Factors and their Manners of Impulsive Buying Behavior in Retail Apparel Industry

Abstract

To begin with, the topic of impulsive buying behavior factors appear to be vital as the mass market keeps increasing rapidly, consumers tend to be more experienced and keep learning quickly. Therefore, marketers encounter the necessity to adjust to the constantly changing customer needs and wants. The research problem of the thesis is “What are the factors inducing people to buy on impulse?”, and two research questions are the following: “What are the most influential factors inducing people for impulse buying at clothing stores?” and “How do these most influential factors induce people for impulsive buying at clothing stores?”. These research problem and questions were primarily shaped to direct the authors to the precise information collection from secondary data sources. After that, the general overview of the literature found was carried out with the aim of creating an outline for further data gathering and analysis. Consequently, it was decided to select the most suitable research approach for the study problem and questions, which is semi-structured interview one. Therefore, the entire research is the qualitative one enabling the researchers to gain more detailed and profound responses. The research was provided with 24 initial factors, the influence on the impulsive buying of which, had to be studied. Ten individuals were interviewed composing a group of female students aged from 20 to 30 years old. The overall results have revealed 9 factors inducing people to purchase on impulse in the retail apparel stores. Moreover, the semi-structured interviews assisted in revealing how these most influential factors impel consumers to acquire products impulsively.