| Title : | Factors influencing impulse buying behaviour on fast moving consumer goods in Kathmandu valley | | Material Type: | printed text | | Authors: | Pooja Bhatta, Author | | Publication Date: | 2017 | | Pagination: | 91p. | | Size: | GRP/Thesis | | Accompanying material: | 10/B | | Languages : | English | | Descriptors: | Commercial products
Consumers
| | Class number: | 603 | | Abstract: | This world is need-driven. With a pace of time, needs and demands of people change. Hence, Fast Moving Consumer Goods (FMCG) industry runs in a rapidly changing and very competitive environment. The margin of profit on every individual fast moving consumer goods product is less. However, the huge number of goods sold is what makes the difference. Fast moving consumer goods is a classification that refers to a wide range of frequently purchase consumer products including: toiletries, soaps, cosmetics, teeth cleaning products, shaving products, detergents, and other non-durables such as glassware, bulbs, batteries, paper products and plastic goods, such as buckets. Fast moving consumer goods are those consumables which are normally consumed by the consumers at a regular interval. Some of the prime activities of fast moving consumer goods industry are selling, marketing, financing, purchasing, etc. Therefore, study also engaged in operations, supply chain, production and general management (Shanmugan& Pillai, 2013). Impulse buying means a purchase that is made without having to engage in an extensive evaluation before coming to a decision. Individuals who buy due to impulse are less probable to think of the consequences of the purchase or make careful considerations prior to making the purchase. Sirhindi (2010) described impulse purchase as a spontaneous purchase, in other words the item was not in the initial plans to be bought when they commence shopping. Consumers buy all kinds of products that seem of reasons that seem or felt like it necessary, for example as a way to relieve depressed mood, to portray an identity, or just for the fun of it. Therefore, impulse purchase is explained as a non-rational purchase.
The major objective of this study is to identify the impulse buying behavior on fast moving consumer goods in Kathmandu valley. The specific objectives of the study are to analyze the perception of customers on window display, sensation cues, store environment, promotional approach, visual merchandise and income level on fast moving consumer goods in Kathmandu valley, to assess the relationship of window display, sensation cues, store environment, promotional approach, visual merchandise and income level with impulsive buying behaviour, to determine the impact of influencing factors on impulsive buying behavior, to examine the most important factor influencing impulse buying behavior on fast moving consumer goods in Kathmandu valley.
In order to achieve the objectives, primary data collection was performed by providing questionnaire to 205 customers. The questionnaire were ranking Scale, Likert and other demographic information were used to collect primary data. The Likert scale on the different variables on factors influencing impulse buying behavior on fast moving consumer goods were measured in 5 point liker scale and weighted mean value of each variable were used to examine the relationship between independent and dependent variables as for the study purpose.
The study concludes that that store environment followed by window display, sensation cue, and promotional approach are the most dominant factors that influence the impulse buying behavior on fast moving consumer goods in Kathmandu valley. Similarly, the study also concludes that the most influencing factor for determining impulse buying behavior is window display followed by sensation cue and income level in the context of Nepalese impulse buying behavior.Using correlation analysis, the study reveals that there is positive correlation of window display with impulse buying behavior. There is positive correlation between sensation cue, store environment and impulse buying behavior. There is positive correlation between promotional approach, visual merchandise, and impulse buying behavior. There is positive correlation between income level and impulse buying behavior.
The regression analysis reveals the beta coefficient is positive for window display with impulse buying behavior. It indicates that window display has a positive impact on impulse buying behavior. The beta coefficients for sensation cues are positive with impulse buying behavior. It indicates that there is a positive impact of sensation cues on impulse buying behavior. The beta coefficients for store environment are positive with impulse buying behavior. It indicates that there is a positive impact of store environment on impulse buying behavior. The beta coefficients for visual merchandise are positive with impulse buying behavior. It indicates that visual merchandise has a positive impact on impulse buying behavior. The result reveals that the beta coefficients for promotional approach are positive with impulse buying behavior. It indicates that higher the promotional approach higher would be impulse buying behavior. The result reveals that the beta coefficients for income level are positive with impulse buying behavior. It indicates that income level has a positive impact on impulse buying behavior. The beta coefficient is positive for window display, sensation cue, store environment, promotional approach, visual merchandise and income level when regressed with impulse buying behavior. They are significant at 1 percent and 5 percent level of significance.
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Factors influencing impulse buying behaviour on fast moving consumer goods in Kathmandu valley [printed text] / Pooja Bhatta, Author . - 2017 . - 91p. ; GRP/Thesis + 10/B. Languages : English | Descriptors: | Commercial products
Consumers
| | Class number: | 603 | | Abstract: | This world is need-driven. With a pace of time, needs and demands of people change. Hence, Fast Moving Consumer Goods (FMCG) industry runs in a rapidly changing and very competitive environment. The margin of profit on every individual fast moving consumer goods product is less. However, the huge number of goods sold is what makes the difference. Fast moving consumer goods is a classification that refers to a wide range of frequently purchase consumer products including: toiletries, soaps, cosmetics, teeth cleaning products, shaving products, detergents, and other non-durables such as glassware, bulbs, batteries, paper products and plastic goods, such as buckets. Fast moving consumer goods are those consumables which are normally consumed by the consumers at a regular interval. Some of the prime activities of fast moving consumer goods industry are selling, marketing, financing, purchasing, etc. Therefore, study also engaged in operations, supply chain, production and general management (Shanmugan& Pillai, 2013). Impulse buying means a purchase that is made without having to engage in an extensive evaluation before coming to a decision. Individuals who buy due to impulse are less probable to think of the consequences of the purchase or make careful considerations prior to making the purchase. Sirhindi (2010) described impulse purchase as a spontaneous purchase, in other words the item was not in the initial plans to be bought when they commence shopping. Consumers buy all kinds of products that seem of reasons that seem or felt like it necessary, for example as a way to relieve depressed mood, to portray an identity, or just for the fun of it. Therefore, impulse purchase is explained as a non-rational purchase.
The major objective of this study is to identify the impulse buying behavior on fast moving consumer goods in Kathmandu valley. The specific objectives of the study are to analyze the perception of customers on window display, sensation cues, store environment, promotional approach, visual merchandise and income level on fast moving consumer goods in Kathmandu valley, to assess the relationship of window display, sensation cues, store environment, promotional approach, visual merchandise and income level with impulsive buying behaviour, to determine the impact of influencing factors on impulsive buying behavior, to examine the most important factor influencing impulse buying behavior on fast moving consumer goods in Kathmandu valley.
In order to achieve the objectives, primary data collection was performed by providing questionnaire to 205 customers. The questionnaire were ranking Scale, Likert and other demographic information were used to collect primary data. The Likert scale on the different variables on factors influencing impulse buying behavior on fast moving consumer goods were measured in 5 point liker scale and weighted mean value of each variable were used to examine the relationship between independent and dependent variables as for the study purpose.
The study concludes that that store environment followed by window display, sensation cue, and promotional approach are the most dominant factors that influence the impulse buying behavior on fast moving consumer goods in Kathmandu valley. Similarly, the study also concludes that the most influencing factor for determining impulse buying behavior is window display followed by sensation cue and income level in the context of Nepalese impulse buying behavior.Using correlation analysis, the study reveals that there is positive correlation of window display with impulse buying behavior. There is positive correlation between sensation cue, store environment and impulse buying behavior. There is positive correlation between promotional approach, visual merchandise, and impulse buying behavior. There is positive correlation between income level and impulse buying behavior.
The regression analysis reveals the beta coefficient is positive for window display with impulse buying behavior. It indicates that window display has a positive impact on impulse buying behavior. The beta coefficients for sensation cues are positive with impulse buying behavior. It indicates that there is a positive impact of sensation cues on impulse buying behavior. The beta coefficients for store environment are positive with impulse buying behavior. It indicates that there is a positive impact of store environment on impulse buying behavior. The beta coefficients for visual merchandise are positive with impulse buying behavior. It indicates that visual merchandise has a positive impact on impulse buying behavior. The result reveals that the beta coefficients for promotional approach are positive with impulse buying behavior. It indicates that higher the promotional approach higher would be impulse buying behavior. The result reveals that the beta coefficients for income level are positive with impulse buying behavior. It indicates that income level has a positive impact on impulse buying behavior. The beta coefficient is positive for window display, sensation cue, store environment, promotional approach, visual merchandise and income level when regressed with impulse buying behavior. They are significant at 1 percent and 5 percent level of significance.
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