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Understanding & Researching Consumer Buyer Behaviour
Pages 8 (2008 words)
For the last half century, researchers in consumer behaviors have attempted to create a comprehensive definition of impulse buying. The earliest studies conducted on the subject stemmed primarily from the retailer and managerial interests…
Understanding & Researching Consumer Buyer Behavior
However, it is vital to take note that local market situations, exchange systems, as well as certain cultural aspects, play a significant role in how consumers perform impulse behaviors. This paper will examine the nature of impulse buying, describing the how marketers can incorporate knowledge of customers’ impulse buying tendencies to their marketing strategies. Nature of Impulse Buying Behavior Impulse buying is essentially unreflective behavior that fails to conform to the rational, well-thought decision making standpoint in terms of consumer buyer tendencies or actions. The process of impulse buying is an extremely complex goal process that centers on reaction and emotion as its primary driving forces. This is largely because consumers engage in the process of impulse buying without engaging in concrete thoughts regarding their actions or conducting an evaluation of their intended deeds. According to Rook (116) consumers engaging in impulse buying are unlikely to consider the implications or think carefully and logically prior to making the purchase. The attention of such consumers is channeled towards the immediate gratification inherent in responding to the desire or urge to make the purchase instead of identifying and solving a preexisting issue or finding a product to fulfill a predetermined need. In addition, consistent with other forms of impulsiveness, impulse buying is also immediate, meaning that the process occurs in the span of several minutes and is not premeditated. ...
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