Abstract
Impulse buying is a common phenomenon of consumption today and its getting great attention from consumer researchers as well as marketers. It is important for companies to have a good understanding of factors triggering impulse buying. The main aim of this study is to identify the determinants influencing Turkish consumers’ impulse buying behavior in supermarkets. 593 surveys were taken into analysis which were collected between the dates 5-10 December, 2017. Regression analysis, t-test and ANOVA test were conducted to test the hypotheses. While some independent variables such as sales promotion and credit card usage found to be the affecting factors of impulse buying; variables such as income level is found to have no relation with impulse purchasing.
Highlights
Impulse buying has become a widespread and distinct phenomenon and has received increasing attention from consumer researchers and theorists
In a world with a fierce competition, it is paramount for companies to understand consumer behavior
Impulse buying is a kind of shopping done immediately and without thinking much
Summary
Impulse buying has become a widespread and distinct phenomenon and has received increasing attention from consumer researchers and theorists. An impulse buy is a purchase made unscheduled or spontaneously, without thought. The consumer is exposed to a stimulus and decides to buy it. The purchasing decision for the consumer is instantaneous and the individual acts without thinking about the consequences of such a purchase. Nowadays impulse buying behavior has become the usual behavior. It is important for both consumers and marketers to know the reasons that lead to unplanned shopping
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