A Study of Influence of Demographic Factors On Consumer Impulse Buying Behaviour

International Journal of Management and Strategy (IJMS) 2012, Vol. No.3, Issue 5, July-Dec.
2012
http://www.facultyjournal.com/ ISSN: 2231-0703
A STUDY OF INFLUENCE OF DEMOGRAPHIC FACTORS ON CONSUMER IMPULSE BUYING BEHAVIOUR
Abu Bashar, Assistant Professor, Brown Hills College of Engineering & Technology, Faridabad, Haryana, India. Irshad Ahmad, Assistant Professor, Brown Hills College of Engineering & Technology, Faridabad, Haryana, India. Mohammad Wasi, Lecturer, Al-Falah School of Engineering & Technology, Faridabad, Haryana, India.
ABSTRACT
The main purpose of the paper is to determine the correlation of consumers demographic factors on the impulse buying behavior with respect to a number of single impulsivity indicators and one collective indicator. The paper consists of theoretical and research aspects. The first part encompasses theoretical insights into the secondary research regarding impulse buying while the practical part presents the methodology and primary research results. With respect to the subject matter, research goals as well as previous findings and primary research results, corresponding hypotheses were set and mainly confirmed. Inter variable correlation and regression analysis has been performed to test the hypothesis. The results showed that demographic factors, such as the disposable income and age, are related to most impulse buying indicators and to the impulsivity collective indicator. However, Educational qualification and gender produced marginal association with impulsive buying behaviour. The paper also summarizes research limitations as well as the work contribution and future research guidelines.
Keywords : Impulsive buying, Consumer behaviour, Buying Decision, individualism, gender, age group,
marital status, profession
1. INTRODUCTION Recently, consumers have been undergoing a major transformation from passive buyers to active enhancers or creators of new consumption experiences, proactively taking part in the process of
International Journal of Management and Strategy ISSN: 2231-0703 1
International Journal of Management and Strategy (IJMS) 2012, Vol. No.3, Issue 5, July-Dec.2012
collaborative marketing. The experiential paradigm of consumer behaviour views consumption as a holistic expression of symbolic meanings, hedonic (emotional) responses, and sensory pleasures (Hirschman & Holbrook, 1986; Holbrook & Hirschman, 1982). Echoing this view, evolutionary and rational choice theorists have contended that human experiences and impulse buying should be interpreted as a consequence of cognition-based interactions between humans and their environments (Clark, 1997; Dreyfus, 1991). That is, individuals react to particular experiences that cause contextually embodied cognition and engage in context-specific behaviors which ultimately leads to impulse buying. Therefore, it is critical to recognize this conceptual base-linking behaviour in its context and empirically develop conceptual measures to ascertain the roles of consumers demographic factors in their purchase behaviour. Previous studies of shopping behaviour have emphasised some aspects of shoppers behaviours related to purchase motives (Arnold & Reynolds, 2003; Eastlick & Feinberg, 1999; Buttle & Coates, 1984), shopping benefits (Babin et al., 1994; Park, 2003; Hwang, 2010), and search experiences (Bloch et al., 1986; Mathwick et al., 2003).
Such studies have typically approached shopping behaviour from rational (utilitarian) as well as emotional (or hedonic) perspectives. Shopping involves diverse facets of shoppers experiences requiring a substantial level of interactions among shoppers, salespeople, and the stores atmosphere. Given this characteristic, the shopping process entails sensory, emotional, and rational experiences that shoppers may encounter in an interactive fashion. For instance, shoppers, upon entering a store, come into contact with store atmospherics that stimulate their sensory appeals, such as the stores merchandise display, interior, aroma, lighting, and background music. Such sensory stimuli can then evoke emotional responses such as joy, delight, and excitement, among others. While searching for desired goods, shoppers have rational experiences (e.g., they process information for alternative product choices), in this course they subconsciously get involved in impulse buying.
International Journal of Management and Strategy
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2. RATIONALE OF THE STUDY It is seen that shopping mall owners tried to exploit impulses, which are associated with the basic need for instant satisfaction. A buyer in the shopping store might not specifically be shopping for the confectionary goods like, sweets, chocolates, bubble gums, mints and biscuits. However, related confectionary items displayed at prominent places will certainly attract buyers attention and trigger impulse buying behavior in them. This phenomenon can easily be understood with the help of two principles/forces as a part of psychological review of literature, which interprets impulses as the consequences of these competing principles/forces. These principles are well presented in the papers of Freud (1956) and Mai,et al.(2002). These principles are stated below: a. First, the pleasure principle b. Second, the reality principle
The pleasure principle is related to immediate satisfaction felt by consumer whereas the reality principle is related to delayed gratification. There is always an ongoing competition between these two forces represented as principles within the buyer when they enter a shopping store with the intention to buy. As a consequence impulse related behavior overcomes them because impulses are usually difficult to resist and involve premeditated pleasurable experiences, as of study of Rook (1987).
In this paper we are interested in finding associations among variables (demographic and socioeconomic) regarding spending to different impulse buying patterns related to diversified groups of buyers.
This paper will certainly add value to the existing knowledge base and simultaneously give us courage to indulge in further advance researches in the field of management sciences. This study is also useful for retailers and manufacturers who want to improve their understanding regarding consumer impulse buying behavior.
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3. PURPOSE OF THE STUDY The purpose of the research study is to test the association of the independent variables that are; age, gender, income group, educational qualification, profession regarding consumer purchasing with the dependent variable that is; impulse buying behavior of consumers who shop in the area of Delhi & NCR.
4. LITERATURE REVIEW Moods also influence the impulsive buying behavior. Researchers found that that the respondents were of the opinion that the most frequently mentioned mood state for stimulating impulse purchase was pleasure followed by mood states care free and excited. Consumer believes that, impulsive buying helps in extending these feelings. Most of researchers findings are that positive moods facilitate impulsive buying, but a few researchers also found that negative moods also facilitate impulsive buying (Gardner & Rook, 1987) Negative moods adversely affect self control, therefore, the individual fell prey to impulsive buying (Herman & Polivy, 2004). Consumer in negative mood turns to purchasing with the hope that this would alleviate their unpleasant mood.(Mick & Demoss, 1990). Researchers have found a relationship between age and impulsive buying. Impulsive buying tends to increase between the ages 18 to 39, and then it declines thereafter (Bellenger &Robertson & Hirshman, 1978). An inverse relationship was found between age and impulsive buying. It was also found that the relationship is non monotonic. It is at a higher level between age 18 to 39 and at a lower level thereafter (Wood, 1998). A relationship between gender and income was also found. Men and Women relate the material possession differently. The research demonstrates that women preference is for items related to elemental values, while men preference is for items related to leisure and finance. The reasons for the respective preference were that women value their possessions for emotional and
relationship reasons. Men on the other hand value their possession for functional instrument reasons. It was also found that the men purchase items for personal identity reasons (independent). Women on the other hand make purchase for social identity reasons (Ditmar et al, 1995). Impulsivity is a personality trait defined as a tendency towards acting without forethought, making quick cogni-tive decisions, and failing to appreciate the circumstances beyond the here and now (Barratt, 1993). It is one of those dimensions of individual differences that are frequently associated with the biological bases of personality; a state involving non-specific physiological activation and the non-directional component of alertness (Anderson and Revelle, 1994). For over fifty years, consumer researchers have strived to form a better definition of impulse buying. Early studies on impulse buying stemmed from managerial and retailer interests. Research in this vein placed its emphasis on the taxonomic approach to classifying products into impulse and non-impulse items in order to facilitate marketing strategies such as point-of-purchase advertising, merchandising, or in-store promotions. This approach is limited by a definitional myopia, which simply equates impulse buying to unplanned purchasing (Bellenger et al., 1978; Kollat and Willet, 1967; Stern, 1962). Impulsive buying has been defined as the spontaneous or sudden desire to buy something, and when compared to more contemplative approaches to decision-making, is considered emotional, reactive, and prone to occur with diminished regard for the consequences (Rook, 1987: 191).
While impulsive buying is often emotion-related (Eysenck et al., 1985), there is evidence of a cognitive component in impulsive behavior (Hoch and Loewenstein, 1991; Rook and Fisher, 1995); individuals are shown to consider an impulsive act a priori then engage in the behavior because it is believed to be appropriate. In this case, short-term benefits may be chosen despite their potential for serious long-term consequences, depending on the situation or a person s chronic values (Puri, 1996: 88). Although some individuals are more likely than others to
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satisfy hedonic goals by acting on impulse, not all reward seekers are impulsive (Ramanath an and Menon, 2006: 640).
Impulsive buying has been described as making unplanned and sudden purchases, which are initiated on the spot, and are accompanied by a powerful urge and feelings of pleasure and excitement (Rook, 1987). In response to this definitional problem, researchers began to focus on identifying the internal psychological states underlying consumers impulse buying episodes (Rook, 1987; Rook and Gardner, 1993; Rook and Hoch, 1985). Impulse buying was redefined as occurring "when a consumer experiences a sudden, often powerful and persistent urge to buying something immediately.
The impulse to buy is hedonically complex and may stimulate emotional conflict; also, impulse buying is prone to occur with diminished regard for its consequences" (Rook, 1987: 191). In the same vein, Hoch and Loewenstein (1991) explained impulse buying as a struggle between the psychological forces of desires and willpower. The shift in defining impulse buying has drawn particular attention to systematically investigating factors that may underlie or cause impulse buying. This work includes examinations of the mood-impulse buying relationship (Gardner and Rook, 1988; Rook and Gardner, 1993); the relationship between affective states, in-store browsing, and impulse buying (Jeon, 1990); the holistic processing and self-object meaningmatching in impulsive buying (Burroughs, 1996); and the normative influences on impulse buying (Rook and Fisher, 1995).
There are several complementary models of purchase behaviors employed in consumer research, such as utility-maximization, decision-making, behavioral influence, hedonic, and meaningtransfer perspectives, and often purchase behavior is best explained by a combination of perspectives (Arnould et al., 2004). However, impulse buying do not conform to any of the socalled rational, economic, or decision-making perspec-tives and instead seem to be associated with complex hedonic psychosocial motivations and low-effort, feeling-based decision-making
(Holbrook and Hirschman, 1982; Hoyer and Macinnis, 2001). Prior research has described risk taking in product choices, innovativeness in the adoption of new products and retail facilities, variety seeking in purchase behavior, browsing, looking at window displays, and recreational shopping as examples of exploratory consumer behaviors. These behaviors have the capacity to lead individuals to exciting and novel purchase experiences, offer a change of pace and relief from boredom.
As affective responses partially responsible for impulse buying, feelings of pleasure and excitement have been assumed to take place before unplanned behaviours or during/after a purchase. Some studies have considered the sudden buying urge as a type of pathological compulsive behaviour and regarded regret as a post-impulse behaviour resulting from buying something unnecessary (Dittmar & Drury, 2000).
Here the question is whether the type of in-store experience plays some role in inducing impulse buying. Previous studies have shown that a positive store atmosphere can lead to approach behaviours, which encourage shoppers stay longer in the store, spend more money, or engage in impulse buying (Donovan & Rossiter, 1982; Foxall & Greenley, 2000; Sherman et al., 1997). Although affective experiences have been found to influence impulse buying (Donovan & Rossiter, 1982; Beatty & Ferrell, 1988), no study has examined the relationship between demographic factors and impulse buying.
The store atmosphere has long been regarded as an important purchase-inducing factor because it has considerable influence on the shoppers perception of a stores image, which is formed based mainly on a wide range of the stores tangible attributes such as its exterior/interior, lighting, and display, among others (Milliman, 1982; Sparks, 1992; Baker et al., 1994; Doyle & Broadbridge, 1999). Zimmer and Golden (1988) suggested that the stores image is an aggregate construct representing its attributes, overall impression, business type, business typicality, product relevance, and behavioural relevance. In particular, previous studies of the store atmosphere have
suggested that affective responses to the stores atmosphere are associated with impulse buying (Beatty & Ferrell, 1988; Donovan & Rossiter, 1982). According to Beatty and Ferrell (1988), store atmospherics such as the stores display, aroma, colour, and music draw attention, influence purchase motives, elicit moods, and induce impulse buying, which clearly indicates a need for considering not only emotional but also sensory stimuli inside the store when examining the effects of in-store experiences on impulse buying. Donovan and Rossiter (1982) examined the relationship between the stores atmosphere and purchase intentions by employing the Mehrabian-Russell model and a sample of 11 retail outfits and reported that pleasure increases the probability of overspending, providing support for the validity of considering sensory experiences as a valid source of shopping pleasure leading to impulse buying.
On the basis of above literature the following hypothesis have been designed to study, analyze and understand the impact of demographic factors on the consumer impulse buying behaviour.
5. HYPOTHESIS AND RESEARCH QUESTION
The hypotheses formulated after review of the literature are given below: H1: Age of the consumers has a strong association with the impulse buying behavior of the consumers.
H2: Income level of consumers has a strong association with the impulse buying behavior of the consumers.
H3: Gender of consumers has a strong association with the impulse buying behavior of the consumers.
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H4: Educational qualification of consumers has a strong association with the impulse buying behavior of the consumers.
H5: Nature of job has a strong association with the impulse buying behavior of the consumers.
The testing of the hypotheses is confined to the primary data collected from the area of Delhi & NCR. Research question: How much variance in impulsive buying can be accounted for by demographic factors?
6. METHODOLOGY
The objective of the study is to analyze the degree of association between demographic factors and impulse buying behaviour of consumer in Delhi & NCR. The Stratified random sampling (Two stage sampling) was adapted in the study and the primary data from 250 customers was collected with the help of structured questionnaire consisting of various closed and open ended questions. Percentage analysis, inter variable correlation and regression analysis are used to interpret the findings.
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7. RESEARCH RESULTS AND DISCUSSIONS Table 1: Gender of respondents
Gender Frequency Valid Male Female Total 121 129 250 Percent 48.4 51.6 100.0 Valid Percent 48.4 51.6 100.0 Cumulative Percent 48.4 100.0
The above table shows that 48.4% of male and 51.6% female respondents, it shows that more females are making purchasing as compared to men.
Table 2: Age of respondents
Age in years Frequency Vali 18-25 d 25-32 32-39 39-46 24 113 88 22 Percent 9.6 45.2 35.2 8.8 1.2 100.0 Valid Percent 9.6 45.2 35.2 8.8 1.2 100.0 Cumulative Percent 9.6 54.8 90.0 98.8 100.0
46 and above 3 Total 250
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Majority of respondents are in age group of 25-32 (45.2%) years and 32-39 years (35.2%) both of this age group alone contains around 78% of total respondents. Therefore, it may be concluded that most of the shoppers are in 25-39 years of age. Table 3: Disposable Income of respondents Disposable Income Frequency under 5000 5000-10000 10000-15000 15000-20000 20000 and above Total 23 101 84 39 3 250 Percent 9.2 40.4 33.6 15.6 1.2 100.0 Valid Percent 9.2 40.4 33.6 15.6 1.2 100.0 Cumulative Percent 9.2 49.6 83.2 98.8 100.0
Most of the respondents are having disposable income between 5000-15000 (74%). Table 4: Nature of jobs of respondents Nature of job Valid Frequency Government Employee Private sector self Employed Total 67 163 20 250 Percent 26.8 65.2 8.0 100.0 Percent 26.8 65.2 8.0 100.0 Cumulative Percent 26.8 92.0 100.0
Majority of respondents (65.2%) are in private sector jobs.
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Table 5: Frequency of weekly store Visit Frequency of weekly store visit Valid Frequency once a week twice a week Thrice a week four times a week more than four times Total 10 142 80 13 5 250 Percent 4.0 56.8 32.0 5.2 2.0 100.0 Percent 4.0 56.8 32.0 5.2 2.0 100.0 Cumulative Percent 4.0 60.8 92.8 98.0 100.0
Majority of respondents are visiting twice (56.8%) and thrice (32%) a week to the stores. Table 6: Marital status
Marital Status Cumulative Frequency Valid married unmarried Total 170 80 250 Percent 68.0 32.0 100.0 Valid Percent 68.0 32.0 100.0 Percent 68.0 100.0
Table 6 shows that 68% of the total respondents are married.
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Table 7: Educational Qualification
Educational Qualification Cumulative Frequency Valid matriculation Intermediate Graduate Post Graduate P.Hd Total 90 98 27 28 7 250 Percent 36.0 39.2 10.8 11.2 2.8 100.0 Valid Percent 36.0 39.2 10.8 11.2 2.8 100.0 Percent 36.0 75.2 86.0 97.2 100.0
Table 7 shows that most of the respondent are having educational qualification up to matriculation (36%) and intermediate (39.2%). These two accounts for 75.2% of cumulative percent.
Testing of hypothesis Table 8 Inter-variable correlation matrix
Educational Age in years Age in years Educational Qualification Impulse Buying Disposable Income Nature of job Gender 1 .073 Qualification .073 1
Impulse Buying .204 .146
Disposable Income .159 .056 Nature of job .017 .057 Gender -.052 -.091
.204
.146
.750
.107
.108
.159 .017 -.052
.056 .057 -.091
.750 .107 .108
1 -.009 -.146
-.009 1 -.039
-.146 -.039 1
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Table 9 Regression analysis of impulsive buying with independent variables Impulse Buying Estimate (R2)
Age in years Educational Qualification Disposable Income Nature of job Gender
S.E. 0.034 0.03 0.03 0.027 0.029
C.R. 1.488 1.997 6.125 2.811 1.572
P 0.137 *** *** *** ***
0.05 0.059 0.184 0.077 0.046
*** is significant at the 0.05 level. The data is analyzed by using means, correlation, and regression analysis. Tables 8 and 9 show the correlation between the variables used in this study. Analyzing the table, we notice a significantly strong correlation between Impulsive buying behavior and age (R= .204 significant at the 0.01), verifying H1 of the study. Moreover, it is also observed that both impulsive buying behavior and demographic factors that have been considered in the study (Age R=0.20, Educational Qualification R=0.14, Disposable Income R=0.75, Nature of job R=0.10, Gender R=0.10 significant at the 0.01), hence providing support for approval of H2, H3, H4 and H5. In addition to studying the relationship of demographic factors with impulsive buying behaviour, it has also been attempted to determine the main important factors impacting impulsive buying behaviour of consumers. As this is quite obvious that educational qualification is minutely positively correlated with impulsive buying (R=0.146), while disposable income is considerable positively correlated with impulsive buying (R=0.750). It has also been very much clear that there is not a substantial impact of gender (R=0.10) and nature of job (R=0.10) on the behaviour of consumers towards impulsive buying.
In this study, we also had one very important research questions. How much variance in impulsive buying can be accounted for by demographic factors? The demographic factors accounts for a total variance of 36.6% (R2=0.366) in impulsive buying. Disposable Income explain the most variance in impulsive buying with 18.4% (R2=0.184). It is also worth mentioning that the variance explained by age in years is not significant at 95% confidence interval. 8. CONCLUSION This study has identified positive relationship between impulsive and demographic factors. Among the demographic factors, impulsive buying were positively correlated with all the factors that have been considered for current study, which means that individuals having enough disposable income, medium in age are more likely to display impulsive buying behaviors. Moreover, impulsive buying behaviors are positively affected by the demographic factors. Moreover, results also show that majority of the variance in impulse buying is explained by Disposable income. This shows that individuals that are having good earnings and have enough money to spend on shopping are more likely to display Impulsive-buying behaviors. On the contrary, a non-significant amount of variance is explained by age in years. Several important limitations must be kept in mind when considering the results of this study. The use of a small sample in the region of Delhi & NCR is an obvious limitation here. Moreover, it is necessary to replicate the findings using a large and dispersed sample of consumers. Overall, this study has attempted to develop our understanding of the causes of impulse buying behaviors. This behavior may well stem from several different causes that include demographic factors as one of the most important among it. The relationship of the underlying demographic factors and impulsive buying behaviors seemed both logical and useful, and is deserving of further study. 9. REFERENCES
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http://www.facultyjournal.com/ ISSN: 2231-0703