Impulse buying behavior and post-purchase feelings : A study on Finnish consumers
Joukanen, Kaisa (2019)
Joukanen, Kaisa
Åbo Akademi
2019
Julkaisu on tekijänoikeussäännösten alainen. Teosta voi lukea ja tulostaa henkilökohtaista käyttöä varten. Käyttö kaupallisiin tarkoituksiin on kielletty.
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi-fe2019042613360
https://urn.fi/URN:NBN:fi-fe2019042613360
Tiivistelmä
What is impulse buying and which factors affect this type of behavior? The purpose of this Master’s thesis is to create an understanding of the drivers of impulse buying and the means by which marketers can use them to their advantage. The thesis is written from both a consumer and marketer point of view in order to fully grasp what the buying behavior entails. After having bought something on impulse, some kind of sentiment usually follows. Consumers can either feel post-purchase regret or satisfaction and this is determined by different factors – mainly by how the purchased product performs compared to previous expectations.
This thesis aims to complete some of the still existing gaps from previous impulse buying research in the sense that it includes another buying behavior trait, namely compulsive buying. This has been added in order to compare the two with each other, thus creating a wider understanding of what impulse buying truly entails. There is also a section covering word-ofmouth communication, which has a certain impact on impulse buying behavior. One final difference between this thesis and traditional research is the fact that post-purchase feelings have been taken into consideration – the phase, which occurs after the point of purchase.
The conducted research concerns Finland and the results are based on the answers of 80 informants. They consist of both men and women divided into two separate age groups. The questionnaire has been created with Google Forms, which granted easy access for the participants. The chosen research method is a mixture of qualitative and quantitative but can be considered to be of a more qualitative nature, because of the small number of informants and the inclusion of open questions. However, the number of replies is still high enough to generate certain patterns, which is typical for quantitative research.
The results from the research reveal that most Finns make impulse purchases on a monthly basis and that the impulse purchases they make still happen more frequently in brick-and-mortar stores than online stores. The three main product categories Finns buy on impulse are clothes, food and cosmetics – the first two of which concern both genders. According to the results, Finns typically make impulse purchases when in the grocery store or when there is a sale. The most important reasons behind Finns’ frequent impulse purchases are store atmosphere and friendly storepersonnel.
In order to persuade consumers to buy certain products on impulse, marketers should, among other things, continuously aim to create an appealing store environment that stimulates consumers’ various senses.
This thesis aims to complete some of the still existing gaps from previous impulse buying research in the sense that it includes another buying behavior trait, namely compulsive buying. This has been added in order to compare the two with each other, thus creating a wider understanding of what impulse buying truly entails. There is also a section covering word-ofmouth communication, which has a certain impact on impulse buying behavior. One final difference between this thesis and traditional research is the fact that post-purchase feelings have been taken into consideration – the phase, which occurs after the point of purchase.
The conducted research concerns Finland and the results are based on the answers of 80 informants. They consist of both men and women divided into two separate age groups. The questionnaire has been created with Google Forms, which granted easy access for the participants. The chosen research method is a mixture of qualitative and quantitative but can be considered to be of a more qualitative nature, because of the small number of informants and the inclusion of open questions. However, the number of replies is still high enough to generate certain patterns, which is typical for quantitative research.
The results from the research reveal that most Finns make impulse purchases on a monthly basis and that the impulse purchases they make still happen more frequently in brick-and-mortar stores than online stores. The three main product categories Finns buy on impulse are clothes, food and cosmetics – the first two of which concern both genders. According to the results, Finns typically make impulse purchases when in the grocery store or when there is a sale. The most important reasons behind Finns’ frequent impulse purchases are store atmosphere and friendly storepersonnel.
In order to persuade consumers to buy certain products on impulse, marketers should, among other things, continuously aim to create an appealing store environment that stimulates consumers’ various senses.
Kokoelmat
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