A Comparison Research of Factors That Influence Impulse Buying Behaviour of British and Chinese Consumers

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ACKNOWLEDGEMENT

I would like to take this chance for thanking my research facilitator, friends & family for support they provided & their belief in me as well as guidance they provided without which I would have never been able to do this research.



DECLARATION

I, (Your name), would like to declare that all contents included in this thesis/dissertation stand for my individual work without any aid, & this thesis/dissertation has not been submitted for any examination at academic as well as professional level previously. It is also representing my very own views & not essentially which are associated with university.

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ABSTRACT

Impulse buying is a ubiquitous and unique aspect of consumers' lifestyle. Retailers realize the importance of this phenomenon, and through store layouts, product packaging, and inshore promotions, they have tried to get consumers to be impulsive in stores. This research is a comparison research of factors that influence impulse buying behaviour of British and Chinese consumers, which provides an initial foothold for observing the phenomenon of impulsive buying behaviour in a comparative context. The research aims at analyzing the correlations between independent variable (gender, age, employment and income status, price, brand, promotion, shopping environment, marketing communications, individual motives, social interactions and financial situation) and the dependent variable (impulsive buying behaviour). In this research, SPSS Statistics 19 is chosen as the data analysis software. This research has confirmed that gender, age, employment and income status, price, brand, promotion, shopping environment, marketing communications, individual motives, social interactions and financial situation all have influence on impulsive buying behaviour of both British and Chinese consumers.

Table of Contents

ACKNOWLEDGEMENTii

DECLARATIONiii

ABSTRACTiv

CHAPTER 01: INTRODUCTION8

1.1 Back ground of the Research8

1.2 Significance of the Research9

1.3 List of Hypothesis10

1.4 Implications of the Research11

1.5 Structure of the Dissertation11

CHAPTER 02: LITERATURE REVIEW13

2.1 The concept of Impulse Buying14

2.2 Types of Impulse Purchasing16

2.3 Causes of Impulse Purchasing16

CHAPTER 03: METHODOLOGY23

3.1 Research philosophy23

3.2 Research purpose26

3.3 List of hypothesis28

3.4. Pre-testing of questionnaire29

CHAPTER 04: DATA RESULTS AND ANALYSIS30

4.1 Measurement of data30

4.2 British Sample33

4.3 Chinese sample55

CHAPTER 05; CONCLUSION80

5.1 Conclusion80

5.2 Limitations81

5.3 Future research81

REFERENCE82

List of Tables

Table 1: Demographic Segmentation of Survey Participants24

Table 2: Gender affects impulsive buying behaviour of British consumers25

Table 3; crosstab analysis between male and female consumers26

Table 4: Age affects impulsive buying behaviour of British consumers29

Table 5: Employment and income status affect impulse buying behaviour in British consumers33

Table 6; Factors do you usually consider before purchasing a product34

Table 7: Factors do you usually consider before purchasing a product35

Table 8: Factors do you usually consider before purchasing a product37

Table 9: Factors do you usually consider before purchasing a product39

Table 10: Gender affects impulsive buying behaviour of Chinese consumers41

Table 11: I will always buy fancy items in a shop42

Table 12: Cross Tabulation43

Table 13: Age affects impulsive buying behaviour of Chinese consumers46

Table 14: Employment and income status affect impulsive buying behaviour of Chinese consumers50

Table 15: Crosstab51

Table 16: Crosstab51

Table 17: Crosstab52

Table 18; factors do you usually consider before purchasing a product53

Table 19: reason of over spending54

List of Figures

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Figure 227

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Figure 646

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