Analyzing Consumer Impulse Purchasing Behaviour Using Observational Data

Abstract

This article identifies consumers' impulse purchasing behavior in supermarkets. The study includes an interpretation of the impulse decision relationship with the final purchase and an analysis of the distribution of impulse purchasers' demographic characteristics (age and shoppers' company). SPSS was used to analyze the observed data at a national retail supermarket chain. The logistic regression model was developed in order to identify the explanatory power of the variables. Categorical principal component analysis was employed to analyze the distribution of the variables. Empirical findings indicated that “impulsive decision” has a stronger intensity on “purchase” than “gender” does. Impulsive customers are split into three age groups and two company categories. These results could be used to design marketing strategies in order to increase sales. However, a few limitations occurred during the study such as: observation timing, unicity of location and observers' subjectivity.

Adapting the ESSENZ Method to Assess Company-Specific Criticality Aspects

“…These factors, however, are either hardly quantifiable or impossible to scale. In addition, there is no scientific consensus on the extent of the impacts of these factors, and what those impacts are [52][53][54][55].…”