Marketing assignment 3
Internal and external factors leading to impulse buying
Impulsive buying behavior generally leads to a significant increase in proceeds in an organization. Compelled by this importance, researchers and marketers have studied both internal and external triggers of impulsive buying customer behavior. External stimuli to impulse purchasing are marketing cues that a professional applies to lure clients to consume firm’s products. For example, a customer may be impelled by the general layout and presentation of the business premises. In addition, other environmental stimulation factors like promotional incentives can easily entice a customer to buy goods without a conscious planning. External factors leading to impulse buying are within the control of the business owners and they can undertake what it takes to seize the advantages associated with this customer behavior. On the other hand, internal stimuli to impulse buying are linked to the personality of the individual client. Customer experiences with a particular product can incentivize them to purchase it even without erstwhile plans to consume it. Besides, an individual’s lifestyle personalities in relation to materialism and recreational aspects can induce them to implicate in impulse buying (Bhakat, & Muruganantham, 2013).
Other types of consumer buying behaviors
Apart from impulse buying caused by several factors is discussed above, a customer can portray other types of purchasing behaviors. These include programmed or routine buying behavior where a client frequently purchases low cost products which require little decision efforts. Such items include soft beverages, snack foodstuffs among others. On the other hand, consumer can be urged to buy a certain product occasionally and thus the need for limited decision making efforts. Goods such as clothes require the buyer gather some relevant information and moderate time before purchasing them. Moreover, all-embracing decision making occurs when a consumer wants to purchase a commodity he or she uses infrequently. Examples of such products include cars, newly introduced machines to mention a few (Pride, Hughes, & Kapoor, 2010).
References
Bhakat, R. S., & Muruganantham, G. (2013). A Review of Impulse Buying Behavior. IJMS, 5(3). doi:10.5539/ijms.v5n3p149
Pride, W. M., Hughes, R. J., & Kapoor, J. R. (2010). Business. Australia: South-Western/Cengage Learning.
