Promoting impulse buying behaviour
The business implications are fairly obvious. If businesses wish to promote impulse buying, they should create an environment where consumers can be relieved of their negative perceptions of impulse. Businesses should stress the relative rationality of impulse buying in their advertising efforts. Similarly, they should stress the non-economic rewards of impulse buying.
Additionally, businesses can make the environment more complex, further straining consumers' abilities to process information accurately. Such techniques as stocking more merchandise, creating stimulating atmospherics, and increasing information may be useful to stimulate impulse buying. Businesses have to make impulse purchasing more risk-free, through convenient return policies, or increase enablers such as credit and store hours. Importantly, this model also offers options for consumers to control their buying impulses, if they choose to, or feel better about their impulse buying, by relieving their negative evaluations of impulse.
How to promote impulsive buying
Good amount of effort should be put into messages which should make consumers recognize that buying on impulse is not bad. Once consumers recognize that products are more than commodities and that they are buying to please their desires, they will feel more comfortable with the impulse buying decision.
Some well known things about impulse buying
Traditionally impulse buying is defined as "Unplanned buying refers to all purchases made without such advance planning and includes impulse buying, which is distinguished by the relative speed with which buying "decisions" occur. Impulse buying occurs when a consumer experiences a sudden, often powerful and persistent urge to buy something immediately. The impulse to buy is hedonically complex and may stimulate emotional conflict. Also, impulse buying is prone to occur with diminished regard for its consequences."
Why people buy impulsively?
These are some of the characteristics of impulsive buying
Internal factors affecting impulsive buying
External factors affecting impulsive buying
Impact of impulsive buying on the consumer
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