THE INFLUENCE OF DEMOGRAPHIC FACTORS ON IMPULSIVE CONSUMER BEHAVIOR
Keywords:
consumer behaviour, impulsive consumer behaviour, demographic factors
Abstract
In modern business conditions, there is a tendency to reduce cognitive shopping, which implies shopping based on rational thinking, while at the same time, impulsive shopping is increasing. Impulsive buying is influenced by numerous factors, including demographic factors that play a significant role in shaping consumer habits and behaviour. Monitoring demographic trends and data analysis can help businesses stay abreast of changes in consumer preferences and thus adjust their marketing strategies. The purpose of this research is to examine the influence of demographic factors (gender, age, income and education) on the impulsive behavior of consumers. Empirical research was conducted using a survey on a sample of 205 respondents. The answers were analyzed using the T-test for two independent samples and the ANOVA test. There were statistically significant differences between respondents' views on impulsive buying behavior based demographic factors, i.e., gender, age, income and education. This research indicates the importance of demographic factors for understanding impulse purchases. They can help define marketing strategies through adequate adjustment of products and promotions to respond to the needs and preferences of target demographic groups, providing personalized offers that increase sales and build brand loyalty. The paper will be helpful to marketers and researchers to comprehensively understand consumers' impulsive behaviors.
References
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Muruganantham, G.,& Bhakat, R. S. (2013). A review of impulsive buying behavior.International Journal of Marketing Studies, 5(3), 149-160
Nagadeepa, J., Tamil, S., &Pushpa, A. (2015). Impact of Sales Promotion Techniques on Consumers’ Impulse Buying Behavior toward Apparels at Bangalore.Asian Journal of Management Sciences & Education, 4(1), 253-320
Rana, S., & Tirthani, J. (2012). Effect of Education, Income and Gender on Impulsive Buying Among Indian Consumer an Empirical Study of Readymade Garment Customers.Indian Journal of applied research, 1(12), 145-146
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Saha, S. B. (2012). Impulse buying behaviour in retail stores - Triggering the senses. Asia Pacific Journal of Marketing & Management, 1(2), 122-139
Santini, F.D.O., Ladeira, W. J., Vieira, V. A., Araujo, C. F., & Sampaio, C. H. (2018). Antecedents and Consequences of Impulse Buying: A meta-Analytic Study. RAUSP Management Journal, 54(2), 178-204
Solomon, M. R. (2017). Consumer Behavior - Buying, Having, and Being. 12th edition, Boston: Pearson.
Widayati, C. H., Ali H., Permana, D., & Riyadi, M. (2019). The Effect of Visual Merchandising, Sales Promotion and Positive Emotion of Consumers on Impulse Buying.Journal of Marketing and Consumer Research, Vol.60, 56-64
Arifin, S. A. R., Putra, T. S., Anjanarko Jahroni Ernawati, N., Masithoh, F.,& Ryadin, M. S. (2021). Refrigerator purchase decisions are reviewed from the Price Level, Product Quality and Promotion. Journal of Marketing and Business Research, 1(2), 107-114
Ashfaq, S., Mujtaba Kayani, G., & Ahmed, M. (2016). Impact of Individualism, Collectivism, Mood, Proximity and Savings on Impulse Buying Behavior in Pakistan.Mi-ddle-East Journal of Scientific Research, 24(5), 1759
Awan, A. G., & Abbas, N. (2015). Impact of demographic factors on impulse buying behavior of consumers in Multan-Pakistan. European Journal of Business and Management, 7(22), 96-105
Banerjee, S., & Saha, S. (2012). Impulse buying behaviour in retail stores - triggering the senses, Asia
Pacific.Journal of Marketing & Management Review, 1(2), 1-21
Barakat, M. A. (2019). A proposed model for factors affecting consumers‘ impulsive buying tendency in shopping malls. Journal of Marketing Management, 7(1), 120-134
Bhakat, G. M. (2013). A Review of Impulse Buying Behavior.International Journal of Marketing Studies, 5(3), 149-153
Coley, A.,& Burgess, B.(2003).Gender differences in cognitive and affective impulse buying. Journal of Fashion Marketing and Management: An International Journal, 7 (3), 282-295
Darmawan, D., & Gatheru, Ј. (2021). Understanding impulsive buying behavior in Marketplace.Journal of Social Science Studies, 1(1), 11-18
Dittmar, H., Beattie, J., & Friese, S. (1995). Gender identity and material symbols: Objects and decision considerations in impulse purchases. Journal of economic psychology, 16(3), 491-511
Ek Styvén, M., Foster, T., & Wallström, А. (2017). Impulse buying tendencies among online shoppers in Sweden.Journal of Research in Interactive Marketing, 11(4), 416- 431
Ekeng, A.B., Lifu, F.L., & Asinya, F.A. (2012). Effect of demographic characteristics on consumer impulse buying among consumers of calabar municipality, cross river state.Academic Research International, 3(2), 568-574
Fitri, F. R. (2018). The influence of web quality and sales promotion toward impulse buying behavior with openness personality as moderating variable, Study on consumer of shopee indonesia online store. Journal of Accounting Management and Economics, 20(1), 48-55
Gardi, B., & Darmawan, D. (2022). Study of shopping lifestyle, sales promotion and impulsive buying behavior.Journal of Marketing and Business Research, 2( 2), 125-133
Harwani, S., & Kanade, S. R. (2017). Impact of demographic differences and other factors on impulse buying.International Journal of Management, 8(2), 58-67
Hassan Nadeem, M. A. (2016). Impact of Gender, Education and Age on Impulsive Buying: Moderating Role of Consumer Emotional Intelligence. International Journal of Transformation in Operational & Marketing Management, 2(1), 23-52
Jahroni, J., & Putra, A. R. (2022). The role of product quality, price and promotion towards Telkomsel prepaid card purchase decisions.Journal of Science, Technology and Society, 3(1), 7-14
Kempf, D.S., Laczniak, R.N., &Smith, R. E. (2006).The effects of gender on processing advertising and product trial information. Marketing Letters, 17(1), 5-16
Kollat, D. T., & Willett, R. P. (1967). Customer Impulse Purchasing Behavior, Journal of Marketing Research. 4(1), 21-31
Lai, C. W. (2010). How financial attitudes and practices influence the impulsive buying behavior of college and university students. Social Behavior and Personality: an International Journal, 38 (3), 373-380
Lestari, I. (2023). Analysis of service quality, store atmosphere, and price discounts on impulse buying at matahari consumers department binjai supermall store.Jurnal Ekonomi, 12 (1), 582-588
Matanović, J., Klačar, S., & Popov, B. (2023). Uticaj psihološkog određivanja cena i aktivnosti unapređenja prodaje na impulsivne kupovine odeće u maloprodajnim objektima: istraživanje ponašanja potrošača u Srbiji i Bosni i Hercegovini, Marketing, 53(4), 243-250
Mohiuddin, Z. A., & Iqbal, H. (2018). Relationship of Demographic Factors and Impulse Buying Behavior of Customers in Pakistan. Journal of Marketing and Consumer Research, Vol.46, 42-46
Muruganantham, G.,& Bhakat, R. S. (2013). A review of impulsive buying behavior.International Journal of Marketing Studies, 5(3), 149-160
Nagadeepa, J., Tamil, S., &Pushpa, A. (2015). Impact of Sales Promotion Techniques on Consumers’ Impulse Buying Behavior toward Apparels at Bangalore.Asian Journal of Management Sciences & Education, 4(1), 253-320
Rana, S., & Tirthani, J. (2012). Effect of Education, Income and Gender on Impulsive Buying Among Indian Consumer an Empirical Study of Readymade Garment Customers.Indian Journal of applied research, 1(12), 145-146
Rittipant, N., Kheawwilai, D., Suayngam, N., Promsoot, S., & Vivatanaprasert, T. (2013).Thai consumers’ response to sales promotions for personal care products. In: Proceedings of 4th International Conference on Engineering, Project and Production Management, Bangkok, Thailand, 700-709
Saha, S. B. (2012). Impulse buying behaviour in retail stores - Triggering the senses. Asia Pacific Journal of Marketing & Management, 1(2), 122-139
Santini, F.D.O., Ladeira, W. J., Vieira, V. A., Araujo, C. F., & Sampaio, C. H. (2018). Antecedents and Consequences of Impulse Buying: A meta-Analytic Study. RAUSP Management Journal, 54(2), 178-204
Solomon, M. R. (2017). Consumer Behavior - Buying, Having, and Being. 12th edition, Boston: Pearson.
Widayati, C. H., Ali H., Permana, D., & Riyadi, M. (2019). The Effect of Visual Merchandising, Sales Promotion and Positive Emotion of Consumers on Impulse Buying.Journal of Marketing and Consumer Research, Vol.60, 56-64
Published
2024/04/17
Section
Original Scientific Paper
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