A study of the Influence of Special Offers on Impulse Buying of Clothes on the Internet
Janhonen, Alexandra; Rantonen, Sanni (2024)
2024
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2024120533426
https://urn.fi/URN:NBN:fi:amk-2024120533426
Tiivistelmä
This thesis explores Generation Z’s perception of special offers in the context of online clothing shopping, focusing specifically on residents of the Helsinki Metropolitan Area aged 18-28. The primary objective is to understand how this demographic responds to promotions, the frequency of their encounters with such offers, and how it influences their purchasing behaviour. The study is framed using the Stimulus-Organism-Response (SOR) model and Brand Equity Theory, which explain how external stimuli, such as discounts and special offers, provoke both emotional and cognitive responses, leading to potential impulse buying.
The research employs a mixed-methods approach, combining quantitative data from a questionnaire (with a response rate of 29.7%) and qualitative insights from interviews. A total of 92 responses were collected, of which 54 belonged to the target demographic. The results show that while most Generation Z consumers view special offers positively, their approach to shopping is often cautious and need-based, especially among older participants. Discounts were the most preferred type of offer, with younger consumers (18-20) being more impulsive, often triggered by time-limited promotions. In contrast, older consumers (25-28) demonstrated more deliberative decision-making.
Social media also plays a critical role, with many respondents reporting frequent exposure to promotions, particularly on platforms like TikTok. However, overexposure can lead to "offer fatigue." The findings suggest that while promotions can drive impulsive purchases, retailers need to balance frequency and personalization to maintain consumer engagement. The thesis concludes by emphasizing the importance of brand loyalty in driving impulse buying and the need for tailored marketing strategies.
The research employs a mixed-methods approach, combining quantitative data from a questionnaire (with a response rate of 29.7%) and qualitative insights from interviews. A total of 92 responses were collected, of which 54 belonged to the target demographic. The results show that while most Generation Z consumers view special offers positively, their approach to shopping is often cautious and need-based, especially among older participants. Discounts were the most preferred type of offer, with younger consumers (18-20) being more impulsive, often triggered by time-limited promotions. In contrast, older consumers (25-28) demonstrated more deliberative decision-making.
Social media also plays a critical role, with many respondents reporting frequent exposure to promotions, particularly on platforms like TikTok. However, overexposure can lead to "offer fatigue." The findings suggest that while promotions can drive impulsive purchases, retailers need to balance frequency and personalization to maintain consumer engagement. The thesis concludes by emphasizing the importance of brand loyalty in driving impulse buying and the need for tailored marketing strategies.