Perceptions of Consumer Impulse Buying Behavior in the Super Store: A Case Study of Some Selected Super Store in Bangladesh

Md Alauddin,Md Ibrahim,Md Ariful Hoque,Md Musharof Hossain

doi:10.5539/ass.v11n9p68

Abstract

Super stores are playing a key role in the field of shopping in Bangladesh. The popularity of super stores isincreasing day by day in our country and consumers are becoming more habituated to buying from here. Today’sconsumers are also very much concern about food items. They want fresh, hygienic and healthy foods. So, superstores have become a great source for the consumers to get these items of foods. This paper is an attempt toinvestigate the factors that affect consumer impulse buying behavior at superstores in Bangladesh. Surveymethodology was used to collect the data from 100 respondents by adopting simple random sampling technique.The study found that many factors were responsible for this changing buying behavior such as: in storeatmosphere, point of purchase display, convenience, location, product characteristics, product quality,availability of branded items, store size, store image, variety seeking, discounts, stock outs, packaging, in storedisplay etc. All of the characteristics are subject to consideration while making a purchase. Specifically plannedpurchase, generally planned purchase, substitute products all have an impact on impulse buying. The paper willbe useful for marketing practitioners and researchers towards comprehensive understanding of the consumer’simpulsiveness.

Highlights

Super stores have become a new dimension of shopping in Bangladesh
The study found that many factors were responsible for this changing buying behavior such as: in store atmosphere, point of purchase display, convenience, location, product characteristics, product quality, availability of branded items, store size, store image, variety seeking, discounts, stock outs, packaging, in store display etc
The concept super store is the solution to these problems

Summary

Introduction

It opens the modern path to shop in the most comfortable and relaxed shopping environment. It is a different type shop unlike departmental store or any type of grocery shop. A consumer sees some item, finds it appealing, and buys it, he or she had not planned its purchase before entering the store. Researchers and marketers are interested in the dynamics of impulse buying it accounts for a large proportion of purchasing behaviors. Studies indicate a great portion of the purchases in super shops are unplanned and that their number increases the amount of an individual’s bill. As unplanned or impulse purchases occurs in a retail environment and are generally stimulated by in-store factors that marketers and retailers may control to varying degrees

Objectives

Methods

Findings

Conclusion