Impulse buying can be explained as when you go to the market to buy flowers and some eatables but return with these things along with a new dress and a pair of shoes about which you did not have planned.
This is a phenomenon by which retailers boost their sales because they play with the consumer’s psyche. In the US, around 80% of young people are additive to this unplanned shopping especially in holidays even rates are increased.
Retailers could never increase their marketing without understanding and getting knowledge about the consumer behavior of purchasing. The retailer should get acknowledged with the causes of this sudden unplanned buying which may be classified into personality factors, emotional behavior, environmental, product, and society.
The consumer believes that he makes conscious purchases depending upon his need and want. Usually, people feel sure about the reasons for their shopping. But experts have made a research on this topic.
It shows that people likely buy those things which they don’t want, have no need even and just because of impulse behavior. There are some factors derived by researchers that can cause this activity of people.
Six Factors Sellers use to Stimulate Implusing Buying Behavior in Consumers
Amusement or Fun
As we all know, in childhood, our parents gave us new things to make us feel happy, which were the source of happiness for us for a long time. And this behavior has become nature now.
There the foremost reason of instinct buying is to get satisfaction and pleasure. Most of the people go for shopping when they are feeling bored. They just shop to stress out.
And when people are in a good mood they do shopping for fun, pleasure, and enjoyment, and buy those things which make them joyful. There may be many things depending upon the choices of every person. And, people are always attracted to these innovations to check them out.
And, when you think that shopping acts as a source of pleasure then you just buy the things which you don’t even need and a plan.
Loss Aversion is a natural feeling which urges you not to miss out on anything new and profitable. Mostly the retailers have shown the large banners of their great deals of brands like “Buy 1 get 1 free” or some percentage price flat or limited time offer etc. When their prospects see this kind of deals, consumers unconsciously intend to buy these things without thinking either we need it or not.
When people are going to buy something consciously, they check all the detail of price, review and product composition which takes time. But when shoppers hear the words like “free” or “flat” shouting in the mall then their focus unintentionally converted toward this and due to limited even have no time to check the quality of the product.
Retailers take advantage of this quick buying behavior and offer more deals on many things related to life.
Mostly, when we know about the deals like “up to 20% off” or “50% flat”. Then suddenly an idea comes that we should have these things because this is a good deal and who doesn’t want to have a good deal. And, we get misled by the sellers.
It is not just about loss aversion. Most people have a desire to save money. So, merchants play with this idea and tell that how much amount can be saved by getting these offers. Because they are trying to show that this is the last stock of the product.
Stock of Things
Therefore, we become suspicious that the resources of things are going to end and we will have no chance to get these things later. And due to limited time, we should not miss it.
Which Idea gone wrong?
We are often confident that we will use all the things which we are buying. For example, all the clothes, shirts, shoes, glasses, a beauty box (for ladies) and many other things that we buy but not use them all.
Even someone asks us that we will not be able to use all these things but we are denying and going ahead. This thing made us optimistic.
In this competent age, lifestyle is a very important factor for everyone. Everyone wants to upgrade his life’s status. This factor is also one of the reasons for the impulsive behavior of buying.
Some people are brands loving and always try to show off his lifestyle by wearing products of famous brands. And, when these products are at the sale then he cannot stop himself from buying those products. These showy people are generally addicted to unplanned purchases.