Important Factors that Influence Impulsive Buying among Consumers

All of us have tend to indulge in impulsive shopping some time or the other. Who could forget Rebecca Bloomwood of the Shopaholic Series who was the perfect example of an impulsive buyer?  Similarly, in most cases, it was more love for the product than necessity that influenced our decisions.

You bought it, due to the irresistible urge. Indulging your inner desires through shopping is not wrong at all
provided it’s within limits.
If you noticed any checkout aisle, there are some products stocked which are called impulsive products, those
which shoppers tend to grab, due to forgetfulness while shopping or they are too good to resist!

What exactly is impulsive buying?

When you purchase items that you may not need or can't afford, it’s called impulsive buying. It could range
from a small pen to outfits which you wouldn't wear, or even expensive gadgets you couldn't afford but
nevertheless bought out of fancy.
Blame it on newer marketing tactics, this Shopaholic syndrome is an increasing problem with more and more
people falling prey to it. Finding out what compels you to make such impulsive purchases is the first step to
quelling this problem and not fall into marketing traps. Let’s take a look at all the factors which influence
Impulsive buying so that we do not fall prey to it.

Playing with Emotions

When we are in an emotional state, we always tend to purchase more due to the increased sense of
contentment, happiness and rush of energy we get. Without thinking of the financial consequences or
aftermath, we use the shopping experience as a way of mood lifting. Tip- do not shop when you are in an
extremely emotional state!

Discounts and Sales

Yes, this is one word which makes even the most disciplined person starry eyed. A huge sale which proclaims to
have up to 70% discount makes many impulsive shoppers weak-kneed! Buy One Get One Free, Sale with
Massive Discounts...such phrases make people give in to buy one get one free. It actually feels you are getting a
great deal when in reality you wouldn't even have bought those stuff in the first place.

Situational factors

Buying is also influenced by the time and place of observation. Whenever a customer indulges in the
Shopaholic Syndrome, it's seen that situational factors like the shop environment, availability of time and the
economic condition at the time play a role. Other circumstances could be social visibility, emotions contributing
to the feeling of buying on impulse and so on.

Money at Hand

With increased income levels (and plenty of credit cards to boot), it's certainly not a great financial stress for
most people which pushed them into the urge of impulsive buying. Consumers with stable finance will extend
their shopping spree to include things they didn't want in the first place.
Money is a great motivational factor for impulsive shopping and people need to ensure they don't fall for it.

Influence from Friends

Impulsive shopping is also the result of getting influenced by friends and relatives choices. It could also be a
result of an unspoken competition to buy whatever your rich neighbor gets to stay up in the race. Friends can
sway you to buy stuff which is unnecessary by egging you on of its positive effects.

Great Display

A store which knows its customers creates a calm environment with good decorations. It is pleasing for
customers to enter the store and feel positive. They then tend to purchase more than they set out for. Most
store owners resort to such tactics and put out their best products for display up-front. Pleasant music,
aromatic scents and good lighting are also important factors in impulsive buying.

Visual merchandising

Visual merchandising is a ply used by retailers to sell products to consumers by grabbing their attention and
then compelling them to buy the product. It shows the value of the product and how customers can benefit
from them. Such tactics influence a consumer's purchasing decisions, thus contributing to impulsive behavior.


Consumers have shown to enjoy shopping experiences more when they have friendly shop assistants around.
Good service of salespeople influences customers to buy more. Studies indicate a positive shopping
environment created by friendly salespersons are a strong indicator of increased impulsive shopping.
Therefore, behavior and selling techniques of salespersons encourage this.

These are some of the most important factors which influence impulsive buying. If you wish to curb the
practice, identify which of the above are influencing you and change your mind about them. The nest time
you wish to grab the extra candy or cute shirt, think twice before you drop it into your shopping cart.

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