...Impulse Buying Behavior | Shristi Shakya Term VI | Table of Contents Chapter 1 1 Introduction 1 Background 1 Objectives of the Research 2 Statement of problem 2 Research Questions 2 Hypothesis 3 Need of the study 3 Limitations of the research 3 Chapter 2 3 Review of Literature 3 Literature Review 3 Theoretical Framework 3 Chapter 3 3 Research Design and Methodology 3 Research Design 3 Description of Population and Samples 3 Instrumentation 3 Data Collection Procedure: 3 Statistical tools used 3 Measurement: Scaling, Reliability and Validity 3 Bibliography 3 Chapter 1 Introduction Background An impulse purchase or impulse buy is an unplanned decision to buy a product or service, made just before a purchase (Wikipedia). Impulse buying is a sudden, compelling, hedonically complex purchase behavior in which the rapidity of the impulse purchase decision precludes any thoughtful, deliberate consideration of alternatives (Kacen, 2002). The speed of purchase decision prevents from any thoughts, considerations and studying other options or alternatives. Rook (1995) defines an impulse buying as follows: when a consumer experiences a sudden, often powerful, and persistent urge to buy something immediately. The impulse to buy is hedonically complex and may stimulate emotional conflict. The research on impulse buying behavior has many practical benefits and by revealing the relative importance of factors affecting the impulse buying behavior...
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...PROPOSAL | To study the relation between the various types of consumers, according to VALS segmentation and the consumer impulse buying behavior. | | TABLE OF CONTENTS Executive Summary | 3 | Background of the problem | 3 | Problem Statement | 4 | Research Objectives | 4 | Review of Literature | 4 | Segmentation Plan | 5 | Research Hypothesis | 6 | Research Design | 6 | Results and Practical utility of the research | 6 | Scheduling the research | 7 | Results and outcomes of the research | 7 | Glossary of Terms | 8 | References | 9 | 1. Executive Summary The vibrant and exotic atmosphere of Delhi local markets can make shopping lots of fun. One of the biggest sectors is apparel sector. Local apparel markets in Delhi sell hundreds or thousands of products daily. It is not only famous in Delhi but people from all over India do their wedding shopping from Delhi shops which are cheap and of new fashion. People do planned as well as unplanned shopping from these local shops. It is usually seen that buyers purchase products which they have not planned and this phenomenon of unplanned purchasing is termed as impulse. There are many factors which lead to unplanned or impulsebuying. This leads us to determine the factors that lead to impulse buying behaviour in consumers as well as to determine which segment (based on VALS classification scheme) of consumers show the most impulse buying behaviour...
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...brands, brand stores, store brands, customization, promotions, fashion events, etc. The purpose of this study is to understand the Indian buying behavior with respect to designer apparel like clothing, jackets, ties and many others. It was found that with rise in the disposable income people were shifting towards buying designer labels. Presently 1/6th of world population uses desiner apparels. The apparels were brought for varied purposes such as party wear, casual wear, and special occasion wear. There was awareness of both national and international brands like Prada, Gucci, Armani, Ritu Kumar, Tarun Tehalani, Manish Malhotra and others. Consumers across both sexes, both young and old were buying designer wear though only in urban areas amongst educated and middle to high income groups. The apparel industry is greatly influenced by the ever changing consumer demand and preferences. National and international trends keep changing every season, every year. Indian consumers are increasingly becoming aware about the designer labels. Higher disposable income, credit facilities, e commerce, mobile wallets are all helping in making spur of moment decisions and facilitate buying. This is a study of the circumstances leading to, influencing factors, steps involved, time taken, marketing implications and other factors involved in the purchase of designer apparels. 2. OBJECTIVE OF STUDY 1. To study the circumstances that trigger the need for purchase of designer...
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...Degree of Master in Fashion Management The Swedish School of Textiles 2012-06-01 Report no: 2012. 13. 21 Luxury Consumer behaviour Suvi Lukkarinen & Xing Wei - A Comparative Case Study of Emerging Luxury Markets in China and Finland Visiting adress: Bryggaregatan 17 Postal adress: 501 90 Borås Website: www.textilhogskolan.se Title: Luxury Consumer Behaviour -A Comparative Case Study of Emerging Luxury Markets in China and Finland. Publication year: 2012 Authors: Lukkarinen, Suvi and Wei, Xing Supervisor: Anita Radon Abstract The study on luxury consumers is always connected to their drives behind consumption. Why people buy luxury products is an interesting question. This thesis investigates influencing forces behind luxury consumer behavior, in a comparative case study on Chinese and Finnish consumers. Luxury consumption is not a new phenomenon, but in some countries, like China and Finland, the luxury market is still growing since many brands are newly entering these markets. At the same time, new generations have become luxury consumers so these markets are quickly changing. Researches have been made on luxury consumer behaviour in China and Finland. However, there is a lack of updated information available about this subject, especially about Finnish luxury consumers. Furthermore, the driving forces behind the luxury consumption are not the same in different countries. In a competitive industry like luxury fashion, the marketing tactics have to be adapted to specific...
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...How does celebrity endorsements influence consumer behavior in fast fashion industry? 1. Introduction The fashion industry has come a long way over the past two decades. In the early years, big players such as Marks & Spencer offered a relatively straightforward fashion retail choice. However, with the lower cost of starting a retail outlet, the market has become more crowded since then. So called fast fashion retailers, are by no means the only one who succeeded and grew over the past years. Overall, the fast fashion retailers experienced a greater growth compared to the fashion industry as a whole (Cachon and Swinney, 2011). Such retailers are now ubiquitous and spotting a person on the streets who does not wear at least one fast fashion clothing item is rare. The key point to success lies in their business model; making the trends available to everyone. The rapid global changes have restructured the way fashion retailers do business. In today’s competitive market, using celebrity endorser to promote brands on television is a fairly common practice (Erdogan et al. 2001). Celebrity endorsements is believed to help consumers remember the message of the advertisement and the brand name the celebrity is endorsing. This creates the personality of a brand because when a celebrity is paired with a brand, this image helps shape the image of that brand in the minds of consumers (Argrawal & Kamakura, 1995). Celebrity endorsement is a new strategy in brand selling...
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...bs_bs_banner International Journal of Consumer Studies ISSN 1470-6423 Beyond the fad: a critical review of consumer fashion involvement ijcs_1041 84..104 Iman Naderi Department of Marketing and Logistics, College of Business, University of North Texas, Denton, Texas, USA Keywords Consumer involvement, content analysis, fashion, literature review. Correspondence Iman Naderi, Department of Marketing and Logistics, College of Business, University of North Texas, 1155 Union Circle 311396, Denton, Texas 76203-5017, USA. E-mail: iman.naderi@unt.edu doi: 10.1111/j.1470-6431.2011.01041.x Abstract Fashion involvement has been regarded as an important research topic in consumer research. Despite the importance of this topic, no attempt has been made in the past to review, assess and consolidate extant research on fashion involvement. This study presents a comprehensive and critical review and analysis of the recent studies on involvement in the context of fashion clothing to indicate the current state and identify possible gaps. A content analysis of the current peer-reviewed journal articles published on this research topic reveals a paucity of research on a number of antecedents and consequences of involvement. Further, the findings show that the research method is biased towards the survey method as opposed to experimentation. In this paper, the results of the content analysis outlining methodologies, sample characteristics, variables and major findings are provided and...
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...not all ,behaviour is related to the stresses within the personality’s three interacting sets of forces, the id ,igo and superego, interact to produce behaviour. According to Freudian theory, the id is the source of all driving psychic energy, but its unrestrained impulses cannot be expressed without running afoul of society’s values.The superego is the internal is the internal representative of the traditional values and can be conceptualized as the moral arm of personality.The manner in which the ego guides the libidinal energies of the id and the moralistic demands of the superego accounts for the rich variety Harold H. Kassarjian Journal of Marketing Research Vol. 8, No. 4 (Nov., 1971), pp. 409-418 Personality and Consumer Behavior: A Review Abstract This article reviews the current literature in the fields of consumer behaviour and the marketing of services in order to examine the main issues facing the consumer in purchasing services, as opposed to goods. Five distinguishing characteristics of services are discussed and the implications of these for the consumers are placed within the information processing model of consumer behaviour theory. The article suggests that there are particular problems for consumers in acquiring effective information regarding services, making comparisons on the basis of that information and subsequently evaluating the service encounter. It is our contention that unless consumer responses to the particular problems associated...
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...CHAPTER-1 INTRODUCTION “Brands are like human beings. They are born, fed and nurtured, made strong and responsible so that they can be faithful friends of the people (customers), form mutually beneficial and satisfying relationships with them and become their companions for life. Such brands, make their parents (organization or corporate) proud of them. The best brands are the ones who help in forming and sustaining strong long term “parent-brand-people” relationships. These brands form the potential for present growth and future expansion. They help the organizations conquer peaks at the time of booms and stay afloat and swim at times of depression.” We come across a number of brands in our daily lives. Our morning starts with using a toothpaste (Colgate, Pepsodent or Close-up), using a bathing soap (Lux, Fairglow or Cinthol) and shampoo (Clinic All Clear or Vatika), wearing clothes ( Allen Solly, Levi’s or Raymonds), breakfast bread (Britannia or Modern) and butter (Amul) or jam (Kissan), lunch and dinner (Nature Fresh or Pillsbury flour and Safal vegetables), morning and evening tea and coffee (Tetley, Nescafe or Bru), going out in a car (Hyundai Santro, Honda Accord or Mercedes Benz). Talking on the cell phone (Motorola, Nokia, Siemens or Samsung), watching television in the evening (LG, Sony or Philips) or listening to music (Philips or Apple) etc. But how often do we think of what all a company does to put a positive imprint (fight for a shelf space) in the mind of...
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...| FINAL YEAR PORJECT | IMPACT OF BILLBOARD ADVERTISING ON CONSUMER BUYING BEHAVIOR: A CASE OF DESIGNER LAWN COLLECTION BILLBOARDS Student: Ayman Hina DaudpotaRegistration #: (BB-03-09-4751)Supervised by Ma’am Donia Waseem | | | | | PROJECT APPROVAL LETTER Project title: Impact of billboard advertising on consumer buying behavior: A case of designer lawn collection billboards. By: Ayman Hina Daudpota- 4751 Thesis supervisor: Ma’am Donia Waseem Academic year: 2013 The board of advance studies at PAF-KIET has approved this thesis, submitted in partial fulfillment of the requirements for the degree of Bachelors of Business Administration. Approval committee: Ma’am Donia Waseem Sir Adnan Anwar (Supervisor) (Director Academics) ACKNOWLEDGEMENTS All praises and thanks to Almighty ALLAH by whose powers and glory all good things are accomplished. He is also the most merciful and who bestowed on me the potential, ability and an opportunity to work on this project. It is a matter of great pleasure to express my cordial gratitude to my esteemed Supervisor Ma’am Donia Waseem for her wise and painstaking guidance that she has so generously given throughout this project work. I respectfully offer my thanks to my parents who devoted their lives for my disciplined training especially for their love, sincerity and mellifluous affections...
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... 4 Self Concept Theory 4 The ‘A B C’ Attitude model 6 Conclusion 8 References List 9 Introduction "Luxury is a necessity where necessity ends." Coco Chanel The main purpose of this research is to find out what creates a spark in the youth of today when it comes to buying luxury products. For some it may be status and recognition for the others it may be comfort and quality, it may vary from people to people due to their personality. Today’s youth is more materialistic than in previous generations. Instead of valuing themselves for who they are, they rather value themselves for what they own.(Rotherham,2008) .At whatever point you switch on the TV, or flip through the pages of magazines, you get attracted to the celebrity news and the advertisements that touch your inner feelings to feel gorgeous ,significant and acknowledged....
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...CONSUMER BEHAVIOR PART ONE CONSUMER BEHAVIOR INTRODUCTION As the twentieth century has come to a close and we have moved into the third millennium, we can see many developments and changes taking place around us with all the industries and firms within each industry trying to keep pace with the changes and diverse needs of the people. Though for decades together, marketers have regarded ‘customer’ as the king and evolved all activities to satisfy this concept is gaining more momentum and importance today. This can largely be attributed to the prevailing market situation. Not only competition has become intense but over an above with the market being flooded with many products. The challenge before the marketers is to understand the diversity of consumer behavior and offer goods and services accordingly. Today the company image is built and made known by its customers. Thus the success of the firm will be determined by how effective it has been in meeting the diverse consumer needs and wants by treating each customer as unique and offering products and services to suit his needs and creating a life time value and relationship with him. (Nair 2004; 3) Marketers have come to realize that their effectiveness in meeting consumer needs directly influences their profitability the better they understand the factors underlying consumer behavior, the better able they are to develop effective marketing strategies to meet consumer needs. (Assael 2001; 3) Today, the digital revolution...
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...CHAPTER 2 REVIEW OF RELATED LITERATURE On Undergarments Undergarments are clothes worn under other clothes, often directly next to the skin. They keep outer garments from being soiled by bodily secretions and discharges, shape the body, and provide support for parts of it. In cold weather, long underwear is sometimes worn to provide additional warmth. Some undergarments are intended for erotic effect. Special types of undergarments have religious significance. Some items of clothing are designed as undergarments, while others, such as T-shirts and certain types of shorts, are appropriate both as undergarments and as outer clothing. If made of suitable material, some undergarments can serve as nightwear or swimsuits. From ancient paintings, sculptures and mosaics we know, for example, that in 2000 BC in Minoan Crete both men and women had extremely small waists, presumably from wearing constricting belts or girdles from childhood. Even the corset may be a more ancient invention that we imagine. Although the bra as we know it was not invented until the 20th century, women in ancient Greece strapped or bound their breasts with lengths of cloth or leather and young female dancers and athletes are shown wearing what can best be described as a bikini.Of all the various forms of female underwear, the corset in its various guises has probably played the largest role in keeping women immobilised over the centuries. Corsets restrict movement and make breathing shallow and difficult...
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...Addis Ababa, Ethiopia Brand Preference And Its Antecedents Brand Preference and Its Antecedents: A Case of Footwear Products By: Getaneh Zelalem Advisor: Getie Andualem (PhD) A Research Project submitted in partial fulfillment of the Requirement for the degree of Master of Marketing Management Addis Ababa University School of Commerce Post Graduate Program Department of Marketing Management January, 2012 Addis Ababa, Ethiopia Brand Preference And Its Antecedents Brand Preference and Its Antecedents: A Case of Footwear Products By: Getaneh Zelalem Approved by Board of Examiners ____________________________ Name ____________________________ Name ____________________________ Name _______________ Signature ______________ Signature _____________ Signature Brand Preference And Its Antecedents Statement of Certification This is to certify that Getaneh Zelalem Emiru has carried out his research work on the topic entitled Brand Preference and Its Antecedents. The work is original in nature and is suitable for submission for the award of Masters Degree in Marketing Management. ________________ Advisor: Dr. Getie Andualem Date: ____________________ Brand Preference And Its Antecedents Statement of Declaration I hereby declare that Brand Preference and Its Antecedents project is wholly the work of Getaneh Zelalem. I have carried out the present study independently with the guidance and support of the research advisor, Dr. Getie Andualem. Also any other...
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...Master Thesis On Visual Merchandising in an Online Store By Aryamparambil Pooja Kishor Babu Roll No: 005 PGDM - Marketing Under the guidance of Prof. Vilasini Jadhav K J SIMSR K J Somaiya Institute of Management Studies & Research January, 2016 DECLARATION I, Ms. Aryamparambil Pooja Kishor Babu hereby declare that this thesis is the record of authentic work carried out by me during tri semester IV and has not been submitted to any other University or Institute for the award of any degree / diploma etc. Signature Name of the student: Aryamparambil Pooja Kishor Babu Roll No: 005 Date ACKNOWLEDGEMENT I take this opportunity to express my deep gratitude to my instructor and faculty guide Ms. Vilasini Jadhav, whose expertise and able guidance helped me immensely in the successful partial completion of this Master Thesis. I express my sincere thanks to K.J.SIMSR for providing me the opportunity to work on this thesis. Lastly, I thank God, my parents and family for their constant encouragement and support in my endeavor. Table of Contents | |Topic |Page No. | | |Cover Page ...
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...1.1 Introduction Post purchase evaluation Purchase Perception of need There is a process which a buyer follows consciously or sub- consciously when buying a product or service and this is called a decision- making process. Information search Evaluation of alternatives Perception of need: the process starts with a need of recognition of the product and with an awareness of problems (such as hunger etc.) The buyer will first recognise or notice the problem or need such as being hungry and then reacts to the influence of food such as a freshly baked pizza etc. If the need is strong then the buyer will float to the buying stage and if not then they will go onto the information stage. Information search: consumers or buyers will gain information from: * Personal sources - family, friends etc * Commercial sources – sales staff, packaging of product etc * Public sources – newspapers, radio etc * Experimental sources using the product, examining the product etc Evaluation of alternatives: * From the information gathered the consumer/buyer needs to determine how involved they are in purpose to the individual customer and its personal importance. * High involvement = high expenditure ( e.g. is buying a house or getting a mortgage) * Low involvement = low personal risk ( e.g. buying a sweet or chocolate) Purchase This is when the customer actually makes the decision to buy the product or service. Sometimes the decision can be influenced by...
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