Journal of Management Research

Vol. 13, No. 3, July–September 2013, pp. 145–154

A Study of Influence of Demographic Factors

on Consumer Impulse Buying Behavior
Abu Bashar, Irshad Ahmad and Mohammad Wasiq
Abstract

The main purpose of the paper is to determine the correlation of consumers’ demographic factors on
the impulse buying behavior with respect to a number of single impulsivity indicators and one collective
indicator. The paper consists of theoretical and research aspects. The first part encompasses theoretical
insights into the secondary research regarding impulse buying while the practical part presents the
methodology and primary research results. With respect to the subject matter, research goals as well as
previous findings and primary research results, corresponding hypotheses were set and mainly confirmed.
Inter variable correlation and regression analysis has been performed to test the hypothesis. The results
showed that demographic factors, such as the disposable income and age, are related to most impulse
buying indicators and to the impulsivity collective indicator. However, educational qualification and
gender produced marginal association with impulsive buying behavior. The paper also summarizes
research limitations as well as the work contribution and future research guidelines.

Keywords: Impulsive buying, consumer behavior, buying decision, individualism, gender, age group,
marital status, profession

INTRODUCTION view, evolutionary and rational choice theorists

have contended that human experiences and
Recently, consumers have been undergoing a major
impulse buying should be interpreted as a
transformation from passive buyers to active
consequence of cognition-based interactions
enhancers or creators of new consumption
between humans and their environments (Clark,
experiences, proactively taking part in the process
1997; Dreyfus, Wals and Weelie, 1991). That is,
of collaborative marketing. The experiential
individuals react to particular experiences that
paradigm of consumer behavior views
cause contextually embodied cognition and engage
consumption as a holistic expression of symbolic
in context-specific behaviors which ultimately leads
meanings, hedonic (emotional) responses, and
to impulse buying. Therefore, it is critical to
sensory pleasures (Hirschman and Holbrook, 1986;
recognize this conceptual base-linking behavior in
Holbrook and Hirschman, 1982). Echoing this
its context and empirically develop conceptual
measures to ascertain the roles of consumers’
Abu Bashar (Corresponding Author) demographic factors in their purchase behavior.
IILM Academy of Higher Learning
Greater Noida - 201306 Previous studies of shopping behavior have
emphasized some aspects of shoppers’ behaviors
Irshad Ahmad related to purchase motives (Arnold and Reynolds,
Brown Hills College of Engineering & Technology 2003; Eastlick and Feinberg, 1999; Buttle and
Faridabad, Haryana - 121004 Coates, 1984), shopping benefits (Babin, Darden
Mohammad Wasiq and Griffin, 1994; Park, 2003; Hwang, 2010), and
Al-Falah School of Engineering & Technology search experiences (Bloch, Sherrell and Ridgway,
Faridabad, Haryana - 121004 1986; Mathwick, Rigdon and Iacobucci, 2003).
Such studies have typically approached shopping is always an ongoing competition between these
behavior from rational (utilitarian) as well as two forces represented as principles within the
emotional (or hedonic) perspectives. Shopping buyer when they enter a shopping store with the
involves diverse facets of shoppers’ experiences intention to buy. As a consequence impulse related
requiring a substantial level of interactions among behavior overcomes them because impulses are
shoppers, salespeople, and the store’s atmosphere. usually difficult to resist and involve premeditated
Given this characteristic, the shopping process pleasurable experiences, as of study of Rook
entails sensory, emotional, and rational experiences (1987).
that shoppers may encounter in an interactive
fashion. For instance, shoppers, upon entering a In this paper we are interested in finding
store, come into contact with store atmospherics associations among variables (demographic and
that stimulate their sensory appeals, such as the socioeconomic) regarding spending to different
store’s merchandise display, interior, aroma, impulse buying patterns related to diversified
lighting, and background music. Such sensory groups of buyers.
stimuli can then evoke emotional responses such as This paper will certainly add value to the existing
joy, delight, and excitement, among others. While knowledge base and simultaneously give us courage
searching for desired goods, shoppers have rational to indulge in further advance researches in the field
experiences (e.g., they process information for of management sciences. This study is also useful
alternative product choices), in this course they for retailers and manufacturers who want to
subconsciously get involved in impulse buying. improve their understanding regarding consumer
impulse buying behavior.
RATIONALE OF THE STUDY
It is seen that shopping mall owners tried to exploit PURPOSE OF THE STUDY
impulses, which are associated with the basic need The purpose of the research study is to test the
for instant satisfaction. A buyer in the shopping association of the independent variables that are;
store might not specifically be shopping for the age, gender, income group, educational
confectionery goods like, sweets, chocolates, qualification, profession regarding consumer
bubble gums, mints and biscuits. However, related purchasing with the dependent variable that is;
confectionery items displayed at prominent places impulse buying behavior of consumers who shop
will certainly attract buyer’s attention and trigger in the area of Delhi & NCR.
impulse buying behavior in them. This
phenomenon can easily be understood with the
LITERATURE REVIEW
help of two principles/forces as a part of
psychological review of literature, which interprets Moods also influence the impulsive buying
impulses as the consequences of these competing behavior. Researchers found that the respondents
principles/forces. These principles are well were of the opinion that the most frequently
presented in the papers of Freud (1956) and Mai, mentioned mood state for stimulating impulse
Jung, Lantz and Loeb (2003). These principles are purchase was “pleasure” followed by mood states
stated below: “care free” and “excited”. Consumer believes that,
impulsive buying helps in extending these feelings.
a. First, the pleasure principle
Most of researchers’ findings are that positive
b. Second, the reality principle moods facilitate impulsive buying, but a few
The pleasure principle is related to immediate researchers also found that “negative” moods also
satisfaction felt by consumer whereas the reality facilitate impulsive buying (Gardner and Rook,
principle is related to delayed gratification. There 1987) Negative moods adversely affect “self

146 Journal of Management Research

control”, therefore, the individual fell prey to strategies such as point-of-purchase advertising,
impulsive buying (Herman and Polivy, 2004). merchandising, or in-store promotions. This
Consumer in negative mood turns to purchasing approach is limited by a definitional myopia, which
with the hope that this would alleviate their simply equates impulse buying to unplanned
unpleasant mood. (Mick and Demoss, 1990). purchasing (Bellenger et al., 1978; Kollat and
Researchers have found a relationship between age Willett, 1967; Stern, 1962). Impulsive buying has
and impulsive buying. Impulsive buying tends to been defined as the spontaneous or sudden desire
increase between the ages 18 to 39, and then it to buy something, and when compared to more
declines thereafter (Bellenger, Robertson and contemplative approaches to decision-making, is
Hirshman, 1978). An inverse relationship was considered emotional, reactive, and “prone to
found between age and impulsive buying. It was occur with diminished regard” for the
also found that the relationship is non monotonic. consequences (Rook, 1987).
It is at a higher level between age 18 to 39 and at a
lower level thereafter (Wood, 1998). While impulsive buying is often emotion-related
(Eysenck et al., 1985), there is evidence of a
A relationship between gender and income was cognitive component in impulsive behavior (Hoch
also found. Men and Women relate the material and Loewenstein, 1991; Rook and Fisher, 1995);
possession differently. The research demonstrates individuals are shown to consider an impulsive act
that women preference is for items related to a priori then engage in the behavior because it is
elemental values, while men preference is for items believed to be appropriate. In this case, short-term
related to leisure and finance. The reasons for the benefits may be chosen despite their potential for
respective preference were that women value their “serious long-term consequences,” depending on
possessions for “emotional” and “relationship” the situation or a person’s “chronic values” (Puri,
reasons. Men on the other hand value their 1996). Although some individuals are more likely
possession for “functional instrument reasons”. It than others to satisfy hedonic goals by acting on
was also found that the men purchase items for impulse, “not all reward seekers are impulsive”
personal identity reasons (independent). Women (Ramanathan and Menon, 2006).
on the other hand make purchase for social identity
reasons (Ditmar et al., 1995). Impulsive buying has been described as making
unplanned and sudden purchases, which are
Impulsivity is a personality trait defined as a initiated on the spot, and are accompanied by a
tendency towards acting without forethought, powerful urge and feelings of pleasure and
making quick cognitive decisions, and failing to excitement (Rook, 1987). In response to this
appreciate the circumstances beyond the here and definitional problem, researchers began to focus on
now (Barratt, 1993). It is one of those dimensions identifying the internal psychological states
of individual differences that are frequently underlying consumers impulse buying episodes
associated with the biological bases of personality; (Rook, 1987; Rook and Gardner, 1993; Rook and
a state involving non-specific physiological Hoch, 1985). Impulse buying was redefined as
activation and the non-directional component of occurring “when a consumer experiences a sudden,
alertness (Anderson and Revelle, 1994). For over often powerful and persistent urge to buying
fifty years, consumer researchers have strived to something immediately.
form a better definition of impulse buying.
The impulse to buy is hedonically complex and
Early studies on impulse buying stemmed from may stimulate emotional conflict; also, impulse
managerial and retailer interests. Research in this buying is prone to occur with diminished regard
vein placed its emphasis on the taxonomic for its consequences” (Rook, 1987). In the same
approach to classifying products into impulse and vein, Hoch and Loewenstein (1991) explained
non-impulse items in order to facilitate marketing impulse buying as a struggle between the

Volume 13, Number 3 • July–September 2013 147

psychological forces of desires and willpower. The Here, the question is whether the type of in-store
shift in defining impulse buying has drawn experience plays some role in inducing impulse
particular attention to systematically investigating buying. Previous studies have shown that a positive
factors that may underlie or cause impulse buying. store atmosphere can lead to approach behaviors,
This work includes examinations of the mood- which encourage shoppers stay longer in the store,
impulse buying relationship (Gardner and Rook, spend more money, or engage in impulse buying
1988; Rook and Gardner, 1993); the relationship (Donovan and Rossiter, 1982; Foxall and Greenley,
between affective states, in-store browsing, and 2000; Sherman et al., 1997). Although affective
impulse buying (Jeon, 1990); the holistic processing experiences have been found to influence impulse
and self-object meaning-matching in impulsive buying (Donovan and Rossiter, 1982; Beatty and
buying (Burroughs, 1996); and the normative Ferrell, 1988), no study has examined the
influences on impulse buying (Rook and Fisher, relationship between demographic factors and
1995). impulse buying.
There are several complementary models of The store atmosphere has long been regarded as an
purchase behaviors employed in consumer important purchase-inducing factor because it has
research, such as utility-maximization, decision- considerable influence on the shopper’s perception
making, behavioral influence, hedonic, and of a store’s image, which is formed based mainly
meaning-transfer perspectives, and often purchase on a wide range of the store’s tangible attributes
behavior is best explained by a combination of such as its exterior/interior, lighting, and display,
perspectives (Arnold and Reynolds, 2003). among others (Milliman, 1982; Sparks and
However, impulse buying does not conform to any Shephard, 1992; Baker et al., 1994; Doyle and
of the so-called rational, economic, or decision- Broadbridge, 1999). Zimmer and Golden (1988)
making perspectives and instead seem to be suggested that the store’s image is an aggregate
associated with complex hedonic psychosocial construct representing its attributes, overall
motivations and low-effort, feeling-based decision- impression, business type, business typicality,
making (Holbrook and Hirschman, 1982; Hoyer product relevance, and behavioral relevance. In
and Macinnis, 2001). Prior research has described particular, previous studies of the store
risk taking in product choices, innovativeness in the atmosphere have suggested that affective responses
adoption of new products and retail facilities, to the store’s atmosphere are associated with
variety seeking in purchase behavior, browsing, impulse buying (Beatty and Ferrell, 1988; Donovan
looking at window displays, and recreational and Rossiter, 1982).
shopping as examples of exploratory consumer
behaviors. These behaviors have the capacity to According to Beatty and Ferrell (1988), store
lead individuals to exciting and novel purchase atmospherics such as the store’s display, aroma,
experiences, offer a change of pace and relief from color, and music draw attention, influence purchase
boredom. motives, elicit moods, and induce impulse buying,
which clearly indicates a need for considering not
As affective responses partially responsible for only emotional but also sensory stimuli inside the
impulse buying, feelings of pleasure and excitement store when examining the effects of in-store
have been assumed to take place before unplanned experiences on impulse buying. Donovan and
behaviors or during/after a purchase. Some studies Rossiter (1982) examined the relationship between
have considered the sudden buying urge as a type the store’s atmosphere and purchase intentions by
of pathological compulsive behavior and regarded employing the Mehrabian-Russell model and a
regret as a post-impulse behavior resulting from sample of 11 retail outfits and reported that
buying something unnecessary (Dittmar and Drury, pleasure increases the probability of overspending,
2000). providing support for the validity of considering

148 Journal of Management Research

sensory experiences as a valid source of shopping a strong association with the impulse buying
pleasure leading to impulse buying. behavior of the consumers.
On the basis of above literature the following H5: Nature of job has a strong association with
hypothesis have been designed to study, analyze the impulse buying behavior of the consumers.
and understand the impact of demographic factors
on the consumer impulse buying behavior. The testing of the hypotheses is confined to the
primary data collected from the area of Delhi and
NCR.
HYPOTHESIS AND RESEARCH
QUESTION Research question: How much variance in
impulsive buying can be accounted for by
The hypotheses formulated after review of the demographic factors?
literature are given below:
H1: Age of the consumers has a strong METHODOLOGY
association with the impulse buying behavior of
The objective of the study is to analyze the degree
the consumers.
of association between demographic factors and
H2: Income level of consumers has a strong impulse buying behavior of consumer in Delhi and
association with the impulse buying behavior of NCR. The Stratified random sampling (Two stage
the consumers. sampling) was adapted in the study and the primary
data from 250 customers was collected with the
H3: Gender of consumers has a strong help of structured questionnaire consisting of
association with the impulse buying behavior of various closed and open ended questions.
the consumers. Percentage analysis, inter variable correlation and
H4: Educational qualification of consumers has regression analysis are used to interpret the
findings.

Table 1: Gender of Respondents

Frequency Per cent Valid Per cent Cumulative Per cent

Valid Male 121 48.4 48.4 48.4

Female 129 51.6 51.6 100.0

Total 250 100.0 100.0

Table 2: Age of Respondents Age in Years

Age (in yrs) Frequency Per cent Valid Per cent Cumulative Per cent

Valid 18-25 24 9.6 9.6 9.6

25-32 113 45.2 45.2 54.8

32-39 88 35.2 35.2 90.0

39-46 22 8.8 8.8 98.8

46 and above 3 1.2 1.2 100.0

Total 250 100.0 100.0

Volume 13, Number 3 • July–September 2013 149

 RESEARCH RESULTS AND Table 3 shows that most of the respondents are
DISCUSSIONS having disposable income between 5000-15000
(74%).
Table 1 shows that 48.4% of male and 51.6%
female respondents, it shows that more females are Table 4 shows that majority of respondents
making purchasing as compared to men. (65.2%) are in private sector jobs.
Table 2 shows that majority of respondents are in Table 5 shows that majority of respondents are
age group of 25-32 (45.2%) years and 32-39 years visiting twice (56.8%) and thrice (32%) a week to
(35.2%) both of this age group alone contains the stores.
around 78% of total respondents. Therefore, it
may be concluded that most of the shoppers are Table 6 shows that 68% of the total respondents
in 25-39 years of age. are married.

Table 3: Disposable Income of Respondents Disposable Income

Frequency Per cent Valid Per cent Cumulative Per cent

under 5000 23 9.2 9.2 9.2

5000-10000 101 40.4 40.4 49.6

10000-15000 84 33.6 33.6 83.2

15000-20000 39 15.6 15.6 98.8

20000 and above 3 1.2 1.2 100.0

Total 250 100.0 100.0

Table 4: Nature of Jobs of Respondents Nature of Job

Frequency Per cent Valid Per cent Cumulative Per cent

Government Employee 67 26.8 26.8 26.8

Private sector 163 65.2 65.2 92.0

self Employed 20 8.0 8.0 100.0

Total 250 100.0 100.0

Table 5: Frequency of Weekly Store Visit

Frequency Per cent Valid Per cent Cumulative Per cent

once a week 10 4.0 4.0 4.0

twice a week 142 56.8 56.8 60.8

Thrice a week 80 32.0 32.0 92.8

four times a week 13 5.2 5.2 98.0

more than four times 5 2.0 2.0 100.0

Total 250 100.0 100.0

150 Journal of Management Research

 Table 6: Marital Status

Frequency Per cent Valid Per cent Cumulative Per cent

Valid Married 170 68.0 68.0 68.0

Unmarried 80 32.0 32.0 100.0

Total 250 100.0 100.0

Table 7: Educational Qualification

Frequency Per cent Valid Per cent Cumulative Per cent

Valid Matriculation 90 36.0 36.0 36.0

Intermediate 98 39.2 39.2 75.2

Graduate 27 10.8 10.8 86.0

Post Graduate 28 11.2 11.2 97.2

Ph.D 7 2.8 2.8 100.0

Total 250 100.0 100.0

Table 8: Inter-variable Correlation Matrix

Age in Educational Impulse Disposable Nature Gender

Years Qualification Buying Income of Job

Age in years 1 .073 .204 .159 .017 -.052

Educational Qualification .073 1 .146 .056 .057 -.091

Impulse Buying .204 .146 1 .750 .107 .108

Disposable Income .159 .056 .750 1 -.009 -.146

Nature of job .017 .057 .107 -.009 1 -.039

Gender -.052 -.091 .108 -.146 -.039 1

Table 9: Regression Analysis of Impulsive Buying with Independent Variables

Impulse Buying

Estimate (R2) S.E. C.R. P

Age in years 0.05 0.034 1.488 0.137

Educational Qualification 0.059 0.03 1.997 ***

Disposable Income 0.184 0.03 6.125 ***

Nature of job 0.077 0.027 2.811 ***

Gender 0.046 0.029 1.572 ***

*** is significant at the 0.05 level.

Volume 13, Number 3 • July–September 2013 151

Table 7 shows that most of the respondent are in impulsive buying. Disposable Income explain the
having educational qualification up to matriculation most variance in impulsive buying with 18.4%
(36%) and intermediate (39.2%). These two (R2 = 0.184). It is also worth mentioning that the
accounts for 75.2% of cumulative percent. variance explained by age in years is not significant
at 95% confidence interval.
Testing of Hypothesis
CONCLUSION
The data is analyzed by using means, correlation,
and regression analysis. Tables 8 and 9 show the This study has identified positive relationship
correlation between the variables used in this study. between impulsive and demographic factors.
Analyzing the table, we notice a significantly strong Among the demographic factors, impulsive buying
correlation between Impulsive buying behavior and were positively correlated with all the factors that
age (R = 0.204 significant at the 0.01), verifying H1 have been considered for current study, which
of the study. Moreover, it is also observed that means that individuals having enough disposable
both impulsive buying behavior and demographic income, medium in age are more likely to display
factors that have been considered in the study (Age impulsive buying behaviors. Moreover, impulsive
R = 0.20, Educational Qualification R = 0.14, buying behaviors are positively affected by the
Disposable Income R = 0.75, Nature of job demographic factors. Moreover, results also show
R = 0.10, Gender R = 0.10 significant at the 0.01), that majority of the variance in impulse buying is
hence providing support for approval of H2, H3, explained by Disposable income. This shows that
H4 and H5. In addition to studying the relationship individuals that are having good earnings and have
of demographic factors with impulsive buying enough money to spend on shopping are more
behavior, it has also been attempted to determine likely to display Impulsive-buying behaviors. On
the main important factors impacting impulsive the contrary, a non-significant amount of variance
buying behavior of consumers. As this is quite is explained by age in years. Several important
obvious that educational qualification is minutely limitations must be kept in mind when considering
positively correlated with impulsive buying the results of this study. The use of a small sample
(R = 0.146), while disposable income is in the region of Delhi & NCR is an obvious
considerable positively correlated with impulsive limitation here. Moreover, it is necessary to
buying (R = 0.750). It has also been very much replicate the findings using a large and dispersed
clear that there is not a substantial impact of sample of consumers.
gender (R = 0.10) and nature of job (R = 0.10) on
Overall, this study has attempted to develop our
the behavior of consumers towards impulsive
understanding of the causes of impulse buying
buying.
behaviors. This behavior may well stem from
In this study, we also had one very important several different causes that include demographic
research questions. How much variance in factors as one of the most important among it.
impulsive buying can be accounted for by The relationship of the underlying demographic
demographic factors? The demographic factors factors and impulsive buying behaviors seemed
accounts for a total variance of 36.6% (R2 = 0.366) both logical and useful, and is deserving of further
study.

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