StudentShare
Contact Us
Sign In / Sign Up for FREE
Search
Go to advanced search...

Impulse of Buying Fast-Moving Consumer Goods - Essay Example

Cite this document
Summary
The essay "Impulse of Buying Fast-Moving Consumer Goods" focuses on the impact of packaging and self-positioning, separately and collectively on impulse buying of fast-moving consumer goods. Through qualitative and quantitative analytical methods, the hypotheses have been tested…
Download full paper File format: .doc, available for editing
GRAB THE BEST PAPER97.8% of users find it useful
Impulse of Buying Fast-Moving Consumer Goods
Read Text Preview

Extract of sample "Impulse of Buying Fast-Moving Consumer Goods"

Download file to see previous pages

The research paper selected as the base paper of this research is ‘Unplanned Buying and In-Store Stimuli in Supermarkets’ by Abratt, R., and D.G. Stephen (1990). I have also followed the same methodology as followed by Abratt and Stephen. It is interesting to note that a lot of research work has been done on impulse buying. According to Popai/Du Pont Study, it appears that approximately 65% of all supermarket purchase decisions were made in-store with over 50% of these being unplanned decisions varying across product categories. Average customer purchase 50.5% of the products on an unplanned basis (Kollat and Willett, 1969). This shows that impulse buying accounts for a major portion of the buying patterns for consumer behavior.

‘Impulse buying’, a more relevant term in today’s world, to be synonymous with ‘unplanned purchase’ can be described as any purchase that a shopper makes but has not planned and a major junk of consumer purchases are being made without advance or prior planning (Stern, 1962). Impulse buying is defined in this study as a purchase decision made in-store with no explicit recognition of a need for such a purchase before entering the store (Kollat and Willett, 1967). Impulse buying, despite certain connotations attached to it, has become an efficient and sensible way of buying goods and the incidence of impulse buying is growing (Stern, 1962).

Impulse buying has been seen to be at work mostly in the case of FMCGs. Impulse purchasing is not confined to any type of marketing institution, but it probably most frequently refers to food purchasing decisions (Kollat & Willet, 1969). Unplanned purchasing occurs in many types of retail outlets, it is most commonly studied in supermarkets (David T Kollat and Ronald P. Willet, 1969).

Various studies identified impulse buying as a major segment of consumer buying behavior. In several studies, it has been stated that shelf positioning greatly influences impulse buying because of its impact on the visibility of the products (Clover, 1950) and (Cox, 1964). As the above studies impulse buying, in this research paper will cover the two major effects and study their impacts. 

Several variables are related to customer differences in unplanned purchasing. But when the number of different products purchased is held constant, these variables do not influence the percentage of unplanned purchases (Kollat and Willett, 1967). These variables are Economic and Demographic Variables Behavior Variables, Personality Variables, Demographic variables, and General food shopping behavior variables. This explains the fact that during my research I do not need to count these factors while measuring the impact of packaging and shelf positioning on impulse buying. 

The on-shelf position is an important factor (DuPont Study). Controlled tests carried out in the United Kingdom and West Germany have concluded that the on-shelf position does influence the unit sales for supermarket products (Sewell, 1984). The rationale is that consumers have a natural tendency to focus and perceive at eye level. Displays can therefore increase the rate of unplanned purchases in retail stores (Peak & Peak, 1977; Quelch, 1983). Many studies have been conducted in an attempt to quantify the sales responsiveness of displays. All these found that displays increased the sales of items displayed (Chevalier, 1975; Engel et al., 1978; Kennedy, 1970; Wilkinson et al., 1982). Impulse purchase can be attributed to a lot of factors first being store location (Patterson, 1963).

As impulse buying can be measured and identified in different kinds of items ranging from non-food items such as furniture and food items such as grocery items. So I focused my research on FMCG-Fast Moving Consumer Goods, in which impulse buying is greatly affected by packaging and shelf positioning.

Two factors that determine impulse buying include the Packaging of products and their positioning in the store. Packaging is very important because the customer is appealing in expectations that the product will be precisely what is mentioned in the illustration. Differences in packaging excellence are directly translated into corresponding differences in sales appeal (Twedt, 1968). Therefore, one way to market the products without making huge promotional strategies is through packaging.

...Download file to see next pages Read More
Cite this document
  • APA
  • MLA
  • CHICAGO
(“The Impact of Packaging and Self Positioning, Separately and Essay”, n.d.)
The Impact of Packaging and Self Positioning, Separately and Essay. Retrieved from https://studentshare.org/marketing/1734774-is-impulse-buying-significant-impact-of-packaging-and-shelf-positioning-on-impulse-buying-of-fmcgs
(The Impact of Packaging and Self Positioning, Separately and Essay)
The Impact of Packaging and Self Positioning, Separately and Essay. https://studentshare.org/marketing/1734774-is-impulse-buying-significant-impact-of-packaging-and-shelf-positioning-on-impulse-buying-of-fmcgs.
“The Impact of Packaging and Self Positioning, Separately and Essay”, n.d. https://studentshare.org/marketing/1734774-is-impulse-buying-significant-impact-of-packaging-and-shelf-positioning-on-impulse-buying-of-fmcgs.
  • Cited: 0 times

CHECK THESE SAMPLES OF Impulse of Buying Fast-Moving Consumer Goods

Impact of Price-Marked Packaging on Impulse Purchase Decision

consumer behavior has been the subject of study for both academicians and marketers from time immemorial as an understanding of why consumers buy products or services and how do they make their purchase behavior is crucial to their selling efforts.... According to Cobb and Hoyer (1986), impulse buying is an 'unplanned purchase' that was never intended to happen initially.... This dissertation "Impact of Price-Marked Packaging on impulse Purchase Decision" aims at exploring the relationship between the independent and the dependent variables by using correlation analysis....
57 Pages (14250 words) Dissertation

Retail Experience in Consumer Motivation in China

The paper "Retail Experience in consumer Motivation in China" critically analyzes the issues on the retail experience in consumer motivation in China.... As incomes have grown so can spending; consumer purchasing power in China has grown.... 6 trillion) making the country the third-largest consumer market after the US and Japan (Thomas White, 2011).... This is based on an Annual Chinese consumer Study by McKinsey in 2009....
20 Pages (5000 words) Dissertation

Consumer Buying Behaviour

Kennedy 2007) Cultural- the culture of a place either encourages consumption of certain products or bans consumption of certain goods.... These include individual's attitudes, knowledge about the goods, the lifestyle of the particular consumer, personality, perceptions and motivation (Kennedy 2007).... tmlStep Two-Information SearchThis involves the search for information on the goods that the consumer may need.... The paper "consumer Buying Behaviour" highlights that wine marketing is just as involving as any other type of marketing and its success of it is determined by the marketing mix of the producing company or advertising company....
7 Pages (1750 words) Essay

The Psychological and Corporate Influences on Consumer Choice

Social influences are often attributed to class and culture such as those associated with the consumption of luxury goods.... Corporate influences are said to be one of the most influential because they invariably come from the very manufacturers and sellers of those goods.... onsumers have to make a choice between two or more goods before making an actual purchase.... The paper "The Psychological and Corporate Influences on consumer Choice" states that the modern consumer is more or less a puppet on the chain because he /she can be influenced by a variety of external factors such as psychological, social and corporate....
8 Pages (2000 words) Coursework

Decision-Making Theories

Information the interconnected issues of communication, identity, decision-making, social status, mental and physical conditions gives a comprehensive picture that completes the puzzle for marketing specialists and hence goods and services manufacturers – it helps them understand how consumers' choice is motivated and how they can influence this decision or adjust to consumers' needs keeping in mind the information of these mechanisms.... From the paper "Decision-Making Theories" it is clear that all plausible theories appear to be efficient when combined and used together as they create a comprehensive theoretical framework in the area of consumer psychology and cover various aspects of it....
15 Pages (3750 words) Essay

The Observation of Consumer Behaviour

The paper "The Observation of consumer Behaviour " highlights that consumer behaviours have at all times been intended to send messages out to prospective mates.... Generally speaking, consumer researchers and nutrition specialists are continuously studying alterations in dietary preferences and other preference behaviours.... This necessitates for a more thorough observation of consumer behaviour, a great deal of which will be shown in the observations that will be discussed in this paper....
8 Pages (2000 words) Coursework

Impact of Shelf-Positioning On Impulse Buying of Fast Moving Consumer Goods

The author of the paper will begin with the statement that impulse buying is considered to play a very significant role in the sales of fast moving consumer goods.... This paper tells that the findings of the research study of Kollat and Willett highlight that 65 percent of buying decisions in supermarkets are made in-stores, 50 percent of these decisions are unplanned and vary based on products and 50.... The paper "Impact of Shelf-Positioning On Impulse Buying of Fast Moving consumer" aims to understand the relationship between packaging and shelf-positioning and impulse buying....
4 Pages (1000 words) Research Paper

Buyer Behaviour Analysis, The Psychology of Buying

In this regard, it has been determined that at the time of buying any goods or services a consumer renders significant concern about his/ her own perception about the goods.... This paper observes that consumers are often influenced by their buying psychology during making decisions about purchasing goods.... There pertain a number of critical factors such as the price of goods, the income of the consumers and tastes as well as preferences of the consumers that can influence the buying behaviour of a consumer....
10 Pages (2500 words) Case Study
sponsored ads
We use cookies to create the best experience for you. Keep on browsing if you are OK with that, or find out how to manage cookies.
Contact Us