Academic journal article IUP Journal of Marketing Management

The Influence of Availability of Shopping Time on Impulse Purchase Tendency

Academic journal article IUP Journal of Marketing Management

The Influence of Availability of Shopping Time on Impulse Purchase Tendency

Article excerpt


Often in supermarkets, we see some consumers who ignore label details on products that they pick up to buy, just making sure the product meets basic needs. Branding for sure to them is on the back foot. Such consumers are in a hurry and just focus on minimizing checkout hassles. On the other hand, leisure shoppers could be seen scanning each and every nook and corner of the store, spending much time on little interest categories, at times mentoring co-shoppers, especially in India where collectivism is a cultural characteristic. The question here is: Who among the two categories of shoppers would have higher proportion of impulse purchased items in their bill or is it the same for both? Does the 'time' factor have differential impact on consumer impulse purchase tendency? This study helps retailers to develop a retail strategy and design stores to maximize impulse purchase tendency-based revenue that already is as high as 60% or more in India. This will help retails to classify shoppers based on 'time availability' and train staff to deal with them suitability. This could also serve as additional basis to segment and target shoppers. Retailers usually have express checkout counters but point-* of-sale display is mostly same as other counters. The present paper focuses on to supplement information and offer suggestions to tackle the issues raised above. This paper is designed to examine the influence of shopping time availability and shopping duration on impulse purchase tendency.

Literature Review

Time pressure illustrates how consumer experiences time availability and its sacrifice (Kulviwat et al., 2004; and Vermeir and Van, 2005). Perceived time pressure describes the "degree to which one perceives oneself as lacking time relative to the daily tasks of living" (Alreck et al., 2009). It occurs when decisions have to be made or special behaviors have to be performed in a time period that is shorter than the period required to adequately complete the task (Punj and Stewart, 1983). Such a temporal limitation is perceived as stressful (Ordónez and Benson, 1997; and Maule et al., 2000). Research investigations have established that consumers' time availability is an important segmentation variable in the convenience and fast-food markets. On the basis of time availability, consumers are grouped as ver y time-poor, somewhat time-poor, and not time-poor (Jean and Judy, 1995). In fact, consumers behave differently at different parts of the day; they could be classified as either a 'morning person' or an 'evening person' (Scott, 2012).

Gelbrich and Satller (2014) found that when perceived crowding coincides with perceived time pressure, technology anxiety almost completely inhibits the intention to use Service Support Technologies (SST) in public or in a self-checkout retail store. Maule et al. (2000) showed the proportion of time spent on the most negative information source actually decreases under time pressure. Analysis of the effects of time pressure on information processing strategy revealed that participants used both filtration and acceleration to adapt to the imposition of the deadline. Svenson and Maule (1993) explained that individuals under time pressure t end to simplify their sea rch for information and decision strategies.

Research showed reduced memory performance by consumers when time starved (Earles et al ., 2004) or an increased priority for negative information (Ben-Zur and Breznitz, 1981). It has been demonstrated that time pressure negatively affects perceived service quality and induces anxiety that tends to prompt shoppers to overlook shopping list (Strombeck and Wakefield, 2008). The arguments can be furthered that overlooking shopping list induces impulse purchase tendency (Medhavi et al., 2012). Researchers have established that time pressure affects shopping situations like unplanned purchase, brand switching and impulse purchase (Park et al., 1989). Research on retail consumer behavior also demonstrated that consumers under time pressure often choose products they normally would not choose, and act impulsively (Dholakia, 2000; and Chaturvedi, 2013). …

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