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The art of Impulsive buying
In this independent study I’m going to talk about impulse and unplanned purchases,
which means that buying behavior and retail and distribution subjects would be involved.
Impulse purchases are made by unplanned decisions that a customer makes. It can be to buy a
service or a product. The art of impulse buying is accomplished by retailers who play with the
costumer’s emotions by creating a desire, or need of purchase of something that is not essential.
Impulse purchases are made online and in stores, however, in store has a higher rate because it’s
easier to catch the consumer’s attention, and give the costumer the instant gratification feeling.
The retail market is constantly expose to changes in trends. For that reason, retailers has
to maintain one step forward consumers expectances. Retailers has the facility to sell their
merchandise, but what it take to make them successful is having a strategic marketing mix.
Mostly, what make a retailer successful with the impulsive purchases are promotions. According
to the African journal of marketing management there are two key factors in impulsive
purchases: “The first is the promotional effect, which includes such stimuli as promotional
discounts (coupons, multiple item discounts and gifts) and cheaper prices. The second was
termed the atmospheric engagement effect (enjoyment and attractiveness) conveyed by the POP
posters. This categorization was quasi adopted for the purpose of this current study” (Tendai and
Crispen, 2009). Impulsive buying has the power of increase the company revenue and profits,
most of the retailers have being trying to influence the in store costumer decisions by creating
enjoyable, attractive and environments starting with background music, cleanliness, attractive
store layout, in store displays and persuasive shop assistants among other things.
On the other hand, back in the 60’s when the impulsive purchases started according to a
journal article say that “ Impulse buying is a variety of economic, personality, time, location, and
even cultural factors” (Stern, 1962). This method has been in the retail industry for several years
from now. However, even do it plays an important role there are more aspects that are more
important. Nowadays, what really catch a costumer attention is the promotional campaigns for a
limited time a store can have because they play with the costumer psychology. The second most
important fact is the location of those products that are going to be considered Impulsive
purchases has to be placed properly. Most costumer, don’t know what they want until they see it.
They should be visible to costumers in order to miss the opportunity to tempt them. Once
someone decides to make an impulse purchase, you don’t want to give them any chance to
change their mind. For that reason, the third most important is the buying process offered to
