IMPULSE BUYING, PERSONALITY TRAITS, IN-STORE ATMOSPHERICS, AND THEIR INTERACTION

By NIKHIL JALAN 2006

SUPERVISOR: Mr. James Fitchett

This Dissertation is presented in part completion for the degree of MA in Marketing

ACKNOWLEDGMENT

I would first, like to express my gratitude to the Almighty who gifted me the patience, intellect, determination and enthusiasm, which helped me complete this project.

I express my sincere gratitude to my supervisor, Dr. James Fitchett, for being very inspiring. His valuable directions, timely suggestion and constructive criticism, assisted me at every level of my project.

I am thankful to all my respondents who spared their valuable time and provided me with information relating to their shopping behaviours.

I am grateful to all the lecturers and staff members of business school for their committed help and support.

Last but not the least; I will take this opportunity to thank my family and friends, who have always stood beside me and supported me in all my endeavours. Without their help and support it wouldnt have been possible for me complete this project.

Nikhil Jalan Ma Marketing

ABSTRACT

In todays Post-modern Era shopping is has become a social and leisure activity, reducing the number of cognitively planned purchases made by consumers. Hedonic and pleasure driven shopping endeavors have led to the rapid increase in impulse buying, making it common place and socially acceptable. Even though, most impulse decisions are made when consumers are inside the store, the effect of in-store stimuli on such decisions has not been adequately explored. This has led to the purpose of this research, which is to understand the interaction between consumers affective states and in-store stimuli, with respect to impulse buying. In keeping with the exploratory nature of the research, an interpretivist approach was employed to collect data on the garment shopping behaviour of young females, through semi-structured, in-depth interviews. The analysis of the information gathered highlights the importance of in-store stimuli on impulse buying as well as illustrates its interaction with consumer specific variables and affective states. Since, multiple interactions and associations are possible, the study implies that retailers should seek to design the in-store environment in such a manner in which it can have the greatest impact on its primary target segment.

CONTENTS

CHAPTER 1

INTRODUCTION...07-11

1.1 Overview 1.2 Research Purpose 1.3 Demarcations 1.4 Outline of Study

08 09 10 10

CHAPTER 2

LITERATURE REVIEW...12-40

2.1 Introduction 2.2 Evolution of the Definition of Impulse Buying 2.3 Rationality of Impulsive Behaviour 2.4 Myth of Impulse Items 2.5 Factors Affecting Impulse Buying 2.5.1 Internal Factors 2.5.1.1 Emotional States 2.5.1.2 Personality Traits 2.5.2 External Factors 2.5.2.1 Demographics 2.5.2.2 Socio-Economic 2.5.2.3 Marketer Controlled Environment 2.6 Research Problems and Relevance of Research 2.7 Chapter Summary

13 13 17 18 19 20 21 23 26 28 29 32 39 40

CHAPTER 3

METHODOLOGY..41-53

3.1 Introduction 3.2 Review of Research Philosophy 3.3 Rationale for using Interpretivist Approach 3.4 Research Technique of In-depth Interviews 3.5 Interview Construction 3.6 The Sample 3.7 Conducting the Interview 3.8 Analysis

42 42 44 45 46 48 49 51

3.9 Future Considerations & limitations & how they were handled 51 3.10 Chapter Summary 53

CHAPTER 4

ANALYSIS AND DISCUSSION54-78

4.1 Introduction 4.2 Shopping a Social Thing 4.3 The Increase in Impulse Buying Behaviour 4.4 Factors Influencing In-store Buying Behaviours 4.4.1 Personality Traits 4.4.1.1 Self Control 4.4.1.2 Stress Reaction 4.4.1.3 Absorption 4.4.2 Retail Environment 4.4.2.1 Ambience Factors

55 56 56 57 58 58 60 61 63 64

5
4.4.2.2 Design Factors 4.4.2.3 Social Factors 4.4.3 Other Factors 67 69 71

4.5 Interaction between Internal Factors and In-store Atmospherics 73 4.6 Chapter Summary 78

CHAPTER 5

CONCLUSION79-87

5.1 Introduction 5.2 Key Findings 5.3 Limitations and Further Scope of the Research 5.4 Marketing Implications

80 80 83 85

APPENDICES.88-108 Appendix 1: Interview Protocol Appendix 2: Sample Transcribed Interview Appendix 3: CD of Interview Recordings 88 90 108

REFRENCES109-128

LIST OF FIGURES

Figure 1: Factors Affecting Impulse Buying.20 Figure 2: Internal Factors...21 Figure 3: External Factors..27 Figure 4: In-store Atmospherics35 Figure 5: Internal Factors, In-store Atmospherics, and Impulse Buying...76

CHAPTER: 1

INTRODUCTION

CHAPTER: 1 INTRODUCTION
1.1 OVERVIEW

Though, consumers have become very sophisticated these days, yet most of their decisions are driven by an irresistible urge to belong to specific groups and be part of a social system (Masi, 2005). In todays postmodern era consumption provides individuals the opportunity to construct, maintain and communicate identity and social meanings. It is a way of participating in social life and cementing social relationships (Elliot, 1997). Marketing innovations such as credit cards, cash machines, instant credit, 24-hour retailing, home shopping networks, and telemarketing (Rook, 1987), have made it easier for consumers to shop and consume products not only for the material utilities (Hausman, 2000), but also for hedonic benefits (Han et al., 1991; Puri, 1996; Kash and Green, 2004; Laurens et al., 2005). Consumption has been seen by Holbrook and Hirschman (1982:135), as involving a steady flow of fantasies, feelings, and fun encompassed byexperiential view. This has initiated a change in perspective in evaluating consumer activities and decision making processes. For instance, consumers consider shopping to be a hedonic or leisure activity rather than a monotonous routine activity, a very famous saying in America states, When the going gets tough, the tough go shopping (anonymous; see Gardner and Rook, 1988). Lewis (1993) stated that a store becomes a profit power house when there is an increase in the extent to which it sells to its customers something they did not intend to buy while making a planned purchase; and

9 if [customers] went into stores only when [they] needed to buy something, andbought only what [they] needed, the economy would collapse, boom (Underhill, 1999). Miller (1998:68) defined shopping as primarily an act of spending, preferably large amounts of money, almost without a care for consequences. The studies on shopper behavior show that an increasing number of consumer purchases are being made without advance planning (Stern, 1962; Kollat and Willet, 1967) and on an impulse (Bellenger et al., 1978; Weinberg and Gottwald, 1982; Cobb and Hoyer, 1986; Han et al., 1991; Rook and Fisher, 1995). Almost 70 per cent of buying decisions are made in-store (Berrell, 1995), 90 per cent of the consumers occasionally make purchases on impulse (Welles, 1986), and between 30 to 50 per cent of all purchases have been classified by the buyers themselves as impulse purchases (Cobb and Hoyer, 1986).

1.2 RESEARCH PURPOSE

As highlighted in the above discussion a large number of purchase decisions are made impulsively while the consumer is in the store. Considering the reality, that decisions are not made in vacuum, and the decision making units are not immune to external stimuli, there will arguably exit an interaction between the decision making units i.e. the consumer and the external in-store stimuli. Although, experienced by almost every consumer, the dynamics underlying the interaction and the resulting behaviour remain largely unexplored. When consumers make planned purchases, they know which product to buy, if not the brand and exact specifications, restricting the influence of in-store stimuli to influencing the choice between alternatives. However, when consumers decide upon

10 buying something not considered before entering the store, the decision could perhaps be influenced to a great extent by the atmosphere, the ambience, the design and the social form of the store, over and above the product itself. Furthermore, the effect of these instore variables can be different for different consumers, making it the possible to observe multiple associations and inter-relationships. It presents an interesting and fascinating area for consumer research and this study will attempt to provide a deeper understanding of the interaction between consumers affective states and in-store stimuli with respect to impulse purchase decisions.

1.3 DEMARCATIONS

However, impulse purchase decisions are influenced not only by in-store variables, but also by the age, nationality, income, and gender of consumers, and the product being purchased. In order to eliminate variations arising due to some of these variables, this research will only consider the apparel purchase decisions of young female consumers. By focusing on this specific segment, the study seeks to meet its objective in the given time and resource constraints.

1.4 OUTLINE OF STUDY

This research has been divided into five chapters, Introduction, Literature Review, Methodology, Analysis and Discussion, and Conclusion. The introductory chapter presents a background to the subject of this research, its purpose and demarcation. The succeeding Chapter of literature review provides a critical review of the existing literature on the central theme of impulse buying. It starts with tracing the evolution of the concept,

11 identifies an appropriate definition for the behavior, discusses the age-old debate of rationality and irrationality of the phenomenon, and then examines the several psychological and physical variables that influence it. It elaborates not only the internal, consumer specific factors that influence impulse buying, but also the external, marketer controlled variables. Having discussed the relevant themes and constructs, the chapter concludes by highlighting the objectives of the research. Methodology, the third Chapter, of this study presents an overview of the philosophical approach adopted in this study, and the technique of data collection used. It also highlights the rationale behind the sampling and analysis strategy employed, closing with the limitations of using the chosen research approach. Chapter four offers a detailed, in-depth analysis and discussion of the data collected with the objective of proving a sound understanding of the emerging themes. It provides an insight into how different internal and in-store determinants affect the impulsive behaviour of the respondents. It even draws attention towards the interaction between the personality traits of the consumers and the in-store atmospherics. The concluding Chapter provides a holistic overview of all the key findings, after stating the limitations of the study and identifying areas of further research, the chapter ends with the managerial implications of the findings from the research.

12

CHAPTER: 2

LITERATURE REVIEW

13

CHAPTER: 2 LITERATURE REVIEW

2.1 INTRODUCTION

This chapter seeks to provide an in-depth critical review of the existing literature on consumer impulse buying behaviour. After providing an understanding of the evolving concept of impulse buying and the current perception of the same, it provides an insight into the age old debate regarding the rationality or irrationality of the phenomenon. It then examines the variables, both internal and external that affects and determines the impulse buying tendency of consumers. The chapter concludes with a description of the objectives of the current research that are derived from deficiencies in the existing literature.

2.2 EVOLUTION OF THE DEFINITION

Impulse buying has been considered as a pervasive and distinctive phenomenon, and has been receiving increasing attention from consumer researchers and theorists (Youn and Faber, 2000). Recent marketing and retail researchers have classified impulse behaviour as a very powerful and real influence in the consumer buying behaviour process (Bayley and Nancarrow, 1998; Hausman, 2000; Crawford and Melewar, 2003). It has become a widely recognized phenomenon in most countries, and it has been suggested that purchases of new products result more from impulse purchasing than from prior planning (Kacen and Lee, 2002), thereby highlighting its importance in marketing activities (Rook, 1987). Thus, companies today have invested considerable resources in

14 research to understand and maximize this buying behaviour in many retail environments (Millner, 2002a), such as, drugstores, supermarkets, department stores, variety and specialty stores (Kollat & Willett, 1969). For over fifty years, consumer researchers have strived to form a comprehensive definition of impulse buying (Youn and Faber, 2000). Historically, paramount importance was assigned to the definition of impulse buying on the basis of unplanned purchases (Clover 1950; Applebaum 1951; West 1951; Stern, 1962; Cox 1964; Kollat and Willett 1967). Unplanned buying was referred to as all purchases made unexpectedly and without prior planning (Clover, 1950; West, 1951; Piron, 1993), and included impulse buying (Hausman, 2000) which was considered to be the difference between actually concluded and previously planned or anticipated purchases (Weinberg and Gottwald, 1982). This approach is too vague (Kollat and Willett, 1969) and limited by a definitional myopia (Piron, 1993) as it does not account for the impulse involved in the buying decisions (Rook, 1987), and the concept is much more complex than just unanticipated purchases (Youn and Faber, 2002). Wolman (1973; see Rook, 1987) stated that, an impulse is not consciously planned, but arises immediately upon confrontation with certain stimulus. Prior to 1982, definitions of impulse buying focused on the product rather than the consumer as the motivator of impulse purchases (Hausman, 2000). It is the consumer who experiences a sudden, often powerful and persistent urge to buy something immediately (Rook, 1987). In an attempt to redefine the concept of impulse buying Goldenson, (1984:37; see Rook, 1987), views such purchasing behavior as, a strong, sometimes irresistible urge; a sudden inclination to act without deliberation. It can be

15 conceptualized as thoughtless actions characterized by quick acting that are stimulated by motivation and perception, the stimulation having to be strong enough to overcome restraints (Weinberg and Gottwald, 1982). Whereas, unplanned buying is considered to be an imperative desire to purchase with less positive feelings, excitement and overwhelming urge as compared to impulse buying (Piron, 1993). Though several researchers (Weinberg and Gottwald, 1982; Rook, 1987; Piron, 1993; Rook and Fisher, 1995) agree, that, measuring impulse buying as an unplanned purchase is not sufficient, Wood (2005:274) disagrees and says, the purchase of a good or service for motives of novelty, excitement, fashion, status, escape from routine, entertainment or other hedonic motivations must count as one of the main and most important types of unplanned purchase. Past literature has shown, not all unplanned purchases are impulse (Gardner and Rook, 1988) and all impulse purchases are unplanned (Iyer, 1989). Lack of planning is a necessity but not a sufficient characteristic to categorize a purchase as impulse (Piron, 1991), so the question that needs to be answered is What portion of unplanned buys is impulse (Wood, 2005). Kacen and Lee (2002:164) address this concern by defining impulse buying as an unplanned purchase that is characterized by relatively rapid decision-making and a subjective bias in favor of immediate possession. From this discussion it is evident that several authors and researchers have defined the concept in different and contradictory ways, the lack of consensus about the meaning of impulse purchasing has limited the usefulness of the concept (Kollat & Willett, 1969), and if a definition can be selected that is conceptually sound and relatively

16 easy to apply, then the concept can be used despite the lack of theoretical agreement (Bellenger et al., 1978). In an attempt to do justice to the various concepts and elements involved in impulse buying Weinberg and Gottwald (1982), defined it on the basis of affective (high activation of customer), cognitive (little intellectual control of the buying decision), and reactive (largely automatic behavior actuated by a special stimulus situation) determinants of consumer behavior, (i.e. an unintended, unreflective and an immediate action (Jones et al., 2003)). Though this definition underlines a few very important aspects of the concept, it neglects the issues of emotional conflict and disregard for consequences. Rook (1987:191) comprehensively defines impulse buying as the purchasing behavior that occurs when a consumer experiences a sudden, often powerful and persistent urge to buy something immediately. The impulse to buy is hedonically complex and may stimulate emotional conflict. Also, impulse buying is prone to occur with diminished regard for its consequences. This definition brings forth the different elements of the concept, it is characterized as sudden and spontaneous desire to act (an urgency to buy), this sudden urge to buy on impulse might throw the consumer into a state of psychological disequilibrium causing the consumer to be temporarily out-ofcontrol. The customer is pulled in two directions of pleasure and reality (Freud, 1956; see Rook, 1987) giving rise to psychological conflict and struggle in their minds, making impulse buying one of the most involved purchasing behaviors; at least for the moment right after the impulse arises.

17 2.3 RATIONALITY OF IMPULSIVE BEHAVIOUR

The gap between the fantasy world of consumption, day-dreams of perfect pleasure and disappointments of reality results in limitless desire and a permanent state of aggravation (Elliot, 1997:292). Impulse buying behavior is an enigma in the marketing world, for here is a behavior which the literature and consumers both state is normatively wrong, yet which accounts for a substantial volume of the goods sold every year across a broad range of product categories (Hausman, 2000:403). In the past researchers have characterized this behavior as negative, a sign of immaturity and lacking behavioral control (Solnick et al., 1980) or as an irrational, risky, and wasteful (Ainslie, 1975) activity. They also believe that, the self-indulgent behaviour is driven by an unreasoned force (Bayley and Nancarrow, 1998), and given an opportunity, most consumers would attempt to control and decrease (Rook, 1987) this behavior as they do not want to be perceived as immature or irrational or being bad (Ainslie, 1975). Other authors, however, have argued that an impulse purchase is not necessarily irrational. Thompson et al. (1990) view the concept as an act of freedom occurring within restricted situations, although, it appears to be a highly irrational behavior; it can be seen as rational by the consumer (Malter, 1996). Rook and Fisher (1995:305) state, impulse buying presumably depends both on the degree to which [consumers] possess impulsive buying trait tendencies and on their normative judgments, and when a generally impulsive consumer experiences an impulse buying stimulus, and subsequently evaluates the prospective purchase as appropriate, both trait and normative influences are harmonious, thereby making an impulsive purchase likely. Though, De Unamuno (1962; see Elliot, 1997), Paulhus (1984), and Bayley and Nancarrow (1998), believe that, cool,

18 rational, information processing choices are uncommon and rare, and most of the decisions made are post-purchase rationalization or justification of irrational consumer behavior; in majority of the cases impulse buying has become an efficient and sensible way of buying goods (Stern, 1962). Contrary to Rooks (1987) claim Wood (2005) suggests that, given a chance, a large number of consumers would increase rather than decrease their impulse buying behavior and plan on being impulsive, because it is an effective tactic for breaking out of an undesirable mood state and a source of immediate self gratification (Bellenger and Korgaonkar, 1980).

2.4 THE MYTH OF IMPULSE ITEMS

It has been generally accepted that some items are more subject to impulse-sales than other types (Clover, 1950). These products were labeled as impulse items and characterized as, low-cost, frequently purchased goods, (like drink, crisps, chocolates, nuts (West, 1951) and candies (Dwyer, 1993), consumed on the go (Anonymous, 2005)) and demanding little cognitive effort from the consumer (Rook & Hoch, 1985). Contradicting this, proposition more recent studies show impulse purchases can be reported across a broad range of product offerings in a variety of price ranges (Cobb and Hoyer, 1986), and it is virtually impossible to isolate and label certain products as impulse products (Bellenger et al., 1978). The individual purchasers motivations and requirements, product information level, environmental variables, monetary and time constrains vary from one individual to another, and there is really no such thing as a group of impulse itemsbecause any item may be subject to this by some consumer at any time (Shapiro, 1973; see Bellenger et al., 1978:15). Thus, almost anything could be

19 bought on an impulse (Stern, 1962; Kollat and Willett, 1969), an extra TV set, a VCR, a larger microwave oven, an important piece of furniture, and a vacation cruise can all be impulse purchases as can a package of potato chips or a candy bar (Rook, 1987).

2.5 FACTORS AFFECTING IMPULSE BUYING

According to Hausman (2000), most studies before 1987 focused on the definitional issues of impulse purchasing, and ignored the understanding of why consumers act impulsively on a frequent basis. In the recent past, several researchers have highlighted various factors that can trigger the impulsive buying behavior of a consumer. Pollay (1967:323) mentioned that such a behavior can be influenced by anything that is going on at that time; both psychological and physical (Millner, 2002b) or internal and external (Wansink, 1994). Though the words customer and consumer are used interchangeably, they are not the same. A customer is the purchaser of a product or a service and a consumer is the user of a product or a service, the buying behavior of a customer is influenced by the needs and preferences of the consumer for whom the products are purchased (Applebaum, 1951). In this case, when the consumer and the customer are the same, the customer is internally motivated by his personal needs and wants to purchase the product; but when the consumer and the customer are different, the customer is externally influenced by needs and desires of the consumer to make a purchase, (say a mother buying dress for herself and a candy for her child). There are a number of other factors that internally and externally influence (see Figure1) the customers impulsive decisions, and in order to study the shopping behavior of an individual it is necessary to examine: individuals emotional states (Weinberg and

20 Gottwald, 1982) and motivation behind the purchase, the socioeconomic context that the shoppers bring with them, the shopping and retail environment (Woodruffe-Burton et al., 2002), and demographic factors (Shapiro, 2001).

FACTORS AFFECTING IMPULSE BUYING

INTERNAL FACTORS

EXTERNAL FACTORS

Emotions

Demographic

Personality Traits

Socioeconomic

Marketer Controlled

Others

Figure 1: Factors Affecting Impulse Buying

2.5.1 Internal Factors

The internal cues refer to consumers self-feelings, moods, emotional states (Youn and Faber, 2000), and personality traits (Weinberg and Gottwald, 1982) (see Figure2). Consumers emotions and personality traits have been regarded as important components of internal triggers for impulse buying. It has been speculated that impulsive

21 buyers are more likely to be responsive to their emotional conditions (Gardner and Rook, 1993) than non-impulsive buyers (Weinberg and Gottwald, 1982).

INTERNAL FACTORS

EMOTIONS

PERSONALITY TRAITS

Sudden

Self-Control

Exciting

Stress Reaction

Mesmerising

Absorption

Emotional Conflict

Figure 2: Internal Factors

2.5.1.1 Emotional States

Emotions can be defined as, a mental state of readiness that arises from cognitive appraisals of events or thoughts; has a phenomenological tone; is accompanied by physiological processes; is often expressed physically; and may result in specific actions to affirm or cope with the emotion, depending on its nature and meaning for the person

22 having it (Bagozzi et al., 1999:184). Colin Shaw (Millner 2002b:27), founding partner of branding consultancy, Beyond Philosophy, said, Emotions account for more than half of buying decisions and the marketers should ask themselves what is the emotion that they are trying to evoke in consumers. An impulse buying episode begins with a customers sensation of some external stimulus. As mentioned earlier that consumers consume products not only for economic utilities and functional benefits (Hausman, 2000), but also for hedonic desires (Piron, 1991), thus, once the customer is mesmerized by the external factors, there are a several emotional states (see Figure2) that he or she undergoes (Rook, 1987). Since an impulse purchase is an unconscious event that occurs rapidly (Rosendahl, 1983), the first emotional stage is of a sudden, spontaneous, intense and immediate urge or desire to consume or buy the product (Rook and Hoch, 1985; Piron, 1993). The buyer is compelled to act instantly and quickly, showing the emotional intensity and force involved in the process, for example, in consumers speech (Rook, 1987:193), I could only think of one thing, or Once I see it in my mind it wont go away until I buy it. Impulse buying has one of the highest levels of involvement with respect to consumer buying behaviour, and is described by consumers as an exciting, stimulating, thrilling and wild experience. It has been described as a tingling sensation, a warm feeling, hot flashes, and a surge of energy, for example, in words of the consumers, it suddenly strikes your head and gives you goose-bumps (Rook, 1987:194). As Debord (1977; see Elliott, 1997) stated, The real consumer becomes a consumer of illusions, mysterious forces traveling between the person and object,

23 mesmerizes or hypnotizes the consumer into purchasing impulsively, for example, in consumers speech, the candy bar was staring at me or the sweater was following me it was pulling me back, (Rook, 1987:194). The various forces give rise to an inner dialogue (Rook and Hoch, 1985) and emotional conflict (Dittmar et al., 1996) in the minds of the consumers. Though impulse buying is being considered as and efficient way of buying products (Stern, 1962), it results in few negative consequences, like in a consumers view as quoted by Wood (2005:272), it screws up my budget when I give into the urge. This is where the customer undertakes an internal analysis of pleasure and reality (Freud, 1956; see Rook, 1987). Buying impulses are very powerful and cannot be easily ignored by rational introspection (Rook and Hoch, 1985). Thus, most of the buyers state that, even after analyzing and concluding not to purchase the product, they disregard the consequences and end-up purchasing it (Rook, 1987), because they simply cannot resist and get out of control (Woodruffe-Burton, 1998). As a result, not all impulse purchase are evaluated as fair and, a few post purchase emotions end with guilt and shame (Piron, 1993), developing a negative attitude towards pleasure, for example, in a consumers terms, as quoted by Rook and Hoch (1985:26), I fear regretting the purchase later, and I think about what would happen if others found out how much it cost.

2.5.1.2 Personality Traits

The strength or intensity (how exciting or inspiring the emotion was), direction or symptom (whether the emotion was pleasant and amusing or not), and quality or content (how much joy, guilt, or astonishment did the emotion elevate) of an emotion

24 (Reykowski, 1973; see Weinberg and Gottwald, 1982), highly depend on the personality traits of the customer (Weinberg and Gottwald, 1982; Rook and Fisher, 1995; Puri, 1996; Kacen and Lee, 2002). Though Rook and Fisher (1995) developed a nine-item scale for measuring the impulsive traits of a consumer, Youn and Faber (2000) highlighted the three major personality dimensions (see Figure2), lack of self control, stress reaction, and absorption, which affect the emotional behavior, impulsiveness and normative decisions of a consumer. Self Control here relates to the influence of the self over ones own emotions, cognitions, motivations, and behaviors (Vohs and Faber, 2003:125), it makes the customer say I really shouldnt (Baumeister, 2002:670) and represents psychological conflict between desire (primary process thinking) and willpower (secondary process thinking) (Hilgard, 1962). Whyte (1943; see Rook, 1987) stated the failure to have an effective control over impulses more prevalent among the lower classes. Controllers are careful, cautious, and plan their activities (Waller et al., 1991), where as impulsive buyers, on the other hand, lack control over emotions, they make spontaneous and rapid decisions and their emotional fluctuations are readily visible (Youn and Faber, 2000). When the willpower is greater than the desire the customer stays in control, but when desire dominates willpower, akrasia or weakness of willpower (Mischel et al., 1988), the customer looses self-control which leads to impulsive behavior (Hoch and Loewenstein, 1991). Generally when the secondary thought process generates willpower to evaluate the rationality of the buying decision, the primary thought process overshadows this attempt and pulls the human mind in the opposite direction, thereby resulting in impulsive behavior (Rook and Fisher, 1995). Therefore, a generalized lack of control and lower self

25 regulatory resources would likely be a contributor to impulse buying behaviors (Vohs and Faber, 2003). Stress reaction represents systematic individual differences in the frequency and intensity of responding to situational cues with negative emotional states (i.e., anxiety, anger, distress, and guilt) (Youn and Faber, 2000:180). These negative emotional states are experienced by individuals under everyday conditions (Bar-Tal et al., 1998) and lead people to engage in behaviors that provide relief, such as impulse buying (Faber and Christenson, 1996). Research has shown that consumers feel better after experiencing an episode of impulse purchasing (Gardner and Rook, 1988), for highly stress-reactive people, it is hypothesized that short-term gratification accompanied by impulse would enhance their positive self-feelings and mood states and can act as a good mood management function (Youn and Faber, 2000). Under stress consumers capacity to change and question the decisions they make is reduced, thereby decreasing control and increasing their impulsiveness, this reduced capacity of self control is called ego depletion (Baumeister, 2002). Therefore, stress reactive people act without delay (Faber and Christenson, 1996) and with less control (Baumeister, 2002), thus it has been speculated that stress reaction is positively associated with the probability of acting and purchasing on impulse (Youn and Faber, 2000). Youn and Faber (2000:180) stated, Absorption is a tendency to become immersed in self-involving experiences triggered by engaging external and imaginal stimuli. A highly absorptive person has an imaginative mind and thinks unconventionally (Waller et al., 1991). They are emotionally receptive to sights and sound, easily mesmerized by tempting stimuli, think in images, and experience episodes

26 of expanded awareness and altered states (Youn and Faber, 2000), like, the candy bar was staring at me (Rook, 1987:194). Absorption plays an important role in how customers react to environmental and sensory cues that influence the purchase and consumption of products (Youn and Faber, 2000). Marketers exploit this personality trait of the consumers and create an environment where the rate at which highly absorptive people act on impulse is increased (Eroglu and Machleit 1993; Mitchell 1994). Such people are highly responsive and lack the skills of monitoring and keeping track of the relevant behavior (Baumeister, 2002) and have less control over self (Polivy, 1986), for example, alcoholics and dieters (Carver and Scheier, 1982). Thus, people with high absorption levels have a greater probability of being influenced by external sensory stimulation, and are more likely to engage in impulse buying (Youn and Faber, 2000). Consumers do operate out of unconscious feelings and motivations (Masi, 2005), but to have an impulse, does not necessarily mean to act on it, various factors may intervene between the impetus and the action. Even highly impulsive buyers do not easily give into very spontaneous buying demand (Bettman 1979; see Rook and Fisher, 1995), variety of external factors, may enforce on customers the immediate need for the product, and constantly interrupt the decision processes to complete the transition from impulsive feeling to impulsive action (Bloch and Richins, 1983).

2.5.2 External Factors

Though emotional states and personality traits are important ingredients for impulsive purchase, these factors in most circumstances are activated or triggered by the external cues (Youn and Faber, 2000). The impulsive behavior is viewed to be directly

27 controlled by stimulus (Wolman, 1973; see Rook, 1987), and though a large part of individuals reaction depends on his or her personality traits (Weinberg and Gottwald, 1982), a major role is played by the external factors as the initiator of impulse (Beatty and Ferrell, 1998). Having discussed the internal factors (emotional states and personality traits) that influence the impulsiveness of a buyer, it is now important to understand the affect of various external factors, that are not in control of the consumer, on customer impulsivity, to fully answer the why of impulse buying.

EXTERNAL FACTORS

DEMOGRAPHICS

SOCIOECONOMIC

IN-STOTRE ENVIRONMENT

Gender

Culture

Ambience

Age

Income

Design

Lifestyle

Social

Others

Figure 3: External Factors

Several researchers and authors have highlighted different and many external cues that contribute to the consumers acting on impulses. These can be broadly grouped under (see Figure3) the socioeconomic context that the shoppers bring with them, the shopping

28 and retail environment (Woodruffe-Burton et al., 2002) or atmosphere (Eroglu and Machleit, 1993), and demographic factors (Shapiro, 2001).

2.5.2.1 Demographics

Several researchers and authors have concluded that demographics play a very important role in the purchasing and consumption decisions of consumers (Crask and Reynolds, 1978; Zeithaml, 1985; Fox et al., 2004; Carpenter and Moore, 2006). Variables (see Figure3) like gender (Dittmar et al., 1996), age (Bellenger et al., 1978), and education level (Mogelonsky, 1994) make a significant difference to consumer impulsiveness and in the number of impulse purchase transactions completed (Shapiro, 2001). As mentioned earlier, consumers consume products not only for its functional benefits, but also for the symbolic meanings associated with it (Holbrook and Hirschman, 1982). Women and men relate differently to the symbolic meanings they seek in products purchased (Dittmar et al., 1995). Women value their possessions for emotional and relationship-oriented (i.e. social) identity reasons; whereas men value their possessions for functional and instrumental (i.e. personal or independent) identity reasons (Dittmar, 1989). This states that products purchased and the reasons for purchases are different between genders, and thus the impulse buying pattern of men and women, differ instrumentally and emotionally. For example, women are more likely to act impulsively with clothes, jewellery, cosmetics etc. (Solomon and Schopler, 1982), whereas men have a higher probability of buying electronics and sports equipments on an impulse (Dittmar et al., 1995). Mitchell and Walsh (2004) found that, gender has an affect on the impulse

29 buying decisions of a consumer, and because of confusion due to excess information about the products, decisions made by women are more impulsive than men, and thus, impulse purchases made by women are higher than men. Wood (1998) stated an inverse relationship between age and impulse buying, i.e. the younger the consumer the higher would be the impulsiveness and the older the consumer the lower would be the impulsivity. Bellenger et al. (1978) also say that shoppers under the age of 35 years are more prone to impulse buying compared to those over 35 years of age. Research on trait impulsiveness shows that younger individuals score higher on impulsivity compared to older people (Eysenck et al., 1985; Helmers et al., 1995) as they demonstrate less self-control than adults (Logue and Chavarro, 1992). Impulsiveness is linked to emotional stimulation; and older individuals display greater command over emotional expression than the younger adults (Lawton et al., 1992). The younger consumers are more experimental and flexible, and lack experience to help them guide and edit their decision making processes. They try everything because they do not understand what they really want (Millner, 2002a). Over time people become more aware of and more in line with their wants, likings and desires. The older adults generally have an idea about what works for them and what dose not (Kacen and Lee, 2002). Thus, findings suggest that age is an important variable of impulsivity and with age the consumers become less impulsive.

2.5.2.2 Socio-Economic

In the past impulse buying behaviour had been considered socially wrong (Solnick et al., 1980) and economically superfluous (Rook, 1987), and people tried to

30 suppress their natural impulse instinct in accordance with social norms (Hausman, 2000). With time the consumption pattern has changed and people now consume conspicuously to express a sense of self-identity (Dittmar et al., 1996) and make an impression in the social world (Crawford and Melewar, 2003), making shopping a leisure and lifestyle activity (Wood, 2005). This has changed the perception about the phenomenon of impulse buying, which is now categorized as an intelligent way to shop (Shapiro, 2001). It is strongly believed that culture (Maheswaran and Shavitt, (2000); Kacen and Lee, (2002)), consumers lifestyle (Tao et al., 2004), and income or monetary status (Mogelonsky, 1994), have a significant influence on the consumers impulsive buying behaviour. Antonides et al., (1998) defined culture as, societal knowledge, norms and values. Though, culture helps shape consumer behaviour, very little research has been done to find its influence on consumer behaviour (Maheswaran and Shavitt, 2000). Culture influences an individuals emotional reactions by determining their feelings (McConatha et al., 1994). It induces how individuals interpret an environment, which emotions they express and how they express them (Ekman, 1972). Individualistic and collectivistic dimensions (i.e. the relationship one perceives between self and the group one belongs to (Hawkins et al., 2001)) have been identified as one of the major aspects of consumer culture (Hofstede, 1980) and lifestyle (Tao et al., 2004) influencing purchase decisions. People in individualistic cultures tend to prefer independent emotional relationships from other collectives, and prioritise their personal goals to those of their in-groups (Hofstede, 1980). They often ignore the potential negative consequences of their impulsive buying behaviour and focus on the positive consequences of the behaviour on their personal

31 feelings and goals (Kacen and Lee, 2002). Individuals in collectivist societies on the other hand, see themselves as integral part of one or more collectives and in-groups and are emotionally connected to them (Triandis, 1994). They focus on the negative consequences of their behaviour and how would it affect the people or collectives they are emotionally attached to (Triandis, 1995). Kacen and Lee (2002) concluded that individuals with more independent self-concept will have a stronger impulse buying trait than those that are interdependent, i.e., impulsivity will be higher for people belonging to individualistic cultures than for those from collectivist cultures. Though impulsive traits are in equal measures for both collectivists and individualists, the collectivists suppress these traits in order to act within their cultural norms (Kacen and Lee, 2002). Thus, it can be said the consumers culture and lifestyle does moderate consumer impulse buying behaviour. It is all true that people react impulsively and do get stimulated by several factors to buy a product (Woodruffe-Burton et al., 2001; Crawford and Melewar, 2003), but one of the most important intermediaries for converting an impulse to a purchase is money availability (Beatty and Ferrell, 1998). If a person does not have the money then no matter how strong the impulse is, the chances are higher for it not to result in a purchase (Hoch and Loewenstein, 1991). In the past few years, the consumers themselves have rated phenomenon of impulse buying as an act of freedom and fun (Thompson et al., 1990), but the act is fun only if they have the freedom of spending money (Wood, 2005). Mogelonsky (1994:14) said, Impulse buying may be reserved only for those who can afford it. He also says that the poorer shoppers are smarter than the richer ones, as they carefully and extensively evaluate their decisions before making a purchase. Consumers,

32 who are rich and have excess money to spend, are considerably less careful about their expenses and have a higher probability of purchasing on an impulse (Mogelonsky, 1994). Thus, it can be concluded that consumers with a higher income or monetary status have a greater probability of completing the transaction of impulse buying with respect to those people with considerably less amount of money to spare.

2.5.2.3 Retailers and Marketers Controlled Environment

The 90s were taken as the era of retailing and merchandising (Miler, 1990). There are various variables that influence the consumers impulse buying urge, and many of these are controlled by the retailers and the marketers (Betty and Ferrell, 1998). Lewis (1993) states, the success of a retail store depends on, the percentage of impulse purchases that store generates, and several Special Management Periodicals advise managers to structure shopping environments so as to increase impulse buying (Wood, 2005). With the shift to experience economy (Pine and Gilmore, 1998), it has become necessary for the marketers and retailers to concentrate on not only the wants but also the needs of the customer (Kash and Green, 2004) and provide an experience by controlling the retail environment (Adelaar et al., 2003) which can be used for setting a stage that sells related products and/or services (Pine and Gilmore, 1999; Kenny and Marshall, 2000). The term retail environments or retail atmospherics, refers to, all the physical and nonphysical elements of a store that can be controlled in order to influence the behaviours of its customers and employees (Eroglu and Machleit, 1993). Acting with the consumers personality traits it can influence the consumers emotional responses such as

33 pleasure (happy or sad), dominance (ability to control self or be submissive) and arousal (to be motivated or de-motivated to act) (Mehrabian and Russell, 1974). Many retailers and researchers have acknowledged the importance of in-store environment as an important tool for market differentiation and competitive advantage (Iyer, 1989; Levy and Weitz, 1995). It may increase the consumers interest in differentiated aspects of the environment and thus capture their attention (Peck and Childers, 2006). The shoppers who like the retail environment may surprisingly spend more because of the positive mood generated by the atmosphere. Even if individuals are in a negative emotional state at the time of entering, the stores atmosphere might create positive feelings and uplift the consumers emotionally, and thus may influence the consumers to spend more money than they intended to (Sherman et al., 1997). This sensory stimulus can also reduce self control and resistance power, and give way to instant gratification (Adelaar et al., 2003). Retail places have evolved towards bringing a wide assortment of attractively displayed goods closer to consumers and enhancing the attractiveness and amenities of the shopping environmentBrowsing, exploring and dreaming of potential ownership among sumptuous and abundant displays of goods [have] became an experience open not just to an exclusive few but to the public as a whole (Lancaster, 1995:17). Bloch et al. (1989) defined in-store browsing as the in-store examination of a retailers merchandise for leisure and/or information. When individuals browse longer, they will tend to encounter more stimuli, which would tend to increase the probability of experiencing impulse buying urges (Jarboe and McDaniel, 1987). In other words, the more time an individual spends browsing inside the store or shop, the more impulsive the individual would be (Beatty and Ferrell, 1998). Retailers need to constantly work at creating

34 positive shopping environments (Bloch and Richins, 1983) where consumers can be relieved of their negative perceptions of impulse (Donovan and Rossiter, 1982). When the consumers recognize that products are more than commodities and they are buying to fulfill both, their hedonistic as well as physical desires, they would be more comfortable with their impulsive buying behaviour (Hausman, 2000). Thus, the marketers and retailers can make the environment more complex and create exciting atmospherics, which may be useful to increase impulse buying decisions. In-store stimuli are promotional techniques employed to increase unplanned and impulse purchases of products (Abratt and Goodey, 1990). With the growing number of in-store decisions made by the consumers (Berrell, 1995), the marketers are deploying more and more resources within the store to stimulate impulse purchases (Millner. 2002b). As mentioned earlier, in-store atmospherics consists of several physical and nonphysical factors (Eroglu and Machleit, 1993). Baker (1986) further divided these in-store variables (see Figure4) into ambient (the background characteristics of a store, such as, temperature, ambient scent, lighting, noise, and music), design (stimuli that exist at the forefront, such as, architecture, colour, layout and materials) and social factors (social conditions, like, number, type, and behaviour of employees and customers) (Bitner, 1992).

35

IN-STORE ENVIRONMENT

AMBIENCE

DESIGN

SOCIAL

OTHERS

Music

Display

Employees

Price

Scent

Layout

Crowd

Sales Promotions

Lighting

Colour

Figure 4: In-store Factors

Ambient Factors

Music is capable of evoking complex affective and behavioural responses in consumers (Mattila and Wirtz, 2001) in retail environments (Milliman, 1982; Yalch and Spangenberg, 1990). A musical composition is composed of three dimensions, physical dimension, emotional tone and preferential dimension (Bruner, 1990). The consumer is likely to stay longer in an environment where the music is being played to his preference, compared to, the environment where the music is not up to his/her taste (Milliman, 1982; Yalch and Spangenberg, 1990). Music also helps the consumer to relieve tension and generate a positive affect (Lam, 2001).

36 Scent has been divided along three different (not necessarily independent) dimensions, the affective quality of the scent, its arousing nature, and its intensity (Spangenberg et al., 1996). Ambient scent is different from non-ambient scent, as it does not originate from any particular object but is present in the environment (Mattila and Wirtz, 2001). It affects individuals perception about the store and the products (Gulas and Bloch, 1995). In the past, researches have shown that consumers respond more positively in a scented rather than an unscented environment (Mattila and Wirtz, 2001). Gulas and Bloch (1995) concluded that ambient scent influences emotional responses and the shopping behaviours of individuals. When an inoffensive scent is present in the environment the consumers tend to spend more time in the store and evaluate the store and its merchandise more positively than when an offensive scent is present in the environment (Mitchell et al., 1995; Spangenberg et al., 1996). In-store lighting is an extremely important determinant of the environment, and its affect on consumer behaviour can be evaluated with the level of arousal it can create among the consumers (Mehrabian, 1976). In a highly arousing environment the consumers would be stimulated to purchase, whereas, in a non-arousing environment the consumers would feel sluggish and sleepy (Gifford, 1988). Stores that are brightly lit are more arousing and stimulating than the ones that are dimly lit, and generate a higher probability for a consumer to make impulsive decisions (Birren, 1969). The retailers can influence the amount of time customers spend shopping and consumers affective state via their-selection of in-store lighting levels (Areni and Kim, 1994). The longer consumers stay in a store and the more positive the affect, the greater would be the chances for them to react impulsively (Sherman et al., 1997). Thus, the

37 ambient factors, music, ambient scent, and lighting, influence the in-store buying decisions of a consumer.

Design factors

Colour can produce certain autonomic biological reactions, create certain emotional responses and obtain attention (Bellizzi et al., 1983). Bellizzi et al. (1983:22) defined approach orientation of colour as the power of stimulus colour to encourage attention during and after exposure to this stimulus. Retailer have used colour to put consumers in the buying mood. The use of warm colours like, red or yellow, on packaging, and the use of cool colours, like blue or violet, on the background and walls, draws customer attention (Bellizzi and Hite, 1992). In previous researches it was found that overall warm colour help attract consumers and cool colours help generate consumer responses favorable to the retailers (Lam, 2001), thereby, influencing the consumer behaviour in the store. The store layout represents the task environment (Iyer, 1989:42). The characteristics of the in-store situation (Bloch and Richins, 1983) may increase interest in differentiated aspects of the environment and thus capture the consumers attention (Underhill, 1999). The various store design layout variables like, product locations, shelf locations, and types of displays (Kollat and Willett, 1969). Underhill (1999) states that most of the unplanned purchases are results of touching, and the retailers and marketers should create such an environment in order to encourage the customers to touch the product (Peck and Childers, 2006). The various store design variables encourage the consumers to touch and thereby increase the probability of impulse purchases. Cox

38 (1964) found that impulse purchases also depend on the amount of shelf spaces awarded to a particular product range, the more the shelf space the greater would be the impulse purchase of that item. It is very important to display the products appropriately in the store, the better the display the better would be the chances for a consumer to purchase on an impulse (Abratt and Goodey, 1990).

Social Factors

The density and behaviour of consumers and employees in a retail environment has a major impact on consumers decision making processes. With an increase in the number of consumers and employees in an environment the atmosphere gets crowded and reduces pleasure for consumers (Eroglu and Machleit, 1990). In a crowded surrounding individuals will have less control over the environment and the satisfaction would be less (Hui and Bateson, 1991). The leisure activity of shopping of the consumer would be interrupted in a crowded setting and the consumers impulse buying decisions will reduce. On the other hand, pleasant behaviour of the other customers and the employees may act as a positive motivator and increase the chances of impulse reactions (Baker et al., 1992; Lam, 2001).

Other Factors

A few other factors like price and in-store sales promotions, act as major initiators of impulse purchases. Goff (1995:124) proposed that prices can make even the smartest of the executives to buy a product at an impulse and it even makes it easier for the children to buy the small toys (pick-up items) at the billing counters just because it cheap

39 (Kellachan, 2002). Boorstin (1973:113) describes the basic principle upon which Woolworths built a successful business: If an attractive item was offered at a low enough price, the customer would buy it if he needed itbut if the price was low enough and in convenient coin, perhaps the customer would buy it anyway on the spur of the moment, whether or not he needed it. Special offers and promotional schemes generate a positive desire in the minds of the consumer (Millner, 2002a), the consumer evaluates the impulse purchase as a benefit on the whole and makes a purchase, and such an act may even deliver a positive post-purchase response (Adelaar et al., 2003). Thus, price and in-store promotions have an impact on the buying decision of the consumer, a low priced product and a favorable promotional offer may generate an impulsive response. The multiplicity of factors creating impulse urges, and thereby impulse purchase highlights the complexity and intricacy of the phenomenon. It also demonstrates the inadequacy of existing quantitative scales for measuring impulse buying tendency as they focus on only some of the variables determining the behaviour.

2.6 RESEARCH PROBLEMS

The above discussion reveals the different factors and determinants that motivate or influence an individuals impulse buying behaviour. Though a large number of individual variables, such as, personality traits, affective states, demographics, socioeconomic, and in-store atmospherics have been identified and explored in isolation from one another in the existing literature, only stray suggestions regarding the association among the constructs have been provided. However, the suggestions highlight an opportunity for expanding the current knowledge base with respect to impulse buying by

40 considering one or more of the interactions among the above mentioned determinants. Rook and Hoch (1985), Lam (2001) and Jones et al. (2003) have uncovered the need to investigate the role of atmospherics and situational variables with regards to consumers personality traits and affective states, and evaluate their responses with respect to impulse purchasing behaviour. Thus, this study will explore: The influence of personality traits and the in-store atmospherics on the consumer impulsive behaviour. The direct impact of store environment and the mediating role of psychological states in the relationship between store environment and impulse buying.

2.7 CHAPTER SUMMARY

The chapter explores the evolution of impulse buying, and critically evaluates the changing perceptions about the concept. It discusses the rationality and irrationality of the phenomenon and uncovers the myth of impulse items. After discussing the various internal and external factors affecting consumer in-store behaviour and impulse buying decisions, the chapter ends by highlighting the research problems and the relevance of current research.

41

CHAPTER: 3

METHODOLOGY

42

CHAPTER: 3 METHODOLOGY
3.1 INTRODUCTION

This chapter will present the two main contrasting research traditions in social science research and provide a rationale for selecting and employing the interpretive research paradigm. It will then highlight the appropriateness of using the chosen research technique and sampling strategy. There after it will provide a description of the procedures followed during the data collection process, and the strategies used to analyse it. It will conclude by highlighting the limitations of the research methodology and how they were handled.

3.2 REVIEW OF RESEARCH PHILOSOPHY

Philosophers have debated the relationship between data and theory in social sciences for many centuries (Easterby-Smith et al., 2003). The debate arises due to a difference in their philosophical stance with respect to the nature of reality (ontology) and assumptions about the best ways of inquiring into it (Epistemology) (Travers, 2001), which largely determines the methods and research design used to derive theory from data (Easterby-Smith et al., 2003; Deshpande, 1983). The two contrasting views are that of positivism and interpretivism. The positivists believe that the social world exits externally and should be measured using objective methods (Easterby-Smith et al., 2003), and social science should aim at the prediction and control of behaviour (Kvale, 1996). Until recently, there has been a strong preference for preserving scientific integrity

43 through the application of quantitative methods using the positivist paradigm (Bonoma, 1985). However, the positivist assumptions have been challenged by interpretivists, who believe that reality is not exterior and objective, but is socially constructed and given meaning to by people (Easterby-Smith et al., 2003). They maintain that, the mind is the source and creator of all knowledge (Deshpande, 1983:102), and question the logic and method of science with respect to understanding human behaviour. This philosophical position acknowledges the social, complex, and unpredictable nature of individuals, as well as the irrationality of consumer behaviour (Goulding, 1999; Easterby-Smith et al., 2003). Thus, social science should not focus on assembling facts and quantitatively measuring patterns, but on understanding the diverse meanings that people place upon their experience (Easterby-Smith et al., 2003). An understanding of the strengths and weakness of each tradition from a neutral perspective can help identifying the appropriateness of using a particular paradigm in a given situation. Research conducted using the positivist approach can cover a wide range of situations and can be fast and economical (Easterby-Smith et al., 2003). Scientific techniques can be used to verify how closely the measures correspond to reality (validity), whether the measures will yield the same results on other occasions (reliability) and the extent to which the patterns observed in the sample will be seen in the population (generalizability) (Easterby-Smith et al., 2003; Mason, 2002; Hoepfl, 1997). However, the methods adopted are rather inflexible and artificial, and are ineffective in understanding processes or the importance that people attach to their actions (EasterbySmith et al., 2003). Though, the interpretivist paradigm can help increase understanding of a particular situation by incorporating the complexity of the whole situation and

44 diverse perspectives (Easterby-Smith et al., 2003), according to Silverman (2000) it is in the danger of being dismissed as undisciplined journalism since there are few measures to safeguard the quality of the research. However, as qualitative methods become more popular, several techniques and principles such as triangulation (Denscombe, 2002), refutability, constant comparison, comprehensive data treatment (Silverman, 2000), and transparency have been developed to improve the quality of research. Thus, according to Reichardt and Cook (1979; see Deshpande, 1983:17) quantitative methods have been developed most directly for the task of verifying or conforming theoriesand qualitative methods were purposely developed for the task of discovering or generating theories. Although, this distinction appears to be clear at the philosophical level, as Burrell and Morgan (1979) argue, when it comes to the choice of specific methods, and to the issues of research design, the distinction breaks down. Some researchers such as Fielding and Fielding (1986) propose that both qualitative and quantitative methods should be used as it provides more perspectives on the phenomenon being investigated.

3.3 RATIONALE FOR USING THE INTERPRETIVIST APPROACH

According to the interpretivist tradition, the attribute distinguishing human action from the movement of physical goods is the inherent meaning of the former. Thus, in order to understand a particular social action, the researcher must seek to understand the deeper meanings, which constitute the action (Schwandt, 2003). This study aims to provide a deeper understanding of the interaction between an individuals affective states and personality with the in-store environment and atmosphere that may conclude in an

45 impulse purchase of items on display. It desires to understand this phenomenon from the point of view of the impulse buyer or respondent through descriptions of their cognitive and symbolic actions. According to Miles and Huberman (1994:10), Qualitative data, with their emphasis on peoples lived experience, [are] fundamentally well suited for locating the meanings people place on the events, processes and structures of their lives: their perceptions, assumptions, prejudgments, presuppositions; and for connecting these meanings to the social world around them. The emphasis on lived experiences will help provide a deeper understanding into the aspect of consumer behaviour studied in this research. A careful review of the existing literature reveals that adequate measures have not been developed to quantify the effect of the several in-store factors and elements considered, thereby limiting the application of scientific methods. Moreover, consumer behaviorists have not adequately explained the interaction between buyers mood and affective states with these in-store factors in the realm of impulse buying (Rook and Hoch, 1985). Thus, in keeping with Reichardt and Cooks (1979; see Deshpande, 1983) advice an interpretivist approach using qualitative techniques will be adopted in this study to generate and discover associations and relationships between the constructs.

3.4 RESEARCH TECHNIQUE OF IN-DEPTH INTERVIEWS

According to Deshpande (1983), if a social science researcher accepts a set of linked assumptions about the world and reality, then the researcher to a large extent also accepts the tools, methodologies and instruments appropriate for investigating the social world. The interpretivist paradigm relies on holistic analysis and detailed description of

46 qualitative data collected using techniques such as in-depth open-ended interviews, and personal observation (Patton, 1978). For the purpose of this study, in-depth open-ended interviews were considered to be the appropriate research technique as it is well suited to delve into the thoughts, feelings and behaviour of informants, and discover new ways of understanding human behaviour and interactions (May, 2000). Interviews usually involve some form of conversation with a purpose (Burgess 1984:102 see May, 2000). According to Kvale (1996:5) the purpose of in-depth interviewing is to obtain descriptions of the life-world of the interviewee and to interpret the meaning of the described phenomenon. Due to its popularity among interpretivist researchers it is commonly taken as the gold standard of qualitative research (Silverman, 2000:291 see May, 2000).

3.5 INTERVIEW CONSTRUCTION

Interview styles vary in terms of their position on a continuum of control (Bernard, 1998) and for this study semi-structured, open-ended interview style was considered appropriate as it allows the freedom to explore new ideas (Saunders and Thornhill, 2003) as well as address the need for comparable responses, in the sense that each interviewee will face similar questions (Wisker, 2001). Semi-structured interviews require substantial forethought an advance planning (Gerson and Horowitz) which includes the development of a theoretically informed interview guide (see Appendix 1), consisting of questions and issues that need to be raised in the interview to meet the research objectives. Miles and Huberman (1994) emphasise the importance of such prestructured research when working with areas where some understanding has already

47 been achieved but more theory building is required before theory testing can be done (as is the case with the current study). The interview guide was used for each interview conducted and is presented in Appendix 1. In addition to checking the progress of the interview, it also demonstrates to the respondents that the researcher was prepared and competent in conducting the interview (Bernard, 1988). The key research objective of evaluating the interaction between buyer affective states and in-store environment with respect to impulse buying was the prime focus in developing the questions (Wengraf, 2001), for example, how does the in-store music affect your mood state. The themes and issues arising from the review of existing literature were used to generate specific questions using a technique simpler to the tree and branch method suggested by Rudmin and Rudmin (1995). Attention was given to formulating probe questions that distinguish among various aspects of the lived experience, including the actual event, persons behavioural response, feelings and perception before, during and immediately after the impulse purchase (May, 2002), like, could you please explain your recent shopping experience. However, these perceptions were uncovered by questioning respondents after their shopping activity using a post only design strategy as suggested by Bayley and Nancarrow (1998). This serves as a better technique for understanding impulse buying as opposed to the conventional prepost design that questions shoppers before and after the purchase. In the pre-post design, shoppers generally try to shorten the before interview by reporting the shopping list only partially, thereby resulting in a larger number of unplanned purchases at the exit interview (Bayley and Nancarrow, 1998; Sherman et al., 1997).

48 3.6 THE SAMPLE

With respect to Qualitative research, Miles and Huberman (1994:27) argue that, as much as you might want to, you cannot study everyone everywhere doing everything. A theoretically focused study should choose a carefully selected target sample that can illuminate the issues central to the research (May, 2002). Moreover, unlike quantitative research, qualitative research usually includes small samples of people, nested in their context and studied in-depth (Miles and Huberman, 1994; May, 2002). Thus, in such research sampling is purposive (Kuzel, 1992), implying that it is necessary to decide in advance which portion of potentially infinite reality are crucial and can resolve relevant theoretical debates (May, 2002). From the range of purposive sampling strategies suggested by Patton (1990), critical case sampling has been considered appropriate for this study. Since a critical case proves or exemplifies the main issues of the research, it is well suited for exploring interaction between constructs that have not received significant research attention (Miles and Huberman, 1994), such as the interaction between buyers affective states and in-store environment in the domain of impulse buying. However, as the discussion in the previous chapter highlights, there are several factors such as age (Mitchell and Walsh, 2004), gender (Bellenger et al., 1978), product categories (Abratt and Goodey, 1990), culture (Maheshwaran and Shavitt, 2000) and lifestyle (Tao et al., 2004) that affect impulse buying, in addition to the buyers personality traits (Youn and Faber, 2000) and in-store environment (Lam, 2001). Thus, to explore the interaction between the last two variables only, it is necessary to control the effect of the rest. This was achieved in the present study; by selecting twelve female respondents as prior

49 research shows that they are more likely to act impulsively (Mitchell and Walsh, 2004); moreover since individuals below the age of 35 are relatively more impulsive than older ones (Bellenger et al., 1978), females below this age were considered in the study. However, even if female respondents below the age of 35 are considered, there can be considerable inconsistency in findings if the product categories vary across respondents. Thus, exploration was limited to fashion oriented, clothing and apparel purchases as they are considered to be material symbols of personal and social identity (Dittmar et al., 1995) and hence more likely to be bought on impulse (Bayley and Nancarrow, 1998). In a nutshell, the sample for the current study includes twelve females below the age of 35, who were questioned on their shopping behaviours with respect to fashion and apparel oriented products.

3.7 CONDUCTING THE INTERVIEW

Since unpacking an experience and gaining access to deeper levels of meaning is not straightforward, conscious attempts were made to create a comfortable environment and earn the confidence of individual respondents (Polkinghorne, 2005). To this end, interviews were conducted according to the convenience of the respondents (Patton, 1990). Moreover, before the interview began, interviewees were assured that the contents of the interview would be confidential and their responses would we presented in the report under a pseudonym (Perry, 1998). Such a measure was considered important for ensuring the respondents willingness to provide detailed descriptions and insight into their impulse purchase decisions, which may have evoked negative post-purchase emotions (Hausman, 2000). In addition, it concurs with ethical issues of the academy

50 that, respondents should not be identified in print and they should not suffer harm or embarrassment as a consequence of the research (Punch, 1994:92). As suggested by Patton (1990), the overall purpose of the research and the interview were explained to the respondents in the introductory briefing. The interview was initiated with a grand tour question (Spradley, 1979) to give time to the interviewer and interviewee to relax and develop a rapport (Cassell and Symon, 2004; Smith, 1972). During the course of the interview, specific incidents and experiences of the respondent were touched upon and explored using mini tour questions (Spradley, 1979). To develop important issues directly related to the research, but not sufficiently well explained, the playback technique suggested by Smith (1972) was used. It involves repeating phrases said by the respondent with a rising inflexion in the voice of the interviewer, for example, you said you are an impulsive buyer, what makes you think that. Attempt was made to maintain the flow of the interview by avoiding intervention and introduction of new subjects by the interviewer. However, structural and contrasting questions were employed to uncover specific meanings of the respondents phraseology, to obtain reason for what has been said, and to introduce a new subject not yet covered by the respondent (Berent, 1996). The interviews were recorded using a Dictaphone (see Appendix 3), after acquiring the respondents permission to avoid loss of information and overcome any recall bias (Polkinghorne, 2005). Imposition of a strict time scale was considered unrealistic and constraining in this study, and interviews were continued to the point at which it was felt that further questioning would cover aspects already mentioned and discussed.

51 3.8 ANALYSIS

The challenge of qualitative analysis lies in making sense of massive amounts of descriptive data collected. In order to treat evidence fairly and to produce compelling analytical conclusions, the pattern coding analytical strategy suggested by Miles and Huberman (1994) was used. This approach involves grouping of data into smaller sets, themes or constructs to reduce large amounts of data into analytical units so that a cognitive map or schema for understanding the phenomenon can be developed. This analytical strategy was implemented in the current research by first transcribing the interview recordings (See Appendix 2 for the transcription of a randomly selected interview). As suggested by Cresswell (1998:51) it helps the researcher to think about what the interviewees were saying and how they were saying it. Moreover, it allows to-and-fro reading, increases familiarity with the data, and thereby facilitates the grouping and coding into broad categories (Polkinghorne, 2005). But, since important aspects of the oral information such as the pacing, intonation, and emphasis are lost in the transformation (Polkinghorne, 2005), the recordings were also heard several times. The analysis of the interviews was done simultaneously with the collection process so that new and potentially viable issues raised in the interviews already conducted could be incorporated in subsequent interviews.

3.9 FUTURE CONSIDERATIONS/ LIMITATIONS AND HOW THEY WERE HANDLED

For most purposes in research there is an assumption that objectivity is needed to ensure the credibility of findings (Denscombe, 2002), however such objectivity is

52 difficult to establish in qualitative research as the researcher itself acts as a human instrument of data collection and analysis (Hoepfl, 1997). Subjectivity guides everything from the choice of research topic, to formulating research questions, to selecting methodologies, and interpreting data (Ratner, 2002). It is argued that subjectivity can create biases and challenge the validity and reliability of the findings. But the biases arising out of subjectivity are not inevitable. Scholars have suggested that researcher reflexivity, i.e. an awareness of the personal concerns and values and how they shape the research, can keep a check on such biases (Denscombe, 2002). With respect to the current study it can it can be observed that the author who is male and does not indulge in impulse buying personally, may experience the phenomenon in question differently to the respondents who are females and inherently impulsive in their purchase decisions. However, attempt has been made to be receptive to different perspectives and opinions to provide a balanced and transparent account of the findings. Through the use of comprehensive accounts of sampling decisions made, the data collection procedure and analytical strategies used, the current research meets at least the minimum requirements for methodological transparency suggested by Miles and Huberman (1994) to ensure reliability and validity of findings. However, since the quality of qualitative research depends not only on the techniques used to collect and analyze data, but also the skills, judgment and creativity of the individual researcher (Patton, 1990; Miles and Huberman, 1994)), the reliability and validity of research can only be inferred and not proven by reference to objective criteria (Mason, 2002).

53 3.10 CHAPTER SUMMARY

The chapter begins by discussing the two research forms, and then provides a rationale for adapting an interpretivist approach to achieve the research objectives. Indepth interview method was used to collect data, the chapter elaborates on the interview construction and the sampling criteria. In order to reduce the influence of factors other than personality traits and in-store atmosphere, twelve females under the age of 35 years where interviewed regarding their shopping behaviours with respect to fashion and apparel products. After discussing the major issues of analyzing the data collected the chapter ends with a few limitations of the approach and the way they were handled.

54

CHAPTER: 4

ANALYSIS AND DISCUSSION

55

CHAPTER: 4 ANALYSIS AND DISCUSSION

4.1 INTRODUCTION

The interviews conducted provided a great deal of narrative data, gave insights into consumers various shopping behaviours, and was informative regarding issues like personality traits, emotions or mood state and in-store shopping environment. Shopping as the central issue of discussion was of interest to the respondents, who showed enthusiasm in actively participating in it, and willingly shared ideas, during the conversation. This chapter will seek to consolidate and analyze the data gathered from the interviews, on the basis of the themes and concepts introduced in Chapter 2. It will attempt to address the research issue of understanding the effect of the internal and external factors (previously identified) on the impulse purchase decisions of consumers. After having elaborated each individually, it will seek to highlight the interaction between the consumers personality traits (internal factors) and the external in-store stimuli with regard to impulse buying. The above will be done using the data collected from the interviews, which can be referred in the appendix (an audio compact disc has also been provided with the original recordings of the interview, to maintain the essence of expression and mannerism during the interview process).

56 4.2 SHOPPING A SOCIAL THING

As discussed in Chapter 2 most of the consumer decisions are influenced by the social system (Masi, 2005). Shopping provides an opportunity to construct, maintain and communicate identity, and has become a way of participating in social life and cementing social relationships (Elliot, 1997). Even the respondents categorized shopping as a social thing (Interviewee 2) and most of them shop to socialize (Interviewee 1). It has become a way of spending time with friends and family and makes the bond between mothers and daughters stronger (Interviewee 9). Shopping today is taken as a leisure activity and people shop not only for material utilities but also to fulfill their hedonic needs (Han et al., 1991; Puri, 1996; Kash and Green, 2004; Laurens et al., 2005). Almost all the respondents show this kind of an association in their shopping behaviours. It has become a big part (Interviewee 2) of their life and fills up [a] gap inside (Interviewee 4), makes them feel good (Interviewee 7) about themselves, cheers (Interviewee 10) them up, makes them relaxed and happy (Interviewee 11), brings a smile (Interviewee 6) to their faces, and has become their favorite time-pass (Interviewee 9). They do shop a lot, but they rarely shop because [they] need something (Interviewee 1) and just give themselves a reason to buy (Interviewee 6). A few even said that need is not in the picture (Interviewee 3) and they just shop for the sake of it (Interviewee 1).

4.3 THE INCREASE IN IMPULSE BUYING BEHAVIOUR

This change in the conventional style of shopping, from consumers satisfying their functional needs, to them seeking for hedonic benefits, and shopping just for the

57 sake of, has lead to an increase in the number of purchases made unplanned (Stern, 1962; Kollat and Willet, 1967) and on an impulse (Bellenger et al., 1978; Weinberg and Gottwald, 1982; Cobb and Hoyer, 1986; Han et al., 1991; Rook and Fisher, 1995). Since shopping has become a leisure activity, consumers never plan to buy (Interviewee 9) and even if they go out without an intension of shopping but stillcome back withmany things in hand (Interviewee 4). The shopping activities are no more very direct and structured, but have become very informal and flexible, (for example, I needed a new pair of jeansbut end up buying a topand a pair of shoes as well (Interviewee 2)), whenever the consumers are free and in [the] mood for it,[they] buy it (Interviewee 11), and thus every respondent agrees that they buy impulsively and unplanned all the time (Interviewee 2) and if not on a regular basis (Interviewee 7) they do behave impulsively sometime or the other depending on the circumstances.

4.4 FACTORS INFLUENCING IMPULSE PURCHASING BEHAVIOURS

In order to bring forth the different elements of the phenomenon, impulse buying has been comprehensively defined by Rook (1987:191), as the purchasing behavior that occurs when a consumer experiences a sudden, often powerful and persistent urge to buy something immediately. The impulse to buy is hedonically complex and may stimulate emotional conflict. Also, impulse buying is prone to occur with diminished regard for its consequences. Such a way has become an efficient and sensible way of shopping (Stern, 1962) and people plan on being impulsive (Wood, 2005). Several researchers have highlighted various factors that can trigger the impulsive urge in a consumer. Pollay (1967:323) mentioned that such a behavior can be influenced by

58 anything that is going on at that time; both psychological and physical (Millner, 2002b) or internal and external (Wansink, 1994). The internal cues refer to consumers self-feelings, moods, emotional states (Youn and Faber, 2000), and personality traits (Weinberg and Gottwald, 1982); and the external cues can be grouped under the socioeconomic context that the shoppers bring with them, the shopping and retail environment (Woodruffe-Burton et al., 2002) or atmosphere (Eroglu and Machleit, 1993), and demographic factors (Shapiro, 2001).

4.4.1 Personality Traits

Youn and Faber (2000) highlighted the three major personality dimensions, lack of self control, stress reaction, and absorption, which affect the emotional behavior, impulsiveness and normative decisions of a consumer.

4.4.1.1 Lack of Self-Control

The ability to resist the temptation to do something that you think is not right (Interviewee 10) and knowing what you should do and what you shouldnt do (Interviewee 6) is self-control. When an individuals emotions, cognitions, motivations, and behaviors are influenced by self, there is an existence of self-control (Vohs and Faber, 2003). Controllers dont spread [their] feet beyond [their] bed-sheet (Interviewee 4) and stick within the appropriate limits (Interviewee 5). These are limits that they follow at an unconscious level I am sure I have [rules and limits] but not really aware of them (Interviewee 5). Respondents said they do have a high resistance level, I do have

59 considerable amount of self-control (Interviewee 6) but a lot depends on the circumstances (Interviewee 7) and they know where their limits are but they go beyond them, I know where my limits are but some times I go beyond those limits (Interviewee 1), and do things that they are not supposed to do, I have got a budget for every monthI got to stick to itbut some times I go over itI know its wrong, but I still do it (Interviewee 1). A few respondents confessed that they generally lack self-control, I really lack in self control when it comes to shopping (Interviewee 10), they do things that they shouldnt do, even though I dont have the finances, I still go and buy it [product] (Interviewee 3), and controlling self becomes an issue of concern for them, Its a bit of a worry when shopping (Interviewee 1). As mentioned earlier there are several other circumstances, like mood of a person (after exams I am in a mood to shop (Interviewee 9)), price of a product (the socks was cheap so I bought it (Interviewee 5)), sales promotion (I thought that there is a sale and there are good deals so I rather go to the womens sectionand I picked up some stuff (Interviewee 3)), that affect consumers impulsivity and it is not necessarily because of lack of ability to control self. This impulse reaction to different circumstances does occur due too lack willpower; and when desire dominates willpower, akrasia or weakness of willpower (Mischel et al., 1988), the customer looses self-control which leads to impulsive behavior (Hoch and Loewenstein, 1991). Thus, it can be said that though self-control may not always be the direct reason for triggering an impulse, but the consumers impulse reactions under other circumstances are consequences when their desires overpower their willpower and hence lack self-control.

60

4.4.1.2 Stress Reaction

As explained earlier that consumers feel better after shopping and it can reduce the level of stress in the minds of the consumers (Gardner and Rook, 1988). The response gathered in this research does not concur with this notion. The respondents do state that shopping is a fun exercise for them and it lights [their] mood (Interviewee 3), makes them feel happy (Interviewee 3), and acts as a stress buster or a retail therapy (Interviewee 10) for them, but at the same time they do confirm that shopping can be very stressful (Interviewee 1) and can make them loose patience (Interviewee 1). Shopping is used by consumers to take their mind off something that they dont want to think about, when you are depressed, its a good way to go shopping and not think about it (Interviewee 9), but it can also increase the irritation level and make the consumer fidgety and edgy (Interviewee 7). In the past the researchers have said that under stress consumers capacity to question is reduced and they make decisions with less control, which thereby increases their impulsivity. This to a certain extent is true because consumers tend to feel better after they shop and buy something that they like, if I am in a bad mood and I go shopping, [then] I just want to buy something to make myself feel good (Interviewee 4), but at the same time when shopping in a bad or stressed out mood people dont seem to feel good and like anything, some times when I am in a very bad mood I dont like anything (Interviewee 7). The level of stress is so high that nothing seems to be right, in such a situation the consumers end up not liking anything, wants to get over and done with (Interviewee 1) and doesnt buy anything, I wont buy anything when I am so

61 depressed (Interviewee 9). They feel that its good not to have anything on mind (Interviewee 7) when they buy. So some times buying a product matching your needs (Interviewee 5) and finding a good bargain (Interviewee 5) can give the shoppers a high or a kick (Interviewee 6), improve their mood, and make them feel better, but most of the time they do not like anything when depressed. It is shopping, the experience (Interviewee 10) that makes their mood better, but if the experience is not good it can further stress (Interviewee 2) the consumers and make them feel worse.

4.4.1.3 Absorption

People who love and enjoy shopping get so involved with the experience that they forget what is happening around them, I get very much engrossed in shopping, my friend might be talking but I might be too involved with shoppingand might not hear what she had said (Interviewee 2). This increases their tendency of experiencing episodes triggered by external and imaginal stimuli.

I keep thinking and thinkinghow it [the product] would looksometimes I even go to the shop [again] to look at itits like I have to buy it, it happens a lot[and] I end up buying it (Interviewee 7)

In such a situation the consumers keep thinking and comparing the product that one was better than this (Interviewee 11) and end up buying it. The external stimulus is so strong that the urge doesnt leave the shoppers mind until they buy the product.

62 Its [product] always on my mind, oh! thats so good I have to pick it up, I have to pick it upI might not pick it up the first time I see itbut every time I go shopping I keep going back and look at that product till I buy it[and] I do land up getting it (Interviewee 10). It makes them excited and the resistance level is reduced, Oh! I got to have that (Interviewee 1). Such a feel makes the consumer realize that they cannot control this urge, I just keep thinking about it [product]makes me feel I lack control (Interviewee 3), and they end up buying it, while going back home I bought it (Interviewee 3). This shows that people with a high level of absorption trait, i.e. a tendency to become immersed in self-involving experiences triggered by engaging external and imaginal stimuli (Youn and Faber, 2000:180), will have less control over self and have a higher probability of getting their behaviour influence by external stimuli and are more like to behave impulsively. In the above discussion it is evident that personality traits play an important role in engaging the consumers impulsiveness and determine the strength or intensity, direction or symptom, and quality or content of the impulse. Lack of control is one of the most important factors that both, directly and indirectly, influence the consumers acting on the impulse. The debate regarding stress reaction shows that though the consumers go shopping while stressed and might buy to feel better, but the chances to buy impulsively is low. A highly absorptive consumer on the other hand is likely to get engrossed in their shopping experience and might be easily affected by other variables to act on an impulse. The consumers do operate out of unconscious feelings and motivations (Masi, 2005), but

63 to have an impulse, does not necessarily mean to act on it, and various external factors may intervene between the impetus and the action.

4.4.2 Retail Environment The term retail environments or retail atmospherics, refers to, all the physical and nonphysical elements of a store that can be controlled in order to influence the behaviour of its customers and employees (Eroglu and Machleit, 1993). Today, experience has become an important factor for the consumers, for me its the experience that counts (Interviewee 10); the more pleasant the retailers can make the shopping experience the more it would play towards their advantage. Thus, many retailers and researchers acknowledge the importance of in-store environment as an important tool for market differentiation and competitive advantage (Iyer, 1989; Levy and Weitz, 1995). A well setup retail environment may affect the time spent inside a store (Interviewee 9) by the consumers, make them revisit (Interviewee 2) and go back to the store again and again and again (Interviewee 8), but if the shop doesnt convey a pleasant vibe the consumers may still buy but the experience would not be nice, if the shop is not well done up Ill still go and buy from the shop but it wont add to the experience (Interviewee 10). The time spent inside a store has been rated as an important factor by the researchers, the more consumers browse inside a store the more they buy and the more impulsive they get. This research is not completely in favor of such a view, it is possible that a consumer might end up buying more [By] browsing more (Interviewee 8), but this goes for really impulsive consumers who do not bother about the consequences at all, at first contact I like it, thats it, Ill buy itI like it and I am buying it, nothing else

64 would be working in my mind (Interviewee 8). There are a few consumers whose buying behaviour might not be altered irrespective of the time spend inside a shop, I might spend one hour in a shop and buy five thingsand I might spend five minutes in a shop and buy five things (Interviewee 1). The several physical and non-physical in-store factors were further divided by Baker (1986) into ambient, design, and social factors.

4.4.2.1 Ambient Factors

Ambient factors comprise of the background characteristics of a store, such as, temperature, ambient scent, lighting, noise, and music. The ambient factors play a very important role in changing the mood and hence the behaviour of a consumer inside a store. Music can instantly cheer someone up, people listen to music sometimes to change there mood bad mood I listen to lively musicit makes me lively (Interviewee 7) and sometimes to match their mood state I listen sad and slow numbers when I am sad and low (Interviewee 5). Music plays an important role in making people think about the past, it brings back memories (Interviewee 3), reminds me of a situation (Interviewee 2), and make them sad or happy accordingly (Interviewee 2). A few people do notice music while shopping, it can attract them, you are just roaming around and you hear the musicyou say, such a nice music and your attention goes in that direction (Interviewee 9), and affect their mood or behaviour inside a shop, generally I do notice music, I think if the music is quite a tempo its fun, it puts me in a fun mood and I am quite happy to shop (Interviewee 2). On the other hand a few are so engrossed

65 shopping that they dont notice the music, I dont pay much attentionwhen I am shopping I forget about the music (Interviewee 3). Volume of the music can alter the way a shopper reacts to music, the music might be nice but if the volume is too loud it may distract the shoppers (Interviewee 3) and make them feel intimidated (Interviewee 2). Though the type and volume of music plays an important role in influencing the shoppers mood state and behaviour and if the music is too loud or not of her [respondents mother] taste she will leave the shop (Interviewee 1), it is very difficult to play a music that suits the taste of every customer. Thus the retailers should match the music in the store with range of their collection, soft and slow music for formal clothes and dresses (Interviewee 3).

Scent makes people feel confident about self (Interviewee 4) In the past researchers have shown that shoppers respond more positively in a scented then in an unscented environment (Mattila and Wirtz, 2001). A good fragrance attracts your senses (Interviewee 3) and makes you feel attracted to the shop (Interviewee 4). A few consumers do notice scent while shopping, a bad fragrance can make them move away (Interviewee 2), and a nice smell might make them feel good (Interviewee 2). One of the respondents said during the daya lighter summery fragrance makes my mood betterbut a stronger smell gives headache (Interviewee 7). Though a nice smell makes a place fresh and pleasant (Interviewee 6), it is very difficult to find fragrance that suits everyones taste (Interviewee 1), and if someone doesnt like it or too much of it might put [them] off (Interviewee 5). Thus in order to attract the consumers and not repel them the retailers should make sure that the shopping atmosphere doesnt smell bad, I dont know if I would stay longer if it smells good, as long as it doesnt smell bad I

66 dont mind (Interviewee 4) and use a very mild (Interviewee 8) or neutral fragrance (Interviewee 5) in the environment.

Visibility (Interviewee 3) has been considered as the most apparent factor (Interviewee 3). It is important for the consumers to be able to differentiate among colours (Interviewee 11). This is where lighting acts as a key determinate (Mehrabian, 1976). Consumers kind of lighting inside a shop does say something about the shop and forms an impression in the eyes of the shoppers, if the shops are dimly lit you think the products arent good inside the shop (Interviewee 4), and this might affect whether the consumer enters a shop or not, I dont like dark shops, and you dont want to be looking at it (Interviewee 4), and the amount of time the consumer spend in the shop, if the light is bad and the music is bad it will probably make me feel that I dont want to spend too much time there (Interviewee 2). Consumers prefer brightly lit shops (Interviewee 9), where they can differentiate between colours (Interviewee 9) and if the shops are not well lit it doesnt excite (Interviewee 8) them. The retailer should keep in mind that the type of lighting does affects the consumers decision process and it should be totally apt for the kind of atmospherenot too bright not too dull (Interviewee 3) and is dependent on the kind of collection [with] casual clothesa nice bright lighting[with] evening dress a slight low light (Interviewee 7). Thus, it can be said that the more pleasant the shopping experience can be made by the ambience of a store the greater will be the positive emotions generated in the minds of the consumers. The greater the positive emotions the better would be consumers mood. The better the consumers mood the more carefree they will become,

67 and the more carefree they become the more immune to impulsive stimuli they will get, thereby resulting in an increase of impulsive behaviours.

4.4.2.2 Design Factors

It is very important for a shop to look good, both internally and externally, and the design of the store has been rated as absolutely essential (Interviewee 2), and it acts as a very important agent in influencing the way a consumer behaves in store, it attracts [them] inside the store (Interviewee 11) and makes them stay in the store (Interviewee 11). The design variable includes the way the clothes are displayed inside the store, and the dcor (Interviewee 8) of the store.

The displays of clothes outside the stores, at the windows, specially the mannequins (Interviewee 6) are a good attraction (Interviewee 9) and can get the consumers to enter the store once outside it [mannequins] gets me inside (Interviewee 6). Most of the respondents believe that the displays are very important (Interviewee 1) and they would leave (Interviewee 2) if they dont like the way things are portrayed in a shop as a messy store is a turn-off (Interviewee 9).

[if] different colours and sizes all mixed togetherits impossible to find something[if] the displays are just full, there is too much to look at, you walk in and you are bewilderedyou have to rummage through to find something that you like (Interviewee 2).

Ease of shopping plays a vital role here, if the consumer has to look through the racks (Interviewee 1), they might not like it, when things are just pilled up and I have

68 to go through stuff I dont like that kind of shopping (Interviewee 10), because its such a mission to find something (Interviewee 7), this would further stress [them] out (Interviewee 1) and they might just leave (Interviewee 1). It is important to place the products in the right way, if things are just lying around they seem useless, like they have been dumped (Interviewee 4), and keep the shop clean and tidy (Interviewee 5). The layout should be planned in an appealing manner (Interviewee 8), clothes shouldnt be clustered (Interviewee 3) and confused (Interviewee 8). It should be divided into sections like colours, I like that color and then within that category you can buy what you like (Interviewee 2), formals and casuals, one side you haveformals...[and on the other] casuals (Interviewee 7), and hung properly (Interviewee 5).

Everybody wants colour in their life (Interviewee 6), it makes everything look prettier (Interviewee 3), and plays a very important role when shopping (Interviewee 8). There has been a general association of bright colour with happiness (Interviewee 1) by the respondents, it can put them in a better mood (Interviewee 9), relaxes (Interviewee 7) them, cheers (Interviewee 4) them, and also gives them creative energy (Interviewee 2). To make an impulse purchase you have to look it and buy it (Interviewee 2) and so the shopping environment should be attractive and user friendly.

I really like it [the shop (name withheld)], even if it doesnt have very amazing clothes, its just the way they decorate it and stuff, its really niceit does affect my buying decision (Interviewee 9)

69

4.4.2.3 Social Factors

Since shopping has become a favorite pass-time for women these days, the number of shoppers increases everyday. With this increase the crowd inside a shop can also increase, and the crowd inside a shop can pay a major role in affecting shoppers behavior and mood in a shop. Respondents have stated that the kind of people inside a shop can assist them decide whether or not they will enter the shop.

Types of people in a shop give me an indication of entering the shopif at an entrance of a shop I see people wearing not very nice clothes or wearing junky clothesI wouldnt go in, its not my style, so the people give me an idea (Interviewee 7).

Almost every respondent agreed that they are either positively or negatively influenced by the number of people inside a store. Too many people inside a shop might attract a few customers; it would infer that the shop is very good, if there are a lot people inside a store that will definitely attract, it will mean that there is definitely something in it that is attracting so many people to it (Interviewee 8). It has been noticed that consumers need their privacy (Interviewee 4) if the place is too crowded they will leave or not enter (Interviewee 5). This is because, the shop looks congested (Interviewee 11), they cant see the product properly (Interviewee 9), have to queue for changing room and billing counter (Interviewee 1), cant shop peacefully (Interviewee 3), and thus wont enjoy the experience (Interviewee 6).

70 So, though more amount of people in a shop might convey that the shop is good, but generally if the shops are too congested and has too many shoppers and the consumers have to wait for their turns, If there are many people waiting, Ill say, Ill come next time, I cant be asked to wait (Interviewee 7), and may get stressed (Interviewee 1) and leave (Interviewee 2). The consumers have become more and more demanding day by day and it has become very important for the retailers to concentrate on their customer services (Interviewee 9). Good behavior and pleasant approach of an employee of a shop improves the mood (Interviewee 1) of the shopper and if the employee is helpful then you normally find that you end up buying somethingyou end up buying more (Interviewee 2). A few respondents commented that though the behavior of an employee might not make much of a difference to their buying or purchasing decisions, if I like something, I will buy it no matter of the employees behavior (Interviewee 7), but will affect whether they come back to the store (Interviewee 5). The good behavior of employees might not influence the way consumers act in a shop but if the employees behave badly it does affect the shoppers mood. If the staff behaves badly, it will put [them] off (Interviewee 10), and they would probably go home (Interviewee 1). A bad behavior can even interfere with the consumers decision making procedure, if I am a bit indecisive about [buying] something and the employee is rude, I wouldnt buy it (Interviewee 7). Thus it is necessary for the employees to be pleasant and cooperative, and do their jobs properly (Interviewee 5), which can make the consumers, stay longer

71 (Interviewee 1), revisit (Interviewee 4), and will at least not put [them] off (Interviewee 10) and make them leave (Interviewee 2).

4.4.3 Other Factors

A few other factors like price, sales promotions, and post-purchase behaviors can have a huge affect on the way a consumer behaves in a store.

The product was cheap so I bought it even if I didnt need it at the present moment (Interviewee 9). Its a need for every shopper to stay in budget (Interviewee 1), and if a product is low priced the shoppers enjoy it (Interviewee 3), shop freely, are less conscious while buying unplanned, and buy it even if they dont like it, I did not like anything but still picked up because it was cheap (Interviewee 4), as there will be no regrets later (Interviewee 3). A few Respondents believe that if the product is very high priced and outside their budget, they will not get an impulse urge to buy the product, I wont get it [urge]because then I know it wont happen anyway (Interviewee 5). Impulse urge, is a sudden and spontaneous urge, which does not give any warnings, and respondents also agree that when the urge is really strong and they like the product very much they end up buying the product even if it is too expensive.

Price is a considerationbut there are times I dont mind letting that go if I want the productif I like something the price wouldnt matterI want it and Ill get it (Interviewee 8).

There is a link between sales promotion and price. A lot of people love sales shopping because it [the product] is reasonably priced (Interviewee 4), prices are

72 good (Interviewee 7), and they get a good bargain (Interviewee 5). Though discounts [are] a good attraction (Interviewee 10) and people would love to get a good bargain (Interviewee 1), it has been a general opinion that respondents hate shopping during sales (Interviewee 11). Sales shopping have been rated as very stressful (Interviewee 1) exercise, its such a mess (Interviewee 9), there is no association of the sizes, all the clothes are put in together (Interviewee 11), even if its a good quality product [they] have this mind set that, no its not nice, just because of the way its kept (Interviewee 10), and there is to much hard work needed (Interviewee 11). So, people may hate sales shopping because there are too many people during sales (Interviewee 7) and every one is looking for a bargain (Interviewee 1) but they still go sales shopping because price are good (Interviewee 7) during sales. When people enjoy their shopping experiences and there is no regret, there isnt much of a difference in there shopping behavior, its just that, the extra consciousness may be lacking and they may think less (Interviewee 7). Its not always that the consumers love their shopping experiences, and there are times when they have bought a product on an impulse and have regretted it later. Such post purchase situations may play an important role when the consumers go back shopping the next time. The incident plays at the back of their mind (Interviewee 5), and they will be very carefuland attentive (Interviewee 3) about the decisions they make, because there is no point going home and regretting (Interviewee 6).

73 I bought it [product] but havent even used it onceI thought may be Ill start to like it, but it didnt happen[the next time] I went to the shop three different times to decided and see if I really like it (Interviewee 4).

I bought belt by just looking at a buckle and didnt think muchbut the quality of the belt was badcould only use it a few times and [had to] throw itnext time when I went shoppingI properly checked everything [before buying] (Interviewee 11).

However a few respondents said that the post-purchase regret behavior will not change [their] shopping behavior (Interviewee 2) and in a few days theyll forget about it (Interviewee 1).

4.5 Interaction between Internal Factors and In-Store Atmospherics

There is a deep relationship between the personality traits of the consumers and the manner in which they react to the different in-store variables. A persons capacity to control self, their mood, and the tendency to get totally involved in the shopping experience does affect his/her response to the in-store stimuli. As explained earlier in this chapter self-control plays an important role when it comes to converting an impulse urge to a purchase. Individuals, who have a strong willpower and can control their desires, will arguably not act impulsively irrespective of the strength of the impulse urge. However, the reverse is not always true, if consumers act impulsively, it is not necessarily due to their lack of self control. There are several other factors like occasion (Interviewee 2), sale (Interviewee 1), low price

74 (Interviewee 7), pier group influence (Interviewee 10), a future need (Interviewee 9), and mood state (Interviewee 4) that can affect the impulse reaction. It is the mood of the consumer, before and after shopping, that changes the way a consumer reacts inside a shop completely. Maximum number of respondents state that sometimes they go shopping in order to relive stress and improve their mood state. According to the respondents when it comes to shopping its the experience that counts (Interviewee 10), its the shopping experience that makes their mood better, and they give a damn (Interviewee 11) for buying a product. A few shoppers when in a bad mood can make a conscious effort to indulge in buying products, with an intention that the act might improve their mood, I force my self to buyto feel better (Interviewee 6). Generally in a bad state of mind people do not end up liking any thing and get irritated faster. People in a bad mood are in less control of their negative emotions and if the ambience, design and the social environment of the store are making it further worse, in such a situation they will leave (Interviewee 1). At times when consumers are shopping in a bad mood, the environment of the store can make your mood better (Interviewee 3) and they can end up buying products from that shop, for example, the music in the shop, can make me feel better (Interviewee 2), the design makes such a difference (Interviewee 9). On the other hand, when the shoppers are in a good mood, they have positive vibes surrounding them. Respondents agree that they shop better in good mood (Interviewee 7), can appreciate (Interviewee 3) a good atmosphere, and if the store environment is not good they are ready to give more chances and accept more flaws

75 (Interviewee 1). In this mood state if the atmosphere inside the store is pleasant they will impulse buy more (Interviewee 8). Shopping itself can be very stressful sometimes and it is very necessary that the shopping environment is well equipped to make it as easy as possible for the shoppers. If the ambience of the shop is not pleasant, the design is messy, the employees dont behave well, and it is too crowded, even a person in a good mood may get irritated. If the environment is not up to the expectation the consumer might still buy the product but wont have a nice time shopping, if the shop is not well done up Ill still go and buy from the shop but it wont add to the experience (Interviewee 10). In order to generate a revisit it is very important to provide consumers something extra and a good shopping experience, if the store has lively music, appealing colour, forthcoming sales peoplewhich person wont want to [go back]I would definitely go back to the store again and again and again (Interviewee 8). People with a higher tendency to get absorbed and involved in what they are doing, might be influenced relatively easily as compared to those with a low level of absorption. Absorptive consumers get so involved in the experience, the atmosphere and the product that their decisions are easier to manipulate. If the environment is soothing and to the liking of the consumer, they will probably shop with a good feel (Interviewee 6) and will be at ease (Interviewee 1) while browsing. This ease may give the consumer a clear headway to enjoy their experience, be totally involved, and get attached to the product. As mentioned earlier, the post-purchase feel is also a very important determinant in influencing consumer in-store behavior. If the consumers have regretted or havent had

76 a good experience at an earlier occasion, they may be slightly conscious (Interviewee 3) when interacting with in-store stimuli and may have the unpleasant experience at the back of their mind (Interviewee 4). However, if the feeling of regret is not too strong the consumers can forget it fast (Interviewee 2), thereby reducing its incidence on future purchases. The interaction of the consumer with the in-store environment can be understood and illustrated through the following diagrammatic representation (see Figure5). It shows the buying experience of the consumers, their impulse purchasing decisions, and the intermediaries involved.

PERSONALITY TRAITS Self Control Mood Absorption INTERNAL OR EMOTIONAL RESPONSE Pleasure IN-STORE ATMOSPHERICS Ambient Factors Design Factors Social Factors Other Factors Arousal

CONSUMER BEHAVIOR Impulse Urge

M oney Availability

Impulse Purchase

POST PURCHASE EMOTION

Figure 5: Internal Factors, In-store Atmospherics, and Impulse Buying

77 The above Figure 5 expresses a relationship between the different determinates involved in enforcing the consumer to buy impulsively. The ambient factors of the store can be rated on the basis of, pleasant-unpleasant, relaxed-tensed, dull-bright, and pleasant smelling-unpleasant smelling; the design factors can be marked as, largesmall, roomycramped, attractive-unattractive, clean-dirty, comfortable-uncomfortable, and wellorganized-unorganized layout; the social factors can be lively-unlively, cheerfuldepressing, and courteous salespeople-discourteous salespeople; and the other factors may be based on low-high, and good-bad (Sherman et al., 1997). No matter how good or bad the atmosphere of a store is, when the shoppers enter a store, on interacting with the environment, they might feel (pleasure), happy or unhappy, relaxed or bored, satisfied or unsatisfied, and pleased or annoyed, on the basis of the level of control they have on self, their mood, and absorptiveness. Such intermingling among the in-store determinants and the consumers personality traits, might lead to (arousal), excitement or un-excitement, and arousal or un-arousal, of their mood (Sherman et al., 1997). These emotional responses may direct the consumers to experience an impulse urge, an urge which is sudden and unexpected. This urge is generally very strong, and might guide the consumers to purchase impulsively without any conflict, if money is available to them. In case of lack of sufficient money and restrictive budgets, the consumers might experience a conflict of pleasure and reality in their minds. This conflict generally results in pleasure dominance for people with low self-control, and reality dominance for people with high control level. Once the purchase is made, the shoppers might, regret or be happy with their purchase decision, and this can act as a positive or a negative influence to impulsivity the next time they go shopping.

78 4.6 CHAPTER SUMMARY

This chapter provides a detailed insight into the major issues involved in impulse buying. The data collected was used to analyse and discuss the various elements of the research objectives. It starts with illustrating, how shopping has become a social thing, and then highlights the increasing rate of impulse buying behaviour. The chapter then brings forth the evaluation of the collected data, on the basis of the affect personality traits and in-store environment have on impulse decisions. Finally, the interaction among personality traits, in-store atmosphere, and impulse buying has been discussed together, to bring forward the vital role consumers personality traits play in moderating the consumers reaction to the in-store stimuli.

79

CHAPTER: 5

CONCLUSION

80

CHAPTER: 5 CONCLUSION

5.1 INTRODUCTION

The concluding chapter of this research will call attention to the key empirical findings derived from the in-depth analysis and discussion presented in the previous chapter. It will then indicate the limitations of this research, signaling the potential for future extension. The chapter will conclude with the practical implications of the research findings re-establishing the contribution made by this study.

5.2 KEY FINDINGS

The notion of shopping as a social thing and the underlying motive of fun and leisure has changed the attitude of the researchers, practitioners, and consumers towards the phenomenon of impulse buying, as highlighted in Chapter 2. Previously considered to be irrational (Rook and Fisher, 1995), bad, immature (Ainslie, 1975), and low standard (Rook, 1987), is now perceived to be an intelligent way to shop (Wood, 2005). With the increase in the number of in-store decisions made by the consumers (Berrell, 1995), there has been a huge increase in the number of purchases made unplanned and on an impulse (Welles, 1986). There are several internal and external determinants that can affect the impulsivity of consumers (Wansink, 1994). By the discussion in Chapter 4, it is evident that personality traits play an important role in determining the consumers impulsiveness as well as the strength or

81 intensity, direction or symptom, and quality or content of the impulse (Youn and Faber, 2000). Lack of control is one of the most important factors that both, directly and indirectly, influence the consumers impulse behaviour. The existing literature asserts that if consumers act impulsively its because of their lack of control over self (Vohs and Faber, 2003); however, this argument does not stand completely true in this research. There are other variables that influence consumers impulse decisions, but either directly or indirectly through their impact on self control. The debate regarding stress reaction shows that though the consumers go shopping while stressed and might buy to uplift their mood (Gardner and Rook, 1988), but the probability of buying impulsively is low. This is because people buy more when they are in a good mood, and when in a stressed or sullen disposition they are not attracted by anything or influenced to buy, unless and until the influence is very strong. A consumer highly absorbed in the buying experiences, on the other hand is likely to get engrossed in their shopping experience and might be easily affected by other variables to act on an impulse (Mitchell, 1994). The consumers do operate out of unconscious feelings and motivations (Masi, 2005), but to have an impulse, does not necessarily mean to act on it, and various external factors may intervene between the impetus and the action. Retail environments or atmospherics, have become a major factor in controlling the shopping behaviour of individuals (Bloch and Richins, 1983). Having a good time and enjoying the shopping experience has become key drives for the consumers. To make each shopping experience memorable for the consumers, the ambience, design, employee behaviour, crowd, price, and sales promotion are key agents.

82 The music, scent, and lighting of the store have a significant impact on an individuals mood (Lam, 2001). It can even help changing the mood states and thereby affect in-store behaviour of consumers. However, the existing literature overlooks the complexity of, creating an ambience that can suits every consumers preferences and matches their different mood states. Thus, over all a general and a neutral soothing shopping atmosphere is preferred by the shoppers. The music shouldnt be too loud, the fragrance should be very mild or neutral, and the lighting should be apt for the environment, not too bright and not too dull. The design, layout, dcor, and colour in the store are important elements that attract a consumer to a store and make them browse longer (Beatty and Ferrell, 1998). The consumers generally get irritated and stressed if the store is disorganized and if they have to do a lot of work to make a purchase. The dcor and the colour of the walls can enliven consumers mood and make them feel better. The analysis shows that too many people in a store can both attract and repel the consumers. If a shop has too many people, it might create a positive image in the consumers mind as they feel that there must be something about the store that attracts these people to it. At the same time, too many people in a shop means, long cues at the changing rooms and billing counters, untidy arrangements, less privacy and congestion, which would repel shoppers. Friendly and courteous behaviour of employees attending the customer might or might not affect the buying behaviour of shoppers, but it definitely makes them feel better and enforces a revisit. However, if the employees do not behave well and are rude, it might annoy consumers and turn them away.

83 Other factors like price and sales promotions are important initiators of the impulse urge in consumers. The consumers are attracted by low prices and buy more or act more impulsively with respect to products that are low or reasonably priced. Sales promotions are also a good attraction for the consumers to buy unplanned and impulsively, but it has been a general opinion that, shopping in sales is a stressful exercise and its a mission to find something they like. One of the contributions of this research is in a domain of impulse buying that has been neglected in the past, i.e. the interaction of the personality traits of the consumers with the in-store stimuli. Control over self, mood state, and degree of absorptiveness has a great impact on how the consumers react to the in-store atmospherics and behave in the environment. Sometimes the in-store atmospherics alter the personality traits of a person, both positively and negatively, and sometimes it has no affect on the consumers decision making elements. Another important observation that can be made is that when both personality traits and in-store environments work together and generate a positive force, the resulting urge is very strong and most of the time shoppers buy impulsively.

5.3 LIMITATIONS AND FURTHER SCOPE OF THE RESEARCH

The interpretive approach to management research has many limitations, and in spite of the attempts made to reduce them by the techniques mentioned in Chapter 3, it was not possible to completely eliminate the deficiencies. For instance, even though an attempt has been made to be reflexive, biases in understanding buying behaviour of females by a male researcher could not be entirely eliminated. Some behaviours typically associated with women and their shopping attitude, were slightly difficult to relate to, as a

84 result of which the essence of the behaviour might have been lost. Understanding consumer behaviour is a very complicated and complex exercise, and then relating to an unacquainted domain of female shopping behaviour creates a further challenge for the researcher. The respondents might not have been completely honest with their behaviours and feelings, as they might be uncomfortable discussing their shopping experiences with a male researcher. The interview methodology is based on the assumption that it is possible to investigate elements of the social sciences by asking people to talk, and to gather or construct knowledge by listening to and interpreting what they say and to how they say it (Mason, 2000). However, many scholars have challenged the use of language to accurately convey the underlying emotions and perceptions. The respondents may have been unable to communicate what they actually feel and experience, making the analysis of the data generated is incomplete. But, considering the research objectives, time and resource constraints, and the chosen technique of data collection was considered appropriate in spite of the above limitation. Moreover, the research sample only included young females between the age of 20-24 years and was restricted to apparel and garment shopping behaviours only. Thus, the findings of this research cannot be generalised to other sectors or age groups without further inquiry. However, this should not be considered to be a weakness of this study, as the study intends to provide a localised, in-depth understanding of the phenomenon, and seeks to be general with respect to theory, and not to population (Yin, 1994). Several researchers (Hofstede, 1980; McConatha et al., 1994; Kacen and Lee, 2002; Tao et al., 2004) have proposed that culture and lifestyle are important

85 determinants that influence the emotions and behaviour of consumers. People belonging to different cultures were interviewed in this research, but difference in responses due to cultural backgrounds was not explored, as it was not within the demarcations of this research. Researchers should investigate the effect of culture on impulse buying decisions in order to understand the phenomenon better. Though specific to a particular group, the current study provides a valuable insight into the phenomenon of impulse buying and signals avenues of further research in this sphere of consumer behaviour. The positivistic approach can be used in future research projects to scientifically verify and establish the relationships and associations explored and uncovered in this research.

5.4 MARKETING IMPLICATION

Lewis (1993:24) stated, What makes your store a profit powerhouse is the extent to which it sells each customer something he or she did not intend to buy while making the planned purchase. With the increasing number of unplanned and impulse purchases it has become very important for the marketers and retailers to have an idea of the different factors that influence the consumers to behave in an unplanned and impulsive manner. This research provides an insight into the several factors of impulse buying, and highlights the interaction between in-store atmospherics and the consumers personality traits. Shopping has become a favourite pass-time for people and they even shop to relive their stress. The retailers should create an environment where the consumer can off load their negative emotions, feel good, and enjoy the experience. As mentioned

86 earlier the consumers personality traits and emotions play vital role in enforcing an impulsive behaviour. The retailers can use personality traits of the consumers to their advantage with the help of the in-store atmosphere. The music played shouldnt be too loud, and the choice of music can depend on the kind of collection the store has or with respect to the target segment. The research shows that generally people do not prefer a strong smell in the environment, so the retailers should maintain a mild or a neutral smell in the atmosphere. The lighting of the store is very important, and it should be bright enough to make the clothes properly visible to the consumer. However, it is very difficult to maintain an ambience to match the tastes and likings of every consumer. Thus, marketers and retailers should define their target segment or segments, and try to make the shopping experience as pleasant as possible for the maximum number of shoppers within their targeted segment or segments by sustaining a healthy atmosphere. When it comes to the design of the store, the retailers should keep the store clean and tidy. The clothes should be arranged and displayed properly in different sections like, colour, sizes, type of clothes, formal or casual, etc keeping in mind consumers convenience and strategic layout. If the display is messy the consumers mood might be spoiled and will lead them to leave. The dcor and interiors of the shop should be attractive and make the consumers feel good while shopping. The store should be spacious giving the consumers should have enough place to move around. The employees should be available to the consumers when needed and be pleasant and helpful. A rude behaviour by an employee is a big turn-off for the consumers.

87 The retailers should keep in mind that it is not possible for them to please every consumer, and please them all the time. When consumers are in a nasty mood, they generally dont like anything and might not pay attention to the retailers efforts. In such a situation the retailers objective should be to impart both economic and non-economic motivations to the consumers, in order to make them buy impulsively. Sales are a major economic motive for the consumers to buy impulsively, but during the sales the noneconomic benefits are reduced, this stresses the consumers and might restrict their purchasing ability. During sales if the display is kept appropriate and the ambience maintained properly the consumers impulse behaviour would increase. Thus, this research identifies several avenues and aspects of the store environment that retailers can focus upon and alter to induce consumers to buy on impulse, which is, one of the most commonly observed shopping behaviours today. Though the contribution of this research is microscopic in the large reservoir of consumer behaviour studies, it provides a starting point for future studies with respect to in-store environment and impulse buying.

88

APPENDICES
APPENDIX 1: Interview Protocol

This is an interview is conducting to fulfill the research work for my dissertation, and I will ask you certain questions to identify your shopping behavior. To start with, what do you think is self-control? Do you think you can control your self while shopping? And why do you think so Do you like music? What kind of music do you prefer generally? So, how do you think mood and music are related? What relationship do they share? Does music affect your mood or change it? Do you think colour is a good tool to symbolize something, or is it just a pigment and doesnt symbolize anything? How does color affect your reactions? There has been a conventional association of colors, like pink is for girls and black, blue colors are for guys, so do you agree with this kind of a conventional association? From now whatever questions I would be asking you would be shopping based. Please answer them in relation to your apparel shopping behaviour alone. Do you like shopping? Why, do you like/ dislike shopping?

89 If I say you just go for shopping only when you need something, will it describe you? If not, how will you describe yourself? What influences you to buy? Do you use it to reduce stress? How often is it that you go to shop? Describe your recent shopping experience. Does price and sales promotion make a lot of difference in your decision making process inside the store? Except the product what are the other things that drives you towards the product. Can you explain what the ambience of a store means to you? What about atmospheric factors inside the shop, like the smell inside a shop or the music thats played or the lighting. If they do, how does that affect you? What about crowd inside a shop, how does that affect the way you shop? When do you shop better, when you are in a good mood or a bad mood, more stressed out? How does your mood affect your buying behaviour? Of what we have discussed, which of these factors would you consider affects your impulse buying Has it happened, that you bought something impulsively and you regretted that purchase later? If the past experience is pleasant, how does it affect your shopping?

90 APPENDIX 2: Sample Interview (Interviewee 3)

This is an interview that I am conducting to fulfill the research work for my dissertation, and I will ask you certain questions to identify your shopping behavior. To start with, what do you think is self-control?

Something that I think I dont have when I go shopping. You need to know where you have to draw the line, and once you know that then your in control of your self, if you dont know that then obviously there is no end to your desires or wants.

You said you dont have self-control when you go shopping, why do you think that?

Because, even though I that when I go shopping I decide that this is my budget and I am going to spend so much, when I go shopping and I like something. Say for instance I go to a shop like Jane Norman for instance. If I like something, Ill think about it and Ill come back and see if I want it. I go for lunch and during lunch I will keep thinking whether I want that thing or not, and eventually I know myself that even though I dont have the finances I will just go and buy. So, what I feel is my budgeting is really bad, so as long as that is concerned I really cant control of keep it.

Why do you feel that because you lack self-control you get attracted to that product? And you cant resist your self from buying it?

91 No, what I mean to say is because even I like something and I have self control I will forget about it and I will think, okay next time if I have the money to really shop then ill get it, so then I stop thinking about it. But, if I keep thinking about it then I feel you are not being in control, because you keep thinking about it and eventually you go any buy it, then there is really no point in it. So thats how I feel, or thats the way I am at least. Ya

Do you like music?

What kind of music do you prefer generally?

I love Bollywood, thats Hindi music, and I listen to English music also.

I want to know whether you like loud music or soft music?

Oh, like that! It depends on the mood I guess. I like loud music if I am partying and all, if I am pepped up. And if I am you know, if the weather is nice and all, I would rather listen to a romantic song, so it differs according to my mood. But, I like all kinds of music.

So how do you think mood and music are related? What relationship do they share?

Its just, I mean. If you are in the mood for something. I mean if you are stressed out, you just want time on your on and your sitting in your room you would rather want to listen to something slow and soft which calms you down. Thats what my whole perception of it is. And if you are in a fun mood and very excited about something, I guess your feelings basically, you know, they are a reflection of the kind of stuff you want to do.

92

So, does this music affect you in changing the mood?

Ya, sometimes it definitely does. Like supposing I am low or something and I listen to a nice pepped up song, you know just to change my mood, it just might. Because then, once I am listening to something, like with me many songs are kind of, you know, I look at it in the time they were played in. So, I can actually look back at those memories for instance. I can think that this was the day, not the day really, but the time when I heard it with these friends, or whatever. If it has some incident attached to it, so then obviously it makes me feel better about it and then I mean whatever. So thats how I guess.

So, you kind of co-relate it with your past.

Ya, sometimes.

What about color, do you think it is a good tool to symbolize something, or is it just a pigment and doesnt symbolize anything?

I think it really does symbolize a lot. I mean t changes the whole perception of the, incase your talking about the product or something

Anything. Just generally anything?

Anything. It could be a product a person. I just think color makes everything look brighter and prettier. I mean even black and white. For instance, if I take photographs, like some black and white pictures have a lot

93 of depth in them also. But, then on the other hand, they look nice at times. Like they really look better than colored pictures, but on the whole I feel that as far as life is concerned, I would prefer colors and brightness, and you know, more, basically color is something that I would like.

How would you associate it to your reactions? Like, your mood state, or how does color affect you?

For instance, like an example. That day I went for a movie, and there was this song that was in the movie, and it was a Hindi movie, and this song was being played, and generally the song was nothing great, but the way they had picturiezed it was really colorful, you know, full of these lights and different kinds of things at the back, and the setting and all. Like even though, the song was alright, jus the colors made such a difference and the entire picture of the song changed and you know, obviously it grows on you later, but I just mean to say that color can add a lot to something which is not that great also. I mean, color would obviously increase and heighten its beauty.

So, it will basically affect your behaviour you mean to say?

Ya, I guess. It will. Even in clothes and all, if there is something, sometimes you like dull stuff also. I am not saying that you always like red and purple and whatever, but ya like usually I would like. I am the kind of person who wears a lot of colorful stuff anyways, I love pink and red and everything, so. Some people really like the dark, the blacks and browns and they always stick to that, but I even like those colors, but I feel I like the variety. Like the entire range. Its not just one specific color, dull or bright or anything.

94

You mentioned the color oink and red and everything. There has been a conventional association of colors, like pink is for girls and black, blue colors are for guys, so do you agree with this kind of a conventional association?

I feel nowadays, everything is changing a lot. Like, you even today see guys in bright colors, like in yellow or pink or whatever. So I guess earlier the trend was not that much, usually guys were seen in white, black brown, bage or whatever, but other colors look so nice on guys also. Like a baby pink shirt, or yellow or red. I would really like that on a guys. So I dont really, no I dont agree with that. Maybe a few years back I would kind of relate oink and red to girls, but ya obviously a guy having a pink room is a bit gay. Isnt it?

But, why this kind of a behaviour?

I guess because now clothes, like the kind of clothes that have started coming out are much more colorful. So styles have changed and fashion has changed. Even back home in India, things have really changed. You dont see many guys just buying pain shirts. People would rather buy nice stripped shirts with colors and stuff on it and I mean just because trend has changed and fashion has changed that also kind of reflects your mind right? So, your idea of how to perceive things and stuff.

From now whatever questions that I would be asking you would be a little shopping based questions, and why I say shopping I mean regarding fashion and apparel stuff. Not like grocery shopping or daily shopping.

95 My dissertation is also on apparels and textiles. Love it

So, to start with an obvious question, do you like shopping?

Why, do u like shopping? Whats the reason why you like shopping?

For me I fell that I really enjoy it because, I mean okay. This is what I feel, that if I go to the City, okay like in the day or whatever and I come back hoe after three four hours without a bag in my hand I wont be satisfied. Even if I buy a small things, a little thing, I just get kind of, it lifts my mood and spirit up and I just feel happy about it. Just because I mean I like clothes, okay ya if you are just talking about clothes and apparels, I love clothes and stuff. And like for girls bags, shoes all this. So, just anything if I get, even if I t is a small thing and not that expensive, even if it is like 5 or something, but its a nice little thing, I would still enjoy it and you know once I come back home I feel happy about it. and then I love opening my shopping out and seeing what all I bought. So, I guess its just how I am.

So, when I say that okay, you just go for shopping only when you need something, whether it will describe you or not. No.

So what is it that would describe you.

Its basically, need does not come any where into the picture, because like, some people are so like, they will only go and buy something exactly when they need it. like if they,

96 you know, a pair of jeans is worn our and they need a pair of jeans, but or me its not like that. I mean even though sometimes I know that I am going a little over board with my shopping, but then if I really like something, I will go and pick it up. So, I guess its not about need at all here. Its not like I dont go mad shopping. Like its not that ill go and shop for 500 in a day, but you know like, if I have to buy an expensive item worth 200250 then I actually think about it. so as far as, very expensive things are concerned I obviously plan out. I just dont go and be like instantly pick it up. But ya, clothes worth 20-30 pounds, that is ok. Thats something which I would buy and I dont think need really figures in my sort of shopping.

So what could be another reason. Like, you are saying that if you like a product you will go and buy it. suppose we are not talking about the product and what you need at the present, except these two things can anything else influence why you go to shop.

Just to make me feel happy. Thats one thing. To make me feel happy and kind of, if I am low and not doing anything, just going and buying something like a pair of jeans or a nice pretty top would kind of just make me happy. For some people it is just like that. Like psychologically shopping would just lifts your mood up.

So do you use it like stress buster for your self?

No. not all the time. Like touch wood I am not so stressed out ever that I need to go shopping. But, its like if youre sick of sitting at home, you rather just get out and shop something like that.

97

So, time pass basically.

Like a good time pass ya.

So how often is it that you go to shop?

recently it has been quite often, because I know I am going back to my country so I rather you know like, the last few days so I shop as much. So, I have been going to the City very often. In fact like once in three-four days. And I eventually end up picking something or the other. So, that ways these days its been more, but otherwise, like we usually go to the City twice a week, but its not like every time I go I pick up something, but ya most of the times you do end up picking up something. So thats how it goes.

Ok. So, I hear you went for shopping tomorrow, huh, yesterday sorry.

Ya, yesterday I did.

Okay, so could you explain what kind of an experience you had. How did that shopping experience, everything. What was the need to go, why did you go and what happened when you went in and what did u purchase and why did u purchase. What actually happened?

I basically went because I had bought a sweater for my dad from Marks and Spencer and I had to change the color. So, that was my main purpose of going to the city. Just changing a sweater. So, the minute I entered Marks and Spencer there were these big boards of sale all over, so I saw that and obviously got very excited and then I went into

98 the mens section and forgot all about the sweater which I had to change and started looking at the other stuff. My dad generally wears these particular jackets which u get in Marks and they were all on sale. There are generally for 100 pounds, they were for 40 yesterday, so obviously then I called up my dad and I was like do you want it and stuff like that, so he is very particular about everything on the jacket, so I explained the whole thing to him and he was like ok fine. So, I bought the jacket for him. Then after that, I was like now that there is a sale and there are good deals, I rather go to the womens section and see something for myself. So, I went to the night suit section, I didnt find anything, but if I would have I would have picket it up. I know that. They other than that I went to the lingerie section and picked up some stuff and then I went down to the womens section for my mom, but I didnt find anything and then I bought a top for myself. So that was also on sale. Which was like 7-8 ponds which was earlier 12-15, something like that. So eventually I picked up a jacket for my dad, a top for myself, some little lingerie stuff and then finally I said okay, I have to exchange this sweater. So, I found out about that, but they didnt have the color, so I have kept the receipt and I will go again in another 2 weeks. So then, that was Marks and Spencer. And then after that I was walking back and then we were like this new Primark has opened so we were like lets go there. And since its really cheap, you really love shopping because you dont think about what your picking. So then I went there and I like this one jacket that was a plain grey jacket, but it was nice so I just bought it because it was 7-8 pounds or something and I wanted one nice shawl which I had seen earlier, so I bought that. So, I bought 2-3 things from there. And then, we I was going towards Marks and Spencer I had crossed Aldo, and I had seen this really nice bag whish was in 5-6 colors and just as I told you in the

99 beginning of the interview, that when I like something I say okay, Ill think about it and then later it keeps on going in my mind. So, when I was in Marks I was thinking about the bag still and then when I had to go back to the bus stop to get on to the bus I obviously had to cross Aldo, so I knew myself and I went in and I picked up that bag. So, that was my day. So, just had lunch and came back. So, just for a sweater all this happened.

That explains a lot of stuff. Now, you explained something like Marks and Spencer being on Sale, so the whole thing of price, sales promotion and all make a lot of difference in your decision making process inside the store?

Ya, like specially, I was not so interested for my shopping, but ya for my dad, because usually I know that those jackets are for 100, so to get it for 40 is a big deal. Like, otherwise my dad would be coming soon in 2 months, so he would do it himself, but since I was getting a very good deal I thought I rather pick it up rather than him going later and buying it.

And then u said that you went to Primark and a lot of stuff was cheap around there, so does that thing of being cheap and price affect your shopping?

See it does. Now in a country like England, there is nothing cheap. I think Primark is the only store till date where u get clothes and shoes which are like dirt-cheap. So, apart from that everything shifts to River Island, Jane Norman, Barrats, which are all now that mid segment, that are not very cheap or very expensive. Then, Primark is the only place where you and get 4-5 things very cheap. You dont care, you can kind of wear them and

100 even if they shrink you dont mind. u know so that is there. you always enjoy cheap shopping. But then its not like price which is, obviously price affects and it depends on how much you have and if I would have had 1000 pounds I wouldnt have even looked at Primark. I would have straight away gone to Prado, Gucci and bought like 2-3 bags for myself something like that. But, then Primark is fun because its good quality stuff, I am not saying its bad quality. Its cheap and good quality, so I wouldnt mind going there. Its not that I am very, very finicky about which store I need to go to, I dont mind going to Primark s long as their quality is good and their stuff is fashionable.

So you mean u can shop without tension and you dont regret spending the money there, because its cheap.

Ya.

Even if you buy something that isnt that good you wont regret it later because it is just 1-2 pounds.

Exactly and that is also a good point. And the stuff is good no doubt. I am not saying its cheap quality or bad stuff, its good stuff, its trendy stuff. I dont mind wearing it. I am not like very haughty taughty about what brand I am wearing as long as the stuff is good.

So , no point asking you whether u buy unplanned or not, because you have said. When I talk about fashion and apparel shopping what are the things that actually drives you towards the product, or influences your buying decision. Means,

101 obviously the product will drive you, except the product what are the other things that rives you toward it. See first of all the first look of the product.

No, nothing related to the product. So you mean what drives me to go and but clothes.

No, not the clothes. Say suppose for example you enter a shop, and when you are inside its not just the product that drives you towards it. there are a lot of things inside the shop.

Ok fine. I get it. I guess the entire ambience of the shop the way it is. The way the clothes and everything re placed. Like the manner in which they are kept. Whether its need and well placed, you know. All the designs are out and displayed well. Ya, display thats the word I was looking for. And all that makes a lot of difference. Because sometimes, in the sales, like the summer or December sometimes I just dont like to go into the store, even if it is Zara for instance. I wouldnt want to go inside because its in such a hotchpotch condition all the clothes. So you dont enjoy shopping. you need a well-displayed collection to attract you towards it. so thats what I feel, the ambience the neatness of the shop, the display, and the staff. It has t be helpful. unless and until you are served well you would not want to go to the shop again.

So you spoke about a lot of stuff here that I wanted to ask you. the ambient factor, the display and the staff. Those are the three important points in my research. When I am

102 talking about the ambient factors, what do you mean by ambient factors. What would you categorize as ambient factors It would basically be like a shop that is nicely done up on the inside. I mean, I dont mean that it has to be really posh or anything, but as long as it is nice, neat and clean. Like, if I take some small shops in Nottingham itself, for instance, Zara here. Thats a pretty building anyways, from the outside and the inside also. But, like Jane Norman is nothing great in Victoria Center and from outside its nothing. Its nothing great on the inside, but its just that its neat and clean and you wouldnt mind going inside the shop. And on thing I feel is that the clothes there are very, very clustered, its shouldnt be so clustered also, but I guess they cant do anything about it because it is according to the size of the shop. By ambience I mean, it should be nice, I mean you should have a good feeling when you go inside, and you would obviously want to shop there. If its dirty and the clothes are lying on the floor you wouldnt want to shop in such a place. Even if its a sale, and its really cheap but if you see shoe marks on a garment, you wouldnt want to purchase it.

What about an atmospheric factor inside the shop, like the smell inside a shop or the music thats played or the lighting. If they do, how does that affect you?

See the smell is always a nice factor that you would want. For instance, there is this Yankee Candle shop and you enter that shop and you get a really nice fragrance inside the shop and sometimes when you just cross that shop you get that smell and obviously it attracts your senses. If y get it you wonder, where is this coming from and then if it is a clothes shop and its smelling nice and you are out shopping, so you think lets see this

103 shop. It kind of attracts you to the shop. If it is really stinking, and the stuff is excellent I would not want to enter that shop. Music, I really dont pay much attention on the music. Because, when I am shopping I forget about the music and everything. But, I guess they shouldnt have really loud music, because that can distract a shopper. And they should have slow, I dont mean slow. Soft, but not very soft music, that is just okay to hear. I guess, it depends on the kind of collection the y have. Supposing they have a trendy collection, they would put a nice funky song, that would peep you up. If you have very sophisticated and expressive, a very slow number, instrumental maybe. If you have a 500-pound thing, if you just have slow music then maybe that. I am just saying maybe, I am not sure. Apart from that, you mentioned lighting. Lighting I think also matters a lot. Of course, the visibility thing. The most apparent factor is the visibility. If the lighting is too dim and you cant even see the garment properly and when you get out of the shop and you see these stains on it, you are obviously going to b put off by the shop. If its too bright, its just. I guess it has to be totally apt fro the kind of atmosphere. It should not be too dull, because you might not be able to see the clothes to well, and bright would might just change the colors. If its a nice yellow, and if the light is too bright it might just look like a disastrous, nasty yellow which you wouldnt want to buy. Lighting I feel is a very important factor as well.

What about crowd inside a shop, how does that affect the way you shop?

Nowadays I feel even though I am in Nottingham, and people are like London is the best place to shop, after shopping in Nottingham, if I go on to Oxford Street and the shops are

104 so crowded I cant shop peacefully. I mean I need my time and I need space to walk around, try it and whatever. So, that why I hate it when there are too many people. Because most of the stores are the same, I would prefer to shop here than London, because there you have too much happening and too many people. I guess crowd distracts a shopper. It should be too empty also, because that means the store isnt doing well. Just as long as it is fine and comfortable to walk around.

What about the number of employees a store has?

I feel they should have a good number of people helping around. Sometimes, people just keep coming to you and are like, is its fine, you need something. Sometimes, I feel its obviously good. They should not have too many people also, and not too less. Because, obviously if they are too little, they wont attend to all the customer. If its a small shop, then it should have around 4 people. One can be at the till and the other three and attend to customers. But, Zara here is so huge so you need quite a few there. So, it depends on the size of the store.

When do you shop better, when you are in a good mood or a bad mood, more stressed out?

I mean definitely I shop better when I am in a good mood, because I feel like seeing more stuff and picking it up. But, then like I said in the beginning, sometimes you just want to get out of your room and go shopping. Its not that you are in a bad mood, but at times it happens that you are in a bad mood and you shop to change your mood, shop for the sake of it. but, I feel I would shop better when I am in a happier mod and more excited.

105

Do you have any idea about impulse buying?

Ya, you see something and you pick it up with out thinking.

So, do you think you purchase impulsively.

Not all the time, but once in a while I do. I think about it for an hour or so, but come back and buy it. I get that urge.

How does your mood affect this urge?

If I see something nice and want to come back to it I am excited in anticipation that the product hasnt been sold to someone else.

I mean your mood before you experience that urge?

If I am in a happy mood I if I go and see something, it might look better to everything and me may seem more attractive to me. But, when I go in a sad or sullen mood everything would look dull. I might just buy things for the sake of buying it. I might just think that I will go and get it exchanged later. That might be my state of mind.

This mood state, how does that affect your reaction to the ambience of the place?

If I am happy, I am going to appreciate all of it. I am going to say oh its smelling so nice, look at the way its displayed, the staff was so good. If I am in a bad mood I would not pay attention to it, I would not even think about what music is playing. It would go un-noticed.

106

Of what we have discussed, which of these factors would you consider affects your impulse buying

Out of all this I think, its my mood. If I am in a good mood a happy mood I would just go and pick it up, even if it is on the steeper side, if I am in a sad mood, I wouldnt really. I would just finish it off. So I feel mood really make a difference. The staff and all comes after your mood, because obviously, if your mood is bad you perceive everything differently. you wouldnt buy anything impulsively. So the other factors come in later.

Having the money, has a lot of importance in you buying the product.

I guess, money is the most important factor. I think thats the first factor you consider before you go to the City. I you dont have it, you rather not go. The amount of a thing also is important. If something is expensive, you have to think about it. you buy it once in a while. But, money plays an important role. Since, we are students buy the end of the semester u thing whether you can buy it or not. Sometimes, I get irritated also, that I dont have the money, and I want to buy it. then I think of the Indian Credit Card, but then I think of the shouting that I will get from my dad of I use it. if, you dont have the money, you think of the next alternative. Basically, I just stick to what I have in my account.

Has it happened, that you bought something and you regretted that purchase later.

107 One thing is obviously, that if that thing has gone down in sale, I regret having bought it for 200 if it is now for 100. then you would feel really bad about it. apart from that when your planning goes wrong. When something is for 100 I think that I will manage the semester some how. But, thats not a very common thing for me. Because, what I do is if I have to but something expensive, I leave it for the end. In case, I dont have money I wouldnt have anything to buy.

Lets take a situation when you regret it, does it influence the next time you go shopping.

Ya, obviously, now if I go shopping I will be very carefully about what I am buying, I wouldnt just buy anything. I would think whether I should, can I manage it, if I buy it will I be comfortable next time. Once you have a bad experience you become careful.

If that experience id good then, what happens?

Then, I guess its not going be that next time I shop ill shop like an idiot, but it will be moderated. I wont think maybe that much, the second time. I would think lesser, but it would be a mixture.

Thank you for your time, it was really nice talking to you.

108 APPENDIX 3: Compact Disc of the Recordings of the Interviews

109

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