Literature Review for Impulse Buying

November2011

LiteratureReviewforImpulseBuying UdhayMahajan Thispaperexplorestheconceptofimpulsebuying/u Thispaperexplorestheconce ptofimpulsebuying/unplannedbuyingandth nplannedbuyingandtheconsumer’s econsumer’s impulsebuyingbehaviorintheappare impulsebuyingbeha viorintheapparelindustry.Thispape lindustry.Thispaperfocusesonthe rfocusesonthetermimpulse termimpulse buyingasawholeanditsroleinthe buyingasawholea nditsroleintheapparelindustry. apparelindustry.Primarily,sixjournals Primarily,sixjournalsandreports andreports havebeenreviewedforthislite havebeenre viewedforthisliteraturereviewa raturereviewandalotoftopicss ndalotoftopicssuchasroleofst uchasroleofstore ore environment,consumerpsychology,online environment,cons umerpsychology,onlineimpulsebuyingandtype impulsebuyingandtypesofimpulsebuying sofimpulsebuyingwill will alsobediscussedinthisreview.

P e ar l A c ad e m y o f F a sh i on , M A FM G 2 0 1 1

Researchhasfoundanupwardtrendinimpulsebuyingingeneral,and impulsebuyingisfrequentlyforeseenamongmallshoppers.Impulse purchasesaccountforover$4billioninannualsalesintheUS (Mogelonsky,1998).Retailmerchantsknowthatacertainpercentageof theirsalesaremadetoconsumerswhobuyinresponsetoasudden impulse.(Clover,1950).Brick-and-mortarstoresarenolongertheonly retailsaleschannel.WiththeadventoftheWorldWideWebandthe developmentofthetechnologytoallowtheusertointeractand communicatewithawebsite,onlinestoresareemergingandhavingan increasingimpactontheretailmarket.Theinternetservesasaconvenient shoppingchannel,andcanbeseenasanalternativeimpulsive(Jones, Reynolds,Weun,&Beatty,2003)channel(PhauandLo,2004). Marketersandretailersrecognizedthesignificanceofimpulse buyinginbrick-and-mortarstoresmanyyearsago,andhaveusedvarious psychologicalstrategiesandtechniquestoincreasesales.Inorderto encourageandelicitanimpulsepurchase,brick-and-mortarstores positionpoint-of-saledisplaysatthecheckout,knowtheoptimallocation ofproductplacementonshelves,andunderstandhowtobundleproducts toappealtocustomers.Ingrocerystores,retailersstrategicallyplacelowcosthedonicitems1,suchasgum,candyandmagazinesatthecheckout. McDonald’shasbeencapitalizingonimpulsebuyingfordecadesthrough bundlingproductsbyinstructingca(Rao,2010;Dholakia,2000;Han, Morgan,Kotsiopulos,&Kang-Park,1991)shierstoask,“Wouldyoulikean applepiewiththat?”afterthecustomerhasorderedaburger,popand fries(Hodge,2004). IMPULSEBUYING

Aplannedpurchaseischaracterizedbydeliberate,thoughtfulsearchand evaluationthatnormallyresultsinrational,accurateandbetterdecisions. Contrarytoaplannedpurchase,"impulsebuying"isaspontaneousand immediatepurchasewheretheconsumerisnotactivelylookingfora productandhasnopriorplanstopurchase. Beyondspontaneity,impulsebuyingmayalsobedescribedasan intense,excitingurgetobuywithoutregardtotheconsequencesofthe purchasedecision.Impulsebuyingismoreemotionalthanrational. Impulsepurchaseorimpulsebuyingdescribesanypurchasewhicha shoppermakesbuthasnotplannedinadvance(Baumeister,2002;Stern, 1962).EngelandBlackwell(1982)defineanimpulsepurchaseas"a

buyingactionundertakenwithoutaproblempreviouslyhavingbeen consciouslyrecognisedorabuyingintentionformedpriortoenteringthe store".PhillipsandBradshawfocusedonpoint-of-saleinteraction:“Intent topurchaseisfarfromfixedandcancontinuetobemodifiedrightupto thepointofpurchase.”Accordingtothewebsitemoneystuff.com,Impulse buyinghappenswhenpeoplegetcaughtupinthehypeofasituationand buysomethingwithoutthinkingmuchaboutit.Impulseitemsmaybenew products,samplesorwell-establishedproductsatunexpectedlowprices. Situationsthatplayonshoppersimpulsivenessinclude:itemsonsale tablesthatadvertise'hugebargains'or'10%offallitems'orthe enticementofannouncementsthatsomethingishalfpriceforthenext5 minutes.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).Whenbuyingonimpulse,theconsumermakes anunintended,unreflective,andimmediatepurchase(Jonesetal.2003). Inotherwords,thedecisiontobuytheproductismadeinsidethestore, withnopreshoppingplanstobuytheitem(andwithnoshoppingtasksfor thattypeofproduct,either),andimmediatelyafterseeingtheproduct.The consumerexperiencesasudden,oftenpowerfulandpersistenturgetobuy theproductimmediately,andusuallydoesnotreflectmuchonthe consequencesofbuyingtheproduct(Beatty&Ferrell1998;Rook1987, 191). BeattyandFerrell(1998)statethatImpulsebuyingisasuddenand immediatepurchasewithnopre-shoppingintentionseithertobuythe specificproductcategoryortofulfillaspecificbuyingtask.Thebehavior occursafterexperiencinganurgetobuyandittendstobespontaneous andwithoutalotofreflection(i.e.itis“impulsive”).Itdoesnotincludethe purchaseofasimplereminderitem,whichisanitemthatissimplyout-ofstockathome CLASSIFICATIONOFIMPULSEBUYING

Rao,2010citesfourtypesofimpulsepurchases: 1)Pureimpulse:Anoveltyorescapepurchase,whichbreaksanormal buyingpattern. 2)Suggestionimpulse:Ashopperhavingnoperviousknowledgeofa

productseestheitemforthefirsttimeandvisualizesaneedforit. 3)Reminderimpulse:Ashopperseesanitemandisremindedthatthe stockathomeneedsreplenishingorrecalls,anadvertisementorother informationabouttheitemandaperviousdecisiontopurchase. 4)Plannedimpulse:Ashopperentersthestorewiththeexpectationsand intentionofmakingsomepurchasersonthebasisofpricespecials, coupons,andthelike. AccordingtoHanetal.(1991),impulsebuyingwasclassifiedasfourtypes: 1. 2. 3. 4.

Plannedimpulsebuying; Remindedimpulsebuying; Fashion-orientedimpulsebuying*;and Pureimpulsebuying.

CHARACTERISTICSOFANIMPULSEPURCHASE

Rook(1987)describesimpulsebuyingasexhibitinganumberof characteristics: -Thefeelingofanoverwhelmingforcefromtheproduct; -Anintensefeelingofhavingtobuytheproductimmediately; -Ignoringofanynegativeconsequencesfromthepurchase; -Feelingsofexcitement,eveneuphoria; -Theconflictbetweencontrolandindulgence. Thisdescriptionsuggestsemotionoverpoweringamorecautiousand consideredapproachtoapurchase.RookandFisher(1995)note "Impulsivebehaviorhasalonghistoryofbeingassociatedwith immaturity,primitivism,foolishness,defectsofthewill,lowerintelligence, andevensocialdevianceandcriminality". WHATTRIGGERSANIMPULSEPURCHASE

Manydifferentfactorshavebeensuggestedastriggeringtheimpulseto purchase.Byandlarge,triggersaredividedintotwotypesexternalcues andinternalcues(Wansink1994).Externalcuesarespecifictriggers associatedwithbuyingorshopping. Theyinvolvemarketer-controlledenvironmentalandsensoryfactors. Internalcuesrefertoconsumers’self-feelings,moods,andemotional states. Manystudiesonimpulsebuyingmoreorlessdirectlyconcerncausesor antecedentsofanimpulsepurchase.Basedonpreviousresearch,variables thatcauseanimpulsepurchasecanbecategorizedtoperson-related,

product-related,shopping-environmentrelated,andsituational(cf. Dholakia2000;Verplanken&Herabadi2001,72).

Person-relatedcauses Impulsivenessasatraithasgainedalotofattentioninimpulse buyingresearch.Theoriginsofthisthinkingareinpsychology,asa person’sgeneralimpulsivityisseenasaffectingalsoimpulse purchases.Thebasicassumptionbehindthesestudiesisthat individualsvaryintheirproclivitytobuyonimpulse(Jonesetal. 2003;Weunetal.1998).Thisimpulsebuyingtendency,measured usuallyusingaquantitativescale,hasbeenseenasonefactorin triggeringconsumersintoimpulsebuying(Beatty&Ferrell1998). Thehighertheconsumer’simpulsebuyingtendency,themorelikely animpulsepurchasewillbe. Product-relatedcauses Someproductsorproductcategorieshavebeenfoundtobemore susceptibletoanimpulsepurchase.Alreadyin1962Stern suggestedthatthoseproductswithalowpriceorashortproduct lifewillbemorelikelytobeboughtonimpulse.AlsoBellengeretal. (1978)proposedthatimpulsebuyingvariesbyproduct.Thisview, suggestingthatproduct-inherentattributesassuchwould encourageimpulsebuying,hasbeenlatercriticized,andcurrentlyit hasbeenpresentedthatitistheconsumer-productlinksthatare moreimportantthantheproductitself.Accordingtoasocial psychologicalviewpoint,thosegoodsthatprojectaperson’sselfimageareespeciallylikelytobeboughtonimpulse(Dittmar& Beattie1998).Inaddition,theconsumer’simpulsebuyingtendency hasbeenfoundtovaryaccordingtodifferentproductcategories (Jonesetal.2003).Inthismodel,alsoconsumer’sinvolvementwith theproductcategoryaffectsimpulsebuyingtendency.  Shoppingenvironment-relatedcauses Therearemanywaysanimpulsepurchasecanbeinducedbythe factorsintheshoppingenvironment.Ingeneral,in-storebrowsing increasesthelikelihoodofanimpulsepurchase,i.e.thelongerthe consumersbrowsethestore,themorelikelyitisthattheyendup buyingonimpulse(seee.g.Beatty&Ferrell1998).Therefore,the

so-calledatmosphericsofastoreareimportantinattracting consumerstostayinlonger.Wheninsidethestore,consumers confrontmanymarketingstimulithatareusedtoencourage impulsebuying.Forexample,productpresentationaspectssuchas specialdisplays,end-ofaislesdisplays,shelfsigns,tempting graphicsorcopy,orsalespromotionscanaffectimpulsebuying(see e.g.Abratt&Goodey,1990).Whenappliedtoanonlineshopping environment,forexamplethemediaformatusedtopresentthe productinformationmayhaveanaffectonimpulsepurchase intentions(Adelaaretal.2003).  Situationalcauses Alsomanysituationalfactorsseemtohaveaneffectonthe occurrenceofanimpulsepurchase.Forexample,themore perceivedmoneyandtimeavailableconsumerhas,themorelikely animpulsepurchaseis(Beatty&Ferrell1998).Alsoother situationalvariablessuchtheavailabilityofcreditortheconsumer beingconfrontedwithatoogoodabargaintopassuphavebeen describedaspartoftheimpulsebuyingexperience(Dittmar& Drury2000). Impuls Impulseb ebuyin uyingi gisa saper pervas vasive iveph pheno enomeno menoni nint nthe heNor North th Americanlifestyle(Rook,1987)Ithasbeenestimatedthat50%of themoneyspentatsupermarketsandmassmerchandisersinthe U.S.isunplanned;Wood,1998).Theimpulsetobuyconstitutesa particularlysalientproblemintoday’ssociety,perhapsdueto marketinginnovationssuchascreditcards,cashmachines,home shoppingnetworks,andInternetshopping,whichmakeiteasier thaneverforconsumerstopurchaseonawhim(Rook,1987).In addition,manyretailersnowviewunplannedandimpulsebuyingas importantadditionstotheiroverallbusinessandactivelycreate retailenvironmentstoencouragethistypeofbuyingbehavior (Wood,1998).Unfortunately,impulsebuyingcanresultin detrimentalconsequences. PERSONALITYFACTORSPOTENTIALLYRELATEDTOIMPULSE BUYING LackofControl(Impulsivity). Controlrelatestotheindividual’scharacteristicmodeofmonitoring impulse.Theunderlyingcontinuumisconceivedofasrepresenting

excessivecontainmentofimpulseanddelayofgratificationversus aninsufficientmodulationofimpulseandaninabilitytodelay gratification.Controllersarereflective,cautious,careful,rational, andsensible.Theyliketoplantheiractivities(Tellegen1982). Impulsebuyingmaybeonemanifestationofthispersonalitytrait representingalackofcontrol.  Absorption Absorptionisatendencytobecomeimmersedinself-involving experiencestriggeredbyengagingexternalandinternalstimuli (TellegenandWaller,inpress).Highlyabsorptivepersonsaremore likelytohaveunusualandunconventionalthinkingandtobeableto suspenddisbelief. Morespecifically,they:1)areemotionallyresponsivetoengaging sightsandsounds;2)arereadilycapturedbyentrancingstimuli;3) thinkinimagesandsynestheticandothercrossmodalexperiences; 4)becomeabsorbedinvividandcompellingrecollectionsand imaginings;and5)experienceepisodesofexpandedawarenessand alteredstates. Absorptionisaninterestingconstructforconsumerresearch becauseitcanplayaroleinhowpeoplerespondtoenvironmental andsensorycues,includingthosethatinfluencethepurchaseand consumptionofproducts.

 StressReaction. Stressreactionrepresentssystematicindividualdifferencesinthe frequencyandintensityofrespondingtosituationalcueswith negativeemotionalstates(i.e.,anxiety,anger,distress,andguilt). Thisnegativeemotionalityisexperiencedunderdailyhasslesor everydaylifeconditionsratherthanintensepressuressuchasdeath ordivorce(Bar-Tal,Cohen-Mansfield,andGolander1998).Stress reactionischaracterizedbysalientthemessuchastension, jumpiness,andworry-proneness.Highlystress-reactivepeoplemay viewtheirownemotionalresponsesasunwarrantedoverreactions orevenasinexplicable. ROLEOFSHOPPINGENVIRONMENTINACONSUMER’SIMPULSE BUYINGDECISION

Thein-storeshoppingenvironmentisaveryimportantdeterminantof impulsivebuying.Itisconstitutedbymicrovariablesthatarespecificto

particularshoppingsituationsandconfinedtoaspecificgeographicspace. Factorssuchasin-storebackgroundmusic,storedisplay,scent,in-store promotions,prices,shopcleanliness,shopdensityorcongestionandstore personnelallmakeupthein-storeshoppingenvironment,amongothers. ZhouandWong(2004)categorizedthein-storeshoppingenvironment into2separateeffectsofin-storepoint-of-purchase(POP)posterson shoppers’impulsebehaviorinasupermarketsetting.Thefirstisthe promotionaleffect,whichincludesstimulisuchaspromotionaldiscounts (coupons,multiple-itemdiscountsandgifts)andcheaperprices.The secondwastermedtheatmosphericengagementeffect(enjoymentand attractiveness)conveyedbythePOPposters. •

Factorswithapromotional,informativeandeconomiceffect

Coupons Theeffectofcouponsisverymuchcloselylinkedtomoods,emotions andpsychologicalcognitions(Heilmanetal.,2002).Ofparticular importancetothisstudyweretheeffectsofin-storeinstantcoupons. Heilmanetal.(20-02)referredtothesecouponsas‘surprise’coupons anddescribedthemasunanticipatedcouponsencounteredwhileinthe shopandareintendedtobeusedforthatparticularshoppingtrip. Windfallorunanticipatedgainsarespentmorereadilythangainsthat wereanticipatedaccordingtoHeilmanetal.(2002).Thistendsto violatethefundamentaleconomicassumptionthatpositsthatfunds arefungible-thatthesourceofmoneyshouldmakenodifferenceinits consumption.Theauthorscon-tendthattheincreasedpurchasingdue tothecouponwindfallgainswasassumedtobearesultof psychologicalincomeeffect.Bydecreasingtheamountofmoneya consumerhadoriginallyplannedtospendinthestore,thesurprise couponcouldhaveapsychologicalincomeeffectthatwouldallowfor moreunplannedpurchasesonthattrip. Unexpectedcheaperpricesanddiscounts/sales/specials Theeffectofunexpectedcheaperpricesonimpulsebuyingisalmost similartotheeffectofinstantcouponssincetheyalsopresenta windfallgaintotheconsumer.Oneeffectofunexpectedpricediscounts isthatofcausingageneralizedaffectiveeffectonconsumers (Janakiramanetal.,2006).Therefore,Millman(1986)ascitedby Janakiramanetal.(2006)hadearlierarguedthatnegativeaffect

inducedbyunexpectedpricehikesmightsuppressspendingbylimiting purchaseconsiderationofothergoods,whilepositiveaffectinducedby unexpectedpricedropsmightincreasespendingbyexpanding considerationofothergoods.Theconsumermentalaccountingactivity conceptcanalsoexplainprice-inducedaccountingactivityconceptcan alsoexplainprice-inducedimpulsebuyingaccordingtoJanakiramanet al.(2006).Theconceptis oftheideathatanincreaseordecreaseintheamountspentforan essentialitemonagivenshoppingtripwouldincreaseordecreasethe amountthatisperceivedtobeavailabletospendonothergoods, producingacongruentspillovereffect.(Arkesetal.1994)ascitedby Janakiramanetal.(2006)acknowledgedthattheunexpectedprice discountresultsinhigherexpressionsofwillingnesstopayfor unrelateddiscretionaryitems. •

Factorswithanatmospheric,entertainingexperientialand hedoniceffect

In-storedisplays Themostimportantaspectofsuccessfulin-storedisplaysisfor retailerstounderstandtheircustomersandtheirhabitsaccordingto Terrazas(2006).Strategicdisplayscanthenbedevisedthathelpto increasesalesespeciallythroughunplannedpurchasesbyconsumers. Onestrategymaybetoidentifythecommonalityofgoodsboughtby list-buyersandthenattractivelydisplaycomplementaryproductsnext tothesecommonproducts.Displayingthemostpopularproducts purchasedbyyourclientsinthebackofthestorecouldbeanother strategy-thisforcestheclienttowalkpastandbeconfrontedbyas manyotheritemsfirst.Itisalsocommonpracticetoseparatepopular items(strategicdisplay).Breadandmilk,forin-stance,willmostlikely bedisplayedatthe2mostoppositeendsofthestorewhichwillforce theconsumerpastahostofproductsencouragingimpulsivebuyingen routetotheotheressentialproduct(Terrazas,2006).Shoppingtrolleys designedtoaccommodatekidsrequirestrategictrolleyheightdisplays thatwillcatchthechildren’sattentionbecausechildrenplayabigrole inshoppingtrends(Terrazas,2006).  Salespeople Consumerstendtoenjoyashoppingexperiencewithsupportiveand

friendlyshopassistants.Salespeoplecanreallymaketheshopping experiencefunandenjoyablebyprovidingextraordinaryservice. Consumersenjoyshoppingmorewithoutthepresenceofan overbearingsalespersonalthoughtheydo,however,appreciatewhena sales-personisnearbyandhelpful(Jones,1999).  Shopcongestion/crowding/shopdensity Crowdingisgenerallyperceivedasanunpleasantexpe-riencein shoppingsituations(BatesonandHui,1987)ascitedbyMichonetal. (2005).Consumersadjusttohigherretaildensitiesbyreducing shoppingtime,deviatingfromtheirshoppingplans,buyinglessto enterexpresscheck-outlanes,postponingpurchases,relyingmoreon shop-pinglists,reducinginterpersonalcommunicationsandre- frainingfromexploratorybehaviours(Michonetal.,20-05).Allthese behavioursmightmilitateagainstconsumerim-pulsivebuying. FASHION-ORIENTEDIMPULSEBUYING*

Consumerimpulsebuyingisanimportantconceptalongwithproduct involvementastheyareinvolvedwithaspecificproduct(Jones etal., 2003).Forclothing,fashion-orientedimpulsebuyingreferstoaperson's awarenessorperceptionoffashionabilityattributedtoaninnovative designorstyle.Thatis,fashion-orientedimpulsebuyingoccurswhen consumersseeanewfashionproductandbuyitbecausetheyare motivatedbythesuggestiontobuynewproducts(Han etal.,1991).Early researchintoimpulsebuyingbehaviorconcentratedonthetypologyof impulsebuyingandunderstandingtheroleoffashioninvolvementin predictingfashion-orientedimpulsebuying.AccordingtoHan etal. (1991),impulsebuyingwasclassifiedasfourtypes: 1. 2. 3. 4.

Plannedimpulsebuying; Remindedimpulsebuying; Fashion-orientedimpulsebuying;and Pureimpulsebuying.

Theyfoundhighevidenceoffashion-orientedimpulsebuyingforcollege studentsmajoringintextilesandclothingcomparedtostudentsinother majors.Theirfindingssuggestedthatfashion-orientedimpulsebuying mightberelatedmoresignificantlytostudentswithmajorshavinghigh fashioninvolvement.Subsequentresearchfocusedonimpulsebuying behaviorthatwasbasedonconsumerdecision-makingprocess.Ko(1993) foundapparelimpulsebuyingwasdistinguishedfromreasonable

unplannedbuyingthatwasbasedonemotionalpreferenceorobjective evaluationratherthanrationalevaluation.Ko'sfindingimpliedthat emotionalfactors(i.e.positivefeelings)mightleadtofashion-oriented impulsebuyingwhenshopping.Limitedstudieshavereportedthat consumersarelikelytobemotivatedtoimpulsepurchasebyhigh involvementandemotionalpreferenceofproducts.Thelackofresearch focusedontheexperientialaspectsofconsumptionunderscoretheneedto understandhowfashion-orientedimpulsebuyingrelatestohedonic consumptiontendencyortheemotionalfactorinretailenvironments.

ONLINEIMPULSEBUYING

Brick-and-mortarstoresarenolongertheonlyretailsaleschannels.With theadventoftheWorldWideWebandthedevelopmentofthetechnology toallowtheusertointeractandcommunicatewithawebsite,online storesareemergingandhavinganincreasingimpactontheretailmarket (Hodge,2004).Accordingtoarecentreport,48.9%ofU.S.Internetusers madeatleastoneonlinepurchasein2001,andmorethanthree-quarters saytheymade1-10purchaseperyear(UCLAinternetreport2001). Moreover,consumersrespondthat43%oftheirpurchasesareimpulsive orincremental(Ernst&Young,2000).SinceInternetgivesconsumers completeaccesstovirtuallyanyproduct,it’salwaysconsideredatailormadetooltotriggerimpulsepurchase. Theintroductionofonlineretailinganddiffusionofmarketing innovations(Rook1987;RookandGardner1993)suchas24-hour retailing,telemarketing“cashmachines”,“instantcredit”,andhome shoppingnetworksmakeitincreasinglyeasyforconsumerstopurchase products.AsStern(1962)pointedout,easeofbuyingislikelytoincrease impulsepurchasing. Howdoesimpulsepurchasehappenonline?BothTheYankeeGroup andErnst&Youngconductedsurveyswheretheyaskedpeoplewhythey wouldmakeimpulsepurchaseonthe Web.AccordingtoTheYankeeGroup(Nov.2000),75%ofsurvey respondentsindicatedthata“specialsaleprice”wouldmotivatethemto makeaspontaneouspurchase.Thesecondmostinfluentialfactorwasfree shipping(49%ofrespondents).Ernst&Young(Jan. 2000)reported88%ofimpulsepurchaseswerebecauseshoppersfound productsthatwereofferedatgoodpriceoronsale.Accordingtothese

surveysthecommonwisdomisclear:impulsebuysareprice-drivenand notbecauseofanyspecificdesignorarchitectureofthewebsite. Onlineshoppinghasbeenthefastestgrowingchannelofshopping formorethanadecadewithsalesgrowingatanannualrateof25percent. In2006,onlinesalesreached$136.2billion,almosta26percentincrease from2005(Brohan,2007).Thefutureofonlineretailsalesisvery optimistic.By2010,itispredictedthatonlinesaleswillaccountfor15to 20percentofallretailsalesintheUS(TheEconomist,2000).Online apparelproductsconsistentlyrankamongthemostpopularproduct categoriessoldovertheinternet(DesMarteau,2004).Onestudylinked attributesofawebsitesuchaspromotiontoimpulsebuyingbehaviorof apparelmerchandise(Rhee,2006).Giventherapidgrowthofonline shoppingandthecharacteristicsofonlineshoppingthatencourage impusebuying(e.g.open24/7),impulsebuyingonlineislikelytobe prevalent. Atypicalonlineshopperspendsabout30secondsviewingawebsite beforetheydecidetoclickawayorviewthemerchandiseonawebsite (Brohan,1999).Thismakescreatinganenticingwebsiteeverimportant indrawingshopper’sbuyingattention.Also,impulsebuyingbehavioris primarilystimulusdriven(RookandFisher,1995).Thustheeffectiveuse ofmarketingstrategiesonretailwebsitesarelikelytopromoteimpulse buying.Manyonlineretailersareimplementingimpulsebuyingstrategies thatemployanarrayofpromotionalandpersonalizationstrategies toenticeshopper’simpulsepurchases(Brohan,1999). FURTHERSTUDY

Fromtheliteraturerevieweditisprettyevidentthatdespiteyearsand yearsofresearchonthetopic–impulsebuying,therestilllacksaproper definitionofimpulsepurchasing.Manyresearchersarguethatitis triggeredinaconsumer’sheadthroughclevermarketingwhileothers claimthatithasnothingtodowithmarketingwhereasitistheconsumer himselfthatdecideswhethertobuyonimpulseornot.Forfuturestudy,to determineexactlywhetherandwhereexactlydoesimpulse/unplanned buyinglie,accurateandextensiveexperimentsneedtobeconductedtoget anexactanswer. Howeverformyfuturestudy,IwouldliketostudytheIndianconsumer andevaluatehowthemiddle-classconsumerreactstopromotionaloffers andwhetherhispurchaseisactuallyonimpulseorplanned.

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