Consumer Buying Behaviour – An Analysis into Impulse Purchasing of Newly Launched Products (2012)

Academics and marketing professionals have taken interest on impulse purchasing for over 50 years and through the years researchers have tried to uncover the factors which compel consumers to purchase on impulse. Past research findings suggest that between 27 and 62 percent of Departmental Store merchandise is bought on impulse. As a result, it is imperative to understand this phenomenon in-depth. Although a lot of crucial insights have been uncovered to date regarding existing products little is known about what compels consumers to purchase new products on impulse. Therefore, this research is amongst the relatively few studies to determine the factors which compel a consumer to purchase a new product.

Consequently, the specific objective of this research is to explore the factors affecting impulse buying behaviour and intentions amongst consumers and by doing so provide some valuable recommendations to retailers and marketers. The research findings suggest that hedonic motivation, in-store environment, personality traits ,(e.g.: lack of Control, absorption) and new product knowledge has a significant effect on impulse buying behaviour and intentions for new products which in turn effects the final purchase of the products.

Results also indicate that word of mouth and social influence are a key source of consumers’ new product knowledge. The findings from the research provides us with a more comprehensive understanding of what compels consumers to make an impulse purchase of new products and at the same time provides some valuable insights to marketers and retailers as to how they can stimulate impulse purchasing of new products. Accordingly, the dissertation objectives of this study are as follows:

• To provide with a more comprehensive understanding on impulse purchasing of new products
• To determine whether hedonic motivation, in-store environment, consumer personality traits, new products knowledge, word of mouth, social influence has a positive relationship with impulse buying behaviour and impulse buying intentions
• Finally, to provide some valuable recommendations for marketers and retailers as to how they can stimulate purchase of new products on impulse

• 15,000 words – 70 pages in length
• Good use of literature
• Excellent statistical analysis
• Well written throughout
• Includes questionnaire
• Ideal for marketing students

1. Introduction
Background
Aims
Objectives
Dissertation Structure

2. Literature Review
Impulse buying
Innovation and Consumer Behaviour
Overview of the model and theoretical background
Summary

3. Methodology
Research Design
Research Process
Research Sampling
Data Collection
Primary Research
Questionnaire Design
Data Analysis Method
Limitations
Ethical Consideration
Summary

4. Findings
Findings
Demographic Information of the respondents
Testing the hypotheses
Summary

5. Recommendations and Conclusions
Discussions
Contribution
Limitations
Recommendation for Further research
Managerial implications
Conclusion

References

Appendix Section