Degree

Master of Business Administration Executive

Faculty / School

Faculty of Business Administration (FBA)

Year of Award

2018

Project Type

MBA Executive Research Project

Access Type

Restricted Access

Keywords

Buying behavior

Executive Summary

Substantial academic interest and debate has been attracted by 'consumer psychology' where scholars have endeavoured to analyse and examine the factors that shape the consumer buying process and the thought process that influences key buying decisions. The fundamental aim of the study is to ascertain and discuss the underlying factors that trigger impulsive behaviour in Pakistani consumers. Specifically, it is of immense interest to investigate whether or not the consumer demographic factors have a role in driving impulse buying decisions. To this end the study has sought to validate the research hypothesis whether or not there is any association between consumer demographic factors and their tendency to engage in impulse buying. A mixed research methodology is adopted where a combination of positivist and interpretivist research philosophies are chosen. Data is extracted via questionnaire technique, focus groups, and interviews where the data has been qualitatively and quantitatively ana lysed using a variety of statistical techniques. Findings of the study reveal that internal cues and external cues largely explain consumer impulsivity. Internal cues are mainly associated with the personal feelings, mood and the emotional state of the consumer whereas external cues are factors that lie in the external environment such as the shopping ambiance and / or the shopping environment. There are also social factors, psychological factors, and person related factors that may substantially explain impulsivity in consumer behaviour. Under the ambit of social factors elements such as societal fragmentation, social classes, family groups, and cultures etc. playa pivotal role in forming consumer psyche. The psychological factors on the other hand encompass factors such as consumer perceptions, motives, prior experiences, and learnings, and the attitude towards the product offering whereas person related factors include lack of control, the demographic influences, and tendencies of general impulsivity that lie in human nature. Furthermore, it was found that the demographic variable 'age' does not share a statistically significant relationship with any of the impulse buying variables. Similarly, at the 95% confidence level, it is also observed that gender also does not playa significant part in influencing impulsive behaviour. Moreover, the findings of the correlation analysis confirm the absence of the statistically significant relationship between the employment status and the impulse buying variables. Lastly, in the case of monthly income it is observed that some correlation does exist. Where the income slabs start to increase the impulse buying phenomenon becomes more rampant.

Pages

60

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