Document Type : Original Research

Authors

1 Department of Management, Young Researchers and Elite Club, Sanandaj Branch, Islamic Azad University, Sanandaj, Iran

2 Department of Management, Sanandaj Branch, Islamic Azad University, Sanandaj, Iran

Abstract

Impulse buying is a highly important aspect of customer behavior. It emerges as a dominant phenomenon in customer behavior, and is a vital concept in the market. The aim of the present study was to examine the factors that affect impulse buying in cosmetics market. Regarding its aim, the present investigation was an applied study, and in terms of its method and nature, it was a causal study. Cosmetics customers in Sanandaj were selected as the statistical population. Cochran sampling method was used to determine a study sample of 384 individuals. After 422 questionnaires were distributed, 396 were returned and considered as the basis for final analysis. The validity of the questionnaire was confirmed based on the experts’ opinions and confirmatory factor loadings, and the obtained Cronbach’s alpha showed its appropriate reliability. Statistical equations were used as the statistical method, and data analysis was carried out using LISREL statistical software. The results of the present study showed that individual and situational factors affect the customers’ impulse buying. Among individual factors, the aspect of assets and financial wealth, and among situational factors, the aspect of the salesperson’s behavior had the most effect on impulse buying.

Keywords

Badgaiyan, A. J. & Verma, A. (2014). Intrinsic factors affecting impulsive buying behaviour—Evidence from India, Journal of Retailing and Consumer Services, 21(4): 537- 549.
Badgaiyan, Anant & Verma, Anshul, (2015). " Does urge to buy impulsively differ from impulsive buying behaviour? Assessing the impact of situational factors", Journal of Retailing and Consumer Services, http://dx.doi.org/10.1016/j.jretconser.2014. 10.002.
Bahrainizadeh. M., Rajabi. A. (2016). Measuring the Effect of Consumer Perception of Product Packaging Usability on Impulse Buying Decision Considering the Low Level of Consumer Mental Involvement as the Mediating Variable, New Marketing Research Journal, Vol 6 (1).
Bakhshizade, K., Khalili Roudi. M. & Rezaiean Akbarzadeh, S. (2016). Impact of personality traits and product involvement on clothing impulsive buying, Business Management, Vol 8 (1).
Bell, D. R., Corsten,D., Knox,G., (2011). From point of- purchase to path to purchase: how pre-shopping factors drive unplanned buying. Journal of Marketing.75(1),31–45.
Coley, A. & Burgess, B. (2003). Gender differences in cognitive and affective impulse buying. Journal of Fashion Marketing and Management: 282-295.
Dholakia, U.M. (2000). Temptation and resistance: an integrated model of consumption impulse formation and enactment, Psychology & Marketing. 17(11), 955–982.
Dube´, L. and Morin, S. (2001), Back ground music pleasure and store evaluation: intensity effects and psychological mechanisms. Journal of Business Research.54 (2), 107–113.
Foroughi, A., Nor, A. B., Reyhane, H.M.S. (2012), Exploring the influence of situational factors (money & time available) on impulse buying behavior among different ethics. Int.J.Fundam.Psychol.Soc.Sci.2 (2), 41–44.
Harmancioglu, N., Zachary Finney, R., Joseph, M., (2009),"Impulse Purchases Of New Products: An Empirical Analysis", Journal Of Product & Brand Management, Vol. 18 Iss 1 Pp. 27 – 37.
Hollywood, L., Wells, L., Armstrong, G., & Farley, H. (2013). Thinking outside the carton: attitudes towards milk packaging. British Food Journal: 899-912.
Jones, M.A., Reynolds, K.E.,Weun, S., Beatty, S.E. (2003), The product specific nature of impulse buying tendency. Journal of Business Research. 56(7),505–511.
Kacen, J. J. & Lee, J. A. (2002). The influence of culture on consumer impulsive buying behavior, Journal of Consumer Psychology, 12(2): 163- 176.
Lee, J.A., Kacen,J.J., (2008), Culturalinfluences on consumer satisfaction with impulse and planned purchase decisions. Journal of Business Research.61, 265–272.
Liang, Y. P. (2012). The relationship between consumer product involvement, product knowledge and impulsive buying behavior, Procedia-Social and Behavioral Sciences, 57(1): 325- 330.
Luo, X.M., (2004), Group dynamics of impulse buying: an extended social facilitation perspective. Association for Consumer Research. 31, 431.
Mehta, N., Chugan, P. (2013). The impact of visual merchandising on impulse buying behavior of consumer: a case from central mall of Ahmedabad India. Univers. J. Manag. 1(2),76–82.
Nazari. Mohsen & Baghdadi. Marjan, (2013). Investigating the Factors that Influence Online Impulsive Buying in Iran - Survey on Group Discount Websites, Journal of Information Technology Management, Vol 5 (3).
Pattipeilohy, V.R., Rofiaty, M.S.I., (2013), The influence of the availability of money and time, fashion involvement, hedonic consumption tendency and positive emotions towards impulse buying behavior in Ambon City. International Journal Business. Behavior. 3(8), 36–49.
Piron, F. (1991). Defining impulsepurchasing. Advesting Consumer Research. 18, 509–514.
Rook, D. W. (2000). “Impulse buying”, Journal of Consumer Research, 22 (2), pp. 328-333.
Stern, H. (1962). The significance of impulse buying today, The Journal of  Marketing, 26(2): 59- 62.
Summers, T. A., Hebert, P.A., (2001). Shedding some light on store atmospherics influence of illumination on consumer behavior Journal of Business Research. 54 (2), 145–150.
Tariq Khan, M., Afzal Humayun, A. & Sajjad, M. (2015). Factors Affecting Impulse Buying and Percentage of Impulse Buying in Total Purchasing. International Journal of Information, Business and Management, p. 16-1.
Tendai, M., Crispen, C., (2009), In-store shopping environment and impulse buying. International Journal of Applied Research.1(4),102–108.
Verplanken, B., & Sato, A. (2011). The Psychology of Impulse Buying: An Integrative Self-Regulation Approach. Journal Consume Policy, 197–210.
Zhuang, G., Tsang, A., Zhou, N., Li, F., Nicollas, J.A.F. (2006). Impact of situational factors on buying decisions in shopping malls an empirical study with multinational data, European journal of marketing, Vol. 40, 17-43.