External Factors Influencing the Cognitive Response of Impulse Buying Behaviour amongst Generation Y Students
Keywords:
Impulse buying, cognitive response, external factors, consumer behaviour, Generation Y
Abstract
Impulse buying behaviour has been recognised as a key research concern amongst academic researches and marketers. At one time or another a large amount of consumers purchases on impulse. Evidence from the literature indicates that external factors, such as in-store atmosphere, in-store browsing, in-store layout, salespersons, promotions and reference groups are important antecedents of impulse purchases. The cognitive response to act on impulse purchase is triggered by external factors to buy on impulse. This paper reports on a study undertaken to determine the external factors influencing the cognitive response of impulse buying behaviour amongst Generation Y students. Generation Y are labelled as individuals born between 1986 and 2005. The study employed a quantitative method, whereby a structured, self-administered questionnaire was used to collect data from a non-probability convenience sample of 349 students (aged 18 to 24 years), across two South African public higher education institutions’ campuses located in the Gauteng province. The collected data was examined using descriptive statistics, confirmatory factor analysis, reliability, correlation analysis and regression analysis. The coefficient of multiple determination (R2) was 0.070 that implies that in-store atmosphere, in-store browsing and promotions can predict seven percent of the variance in Generation Y students’ cognitive response to buy on impulse, which proposes that other variables influence Generation Y students’ cognitive response to buy on impulse.
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References
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Dawson, S. & Kim, M. (2009). External and internal trigger cues of impulse buying online. Direct Marketing: An International Journal, 3(1), 20-34. Dincer, C. (2010). The influence of affect and cognition on impulse buying behaviour. Social Responsibility Journal, 1, 153-158. Dot Active. (2016). Impulse buying strategies. https://www.dotactiv.com/blog/merchandising-strategiesimpulse-buying Date of Access: 27 July 2018. Eroglu, S. A. & Machleit, K. A. (1993). Atmospheric factors in the retail environment: sights, sound and smells. Advances in Consumer Research, 20, 34. Evans, M., Jamal, A. & Foxall, G. (2008). Consumer Behaviour. John Wiley and Sons Ltd, Liber. Field, A. (2009). Discovering statistics using SPSS. 3rd ed. London: Sage Publications Ltd. Gamage, D. N. W., Wickramasingha, Y. M. & Henegedara, G. M. (2008). Factors influencing impulse buying behaviour of rural people. Research and Training Institute, 1, 1-2. Gandhi, A., Vajpayee, A. & Gautam, D. (2014). A study of impulse buying behaviour and factors influencing it with reference to beverage products in retail stores. Journal of Symobios is Institute of Business Administration, 8, 1-17. Garcia. (2018). Food tips list of impulse purchases.https://retail.emarketer.com/article/food-tops-list-ofimpulse-purchases/5a946479ebd4000744ae413d Date of Access: 21 July 2018. Hall, A. (2018). Brits’ top impulse buys revealed as study shows we spend £144 000 in our lives on unplanned purchases. https://www.mirror.co.uk/money/personal-finance/brits-top-impulse-buys-revealed11856701 Date of Access: 21 July 2018. Hausman, A. (2000). A multi-method investigation of consumer motivations in impulse buying behaviour. Journal of Consumer Marketing, 17(5), 403-426. Hussain, R. & Ali, M. (2015). Effect of store atmosphere on consumer purchase intention. International Journal of Marketing Studies, 7(2), 35-43. Iacobucci, D. & Churchill, G. (2010). Marketing Research: Methodological Foundations. 10th ed. SouthWestern Cengage Learning. Jamal, M. & Lodhi, S. (2015). Consumer shopping behaviour in relation to factors influencing impulse buying: a case of superstores in Karachi, Pakistan. European Journal of Business and Management, 7(31), 30-46. Kalla, S. M. & Arora, A. P. (2011). Impulse buying: a literature review. Global Business Review, 12(1), 145-157. Kannan, P. & Vinayagamoorthy, A. (2014). A study on influencing impulse buying behaviour. International Journal of Management and Social Science research review, 1(1), 19-27. Karbasivar, A. & Yarahmadi, H. (2011). Evaluating effective factors on consumer impulse buying behaviour. Asian Journal of Business Management Studies, 2(4), 174-181. Khan, N., Hui, L. H., Chen, T. B. & Hoe, H. Y. (2016). Impulse buying behaviour of Generation Y in fashion retail. International Journal of Business and Management, 11(1), 144-151. Kilber, J., Barclay, A. & Ohmer, D. (2014). Seven tips for managing Generation Y. Journal of Management Policy and Practice, 15(4), 80-91. Kim, J. (2003). College students apparel impulse buying behaviours in relation to visual merchandising. Athens, Georgia: University of Georgia. (Thesis-Masters of Science). Kumar, S. R. (2007). Marketing and branding. Bangalore, India: Pearson Education. Levy, M. & Wietz, B. A. (2011). Retailing management. 8th ed. Wisconsin, Madison: McGraw-Hill/Irwin. Lin, E. (2013). External and internal factors of impulse buying behaviour in reference to gender. University Malaysia Sabah. (Masters-Thesis), Mäkinen, T. (2015). Customers buying behaviour. Jamk University of Applied Sciences. (Thesis-PhD). Malhotra, N. K. (2010). Marketing research: an applied orientation. 6th ed. Upper Saddle River, NJ: Pearson Education. Markert, J. (2004). Demographics of age: generational and cohort confusion. Journal of current issues and research in advertising, 26(2), 11-25. Mathai, S. T. & Haridas, R. (2014). Personality – its impact on impulse buying behaviour among the retailer customers in Kochin city. IOSR Journal of Business and Management, 16(4), 48-55. Mattila, A. S. & Wirtz, F. (2001). Congruency of scent and music as a driver of instore evaluations and behaviour. Journal of retailing, 77(2), 273-289. Mothapo, M. N. (2013). Importance of clothing brands on the purchasing decisions of Generation Y in the Vaal Triangle area. Vanderbijlpark: North West University. (Dissertation-Masters). Muruganantham, G. & Bhakat, R. S. (2013). A review of impulse buying behaviour. International Journal of Marketing Studies, 5(3), 149-160.
Nishanov, B. & Ahunjonov, U. (2016). The influence of store characteristics on consumer’s impulse buying behaviour. Journal of International Business Research and Marketing, 1(3), 20-26. Noble, S. M., Haytko, D. L. & Phillips, J. (2009). What drives college age Generation Y consumers. Journal of Business Research, 62, 617-628. Ohta, M. & Higuchi, Y. (2013). Study on the design of supermarket store layouts: the principle of “sales magnetâ€. International Journal of Social, Behavioural, Educational, Business and Industrial Engineering, 7(1), 209-212. Pallant, J. (2010). SPSS survival manual. 4th ed. London: Open University Press. Patil, P. & Agadi, R. (2016). Impact of visual merchandising on young customers‟ apparel impulse buying behaviour. International Journal of Advancement in Engineering, Technology, Management & Applied Science, 3(1), 187-199. Rook, D. W. & Hoch, S. J. (1985). Consumer impulses. Advances in Consumer Research, 12, 23-27. Rook, D. W. & Fisher, R. J. (1995). Normative influences in impulsive buying behaviour. Journal of Consumer Research, 22, 305-313. Sangalang, R. A., Siochi, J. & Plaza, M. (2017). Factors Influencing Consumers’ Impulse Buying Behavior in the Fifth District of Cavite. Paper presented at the DLSU Research Congress 2017, De La Salle University, Manila, Philippines, 20-22 June. http://www.dlsu.edu.ph/conferences/dlsu-research-congressproceedings/2017/EBM/EBM-I-005.pdf. Schiffman, L. G., Kanuk, L. L. & Wisenbilt, J. (2010). Consumer behaviour. 10th ed. Upper Saddle River, NJ: Pearson Prentice Hall. Sharma, K. (2012). Impact of affective and cognitive processes on impulse buying of consumers. Rajkot: Saurashtra University. (Thesis-PhD). Shivangunde, R. B., Shukla, R. K. & Mehrotra, V. S. (2012). Organised retailing: retail store layout and design. Bopal: PSS Central Institution of Vocational Education. Shojaei, M. R., Shahlaei, A., Torabi, S. & Ghaedi, M. R. (2014). Investigating the effective factors on impulse buying. European Journal of Business and Management, 6(11), 62-64. Sowetan Live. (2014). 10 things you didn’t know about student spending. http://www.sowetanlive.co.za/news/business-news/2013/07/09/top-things-you-didn-tknowabout-student-spending Date of access: 16 October 2016. Statistics South Africa. (2016). Mid year population estimates 2016 South Africa. http://www.statssa.gov.za/publications/P0302/P03022016.pdf Date of access: 16 October 2016. Strydom, J. W., Cant, M. C. & Jooste, C. J. (2000). Marketing management. 4th ed. Cape Town, SA: Juta. Taushif, M. R. & Gupta, M. (2013). A study of factors affecting impulse buying behaviour of consumers at malls (Dehli). International Journal of Research and Development – A Managerial Review, 2(2), 46-50. Times Live (2014). Impulse buying statistics in rands. http://www.timeslive.co.za /thetimes/2014/05/27/impulse-buying-has-malls-smiling Date of access: 7 March 2016. Tinne, W. S. (2011). Factors affecting impulse buying behaviour of consumers at Superstores in Bangladesh. ASA University Review, 5(1), 209-220. Tutor2u. (2015). Sales promotion definition. http://www.ttor2u.net/business/reference/sales-promotion Date of Access: 22 August 2016. Universities South Africa. (2016). Universities of South Africa. http://www.universitiessa.ac.za/publicuniversities-south-africa. Date of access: 30 March 2016. Vänniä, E. (2013). Impulse buying behaviour of young males in an airport environment. International Business. (Thesis-Masters). Verplanken, B. & Herabadi, A. G. (2001). Individuals differences in impulse buying tendency: feeling and no thinking. European Journal of scientific Research, 15, 7183. Vishnu, P. & Raheem, A. R. (2013). Factors influencing impulse buying behaviour. European Journal of Scientific Research, 100(3), 67-79. Viswanathan, V. & Jain, V. (2013). A dual-system approach to understanding “Generation Y†decision making. Journal of Consumer Marketing, 30(6), 484-492. Yigit, S. & Aksay, K. (2015). A comparison between Generation X and Generation Y in terms of individual innovativeness behaviour: the case of Turkish health professionals. International Journal of Business Administration, 6(2), 106-117. ŽniderÅ¡ić, R. K., Grubor, A. & Marić, D. (2014). Impulsive consumer behaviour. International Journal of Multidisciplinary in Business and Science, 2(2), 81-89.
Published
2018-11-03
How to Cite
Neves, J. A., Redda, E. H., de Klerk, N., & de Klerk, N. (2018). External Factors Influencing the Cognitive Response of Impulse Buying Behaviour amongst Generation Y Students. Journal of Economics and Behavioral Studies, 10(5(J), 264-273. https://doi.org/10.22610/jebs.v10i5(J).2515
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Copyright (c) 2018 Jacinta Ana Neves, Ephrem Habtemichael Redda, Natasha de Klerk, Natasha de Klerk
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