Degree

BS (Social Sciences & Liberal Arts)

Faculty / School

School of Economics and Social Sciences (SESS)

Department

Department of Social Sciences & Liberal Arts

Date of Award

Fall 2024

Date of Submission

2024-09-05

Advisor

Hajrah Rahman, Lecturer, Department of Social Sciences

Project Type

SSLA Culminating Experience

Access Type

Restricted Access

Keywords

Impulse Buying Behavior, Snacks & Confectionery, Generations, Product Placement, Pricing

Abstract

The study aims to understand the evolution of impulse buying behavior, specifically with regards to snacks and confectionery products, across three different generations, Generation X, Generation Y (Millennials), and Generation Z. It also aims to identify various factors that may have played a significant role in increasing or decreasing impulse buying behavior over time. By adopting a mixed-methods design, the study gathers a wide range of perspective and data from the consumers and the experts in the marketing industry. Surveys were sent to consumers, who make impulse purchases frequently, to identify which generation is more likely to impulse buy and why. Experts from the marketing industry were interviewed to gather qualitative data about how organizations view and capitalise on impulse buying behavior. Since this study largely focuses on consumer behavior and the psychology behind making impulse purchases, it is an integration of psychology and marketing, and falls within the discipline of consumer psychology. Thus, the findings of the study can be used by organizations marketing snacks and confectionery products, store managers, businesses, and policymakers. This study mainly helps businesses and organizations identify factors that boost impulse buying behavior to increase their sales.

Pages

65

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