Segmentation of impulse buyers in an emerging market – An exploratory study

Sheetal Mittal, Deepak Chawla and Neena Sondhi

Journal of Retailing and Consumer Services, 2016, vol. 33, issue C, 53-61

Abstract: Impulse buying promises to be a dominant buying behaviour in the highly conducive environment of emerging markets like India. However, existing research in these markets is largely within the context of product or market driven factors with inadequate focus on psychological exploration. The present study emphasizes on the role of an individual with underlying personality trait of impulse buying tendency being the focal point of the planned investigation. It uses the knowledge of impulse buying tendency and its contextual indicators as an effective taxonomical tool to profile the retail consumers’ psychologically and capture their demographic diversity. The analysis identifies and profiles three distinct impulse buying consumer segments: proactive impulsive, hesitant-hedonist and pragmatic-rationalist; thus providing manufacturers and retailers an effective marketing tool to address different consumer groups.

Keywords: Segmentation; Impulse buying behaviour; Impulse buying tendency/trait; Psychological profile (search for similar items in EconPapers)
Date: 2016
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Citations: View citations in EconPapers (1)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:joreco:v:33:y:2016:i:c:p:53-61

DOI: 10.1016/j.jretconser.2016.07.019

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