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Impulse buying behavior of Vietnamese consumers in supermarket setting
Abstract
The goal of this paper is to identify factors affecting consumer impulse buying behaviors at supermarkets in Vietnam. Impulse purchase or impulse buying portrays purchases that shopper makes without any intention planned before shopping trip. This study attempts to analyze the impact of various variables extracted from internal, external, demographics, social perspectives on consumer impulse buying behavior. Quantitative questionnaire is used to measure responses of participants. The statistical analysis method employed in this study is Factor Analysis using SPSS software. This consumer behavior is on a great rise due to pricing strategies, store characteristics, situational factors and promotional activities. At the end of this paper, a set of suggestions is outlined to be investigated in the subsequent research works.
Keywords: impulse buying behavior; unplanned purchase; consumer behavior; supermarket; Vietnam
Impulse buying behavior of Vietnamese consumers in supermarket setting
1. Introduction
An impulse purchase or impulse buying is an unplanned or spontaneous purchase (Clover, 1950; Stern, 1962;
Rook, 1987). Kacen and Lee (2002) described typical characteristics of impulse buying as unplanned purchase
made by a spontaneous decision and a subjective bias in favor of immediate possession. Stern (1962) sorted
impulse buying behavior into 4 distinctive categories. Pure impulse buying: is a novelty or escape purchase
which breaks a normal buying pattern. Reminder impulse buying: occurs when a shopper sees an item or recalls
an advertisement or other information and remembers that the stock at home is low or exhausted. Suggestion
impulse buying: occurs when a shopper sees a product for the first time and visualizes a need for it. Planned
impulse buying: takes place when a shopper makes specific purchase decisions on the basis of price specials,
coupon offers and the like.
Parboteeah (2005; based on Piron, 1991, p. 512) viewed impulse buying as unplanned purchase after being
exposed to stimuli and finalize the purchase on the compelling urge. Ghani, Imran, and Jan (2011) described
impulse buying as the instantaneous purchase decision inside a store without intention to buy certain products
prior to shopping trip. As consumers browse inside shopping context without intention to buy any specific
products, they are exposed to splendid in-store layouts or joyous and cheerful atmospheric cues, appealing
product display, and many others, thus provoking consumers urging buying desire for unplanned items. Since
sudden urge strikes on consumers’ buying desire, it overpowers consumers’ resistance, hence driving them to
on-the-spot purchases without deliberative consideration of information and alternatives. During the process,
consumers are influenced by internal and external factors that trigger cues for impulse purchase behavior.
1.1 Objective of the Study
The main objective of this study is to identify factors influencing consumer’s impulse buying behavior in
supermarket setting, hence distinguishing between direct and mediatory factors. The output obtained from this
study modifies and corroborates the conceptualization framework of impulse buying behavior, summarizes and
proliferates consumers’ behavioral response model proposed previously by scholars and researchers from variety
of geographical origins.
1.2 Contribution
Although impulse buying behavior of consumers in modern shopping format like supermarket is prevalent
in emerging market of Vietnam, there has been a scarcity of researches into this affair. Therefore, the finding of
this study contributes to the understanding of this commonplace phenomenon by providing a multidimensional
insight into factors constituting this behavioral response of Vietnamese consumers. Through the observation and
understanding of how and to what extent consumers behave in response to influential factors in shopping context,
retailers and marketers can involve these factors in the setup of supermarkets to push up their profits through
encouraging consumers into more impulse purchases.
1.3 Profile of supermarkets in Vietnam
The retail industry of Vietnam has substantially evolved as the country shifted from centrally planned
economy to market economy since 1990s. Progressive industrialization and modernization, in common with the
more prosperous lives of people and the mount in residents’ living standard has altogether brought to the
substantial rise in average household expenditure, contributing to the surge of sales in retailing market. The
urbanization also exposes on the retail industry the requirement of shopping in hassle-free environment with
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