Drivers of snack foods impulse buying behaviour among young consumers

Abstract

Purpose

This article aims to examine the influence of marketing-controlled external motivators of impulse buying behaviour of snack foods in cafeterias among young students.

Design/methodology/approach

A questionnaire was used to ask a sample of 200 young consumers about their impulse buying behaviour in cafeterias. The resulting data were submitted to an in-depth four-stage quantitative analysis.

Findings

The results show that there is not a unique profile of impulse buying behaviour and that young consumers can be effectively segmented in five groups according to their impulsive buying behaviour of snack foods using the eight factors revealed in the exploratory factor analysis. A new segment of health/nutrition-conscientious impulsive consumers was uncovered and characterized.

Research limitations/implications

The major constraints of this study are the use of a non-probability convenience sampling design and sample size. Future studies should include other products and a more heterogeneous sample. The study represents a good starting point for further debate on impulsive buying behaviour.

Practical implications

Most of the research done in this area has focused on the supermarket environment, neglecting other types of retail store. Companies could benefit from the current study as it provides them with information that can be used to improve their marketing strategies directed towards this specific market. Additionally, the findings can also help the development of public health policies better tailored to prevent overweight and obesity associated with snack food consumption.

Originality/value

The study extends the current body of knowledge by examining the applicability and relevance of external motivators of impulse buying behaviour to a significantly different retail environment.

Citation

Duarte, P., Raposo, M. and Ferraz, M. (2013), "Drivers of snack foods impulse buying behaviour among young consumers", British Food Journal, Vol. 115 No. 9, pp. 1233-1254. https://doi.org/10.1108/BFJ-10-2011-0272