Methods In

Business
Research
Muhammad Hassaan 24767
Maria Jawed
Aiman
Jawad Aslam
Danya
Amna Yousuf
Problem Statements:
• In Pakistan, the old and redundant modes of shopping are no longer in practice
and have been duly replaced by the advanced shopping style. Marketers are
conscious of the trends that are happening and are very keen to draw as many
customers as possible.
 
• Customers now do a lot of impulse shopping these days and it fascinates
marketers to make their brick and mortar or web platforms more appealing. The
apple of the eye of marketers and business owners are impulsive personas.

Alireza Karbasivar and Hasti Yarahmadi, Asian Journal of Business Management Studies 2 (4), Evaluating Effective Factors on Consumer
Impulse Buying Behavior
https://www.researchgate.net/publication/267706180_Evaluating_Effective_Factors_on_Consumer_Impulse_Buying_Behavior
Research Questions

Does promotional discounts effect gender

wise buying decisions?

What shopping perceptions can

engage customers in impulsive Impulsive
buying and do social media trends Buying Do brands affect impulsive buying
act as a catalyst in buying behavior?
Behavior
decisions?

Does product placements and shop

displays act as key factors behind
impulsive buying behavior?
Research Objectives

The factors which contribute in impulsive buying on both online

and offline platforms.

The impacts of age, gender and personality on impulsive buying

behavior

To find if customers buy more impulsively on online platforms or

offline platforms
Background of Study

Factors

Internal External

Hedonic Product Promotional Variety Window

Pleasure Knowledge discounts Seeking displays
Literature Review
Hedonic
Pleasure

Window Variety
Display Impulsive Seeking

Buying
Behavior
Product Promotional
Knowledge Discounts
Impulsive Buying Behavior

The
purchase
should be
unplanned
Buying
decision is
made on
spot
Stimulus
(Impulsive)
triggers the
intention of
buying
Promotional Discounts Window Display
• 25% off Store window displays are considered a key instrument of a
retailer’s communication and visual merchandising strategy
• Buy one get one
• Lucky draws (Yildirim, Baskaya and Hidayetoglu, 2007)

(Yarahmadi1, 2011 ) (Crispen, July, 2009 ) (Xu & Huang, 2014) https://academicjournals.org/journal/AJMM/article-full-text-
pdf/26228BD1944
Hedonic Pleasure Product Knowledge
• The association of dreams and excitements, the pleasure aspect • The more the understanding of the product the more the
of consumption, as a result of multiple interwoven emotions consumer is to buy the product.
with the purchased product.
• Knowledge about price, quality etc.
• When the hedonic shopping value is high, the impulsive buying
is also high.
Variety Seeking
• Variety seeking is described as the buying approach of those buyers who do not have a high involvement with a product when there is not a lot of
difference between brands.
• Displaying a variety of products on the shelf can further persuade and promote the impulse buying behavior.

https://www.revuze.it/blog/consumer-behavior/
Hypothesis
H1: Variety seeking is significantly related to impulse buying behavior.

H2: Hedonic pleasure is significantly related to impulse buying behavior.

H3: Promotional approaches is significantly related with impulse buying

behavior.

H4: Window display is significantly related to impulse buying behavior.

H5: New product knowledge has a relationship with impulse buying behavior.
Conceptual Framework
Variety
Seeking

Hedonic
Pleasure

Impulsive Buying Promotional

Behavior Discounts

Window
Display

New Product
Knowledge
Methodology

• Our research is based on Positivism philosophy, where we will be conducting a

Research Design quantitative study, and the findings of this research are empirical which can be applied to
a larger population.

• Our target audience are all those individuals who have access to internet and can fill out
Population the online survey.
• We got the responses on the questionnaire to collect the data.

• Nonprobability sampling is used whereby our sampling frame is not available. In this
sampling technique we use convenience, purposive, quota, snowball, and area sampling.
Sampling Technique • n our research we have also used, Convenience sampling which is a non-probability
sampling technique and is often used during the preliminary research phase without the
need of large expenditures money and the time
 Results Variable
Gender
 
Male
Number
141
Percentage
47
  Female 159 53
Age 20 and less 90 30
  20 to 30 Years 156 52
  30 to 40 year 36 12
  40 and above 18 6
Table. 1 Income Below or up to 20000 100 33.3
  Rs.20001 to Rs.40000 21 7
  Rs.40001 to Rs.60000 26 8.7
Respondent Profile
  Rs.60001 to 100,000 34 11.3
  Rs.100,001 to 300,000 58 19.3
  Above 300,000 60 20
Marital Status Married 40 13.3
  unmarried 251 83.7
  separated 9 3
Occupation private sector 30 10
  Public Sector 22 7.3
  Self Employed 23 7.7
  Student 225 75
 Descriptive Analysis

  Mean Std. Deviation Skewness Kurtosis

Impulsive Buying 3.48 0.98 -0.23 -0.68

. It can be assumed that
the data has Normal
tendency as all the Variety Seeking 3.45 1.08 -0.42 -0.78
constructs are in the
range of ±3.5 Hedonic 3.81 0.86 -0.88 0.75

Promotional
Approaches 3.79 0.90 -0.62 0.08

Window Display 3.56 1.08 -0.75 -0.18

New Product
Knowledge 3.46 1.11 -0.43 -0.77
 Reliability of the Constructs

  Crown Back Alpha Mean Std. Deviation

The reliability of all the Impulsive Buying 0.83 3.48 0.98

constructs are acceptable
because it is greater than
Variety Seeking 0.83 3.45 1.08
0.7 and indicates that the
items have reasonable
internal reliability and Hedonic 0.85 3.81 0.86
consistency
Promotional Approaches 0.84 3.79 0.90

Window Display 0.91 3.56 1.08

New Product Knowledge 0.90 3.46 1.11

 Correlation

  IB VS H PA WD NPK

Impulsive Buying 1.00 0.65 0.69 0.55 0.60 0.65

The range of
correlation amongst Variety Seeking 0.65 1.00 0.53 0.54 0.53 0.62
the construct
should be between Hedonic 0.69 0.53 1.00 0.60 0.58 0.65
0.3-1
Promotional
Approaches 0.55 0.54 0.60 1.00 0.63 0.50

Window Display 0.60 0.53 0.58 0.63 1.00 0.55

New Product
Knowledge 0.65 0.62 0.65 0.50 0.55 1.00
Hypothesis 1:

Variety Seeking is significantly

Table.5
related to Impulse Buying.

The hypothesis that: Variety Seeking is Unstandardized

significantly related to Impulse Buying was   Coefficients t Sig.
tested through Regression analysis. Results
are summarized in Table 5

  B    

(Constant) 0.09 0.49 0.63

Variety Seeking 0.25 5.61 0.00

Hypothesis 2:
Hedonic Pleasure is significantly Table.6
related to Impulse Buying
Behavior.

The hypothesis that

Hedonic Pleasure is Unstandardized
significantly related to   Coefficients t Sig.
Impulse Buying was tested
through Regression analysis.   B    
Results are summarized in
Table 6

(Constant) 0.09 0.49 0.63

Hedonic Pleasure 0.377 6.22 0

 Table.7
Hypothesis 3:

Promotional Approaches is significantly related with Impulse Buying.

Unstandardized
The hypothesis that Promotional   Coefficients t Sig.
Approaches is significantly related
to Impulse Buying was tested
through Regression analysis. Results   B    
are summarized in Table 7
(Constant) 0.09 0.49 0.63

Promotional
Approaches 0.14 0.17 0.86
Hypothesis 4:
Window Display is significantly
Table.8
related to Impulse Buying

The hypothesis that Window

Display is significantly related to Unstandardized
Impulse Buying was tested through   Coefficients t Sig.
Regression analysis. Results are
summarized in Table 8.
  B    

(Constant) 0.09 0.49 0.63

Window Display 0.14 3.11 0.00

Hypothesis 5:
New Product Knowledge is
Table.9
significantly related to Impulse
Buying Behavior

The hypothesis that Window Unstandardized

Display is significantly related to   Coefficients t Sig.
Impulse Buying was tested through
Regression analysis. Results are
summarized in Table 9
  B    

(Constant) 0.09 0.49 0.63

New Product
Knowledge 0.15 3.3 0
Discussion
• As the research suggests that gender has little or no impact on impulsive buying behavior as both genders were tested
as moderators, there was no significant impact on the final result.
• Variety seeking has the least impact on impulsive buying behavior, which contradicts the previous study of Chen-Yu &
Seock, 2002 which indicated that a wide range of product availability has a huge impact on buying behavior
• The hedonic pleasure has the highest impact on buying behavior. The result clearly indicates that Mean=3.81, SD= 0.86,
which supports the evidence provided by previous studies that yes, hedonic pleasure is one of the most important
factors that influence people to buy things.
• the results also suggested that females are more reactive to promotional approaches than males.
• The window display also has a very moderate effect on impulse buying behavior, which means that attractive displays
do not force buyers to buy products unnecessarily.
• New product knowledge is not correlated with impulsive buying behavior. Customer awareness and expectations about
the organization can impact their decision process (Harmancioglu, 2009).
Limitations and Recommendations
• This research has the traditional limitations associated with survey research, such as
measurement error, selection error and non-response error.

• Our sample un conducted in a regional mall, It is obviously neither truly random nor necessarily
representative of any larger population.

• Noting the positive influence of affect and browsing on urges and impulse purchases, retailers
need to constantly work at creating positive shopping environments such as interesting displays
and events, appropriate aromas and lighting.
References
• In-store shopping environment and impulsive buying, Mariri Tendai* and Chipunza Crispen,
African Journal of Marketing Management Vol. 1(4) pp. 102-108 July, 2009
https://academicjournals.org/journal/AJMM/article-full-text-pdf/26228BD1944

An analysis of the influence of discount sales promotion in consumer buying intent and the
moderating effects of attractiveness, Fernando de Oliveira Santini, Recebido em 20/dezembro/2013
https://www.sciencedirect.com/science/article/pii/S0080210716304022

Evaluating Effective Factors on Consumer Impulse Buying Behavior, Alireza Karbasivar and Hasti
Yarahmadi 1, Asian Journal of Business Management Studies 2 (4): 174-181, 2011
https://www.researchgate.net/publication/267706180_Evaluating_Effective_Factors_on_Consumer
_Impulse_Buying_Behavior