Analyzing Consumers' Impulse Shopping

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The main meaning of querying "impulse" from the dictionary is the excitatory response caused by nerve stimulation.

The concept of impulse shopping, from the appearance, is the quick conclusion of purchase decision. This is a kind of intense, continuous and instant desire to purchase immediately.

However, the impulse shopping decision may be to see a newspaper poster or TV advertisement at home, but the impulse of shopping may be generated by consumers after extensive comparison and deliberation.

Impulse buying is based on the location where customers make purchase decisions.

Impulse shopping is a shopping behavior of consumers who have no desire to purchase or have no desire to buy before entering the store.

What impulse do you want for commodities?

The following is the ranking of different consumers who are most likely to take impulse shopping. For men, high tech and newly invented products are prone to impulse buying, while women are more in the category of clothing shoes and hats.

Food is the last place in the category it investigates.

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Why do customers urge shopping?

According to the analysis of consumers' impulse buying process, consumers' impulsive behavior mainly stems from the characteristics of consumers themselves and the impact of the store environment.

1. time pressure: for many dual employee families, due to tight working hours and less spare time, consumers may be very hasty in the shopping process. Time pressure causes consumers to reduce shopping browsing time and reduce impulse buying behavior.

In order to save time, consumers often make purchase plans or buy familiar brand goods before shopping. Therefore, it can be seen that time pressure and consumer impulse behavior are inversely proportional to the time pressure in a certain interval, that is, impulse shopping is less, while time pressure is small, shopping time is ample, impulse buying behavior is more.

2. shopping and pportation: when consumers have difficulty in shopping and pportation, that is, consumers will visit a store for a long time. At this time, consumers often draw up some shopping plans and checklists before shopping, thus reducing the impulse to shop in stores, and in some of the most convenient stores, the proportion of impulse shopping is relatively high.

3. the interactive behavior of buying experience: according to statistics, more than 64% of customers had one or even many unplanned shopping behaviors in stores, and impulse buying varied widely among different shopping locations.

There are only 39.3% in department stores, and 62.4% in supermarkets.

Why is it that the impulse buying behavior of consumers in the department stores is obviously less than that in the big supermarkets? The main reason is that self-service increases the experience and learning process of consumers in shopping process. By observing the outer packaging, checking the quality of goods and trying the process of products, the consumers' understanding of goods is increased, thus speeding up the judgment of consumers' purchase decisions.

4., the richness of commodity categories: when the types of goods in stores are more, the shopping time of consumers in stores will also be extended. In this long browsing process, consumers are prone to impulse buying because of the attraction of many new products.

5. commodity promotion: when consumers visit stores selling goods, they often stimulate consumers' impulse to buy goods.

For some commodities, consumers may be on the fringe that can be bought or not, because sales discounts often cause impulse shopping.

6. characteristics of commodities: usually, goods with lower purchase frequency tend to have a higher impulse buying ratio.

In particular, some small, lightweight and easy to carry items are more likely to trigger impulse buying behavior.

In addition, when the use of certain commodities is closely related to their health, consumers are less likely to impulse buying, such as drugs.

7. family structure: a survey shows that newlyweds have more impulse shopping than couples who are married for less than ten years.

Because this part of consumers often have no consumption plan, and consumption impulse behavior is more.

8. the use of purchase list: in the survey of consumers, about 73% of customers have a purchase list, and the purchase list directly affects the impulse buying behavior of consumers.

Usually, staying in a store is long, customers who do not have the purchase list spend more, and the proportion of impulse shopping is more.

9. disposable income: the feeling of being rich will lead to more impulse buying, and at the same time, people will have more positive factors.

Relatively speaking, when consumers have more disposable income, the greater the risk of impulse buying is.

Disposable income is directly proportional to impulse buying.

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10. the tendency of impulse buying: 75% of consumers feel happy after impulse shopping, but think that impulse buying is a wasteful, stupid and unacceptable conventional view, which leads to the weakening of impulse buying tendency. Impulse buying is actually the main reason for impulse buying.

For consumers, there are many ways to stimulate their shopping impulse. In the supermarket, 75% of consumers decide to finish shopping within 15 seconds.

Therefore, how to influence consumers' purchase decisions at the critical time has become a hot spot for manufacturers to compete.

Types of impulse shopping

After a long period of observation on impulse buyers, it is found that the impulse buying behavior of consumers can be divided according to their different degrees. Next, we divide the impulse buying behavior into two parts: the consumer's shopping plan and the degree of rationality.

1. pure impulse shopping: that is, consumers violate the regular shopping mode, a brand new or evasive shopping behavior.

2. remind impulsive shopping: when customers see a product, they do not think much of their stock or remind of advertising or other information before they want to buy it.

3. suggest sexual impulse shopping: when customers see a commodity that they see for the first time, they feel that they need to buy. These purchases are purely rational and functional, not the first to be determined entirely by emotional plans.

4. plan impulse shopping: when customers enter the store, they already have the intention of buying specific products, but they also have the idea of buying random products with special prices.