Concept Of Impulse Buying

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E- Impulse Buying Practice: Evolving Strategies & Implications Online Shopping and the concept of impulse buying paint a different picture, especially in today’s world. According to a study by Marketing Support, Inc. and leo J. Shapiro and Associates, roughly one-third of consumers make an impulse purchase every week. “Forty percent of consumers spend more money than they had planned in stores, while only 25 percent reported online impulse shopping,” the study concluded. National Retail Federation chairman Stephen Sadove stated that technology innovation is the key to impulse buying thriving on the Web. That concept is being generated through new linkable technologies that turn browsers and readers into shoppers. The impulse-shopping phenomenon…show more content…
Most studies investigated frequencies of impulse buying across various product categories. Even today, impulse buying is still discussed in terms of which products are & are not impulse items. So, categorizing products into impulsive and non- impulsive products is a limited perspective. Similarly categorizing people as impulsive and non-impulsive consumers represents a limited perspective. As the person and product both are involved in the purchase process, studying impulse purchase behavior with strictly product or strictly person oriented puts forward a limited perspective. Impulse e- commerce is a manipulative technique, meaning that it relies on a consumer’s mind to show off his potential irrational buyer behavior and apply it in real – life. The logical sequence of the consumers’ actions is replaced with an irrational moment of self-gratification. Impulse items appeal to the emotional side of consumers. Impulse buying has also been reported to cause inner emotional conflicts, making impulsive buying an emotional decision rather than a rational…show more content…
Accessing an E- commerce portal on desktops and laptops has never been a hindrance; instead, accessing the same website on phones has brought various problems because they were primarily designed for big screens. So, taking into consideration the excessive usage of mobile phones over big screen computers, m- commerce has emerged as a key to impulse shoppers. According to a study conducted by global financial group ING, Europeans are now shopping frequently via mobile phone, amongst all Britishers being the most impulsive shoppers. India has adapted to this innovation extensively and is observing its acceptance from customers on a large scale. A major segment of our tech savvy population is inclined towards mobile commerce. Various studies have shown that the devices such as smartphones and tablets are leading to an increase in impulse buying among consumers. There is also a lot of scope for growth in this segment as only 40 percent users make purchases using their mobile devices. Snapdeal, one of the India’s biggest e-commerce stores, has witnessed an increase in sales via mobile purchases. Many of these purchases have been made at the spur of the moment. According to a study conducted by Manusis Technologies, 42 percent of purchases made on mobile devices are attributed to impulsive

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