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Effect of Store Loyalty on Impulse Buying Behaviour in Emerging Markets: Observations and Propositions

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Strategic Marketing Issues in Emerging Markets

Abstract

Impulse buying is an unintentional buying decision of a product or service, by an impulse buyer, made just before a purchase. Previous study explores that the emotional feelings play a significant role in purchasing, generated when exposing with the product or to a well-crafted promotional message. This study helps to identify the determinant or relational factors of the impulsive behaviour of the consumers towards different products in market. Generally, it is found that when customers enter into a store, they have specific intention and effective interaction with the particular store environment and with store people which generate higher attachments and better-perceived values. When evaluating the store environment, it is found that hedonic urge to buy impulsively is in higher levels for the impulse buyer. The change of purchasing pattern of Indian consumers and change in consumption patterns with increasing competition in retail market really insist the retail trader to think on the total effect of store in case of impulsive products. The relevance of the current study is to recognize the stimulators that trigger impulse buying and to discuss the consumer behavioural patterns, attitude and perceptions towards the product in impulse buying process and how store loyalty of the customers in the emerging markets deviates due to impulse buying characteristics.

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Authors and Affiliations

  1. Budge Budge Institute of Technology, Kolkata, India

    Dola Sarkar & Mahuya Adhikary

Authors
  1. Dola Sarkar
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  2. Mahuya Adhikary
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Correspondence to Dola Sarkar or Mahuya Adhikary .

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Editors and Affiliations

  1. Department of Marketing, Indian Institute of Management Kozhikode, Kozhikode, Kerala, India

    Atanu Adhikari

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Sarkar, D., Adhikary, M. (2018). Effect of Store Loyalty on Impulse Buying Behaviour in Emerging Markets: Observations and Propositions. In: Adhikari, A. (eds) Strategic Marketing Issues in Emerging Markets. Springer, Singapore. https://doi.org/10.1007/978-981-10-6505-7_7

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