Spontaneous selection: The influence of product and retailing factors on consumer impulse purchases |
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| Authors: | Jacqueline J Kacen James D Hess Doug Walker |
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| Institution: | 1. University of Houston, Bauer College of Business, Department of Marketing and Entrepreneurship, 334 Melcher Hall, Houston, TX 77204, USA;2. Iowa State University, College of Business, Department of Marketing, 2200 Gerdin Business Building, Ames, IA 50011, USA;1. Birla Institute of Management Technology, Knowledge Park III, Greater Noida, India;2. S. P. Jain Institute of Management and Research, Mumbai, India;1. Department of Leisure and Recreation Management, Asia University, Taiwan, 500, Lioufeng Road, Wufeng, Taichung, 41354, Taiwan;2. Department of Transportation and Communication Management Science, National Cheng Kung University, 1, University Road, Tainan 701, Taiwan;1. Ghent University, Faculty of Economics and Business Administration, Tweekerkenstraat 2, 9000 Ghent, Belgium;2. KU Leuven (Campus Brussels), Faculty of Economics and Business, Warmoesberg 26, 1000 Brussels, Belgium;1. School of Management, University of Bath, Bath BA2 7AY, United Kingdom;2. School of Business, Hong Kong Baptist University, Kowloon Tong, Hong Kong |
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| Abstract: | Our research examines the effect of product characteristics and retailing factors on the likelihood a consumer makes an impulse purchase. We present a framework for understanding the impulse buying process and use it to explain our findings. Our nested logit model uses data from an adult panel of grocery shoppers over three major household grocery shopping trips. The results indicate that product characteristics have a fifty percent greater influence on impulse buying than do retailing factors. Of the three product characteristics investigated, the hedonic nature of the product has the greatest influence on impulse buying. Of the three retail factors, a store environment with a high–low pricing strategy influences impulse buying the most. Our findings suggest that retailers who want to encourage impulse buying behavior utilize promotional activities and merchandising tactics that attract consumers' attention to emotionally appealing products. |
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