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Research Methodology for Impulse buying behavior: Back Ground of Study: The term "impulse buying" is generally considered

to be synonymous with "unplanned buying. Most of the consumer purchases are being made without advance planning. Impulse buying is influenced by a variety of economic, personality, time, location, and even cultural factors. An impulse purchase or impulse buy is an unplanned or otherwise spontaneous purchase Impulse buying is done when people are having more pocket money, are emotional. Purpose of the Study: This report will analyze and present: 1. The items purchased impulsively. 2. Factors effecting impulse buying.(price, store, packaging, price cut etc) Scope of the Study: The study will be limited to current consumer choice in Mgf Metropolitan Mall Gurgaon based on sample drawn. The study can be used in refined manner to use in future or more specific impulse buying decision making. The research methodology and tools leads to specific results so can be generalized in expanded manner. We have chosen the apparels, music stores & gift shops for the purpose of our research to study impact of shelf positioning and packaging on impulse buying because these are generally place on shelves. These products are generally in use by majority of the consumers so it would give us data which will give a fair picture of the phenomenon. We will assume to take our Packaging, shelf positioning, word of mouth of the product and price for analysis, data collection. Other factors may also have an impact. Another assumption is that we will take those consumers who would come for planned shopping at the store who buy these at the beginning of the month when they receive their respective salaries And secondly those customers who come to make unplanned purchases. A limitation of the research is that we will consider only 8 stores which are representative of the consumer populace. There could be biasness in the views of consumers about preferences in buying behavior like brand consciousness, price etc but we have structured our survey forms in such a way to have unbiased data. Limitations:

Limitations low response from male respondent. No much money to support huge sample. Less time to cover all markets. Inexperience interviewers and questionnaire distributors. Data collection: Sampling: Sample is drawn on convenient basis and stratified on gender basis. 10 male and 7 female were surveyed. Age group: 20-35 at store/market respondents. Location: Mgf Metropolitan Mall Gurgaon Methodology: Methodology reviewing literature. Literature concludes that approximately 65% of all supermarket purchase decisions were made in-store with over 50% of these being unplanned decisions vary across product categories. Average customer purchase 50.5% of the products on an unplanned basis. Differences in packaging excellence are directly translated into corresponding differences in sales appeal Displays can increase the unplanned purchase in Retail stores. Questionnaire: Questionnaire Scaling: Multiple choice Questions Distribution method: With explanation: for female and that didnt know English. Questionnaire: Questionnaire three sections 1. Respondent info 2. Data collection/formal questions 3. Additional info Comments and suggestions Notes Some of the Questions prepared by me: 1) How does the buyer make purchasing decision? 2) What factors influences consumer purchase?

3) If you want to buy confectionary burger, what will be your purchase decision? a) Plan for it and buy it. b) Decide to buy at the spot 4) You hadnt seen a product before, but you goy attracted by its packaging, will you buy it? If affordable a) yes b) No 5) You saw a person purchased a product will you buy it? a) Yes b) No 6) You didnt plan a product but you purchased it, why? a) Others are buying b) You recall its add c) Packaging was attractive d) It was on sale e) Others

HYPOTHESIS 1: Impulse buying is greater in the case of better packaging or better case of better packaging or better shelf-positioning. Hypothesis 2
Unattractive packaging results in greater role of shelf-positioning a greater role of shelf-positioning(in terms of higher visibility) to(in terms of higher visibility) to play in producing an impulse play in producing an impulse purchase purchase. Hypothesis 3 Lower visibility of products in terms of their shelf-positioning, terms of their shelf-positioning, results in a greater role of the results in a greater role of the factor packaging to play in Impulse factor packaging to play in Impulse buying.