IMPULSE PURCHASES

Impulse purchases

Impulse purchases

Introduction

Marketing sector has created new strategies to get new costumer and increase sales. These strategies encourage consumer to buy products spontaneously which is called impulse purchases. Being in a rush or seeing some promotions on the store's shelf steers people into what Solomon (2010, 273) describes as unplanned purchasing. Impulse buying generally exist as result of consumer's a sudden urge such as purchasing a gift for a friend, sweets, chocolate and chewing gum placed near the checkout. These items are called impulse items. Impulse buying can lead to success on the market and even create new opportunities. Also, it satisfies consumers' urge. On the other hand, impulse buying has some detrimental effects on society such as creating consumer community or changing consumers' shopping behoviours. The question, however, is how balance positive impact on individuals and economy, or the possible adverse effects of marketing strategies on consumer and society. In arguing such a position, this essay will argue that impulse purchases will improve economy and build up more opportunaties or manipulate consumer to vaste money; all of which will benefit society and the economy in long term.

Marketers and retailers tend to exploit these impulses which are tied to the basic want for instant gratification. For example, a shopper in a supermarket might not specifically be shopping for confectionary. However, candy, gum, mints and chocolate are prominently displayed at the checkout aisles to trigger impulse buyers to buy what they might not have otherwise considered. Alternatively, impulse buying can occur when a potential consumer spots something related to a product that stirs a particular passion in them, such as seeing a certain country's flag on the cover of a certain DVD. Sale items are displayed in much the same fashion.

Main body

Impulse buying can also extend to so-called "big ticket" items such as automobiles and home appliances. Automobiles in particular are as much an emotional purchase as a rational one. This in turn leads auto dealers all over the world to market their products in a rapid-fire, almost carnival-like manner designed to appeal to emotion over reason.

Impulse buying disrupts the normal decision making models in consumers' brains. The logical sequence of the consumers' actions is replaced with an irrational moment of self gratification. Impulse items appeal to the emotional side of consumers. Some items bought on impulse are not considered functional or necessary in the consumers' lives. Preventing impulse buying involves techniques such as setting budgets before shopping and taking time out before the purchase is made.

A study published in the June 2008 issue of the Journal of Consumer Research suggests that consumers are more susceptible to making impulsive purchases for one brand over another if they are distracted while shopping. In the study, Central Michigan University Psychology professor Bryan Gibson surveyed college students by measuring their preference for a variety of soft drinks, including Coke and Pepsi. Results of Gibson's study found that implicit attitudes or those that people may not be conscious of and able to verbally ...