With the development of society and economy, as well as the living standards, people’s consumption patterns are no longer simply meet the basic needs of life, and began to pursue individuality and diversity. At the same time, due to the accelerated pace of work and life, consumers continue to simplify the purchase decision progress, and consumers can easily generate impulse buying behavior. Knowing consumer impulse buying behavior has already became an important part when business is developing marketing strategies; inducing customers to make impulse purchase also become a regular business promotional strategy.
In reality, impulsive shopping has become a universal consumer behavior characteristic, especially in supermarkets, malls and other modern retailer stores. Therefore, studying the factors contribute to impulsive shopping, develop commercials those stimulate and promote impulse buying, are significant to retail businesses.
Impulse buying means that customers made the purchase without fully taken into account, or while the intention to purchase has not been formed; but based on the emotional desire generated by specific situation, and immediately made the purchase. It could also be defined as a shopping behavior with no plans in advance. This kind of shopping behavior belong to emotional buying behavior, it is a psychological reaction from external stimuli.
Impulse shopping behavior could be separated into four types:
- Pure Impulse Buying
This is a buying behavior breaks the normal buying pattern, while consumers are very irrational. It could be defined as a type of shopping behavior while the customer lost his/her mind. For example, a consumer has always been fond of wearing a suit, but when he is trying a jacket on a particular purchase and feel good about it, he would give up buying the suit as usual.
- Reminder Impulse Buying
When consumers see a merchandise or commercial about this merchandise, and the one he/her owns is about to run out, or relates to its advertising, consumer experience or other information. This may active the impulse buying.
- Suggestion Impulse Buying
When the customer sees a product for the first time, the customer considers buying it. The different between suggestion impulse buying and reminder impulse buying is that there is no customer experience in suggestion impulse buying. The different with pure impulse buying is that, suggestion impulse buying is made with reasons, that the customer has considered that he/she might use the product someday in the future; but pure impulse buying is only because personal emotion, which is completely out of the need of emotional experience.
- Planned Impulse Buying
While consumers already made the shopping list before entering the store, but the special price of other goods, coupons and other promotion activities changed the original plan and intention, then planned impulse buying may happen.