Abstract
The main purpose of this study is to explore the consumer impulse buying behaviour from a range of consumer and product related factors. To achieve this purpose, the study was guided by five research questions in the area of product physical quality, product price, product attractiveness, product origin, and purchase location. The study employed quantitative method. A sample of 179 respondents (consumers) that visited the Accra Shopping Mall was employed using convenient selection method. A self-completed 5 point Likert structured questionnaire survey was the data collection instrument used. The data collected were computed and analysed with reliability statistics, Cramer’s V statistics under a crosstabulation statistical technique test to determine the association between the variables involved in this study. Overall, findings indicate that, the association between consumer impulse buying behaviour and product physical quality, product price, product attractiveness, product origin and purchase location was not strong. Consequently, each of the five products related factors shows a weak association with consumer impulse buying behaviour. It is recommended that manufacturers and other stakeholders support retail shops in diverse methods to improve upon their selling techniques and new ways to appeal to consumers.
Highlights
In recent years, it has been observed that consumers take into considerations several factors when making consumption buying decisions whether planned or unplanned
It is found that the study of consumer buying behaviour in the aspect of impulse buying came to light 40 years ago and regarded as a significant form of consumer consumption buying behaviour
The findings, times consumers buy products support the view that the consumer impulse buying behaviour has been a very rare behaviour, and its represent a significant form of consumption buying behaviour
Summary
It has been observed that consumers take into considerations several factors when making consumption buying decisions whether planned or unplanned. American Marketing Association (1969) stated that the consumer in-store buying behaviour has become important in relation to impulse purchasing behaviour. In other study, Stern (1962) identified a number of factors influenced consumers to impulsively buy products—such as cultural, time and personality. D’Antoni and Shenson (1973a) discovered that cultural, chronological, personal and locational factors usually motivate consumer impulse buying behaviour. Other study by Klaus (1998) showed that consumers’ lack of self-control is found to be influenced by the consumer impulse buying behaviour in relation to individual decision and desires. D’Antoni and Shenson (1973b) claimed that consumers attempting ijms.ccsenet.org
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