Analyzing Consumer Impulse Purchasing Behaviour Using Observational Data

Yuliia Kyrdoda, George Baltas and A.Malek Hammami
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Yuliia Kyrdoda: Mediterranean Agronomic Institute of Chania, Chania, Greece
George Baltas: Athens University of Economics and Business, Athens, Greece
A.Malek Hammami: University of Nebraska-Lincoln, Lincoln, USA

International Journal of Food and Beverage Manufacturing and Business Models (IJFBMBM), 2018, vol. 3, issue 2, 16-28

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.

Date: 2018
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