Impulse buying behaviour

Journal of Management Research
Vol. 13, No. 3, July–September 2013, pp. 145–154
A Study of Influence of Demographic Factors
on Consumer Impulse Buying Behavior
Abu Bashar, Irshad Ahmad and Mohammad Wasiq
Abstract
The main purpose of the paper is to determine the correlation of consumers’ demographic factors on
the impulse buying behavior with respect to a number of single impulsivity indicators and one collective
indicator. The paper consists of theoretical and research aspects. The first part encompasses theoretical
insights into the secondary research regarding impulse buying while the practical part presents the
methodology and primary research results. With respect to the subject matter, research goals as well as
previous findings and primary research results, corresponding hypotheses were set and mainly confirmed.
Inter variable correlation and regression analysis has been performed to test the hypothesis. The results
showed that demographic factors, such as the disposable income and age, are related to most impulse
buying indicators and to the impulsivity collective indicator. However, educational qualification and
gender produced marginal association with impulsive buying behavior. The paper also summarizes
research limitations as well as the work contribution and future research guidelines.
Keywords: Impulsive buying, consumer behavior, buying decision, individualism, gender, age group,
marital status, profession
INTRODUCTION
Recently, consumers have been undergoing a major
transformation from passive buyers to active
enhancers or creators of new consumption
experiences, proactively taking part in the process
of collaborative marketing. The experiential
paradigm of consumer behavior views
consumption as a holistic expression of symbolic
meanings, hedonic (emotional) responses, and
sensory pleasures (Hirschman and Holbrook, 1986;
Holbrook and Hirschman, 1982). Echoing this
view, evolutionary and rational choice theorists
have contended that human experiences and
impulse buying should be interpreted as a
consequence of cognition-based interactions
between humans and their environments (Clark,
1997; Dreyfus, Wals and Weelie, 1991). That is,
individuals react to particular experiences that
cause contextually embodied cognition and engage
in context-specific behaviors which ultimately leads
to impulse buying. Therefore, it is critical to
recognize this conceptual base-linking behavior in
its context and empirically develop conceptual
measures to ascertain the roles of consumers’
demographic factors in their purchase behavior.
Previous studies of shopping behavior have
emphasized some aspects of shoppers’ behaviors
related to purchase motives (Arnold and Reynolds,
2003; Eastlick and Feinberg, 1999; Buttle and
Coates, 1984), shopping benefits (Babin, Darden
and Griffin, 1994; Park, 2003; Hwang, 2010), and
search experiences (Bloch, Sherrell and Ridgway,
1986; Mathwick, Rigdon and Iacobucci, 2003).
Abu Bashar (Corresponding Author)
IILM Academy of Higher Learning
Greater Noida - 201306
Irshad Ahmad
Brown Hills College of Engineering & Technology
Faridabad, Haryana - 121004
Mohammad Wasiq
Al-Falah School of Engineering & Technology
Faridabad, Haryana - 121004

146 Journal of Management Research
Such studies have typically approached shopping
behavior from rational (utilitarian) as well as
emotional (or hedonic) perspectives. Shopping
involves diverse facets of shoppers’ experiences
requiring a substantial level of interactions among
shoppers, salespeople, and the store’s atmosphere.
Given this characteristic, the shopping process
entails sensory, emotional, and rational experiences
that shoppers may encounter in an interactive
fashion. For instance, shoppers, upon entering a
store, come into contact with store atmospherics
that stimulate their sensory appeals, such as the
store’s merchandise display, interior, aroma,
lighting, and background music. Such sensory
stimuli can then evoke emotional responses such as
joy, delight, and excitement, among others. While
searching for desired goods, shoppers have rational
experiences (e.g., they process information for
alternative product choices), in this course they
subconsciously get involved in impulse buying.
RATIONALE OF THE STUDY
It is seen that shopping mall owners tried to exploit
impulses, which are associated with the basic need
for instant satisfaction. A buyer in the shopping
store might not specifically be shopping for the
confectionery goods like, sweets, chocolates,
bubble gums, mints and biscuits. However, related
confectionery items displayed at prominent places
will certainly attract buyer’s attention and trigger
impulse buying behavior in them. This
phenomenon can easily be understood with the
help of two principles/forces as a part of
psychological review of literature, which interprets
impulses as the consequences of these competing
principles/forces. These principles are well
presented in the papers of Freud (1956) and Mai,
Jung, Lantz and Loeb (2003). These principles are
stated below:
a. First, the pleasure principle
b. Second, the reality principle
The pleasure principle is related to immediate
satisfaction felt by consumer whereas the reality
principle is related to delayed gratification. There
is always an ongoing competition between these
two forces represented as principles within the
buyer when they enter a shopping store with the
intention to buy. As a consequence impulse related
behavior overcomes them because impulses are
usually difficult to resist and involve premeditated
pleasurable experiences, as of study of Rook
(1987).
In this paper we are interested in finding
associations among variables (demographic and
socioeconomic) regarding spending to different
impulse buying patterns related to diversified
groups of buyers.
This paper will certainly add value to the existing
knowledge base and simultaneously give us courage
to indulge in further advance researches in the field
of management sciences. This study is also useful
for retailers and manufacturers who want to
improve their understanding regarding consumer
impulse buying behavior.
PURPOSE OF THE STUDY
The purpose of the research study is to test the
association of the independent variables that are;
age, gender, income group, educational
qualification, profession regarding consumer
purchasing with the dependent variable that is;
impulse buying behavior of consumers who shop
in the area of Delhi & NCR.
LITERATURE REVIEW
Moods also influence the impulsive buying
behavior. Researchers found that the respondents
were of the opinion that the most frequently
mentioned mood state for stimulating impulse
purchase was “pleasure” followed by mood states
“care free” and “excited”. Consumer believes that,
impulsive buying helps in extending these feelings.
Most of researchers’ findings are that positive
moods facilitate impulsive buying, but a few
researchers also found that “negative” moods also
facilitate impulsive buying (Gardner and Rook,
1987) Negative moods adversely affect “self

Volume 13, Number 3 • July–September 2013 147
control”, therefore, the individual fell prey to
impulsive buying (Herman and Polivy, 2004).
Consumer in negative mood turns to purchasing
with the hope that this would alleviate their
unpleasant mood. (Mick and Demoss, 1990).
Researchers have found a relationship between age
and impulsive buying. Impulsive buying tends to
increase between the ages 18 to 39, and then it
declines thereafter (Bellenger, Robertson and
Hirshman, 1978). An inverse relationship was
found between age and impulsive buying. It was
also found that the relationship is non monotonic.
It is at a higher level between age 18 to 39 and at a
lower level thereafter (Wood, 1998).
A relationship between gender and income was
also found. Men and Women relate the material
possession differently. The research demonstrates
that women preference is for items related to
elemental values, while men preference is for items
related to leisure and finance. The reasons for the
respective preference were that women value their
possessions for “emotional” and “relationship”
reasons. Men on the other hand value their
possession for “functional instrument reasons”. It
was also found that the men purchase items for
personal identity reasons (independent). Women
on the other hand make purchase for social identity
reasons (Ditmar et al., 1995).
Impulsivity is a personality trait defined as a
tendency towards acting without forethought,
making quick cognitive decisions, and failing to
appreciate the circumstances beyond the here and
now (Barratt, 1993). It is one of those dimensions
of individual differences that are frequently
associated with the biological bases of personality;
a state involving non-specific physiological
activation and the non-directional component of
alertness (Anderson and Revelle, 1994). For over
fifty years, consumer researchers have strived to
form a better definition of impulse buying.
Early studies on impulse buying stemmed from
managerial and retailer interests. Research in this
vein placed its emphasis on the taxonomic
approach to classifying products into impulse and
non-impulse items in order to facilitate marketing
strategies such as point-of-purchase advertising,
merchandising, or in-store promotions. This
approach is limited by a definitional myopia, which
simply equates impulse buying to unplanned
purchasing (Bellenger et al., 1978; Kollat and
Willett, 1967; Stern, 1962). Impulsive buying has
been defined as the spontaneous or sudden desire
to buy something, and when compared to more
contemplative approaches to decision-making, is
considered emotional, reactive, and “prone to
occur with diminished regard” for the
consequences (Rook, 1987).
While impulsive buying is often emotion-related
(Eysenck et al., 1985), there is evidence of a
cognitive component in impulsive behavior (Hoch
and Loewenstein, 1991; Rook and Fisher, 1995);
individuals are shown to consider an impulsive act
a priori then engage in the behavior because it is
believed to be appropriate. In this case, short-term
benefits may be chosen despite their potential for
“serious long-term consequences,” depending on
the situation or a person’s “chronic values” (Puri,
1996). Although some individuals are more likely
than others to satisfy hedonic goals by acting on
impulse, “not all reward seekers are impulsive”
(Ramanathan and Menon, 2006).
Impulsive buying has been described as making
unplanned and sudden purchases, which are
initiated on the spot, and are accompanied by a
powerful urge and feelings of pleasure and
excitement (Rook, 1987). In response to this
definitional problem, researchers began to focus on
identifying the internal psychological states
underlying consumers impulse buying episodes
(Rook, 1987; Rook and Gardner, 1993; Rook and
Hoch, 1985). Impulse buying was redefined as
occurring “when a consumer experiences a sudden,
often powerful and persistent urge to buying
something immediately.
The impulse to buy is hedonically complex and
may stimulate emotional conflict; also, impulse
buying is prone to occur with diminished regard
for its consequences” (Rook, 1987). In the same
vein, Hoch and Loewenstein (1991) explained
impulse buying as a struggle between the

psychological forces of desires and willpower. The
shift in defining impulse buying has drawn
particular attention to systematically investigating
factors that may underlie or cause impulse buying.
This work includes examinations of the mood-
impulse buying relationship (Gardner and Rook,
1988; Rook and Gardner, 1993); the relationship
between affective states, in-store browsing, and
impulse buying (Jeon, 1990); the holistic processing
and self-object meaning-matching in impulsive
buying (Burroughs, 1996); and the normative
influences on impulse buying (Rook and Fisher,
1995).
There are several complementary models of
purchase behaviors employed in consumer
research, such as utility-maximization, decision-
making, behavioral influence, hedonic, and
meaning-transfer perspectives, and often purchase
behavior is best explained by a combination of
perspectives (Arnold and Reynolds, 2003).
However, impulse buying does not conform to any
of the so-called rational, economic, or decision-
making perspectives and instead seem to be
associated with complex hedonic psychosocial
motivations and low-effort, feeling-based decision-
making (Holbrook and Hirschman, 1982; Hoyer
and Macinnis, 2001). Prior research has described
risk taking in product choices, innovativeness in the
adoption of new products and retail facilities,
variety seeking in purchase behavior, browsing,
looking at window displays, and recreational
shopping as examples of exploratory consumer
behaviors. These behaviors have the capacity to
lead individuals to exciting and novel purchase
experiences, offer a change of pace and relief from
boredom.
As affective responses partially responsible for
impulse buying, feelings of pleasure and excitement
have been assumed to take place before unplanned
behaviors or during/after a purchase. Some studies
have considered the sudden buying urge as a type
of pathological compulsive behavior and regarded
regret as a post-impulse behavior resulting from
buying something unnecessary (Dittmar and Drury,
2000).
Here, the question is whether the type of in-store
experience plays some role in inducing impulse
buying. Previous studies have shown that a positive
store atmosphere can lead to approach behaviors,
which encourage shoppers stay longer in the store,
spend more money, or engage in impulse buying
(Donovan and Rossiter, 1982; Foxall and Greenley,
2000; Sherman et al., 1997). Although affective
experiences have been found to influence impulse
buying (Donovan and Rossiter, 1982; Beatty and
Ferrell, 1988), no study has examined the
relationship between demographic factors and
impulse buying.
The store atmosphere has long been regarded as an
important purchase-inducing factor because it has
considerable influence on the shopper’s perception
of a store’s image, which is formed based mainly
on a wide range of the store’s tangible attributes
such as its exterior/interior, lighting, and display,
among others (Milliman, 1982; Sparks and
Shephard, 1992; Baker et al., 1994; Doyle and
Broadbridge, 1999). Zimmer and Golden (1988)
suggested that the store’s image is an aggregate
construct representing its attributes, overall
impression, business type, business typicality,
product relevance, and behavioral relevance. In
particular, previous studies of the store
atmosphere have suggested that affective responses
to the store’s atmosphere are associated with
impulse buying (Beatty and Ferrell, 1988; Donovan
and Rossiter, 1982).
According to Beatty and Ferrell (1988), store
atmospherics such as the store’s display, aroma,
color, and music draw attention, influence purchase
motives, elicit moods, and induce impulse buying,
which clearly indicates a need for considering not
only emotional but also sensory stimuli inside the
store when examining the effects of in-store
experiences on impulse buying. Donovan and
Rossiter (1982) examined the relationship between
the store’s atmosphere and purchase intentions by
employing the Mehrabian-Russell model and a
sample of 11 retail outfits and reported that
pleasure increases the probability of overspending,
providing support for the validity of considering

sensory experiences as a valid source of shopping
pleasure leading to impulse buying.
On the basis of above literature the following
hypothesis have been designed to study, analyze
and understand the impact of demographic factors
on the consumer impulse buying behavior.
HYPOTHESIS AND RESEARCH
QUESTION
The hypotheses formulated after review of the
literature are given below:
H1: Age of the consumers has a strong
association with the impulse buying behavior of
the consumers.
H2: Income level of consumers has a strong
the consumers.
H3: Gender of consumers has a strong
the consumers.
H4: Educational qualification of consumers has
a strong association with the impulse buying
behavior of the consumers.
H5: Nature of job has a strong association with
the impulse buying behavior of the consumers.
The testing of the hypotheses is confined to the
primary data collected from the area of Delhi and
NCR.
Research question: How much variance in
impulsive buying can be accounted for by
demographic factors?
METHODOLOGY
The objective of the study is to analyze the degree
of association between demographic factors and
impulse buying behavior of consumer in Delhi and
NCR. The Stratified random sampling (Two stage
sampling) was adapted in the study and the primary
data from 250 customers was collected with the
help of structured questionnaire consisting of
various closed and open ended questions.
Percentage analysis, inter variable correlation and
regression analysis are used to interpret the
findings.
Table 1: Gender of Respondents
Frequency Per cent Valid Per cent Cumulative Per cent
Valid Male 121 48.4 48.4 48.4
Female 129 51.6 51.6 100.0
Total 250 100.0 100.0
Table 2: Age of Respondents Age in Years
Age (in yrs) Frequency Per cent Valid Per cent Cumulative Per cent
Valid 18-25 24 9.6 9.6 9.6
25-32 113 45.2 45.2 54.8
32-39 88 35.2 35.2 90.0
39-46 22 8.8 8.8 98.8
46 and above 3 1.2 1.2 100.0
Total 250 100.0 100.0

RESEARCH RESULTS AND
DISCUSSIONS
Table 1 shows that 48.4% of male and 51.6%
female respondents, it shows that more females are
making purchasing as compared to men.
Table 2 shows that majority of respondents are in
age group of 25-32 (45.2%) years and 32-39 years
(35.2%) both of this age group alone contains
around 78% of total respondents. Therefore, it
may be concluded that most of the shoppers are
in 25-39 years of age.
Table 3 shows that most of the respondents are
having disposable income between 5000-15000
(74%).
Table 4 shows that majority of respondents
(65.2%) are in private sector jobs.
Table 5 shows that majority of respondents are
visiting twice (56.8%) and thrice (32%) a week to
the stores.
Table 6 shows that 68% of the total respondents
are married.
Table 3: Disposable Income of Respondents Disposable Income
under 5000 23 9.2 9.2 9.2
5000-10000 101 40.4 40.4 49.6
10000-15000 84 33.6 33.6 83.2
15000-20000 39 15.6 15.6 98.8
20000 and above 3 1.2 1.2 100.0
Total 250 100.0 100.0
Table 4: Nature of Jobs of Respondents Nature of Job
Government Employee 67 26.8 26.8 26.8
Private sector 163 65.2 65.2 92.0
self Employed 20 8.0 8.0 100.0
Total 250 100.0 100.0
Table 5: Frequency of Weekly Store Visit
once a week 10 4.0 4.0 4.0
twice a week 142 56.8 56.8 60.8
Thrice a week 80 32.0 32.0 92.8
four times a week 13 5.2 5.2 98.0
more than four times 5 2.0 2.0 100.0
Total 250 100.0 100.0

Table 6: Marital Status
Valid Married 170 68.0 68.0 68.0
Unmarried 80 32.0 32.0 100.0
Total 250 100.0 100.0
Table 7: Educational Qualification
Valid Matriculation 90 36.0 36.0 36.0
Intermediate 98 39.2 39.2 75.2
Graduate 27 10.8 10.8 86.0
Post Graduate 28 11.2 11.2 97.2
Ph.D 7 2.8 2.8 100.0
Total 250 100.0 100.0
Table 8: Inter-variable Correlation Matrix
Age in Educational Impulse Disposable Nature Gender
Years Qualification Buying Income of Job
Age in years 1 .073 .204 .159 .017 -.052
Educational Qualification .073 1 .146 .056 .057 -.091
Impulse Buying .204 .146 1 .750 .107 .108
Disposable Income .159 .056 .750 1 -.009 -.146
Nature of job .017 .057 .107 -.009 1 -.039
Gender -.052 -.091 .108 -.146 -.039 1
Table 9: Regression Analysis of Impulsive Buying with Independent Variables
Impulse Buying
Estimate (R2) S.E. C.R. P
Age in years 0.05 0.034 1.488 0.137
Educational Qualification 0.059 0.03 1.997 ***
Disposable Income 0.184 0.03 6.125 ***
Nature of job 0.077 0.027 2.811 ***
Gender 0.046 0.029 1.572 ***
*** is significant at the 0.05 level.

Table 7 shows that most of the respondent are
having educational qualification up to matriculation
(36%) and intermediate (39.2%). These two
accounts for 75.2% of cumulative percent.
Testing of Hypothesis
The data is analyzed by using means, correlation,
and regression analysis. Tables 8 and 9 show the
correlation between the variables used in this study.
Analyzing the table, we notice a significantly strong
correlation between Impulsive buying behavior and
age (R = 0.204 significant at the 0.01), verifying H1
of the study. Moreover, it is also observed that
both impulsive buying behavior and demographic
factors that have been considered in the study (Age
R = 0.20, Educational Qualification R = 0.14,
Disposable Income R = 0.75, Nature of job
R = 0.10, Gender R = 0.10 significant at the 0.01),
hence providing support for approval of H2, H3,
H4 and H5. In addition to studying the relationship
of demographic factors with impulsive buying
behavior, it has also been attempted to determine
the main important factors impacting impulsive
buying behavior of consumers. As this is quite
obvious that educational qualification is minutely
positively correlated with impulsive buying
(R = 0.146), while disposable income is
considerable positively correlated with impulsive
buying (R = 0.750). It has also been very much
clear that there is not a substantial impact of
gender (R = 0.10) and nature of job (R = 0.10) on
the behavior of consumers towards impulsive
buying.
In this study, we also had one very important
research questions. How much variance in
impulsive buying can be accounted for by
demographic factors? The demographic factors
accounts for a total variance of 36.6% (R2 = 0.366)
in impulsive buying. Disposable Income explain the
most variance in impulsive buying with 18.4%
(R2 = 0.184). It is also worth mentioning that the
variance explained by age in years is not significant
at 95% confidence interval.
CONCLUSION
This study has identified positive relationship
between impulsive and demographic factors.
Among the demographic factors, impulsive buying
were positively correlated with all the factors that
have been considered for current study, which
means that individuals having enough disposable
income, medium in age are more likely to display
impulsive buying behaviors. Moreover, impulsive
buying behaviors are positively affected by the
demographic factors. Moreover, results also show
that majority of the variance in impulse buying is
explained by Disposable income. This shows that
individuals that are having good earnings and have
enough money to spend on shopping are more
likely to display Impulsive-buying behaviors. On
the contrary, a non-significant amount of variance
is explained by age in years. Several important
limitations must be kept in mind when considering
the results of this study. The use of a small sample
in the region of Delhi & NCR is an obvious
limitation here. Moreover, it is necessary to
replicate the findings using a large and dispersed
sample of consumers.
Overall, this study has attempted to develop our
understanding of the causes of impulse buying
behaviors. This behavior may well stem from
several different causes that include demographic
factors as one of the most important among it.
The relationship of the underlying demographic
factors and impulsive buying behaviors seemed
both logical and useful, and is deserving of further
study.
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