Impact of Customerâ€™s Impulsivity and Marketing Cues to Purchase Decision of Beverage Product Category

Desi Ambar Prawono,Mia Tantri Diah Indriani

doi:10.22610/jebs.v5i8.429

Abstract

The research was conducted to explore consumer impulsivity and impulsive buying toward beverages product. In addition, in subsequent analysis, it also applies Consumer Decision Journey into impulsive buying behavior on beverage products. The analysis explains which marketing cues acts as most influential factors in such purchase behavior. Questionnaire was designed based on valid scale borrowed from previous research. A total of 105 respondents participated in this research. Questionnaire was distributed directly and by electronic mail. Based on the analysis, consumer only exercises impulsive buying on green tea and ready to drink tea category. Past experience and WOM are the most influencing factors in each step of the customer decision journey. Implications of this research are useful for FMCG marketers in improving marketing cues.

Highlights

Consumer decision to purchase, in general, can be distinguished into planned and unplanned buying
In this research beverage categories are focused in 13 product groups; ready to drink tea (TRTD), crash tea (TC), green tea (TG), powder coffee (CP), instant coffee (CI), milk containers (MRTD), condensed milk (MC), powdered milk high calcium for adult (MPA), liquid supplement drinks (LS), powdered supplement drink (PS), powdered fruit juice (FJP), isotonic ready to drink (IRTD), and fruit juice ready to drink (FRTD)
Various types of marketing cues are introduced on brand communication; reflections on past experiences; consumer driven marketing (WOM, online research, offline and/or print reviews), and the last is the interaction between the sale person and other brand representative

Summary

Introduction

In general, can be distinguished into planned and unplanned buying. The frequency of unplanned buying is 90%, with 9 out of 10 customer buying product impulsively Mihic and Kursan (2010). Impulsive buying is indicated with spontaneous and unconsciously buying decision, which usually happens to low involvement products or fast moving consumer goods (FMCG). This research is focused on impulsive buying toward beverage category. This study was conducted in several supermarkets around the cashier area, where there are displays of candies, beverages, and other small-sized products. These displays were meant to encourage impulsive buying among the customers who are in line to pay for their groceries. Objective of this paper is to investigate how marketing cues influences impulsivity in beverage category. Which of the marketing cues (WOM, store experience, online information search, offline information search, advertising, store displays, sales, and past experience) is the most influential in impulse buying of beverage?

Literature Review

Methodology

Findings

Result and discussion

Conclusion