Search results

1 – 4 of 4
To view the access options for this content please click here
Article
Publication date: 6 May 2014

Peter Hultén and Vladimir Vanyushyn

This paper draws attention to the fact that impulse buying is common behaviour among modern shoppers and that a consumer's impulse purchases of items such as clothes may…

Downloads
8476

Abstract

Purpose

This paper draws attention to the fact that impulse buying is common behaviour among modern shoppers and that a consumer's impulse purchases of items such as clothes may be a result of the retailers' promotional activities. The purpose of this paper is therefore to investigate how promotion through channels such as direct-mail marketing, TV commercials and special in-store displays affects consumers' impulse purchases of clothes.

Design/methodology/approach

Data for the testing of five hypotheses was collected by distributing a questionnaire to randomly selected households in North Western France and Northern Sweden. The data collection rendered 493 complete questionnaires, of which 332 were from France and 161 from Sweden. Seemingly unrelated regression (SUR) is the principal estimation technique.

Findings

The results suggest that shoppers with a positive attitude towards direct-mail marketing and TV commercials also respond positively to in-store promotion. Hence, there are interactive effects between the three promotional channels that increase shoppers' general impulse purchase tendency. Furthermore, the findings demonstrate that the frequency of exposure to in-store promotion has a significant effect on this tendency.

Originality/value

This paper contributes to extant knowledge on impulse buying behaviour by examining the product-specific impulse tendency, which is defined as the degree to which consumers make impulse purchases of a particular product category.

Details

Journal of Consumer Marketing, vol. 31 no. 2
Type: Research Article
ISSN: 0736-3761

Keywords

To view the access options for this content please click here
Article
Publication date: 2 August 2011

Peter Hultén and Vladimir Vanyushyn

The purpose of this paper is to identify similarities and differences with regard to factors affecting consumers' impulse purchases of groceries in France and Sweden.

Downloads
4616

Abstract

Purpose

The purpose of this paper is to identify similarities and differences with regard to factors affecting consumers' impulse purchases of groceries in France and Sweden.

Design/methodology/approach

Data were collected by a random survey of 202 Swedish and 368 French households. MANCOVA is the principal analytical technique.

Findings

The analysis indicates that, while Swedish shoppers make more impulse purchases, the French consumers appear to be more attentive to special in‐store displays and two‐for‐the‐price‐of‐one offerings. Contrary to expectations, the impulse purchases of French and Swedish shoppers are not predicted by gender.

Research limitations/implications

Further studies should incorporate situational variables such as outline of stores and supermarkets and the specific country's food culture, since these factors affect shoppers' choices and shopping habits.

Practical implications

The findings help practitioners to understand how market‐specific factors affect shoppers' impulse purchases. These insights are important in the light of the increased internationalization of the supermarket chains' operations.

Originality/value

This study contributes to the current knowledge on consumers' impulse purchase behavior by demonstrating that, although the behavior as such is universal, there may be differences between countries with regard to the number of impulse purchases that shoppers make and how they respond to special in‐store displays and discount offerings.

Details

Journal of Consumer Marketing, vol. 28 no. 5
Type: Research Article
ISSN: 0736-3761

Keywords

To view the access options for this content please click here
Article
Publication date: 30 March 2010

Peter Hultén and Vladimir Vanyushyn

The purpose of this paper is to present a new research paradigm that can assist in preventing unethical behavior from strengthening its grip on the global economy.

Downloads
1120

Abstract

Purpose

The purpose of this paper is to present a new research paradigm that can assist in preventing unethical behavior from strengthening its grip on the global economy.

Design/methodology/approach

The paper discusses examples of corrupt acts, which affect companies' competitive positions in the global economy. The examples draw upon media reports of unethical behavior in Swedish companies and observations made when conducting field studies in Russia and the Ukraine.

Findings

This paper identifies what is to be observed and analyzed at close range in companies with regard to corrupt acts. Furthermore, this paper highlights unethical behavior manifested in reward cultures and earnings manipulation in Western companies, which are problems that threaten fair competition.

Originality/value

The paper highlights critical areas of investigation with regard to studies of corruption and other forms of unethical behavior which have a detrimental effect on the development of the global market.

Details

Competitiveness Review: An International Business Journal, vol. 20 no. 2
Type: Research Article
ISSN: 1059-5422

Keywords

Content available

Abstract

Details

Competitiveness Review: An International Business Journal, vol. 20 no. 2
Type: Research Article
ISSN: 1059-5422

1 – 4 of 4