IMPULS

E
BUYING
CONSUMER
BEHAVIOR
PRESENTED TO:
SIR. ANIS HASSAAN
ZUBERI
PRESENTED BY:
QURAT-UL-AIN
RIAZ
SIDRA TANVEER
NAJMA JAVED
MEHREEN RAZA
 IMPULSE BUYING

• Impulse buying occurs when a

consumer experiences a sudden,
often powerful and persistent urge
to buy something immediately.
CONCEPTUAL DEFINITION

• Impulse buying is defined as a

buying action undertaken without the
problem having been previously
recognized or a buying intention
formed prior to entering the store
OPERATIONAL DEFINITION

• The items purchased whose

decisions were made after entering
the store are impulse purchases
(Bellenger, Robertson, and
Hirschman).
 CATEGORIES OF IMPULSE
BUYING

• Pure impulse buying

• Reminder impulse buying

• Suggestion impulse buying

• Planned impulse buying.

 INTRODUCTION
• Video on impulse buying ….
 HYPOTHESES

• Hypothesis 1: There is at most 20%

incidence of impulse buying in Naheed
Super Store.

• Hypothesis 2: There is association

between gender and impulse buying
behavior.

• Hypothesis 3: Rate of Impulse buying

increases with the size of the bill.
• Hypothesis 4: Rate of Impulse
buying increases with the number of
different products bought.

• Hypothesis 5: There is association

between presence of shopping list &
impulse buying behavior.
 RESEARCH DESIGN
• Type of research
Exploratory in nature and involved
conducting interviews of shopper leaving
Naheed.
• Data Collection Method
 Secondary Data
 Primary Data

• Measurement Technique
A questionnaire was designed by the
researchers for personal interview.
 SAMPLING PLAN
• Population Definition
Men and women of age 18 and above.
• Sampling Frame
Naheed was selected to conduct the
research..
• Sampling Unit
One shopping party.
• Sampling Method
Any shopping party leaving the store
after making some purchases.

• Sample Size
Total sampling size of 80.

• Sampling Plan
The four researchers were spilt into two
teams.
 LIMITATIONS
• People were not very receptive or did
not know how to respond to certain
questions.
• As students, we had limited amount of
resources to spend on this research.
• The findings cannot be extended to all
the supermarkets in Karachi. Hence
the findings are only applicable to
Naheed.
• Some other influencing factors such as
in-store stimuli, consumer traits other
than gender, situational factors and
normative traits of decision making
have not been studied..
RESULTS
 HYPOTHESIS 1
• Incidence of Impulse buying
Our results showed that the
incidence of impulse buying is
significantly greater than 20%.
 HYPOTHESIS 2
•  Association of Unplanned
Purchases with Gender

Male Female total

Impulse 13 36 49
Planned 21 10 31
Row 34 46 80
total
 F / Pl M / Im
13% 16%

M / Pl
26%

F / Im
45%
 HYPOTHESIS 3
• Shopping bill and impulse buying
behavior

Re lationship be twe e n Shopping Bill & Pe rce ntage of

Unplanne d Purchase s
Percentage of Unplanned

40%

30%
Purchases

20%

10%

0%
0-500 501-1000 1001- 1501- 2001- 2501- 3001- Over
1500 2000 2500 3000 3500 3501

Shopping Bill (Rs)

 HYPOTHESIS 4
• Number of Products bought
and Impulse buying
Our findings show that even
though the greater the number of
products purchased, the greater
the exposure to in-store stimuli but
the number of products bought on
impulse do not increase.
 HYPOTHESIS 5

• Shopping list and Impulse buying

Behavior

No 
Shopping 
  Shopping list List  
Planned 12 20 32

Unplanned 11 37 48
  23 57 80
 List / Im
14%
No List / Pl
25%

List / Pl
15% No List / Im 
46%
 CONCLUSION AND
RECOMMENDATIONS

• Our research shows that impulse buying

is a phenomenon common amongst the
female shoppers in Karachi.
 CONCLUSION AND
RECOMMENDATIONS
• The impact of presence of shopping list,
size of the shopping bill and number of
products purchased was found to be
insignificant.

• The bill size and the number of items

purchased are two measures to define
the transaction size. Overall, both of
them turned out to have no significant
correlation with impulse buying
• We found high incidence of impulse
buying in snacks and
confectionaries.
THANK
YOU

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