Determination of the Relationship Between Lifestyle and Impulsive Purchasing Behaviour

Abstract

The main purpose of this study is to examine whether there is a relationship between impulse purchasing behaviour and lifestyle. It is necessary to understand the lifestyle types of consumers, who are heavily influenced by the sales and communication activities implemented by businesses and are inclined to engage in impulse purchasing behaviour. Impulse purchasing is encouraged in consideration of the tough competition between businesses. The population of the research is Duzce, which is one of the provinces that best represents Turkey due to its cosmopolitan structure and developed industry. More than 500 individuals were reached by employing the purposeful sampling method, and brief information about the research was given to them. Finally, 394 of them who had full knowledge of the subject were selected for the study. Frequency distribution, factor, correlation, regression, t test and ANOVA tests were applied to the obtained data. According to the frequency distribution results, the participants generally had prepared a list of needs (63%), purchased products that were not needed (80%), and defined themselves mostly as organizers, citizens and innovators. Based on the results of factor analysis, seven factors related to lifestyle emerged. These are the experiencers, strives, makers, believers, innovators, achievers, and survivors. A single factor has emerged in the impulse purchasing behaviour. According to the results of the correlation analysis, significant and positive relationships emerged between all subdimensions of lifestyle and impulse purchasing behaviour. The highest correlation was found between survivors and insurgent to impulse purchasing behaviour. Regarding the results of the regression analysis, it was concluded that the survivors, experiencers, and insurgent individuals under the lifestyle subdimensions had a significant and positive effect on impulse purchasing behaviour. According to the difference analysis, it has been revealed that lifestyle-oriented females have a more positive perception than males, singles than married, those who prepare a list of needs than those who do not, those with high incomes than those with low incomes, and middle-age groups than other groups. It has also been revealed that private sector employees had a more positive perception than those who were self-employed, unemployed, students and other professional groups. In the dimension of impulse purchasing behaviour, it was concluded that secondary school graduates had a more positive perception than the others and those who prepare need lists compared to those who do not prepare need lists. When the results are evaluated, it can be concluded that the lifestyle types that have the most impact on impulse purchasing behaviour are those who are strives, survivors, and experiencers.