CAUSES OF IMPULSE BUYING IN SUPERMARKETS: CASE STUDY OF SUPERMARKETS ALONG THIKA ROAD SUPERHIGHWAY.

BY:

PRESENTED TO G. NDUATI

A project proposal submitted in partial fulfillment of a degree in International Business Administration (marketing)

ABSTARCT
The case study will aim at collecting information from respondents on the factors affecting impulse buying. The research design to be used in this study will be descriptive research.

CHAPTER 1
1.0 INTRODUCTION.
1.1 Background of study.

Impulse buying occurs ―when a consumer experiences a sudden, often powerful and persistent urge to buy something immediately‖ (Rook, 1987). Impulse buying may be consequent to consumer perceived environmental cognitions or experienced internal states or traits, which can evoke positive reactions from shoppers that lead to profit gains (Newman & Patel, 2004). Most shoppers occasionally buy on impulse. This pervasive phenomenon draws substantial research interest.
At present dramatic increase in personal disposable incomes and easy to get credit availability have made impulsive purchasing in retail environment a major leisure and lifestyle activity. Impulsive purchase behavior is driven by pleasure seeking goals causes a consumer to experience desires for products.
There exists a need to explore more the impulse buying behavior in a non-Western context, especially for those emerging countries as they are becoming the most lucrative markets in the world. Hence, the present study aims to fill this research gap by examining consumer’s impulse buying behavior and what factor influence impulse buying. A scientific problem can be formulated in a question: why do consumers sometimes act unpredictably and buy on impulse? The aim of the study is to justify factors affecting consumer impulsive purchase behavior in supermarkets.