STIMULATING FACTORS INFLUENCING ON IMPULSIVE BUYING: A COMPARATIVE STUDY AMONG CUSTOMERS OF SUPERMARKET AND TEXTILES BUSINESS IN THE RATHNAPURA DISTRICT

Abstract

(lonsurners buy products not only because of the needforthem, butalso because oi'a sudden wge to buy thcm" 'l'he imputrsc buying has been investigated by conslitncr behavior researchers and marketing acadernician more than a half century. Aho help textilc busincss and supennarket entreprencurs achieve their goals b1' studying the various behaviors a{'stimulating lactors tliat inlluence impulsive bu-ving. The pr"npose of this research is a comparative anal.vsis of the slimulating f'actors influencing intpulse bu5,ing supermarket and textile business in Raihnapura district. The Conceptualization framework of this study consists of only one variable and three dimensions. Such as demographics socio- cultural factors, extemal stimuli, internal stimuli & situational and product related factors. Primar-v data callection method r.vas used in this research. fhe primary clata r,vere collectccl using questionnaires from the Supermarket"s C'ustotners & iextile business's customers. The sairple size was used b"v 200 custorncrs in a supermarket anci textile business in ltatlrnapura district. The sample and the questionnaire were analyzed using five points Liket scale model. Fnrther collected data were anal3.'zec1 by r:sing thr' SPSS version 22 computer package for interpreting arid obtaining conclusions. lJnivariate analysis rvas used to flnd out the vah-rcs tbr mean. standard deviation and percent by using the variables. The results indicated the differences in the degree of stimulating factors in impulsive buying between supermarket and textile business in Rathnapura district. Overall research findings show that there are high levels of external stimuli amo.ng supermarket customers and moderate level of intemal stimuli and situational and product related factors. The textile business customer has a high level of internal stimuli and situational and product related factors, moderate level of internal stimulating. Accordingly both sections must give high attention to improve poor side and fuither should maintain side in a better position. Impulse purchasing behavior is most popular buying pattern of consumers. It does not match rational decision-making model of a consumer: when need emerges, a consumer buys impulsively and does not search for altematives. Today's economy has changed drastically from thirty years ago. Consumers now have access to purchase anything and everything they could ever need or want for that matter. Physical attractiveness encourages the consumers to visit the store and buy things spontaneously. Retails can us to gain to real benefit from the impulsive consumers. Unexpected cheaper prices, discounts, sales and specials are another kind of stimuli which triggers consumer to buy suddenly. It directly encourages consumer to buy products impulsively without considering price, brand and qualities.