables; and

– Postulate the accompanying direction of relationship between

these variables.

2. Interpretive Structural Modelling (ISM)

ISM facilitates in defining a problem or an issue by summarizing

inter-relationships among various variables contributing to the

intricate problem (Sage, 1977; Soti and Shankar, 2010).

Constructing an ISM comprises a number of steps

RESEARCH METHODOLOGY

ISM based model

FORMATION OF ISM-BASED MODEL

• In the current economic climate, it’s clear that Mall developer and

retailer face many challenges.

• This paper results show, promotional activities, hedonism,

merchandising display and socialization play a vital role in the

customer buying behaviour.

• Promotional activities and merchandising display can be used as

competitive tools for stimulating the buying behaviour of the

shoppers.

• Social media, online, and mobile technologies can be used as

promotional tools for promotion activities for persuading the shopper

for shopping.

• By embracing and successfully implementation of this model,

retailers can encourage and promote impulse buying.

Conclusion