The Influence Of Impulsive Buying Behavior On Brand Loyalty

Impulsive buying contributes to a quite great ratio of consumers' buying behavior. With the developing of supermarkets and hyper stores, the ratio will be greater. Therefore, if companies want to achieve their short-term objectives and increase their sales, it is necessary to stimulate consumers' impulsive buying. At the same time, if companies want to obtain continuous and lasting competence, they must increase consumers' brand loyalty. But theoretically speaking, it is very difficult to let impulsive buying join with brand loyalty. By far, the researches about their connection are very limited, let alone empirical study. So it is very critical to study how impulsive buying behavior affects on brand loyalty. This study uses price promotion as an impulsive inducement, discusses how impulsive buying behavior affects on brand loyalty.This study only discusses how impulsive buying behavior affects on products' brand loyalty, and takes no account of shopkeepers brand loyalty. Moreover, price promotion is chosen as an impulsive intuition and clothes are chosen as study objects. In the stimulation of price promotion, what the consumers being with different impulsive traits will do? How about their post-purchase evaluation? Whether satisfaction or regret or both the evaluation to be, and what effect does it will give to consumers' given brand loyalty.In this study, impulsive buying behavior means that under outside enough stimulation, consumers' desire are desired and caused strong affective reaction, and they have not enough willpower and rational control, then take purchase unplanned actions suddenly, immediately, recklessly and out of control temporarily. After the purchase, recognition imbalance even will happen.Brand loyalty was measured mainly from the angle of emotional loyalty; the sample was university students in Wuhan. I found that price promotion form had a remarkable influence on objective measured impulsive degree, while not on subjective recognized impulsive degree. The other way round, impulsive trait has a remarkable influence on subjective measured impulsive degree, while not on objective recognized impulsive degree. Impulsive trait has not an obvious adjustment influence on price promotion; impulsive degree has not a obvious influence on consumers' satisfaction; while subjective recognizedimpulsive degree has a obvious influence on regret after purchase. Satisfaction has a positive correlation on brand loyalty; while regret has not an obvious correlation on brand loyalty.Finally, this study gives some marketing suggestions that include: 1. if companies want to get more sales, they should use quantity discount as price promotion form; 2. companies should use different promotion tactic to attract those who have different impulsive trait; 3. the key to improve consumers' brand loyalty is to improve their satisfaction.