Research Chapter1

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Aklan Catholic College

Archbishop Gabriel M. Reyes St.
5600 Kalibo, Aklan, Philippines
Tel. Nos.: (036)268-4152; 268-9171
Fax No.: (036)268-4010
Website: http://www.acc.edu.ph
E-mail Add: aklancollege@yahoo.com
Factors Affecting the Impulsive Buying Behavior of Grade 11 HUMSS Students of

Aklan Catholic College Kalibo, Aklan for S.Y. 2019-2020
A Research
Presented to the faculty of Aklan Catholic College
Kalibo, Aklan
In Partial Fulfillment of the Requirements for the Subject
Research Report
By
EMALEN A. SOLOMON
JHANNICA S. RETEO
RAVEN GEYAHH D. RUBITE
JOSHUA L. FLORES
CHERRYLYN M. BALTAZAR
JONAH MARIE T. DISTOR
Chapter 1
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Fax No.: (036)268-4010
Introduction
Much human activity is driven by impulses that are biochemically and
psychologically stimulated. A psychological impulse is describe as; a strong, sometimes
irresistible urge; a sudden inclination to act without deliberation (Goldenson, 1984). The
onset of a psychological impulse occurs suddenly and spontaneously. Once triggered, an
impulse encourages immediate action, and the urge may be powerful and persistent.
Impulse buying has become a widespread and distinct phenomenon. An impulse
purchase is a purchase made without a plan or voluntary thought. The consumer receives
an incentive and decides to buy it. The purchase decision for the user is direct, and the
person acts without taking into account of the result of the purchase.
Impulse buying behavior varies from person to person or we can say that it depends
on a personality and personality is how an individual is including the way of his thinking,
behavior, feelings, how he interact with fellows, family and with peers, etc. and the way
of dealing on different occasions with same fellow human being (Mathai & Haridas,
2014).
Although impulsive behavior can occur in any setting, consumer impulse buying is
an extensive everyday context for it. In the modern marketplace, spontaneous urges to
buy and consume often compete with the practical necessity to delay the immediate
gratification that buying provides. It becomes the usual behavior. Therefore, it is
important for both consumers and marketers to know the reasons and/or factors that lead
to unplanned shopping and impulse buying.

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Tel. Nos.: (036)268-4152; 268-9171
Fax No.: (036)268-4010
Background of the Study
Consumer behavior according to AMA is “the dynamic interaction of affect and
cognition, behavior, and the environment by which human beings conduct the exchange
aspects of their lives”. It also deals with the emotions, feelings and thoughts of consumers
with their experiences and related actions in accordance to the environmental factors such
as product information from formal or informal sources that affect all these variables.
The researchers who want to understand and explain consumer behavior are
interested in consumer preferences and decision-making processes. The reason for this
interest is that consumer choice is the most important indicator of a purchasing decision.
It is also interesting how these decisions are made and how quickly they are developed.
This study looks at some types of purchases which is impulse buying.
Impulse buying is universal and unique aspect of consumer behavior. Piron(1991)
defined impulse buying as follows: “Impulse buying is a purchase that is unplanned, the
result of an exposure to a stimulus, and decided on-the-spot. After the purchase, the
customer experiences emotional and/or cognitive reactions”. The definition itself
indicates the important characteristics of impulse purchases and clarifies the nature of
impulse buying behavior as being unplanned, involving emotional part and immediate
action.
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Tel. Nos.: (036)268-4152; 268-9171
Fax No.: (036)268-4010
Teenagers especially students are fond of doing shopping, may it be online or offline
shopping. Even if they aren’t supposed to buy anything but once they saw anything that
catches their interest, they will actually buy it out of impulse. Product announcements
also lead to impulsive shopping, and celebrity support has greater impact on teens and
young people, raising awareness about products and wanting to buy products.
This particular study aims to determine the Factors Affecting the Impulsive Buying
Behavior of Grade 11 HUMSS Students of Aklan Catholic College Kalibo, Aklan for
S.Y. 2019-2020.
Statement of the Problem
This study aims to determine the factors affecting the impulsive buying behavior of
grade 11 HUMSS students of Aklan Catholic College Kalibo, Aklan for S.Y. 2019-2020.
Specifically, this study seeks to find answers to the following questions.
1. What is the demographic profile of grade 11 HUMSS students of Aklan Catholic
College Kalibo, Aklan for S.Y. 2019-2020 in terms of:
1.1 age
1.2 sex
1.3 daily allowance
2. What are the factors affecting the impulsive buying behavior of the respondents in
terms of:
2.1 product
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Tel. Nos.: (036)268-4152; 268-9171
Fax No.: (036)268-4010
2.2 price
2.3 packaging
3. What are the effects of impulsive buying towards the respondents in terms of:
3.1 psychological
3.2 financial
3.3 physical health
Theoretical Framework
Hawkins Stern's Impulsive Buying Theory
The theory was named after Hawkins Stern who had put this forward in 1962. This
theory, along with Maslow's theory of motivation (1943) and the latest theory of
consumer behavior, such as Engel, Collat and Blackwell (1968), suggest that consumers
always make rational and well-planned purchases, providing a new look at consumer
behavior. Stern argued such perspective and proclaimed that consumers indulge in
impulsive buying behaviors under the influence of external forces. The theory argued that
marketers can convince consumers to buy more than what they had actually planned
(Dutta and Mandal, 2018).The model suggests four kinds of impulse buying.
Pure impulse buying
This includes buying purely on the basis of impulse hence usually the customers
end up buying something which is not a routine item in their shopping list. It is also
known as ‘escape purchase’. It breaks the normal pattern of purchasing. Visuals play an
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integral role in pure impulse buying (Dutta and Mandal, 2018). It highly appeals to the
emotion of the buyer of novelty products. Such purchases generally include items which
are new for the customer and attract him visually.
Reminder impulse buying
Such kind of impulse buying happens in the cases where a buyer has prior
knowledge or experience of the product but had no intention to buy it. It highly appeals to
the buyers of fashion merchandise.
Suggested impulse buying
Suggested impulse buying occurs in case of products usually being seen by the
customer for the first time and develops an impulse to buy it (Stern, 1962; Dutta and
Mandal, 2018).
Planned impulse buying
This kind of impulse buying occurs when the customer has the need for a product
but is not sure about its specifications. Generally, a lower price or other kinds of sales
promotion techniques lead to planned impulse buying (Stern, 1962).
In relation to this study, among the four categories of impulse buying behaviors
listed out by Stern, a blend of all can be planned while designing a marketing strategy.
Every aspect of a product, from the way the packaging catches the eye to the way the
product is displayed in the store, has an impact on a consumer’s impulse control.
Consumer behavior theories predict how consumers make purchasing decisions and show
marketers how best to capitalize on predictable behaviors. Though impulse purchases are
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Fax No.: (036)268-4010
a significant part of a consumer’s buying patterns, rational decision-making processes
dominate consumer behavior.
Conceptual Framework of the Study
Independent Variables Dependent Variables
Profile of the Students Factors Affecting the Impulsive

Buying Behavior of Grade 11
 Age
HUMSS Students of Aklan
 Sex
Catholic College Kalibo, Aklan
 daily
allowance for S.Y. 2019-2020
Figure1: A schematic diagram showing the relationship between the Independent
Variables and Dependent Variable.
Frame 1: Shows the Independent Variables about the profile of the respondents such as
age, sex, and daily allowance.
Frame 2: Shows the Dependent Variable which is the factors affecting the impulsive
buying behavior of grade 11 HUMSS students of Aklan Catholic College Kalibo, Aklan
for S.Y. 2019-2020.

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Tel. Nos.: (036)268-4152; 268-9171
Fax No.: (036)268-4010
Significance of the Study
The results of the study are a great help to the following:
Students: this study aims to help the students to know the benefits of determining,
analyzing and developing factors that affect consumers towards impulsive buying.
Parents: this study will help the parents to know how to cope up with the buying
behavior of the students.
Consumers: this study will help consumers to know the proper behavior when purchasing
and/or shopping.
Marketers: this study will help marketers to know what marketing strategies to use and
how would they best to capitalize on predictable behaviors.
Future researchers: this study will serve them as a guide for the further studies to be
conducted in the future.
Scope and Limitation of the Study
This study is limited only to the Humanities and Social Sciences grade 11
students at Aklan Catholic College Kalibo, Aklan for S.Y 2019-2020. Specifically it
includes students profile in terms of age, sex and daily allowance.
The population of HUMSS 11 students is 81 and the sample size is 67 respondents.
The respondents will be used as a subject and they will be obtained through Random
Sampling Method.
Determining the factors affecting HUMSS 11 Students towards impulsive buying

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Fax No.: (036)268-4010
will be the focus of this research. The information will be gathered using the checklist
style research-made questionnaire. All information and conclusion drawn from this study
will be obtained only to this particular group of students.
Definition of Terms
For better understanding and interpretation of words use in the study, the following terms
are defined.
Age is the time of life when a person does something or becomes legally able to do
something. (Merriam-Webster dictionary, 2019)
In this study, it refers to the age of the respondents at the time of the study.
Sex is the biological differences between males and females, such as genitalia and
genetics differences. (Medicalnewstoday, 2017)
In this study, it refers to male or female HUMSS students who are the subjects of
this study.
HUMSS stands for Humanities and Social Sciences. This strand focuses on the
study of human behavior and societal changes, and analysis of arts, culture, literature, and
politics. It involves political science, anthropology, linguistics, psychology, and
communication. (Edukasyon.ph, 2017)
In this study, it refers to the HUMSS students who are the subjects of this study.
Allowance refers the money that you are given regularly, especially to pay for
particular thing. (Cambridge dictionary, 2019)
In this study, it refers to the daily allowances of the respondents.

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Fax No.: (036)268-4010
Behavior refers to coordination problems abound, and their solution is facilitated
when players have the ability to quickly acquire expectations about fellow player’s
behavior. (Cambridge dictionary, 2013)
In this study, it refers to the buying behavior of the consumer when purchasing
and/or shopping
Impulsive Buying is the tendency of a customer to buy goods and services
without planning in advance. When a customer takes such buying decisions at the spur of
the moment, it is usually triggered by emotions and feelings. (Economictimes, 2019)
In this study, impulsive buying is the main focus topic of the researchers.

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1

Aklan Catholic College

Factors Affecting the Impulsive Buying Behavior of Grade 11 HUMSS Students of

Presented to the faculty of Aklan Catholic College

In Partial Fulfillment of the Requirements for the Subject

RAVEN GEYAHH D. RUBITE

JONAH MARIE T. DISTOR

Much human activity is driven by impulses that are biochemically and

psychologically stimulated. A psychological impulse is describe as; a strong, sometimes

onset of a psychological impulse occurs suddenly and spontaneously. Once triggered, an

Impulse buying has become a widespread and distinct phenomenon. An impulse

gratification that buying provides. It becomes the usual behavior. Therefore, it is

to unplanned shopping and impulse buying.

Background of the Study

Consumer behavior according to AMA is “the dynamic interaction of affect and

This study looks at some types of purchases which is impulse buying.

Impulse buying is universal and unique aspect of consumer behavior. Piron(1991)

customer experiences emotional and/or cognitive reactions”. The definition itself

Statement of the Problem

Specifically, this study seeks to find answers to the following questions.

1. What is the demographic profile of grade 11 HUMSS students of Aklan Catholic

College Kalibo, Aklan for S.Y. 2019-2020 in terms of:

1.3 daily allowance

3.3 physical health

Hawkins Stern's Impulsive Buying Theory

Pure impulse buying

are new for the customer and attract him visually.

Reminder impulse buying

the buyers of fashion merchandise.

Suggested impulse buying

Planned impulse buying

promotion techniques lead to planned impulse buying (Stern, 1962).

product is displayed in the store, has an impact on a consumer’s impulse control.

a significant part of a consumer’s buying patterns, rational decision-making processes

dominate consumer behavior.

Conceptual Framework of the Study

Independent Variables Dependent Variables

Profile of the Students Factors Affecting the Impulsive

Figure1: A schematic diagram showing the relationship between the Independent

Variables and Dependent Variable.

age, sex, and daily allowance.

for S.Y. 2019-2020.

Significance of the Study

The results of the study are a great help to the following:

behavior of the students.

how would they best to capitalize on predictable behaviors.

conducted in the future.

Scope and Limitation of the Study

includes students profile in terms of age, sex and daily allowance.

The population of HUMSS 11 students is 81 and the sample size is 67 respondents.

Determining the factors affecting HUMSS 11 Students towards impulsive buying

will be obtained only to this particular group of students.

something. (Merriam-Webster dictionary, 2019)

genetics differences. (Medicalnewstoday, 2017)

politics. It involves political science, anthropology, linguistics, psychology, and

communication. (Edukasyon.ph, 2017)

particular thing. (Cambridge dictionary, 2019)

In this study, it refers to the daily allowances of the respondents.