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Introduction: Manufacturers and retailers needs information related to the effect of in-store stimuli on the consumer buying behavior

inside the store. Manufacturers need thi s information to make decisions about packaging, displays and to know extent to which these in-store stimuli influence consumer purchasing behavior for their br ands. Retailers need such information to determine the efficiency of resources d esigned to stimulate additional sales and perhaps to differentiate their store f rom those of competitors. Obtaining such information is the purpose of this stud y. Impulse buying or unplanned buying is a purchase decision that is made by the sh opper inside the store with no explicit recognition of the product before enteri ng the store (Stern, 1962). There are two explanations of why impulse buying occ urs? The first is exposure to in-store stimuli. The exposure to in-store stimuli m eans that theses stimuli act as reminders to shopper of their needs. They help t he shopper in making purchase decisions and offer shopper new ways of satisfying needs. The second explanation is the customer commitment hypothesis i.e. the unpl anned purchases are not actually unplanned at all but it is due to the methodolo gy used to measure it, either the shopper is unable or unwilling to commit time etc. (Kollat & Willett, 1967) The study will be conducted to find out the effect of different variables on the consumer buying behavior inside the store. The main variables that will be anal yzed are group, shopping list and income. Whereas the main focus of this study w ill be on the unplanned and the brand switching behavior of shopper. Rational: Due to the clutter created by the traditional advertising mediums, the manufactu rers are always in search of a new medium that can be more efficient. If we take the example of televisions first there were only two channels that had 90% view ership but now there are ninety channels that do not even have 20% viewership. A lthough In-store advertising is an important medium for advertising but it is no t being used efficiently. It may be because of the fact that not much work has b een done on this medium for Islamabad. Although stores in Islamabad are using in -store advertisements but the lack of data related to the consumer buying behavi or makes it difficult for the manufacturer and retailer to work efficiently. Thi s situation creates a space for this type studies which would provide the inform ation about the shoppers behavior inside the store and the effect of different v ariable on their behavior. Purpose of the study: The purpose of this study will be hypothesis testing because the researcher will trying to find the relationship that exists between group, shopping and income and their effect on the consumer purchase behavior, specifically the unplanned a nd brand switching behavior. The researcher will also try to find the rate of un planned and brand switching behavior for certain product categories. Literature review: Consumer decision making has been the interest of the researchers in the past. E arly economist, led by Nicholas Bernoulli, John von Neumann and Oskar Morgenster n, about 300 years ago started to examine the basis on the which consumer make t heir decisions (Richarme, 2007).The work done in the past on the consumer decisi on making approached the topic from economic perspective, and focused only on th e purchase (Loudon and Della Bitta, 1993). The most prevalent model from the pre vious perspective is Utility Theory. Utility theory proposes that consumers only m ake rational decisions and make choices based on the expected outcome of their d ecisions. Consumers are only concerned with self interest and are viewed as rati onal decision makers (Schiffman and Kanuk, 2007, Zinkhan, 1992). According to utility theory the consumer is viewed as a rational economic man (Zin khan1992). Current research suggests many factors influences the consumers and a cknowledges a wide range of utilization activities away from purchasing. These u tilizing activities includes, need recognition, information search, evaluation o f alternatives, the building of purchase intention, the act of purchasing, consu mption and finally disposal. This more complete view of consumer behavior has ev olved through a number of stages over the past century in light of new research

methodologies and typical approaches being adopted. Before understanding the impulse buying behavior the most important thing is to understand the buying behavior of the consumer because the marketer has to have some knowledge about the buying behavior of the consumer. Consumer behavior help s the marketer and the organizations to improve their marketing strategies accor dingly through understanding their buying behavior. Stern (1962) defines impulse buying as any purchases by shopper which were not p lanned before entering the store. He further explained that impulse buying and u nplanned buying are synonymous. He classified impulse buying into four broad cla ssification i.e. pure, reminder, suggestion, and planned impulse buying. Kollat and Willett (1969) explains that the unplanned purchasing is not confined to any product category i.e. unplanned purchasing has been found in jewelry wearing ap parel, furniture shops, grocery products, and in drugs and toiletries. They furt her explained that the concept of unplanned purchasing is also found in differen t retail setting such as super markets, department stores, drug stores, gift sho ps, barber, auto supply and furniture shores. (Point Of Purchase Advertising Institute [POPAI], 1995) and other researchers ha ve categorized buying behavior into four categories. Specifically planned purcha ses are those where the shopper had in mind a specific brand and the product cat egory and shopper actually purchased that brand and product category. Generally planned are those where the consumer had decided what product category to buy bu t do not have any brand in mind. Brand switching behavior of the consumer is whe re it had a specific brand in mind but it purchases another brand after entering the store. Whereas unplanned purchases are those purchases which were not plann ed at all before entering the store. Now that we know little about impulse buying we should also know that why impuls e buying occurs. Kollat and Willett (1969) explains that there is differences of opinion that why impulse buying occurs? But the two explanations are (1) the exp osure to in-store stimuli hypothesis; and (2) the customer commitment hypothesis. A ccording to the exposure hypothesis, exposure to in-store stimuli produces unpla nned purchases because (1) shoppers use product assortments and other in-store s timuli to remind them of their shopping needs; that is shoppers make some purcha se decisions in the store rather than relying solely on a shopping list; and/or (2) in-store promotional techniques result in shoppers recognizing new ways of s atisfying needs. According to the customer commitment hypothesis the measured pur chase intentions and the actual purchase intentions are not same because the sho pper may be unwilling or unable to express his purchase intentions. Because the customer is unwilling or unable to commit time therefore they suggests that the actual rate of unplanned purchases are lower than that are measured.

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