A Study Of Effective Factors And Results Of Impulsive Purchase In Fashion

This thesis proposes a framework for studying impulsive purchase decisions in fashion clothing.Fashion clothing is very important object to us,clothing being a part of our everyday life.There are few studies that are concerned to examine fashion clothing involvement,especially from the perspective of consumer's purchase decision.This study is concern with the relationship between three categories of factors,consumer characteristics(materialism,gender,and personal values),product characteristics(product price),and situational factors(the presence of others)and how they coincided with the act of impulse buying.The study also analyzes post-purchase evaluation,the consequences that impulse buying decisions have after the act of purchase was concluded(the costumer was either disappointed with the procedure,or was happy,or if he or she regretted the purchase that they had just made.I conducted an empirical investigation using samples of consumers from two shopping malls in Cluj-Napoca,Romania,in which data was collected through questionnaire and then analyzed with the statistical software IBM SPSS statistics.According to data analysis results,Romanian consumers are impulsive when they shop.However,the gender analysis showed little to no difference between the impulse buying tendency level in women and the impulse buying tendency level in men.All three categories of factors influence impulsive buying behavior.Personal values influence impulse buying behavior more significantly than materialism.Consumers in Romania obtain pleasure from shopping and they like having the items they desire.While consumers said they do take advice from friends and family and they tend to spend more money than they originally planed when they are accompanied,the presence of others as a moderator does not affect the relationship between consumer characteristics and impulse buying.Therefore,a highly materialistic consumer who finds pleasure and self-fulfillment in shopping is not influenced by friends or family when shopping with them.Product price on its own has a great influence on impulsive behavior.The majority of the participants agreed they like to shop when stores have sales.However,findings show that highly materialistic and fashion involved consumers will purchase products impulsively regardless of the promotions on products.Even though the majority of the participants were satisfied most of the times with the impulse purchases they made,they do believe that some products they bought were useless and wish they could replace it with another product.This study can help marketers in their strategies by understanding the behavior of the Romanian consumer from Cluj-Napoca,their predispositions for impulse buying and the factors that,at the end,influence this consumer to make spur-of-the-moment purchases without considering the consequences.