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Program & Batch: PGDM (DCP) 2012-14Term: VCourse Name:
Consumer BehaviorName of the faculty: Dr. Sita MishraTopic/ Title :
Factors affecting Impulse Buying in an FMCG
Product CategoryOriginal or
Revised Write-up:
Original
Group Number: 5Contact No. and email of Group Coordinator:
+91 9810995672, [email protected]
Group Members: Sl. Roll No. Name1 12DCP-051 Karthik Akunuru2
12DCP-067 Mohit Jain3 12DCP-073 Nikhil Saxena4 12DCP-085 Rahul
Agarwal5 12DCP-086 Rahul Bhardwaj6 12DCP-101 Satyam Gupta7
12DCP-122 Utkarsh Nagar
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Factors affecting Impulse Buying in an FMCG Product
Category2013
Factors affecting Impulse Buying in an FMCG Product Category
A Project Report for
Consumer Behavior
Post-Graduate Diploma in Management
By
Group-5
Under the guidance of
Dr. Sita Mishra
Assistant Professor
Marketing
Institute of Management Technology, Ghaziabad
AUGUST, 2013
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Factors affecting Impulse Buying in an FMCG Product
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Factors affecting Impulse Buying in an FMCG Product
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Certificate of Approval
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Factors affecting Impulse Buying in an FMCG Product
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The following Term Project Report titled Factors affecting
Impulse Buying in an FMCG Product Category" is hereby approved as a
certified study in management carried out and presented in a manner
satisfactory to warrant its acceptance as a prerequisite for the
award of Post-Graduate Diploma in Management for which it has been
submitted. It is understood that by this approval the undersigned
do not necessarily endorse or approve any statement made, opinion
expressed or conclusion drawn therein but approve the Term Project
Report only for the purpose it is submitted.
Name Signature1. Faculty Examiner Dr. Sita Mishra
ACKNOWLEDGEMENT
Words are indeed inadequate to convey our deep sense of
gratitude to all those who have helped us in completing this
academic project to the best of our ability. Being a part of this
project has certainly been a unique and a very productive
experience for us. We are really thankful to our faculty, Dr. Sita
Mishra, for making all kinds of arrangements for us to carry out
the project successfully. His timely guidance and help enabled us
in solving all kinds of queries regarding the project work.
Last but not the least we would like to thank all our colleagues
at IMT-G, who have directly or indirectly helped us with their
moral support for the completion of this project.
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Factors affecting Impulse Buying in an FMCG Product
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Table of Contents
1. Introduction6
2. Rationale for the Project.7
3. What is Impulse Buying?
......................................................................................................8
4. Consumer Behavior in Impulse Buying.8
5. Chocolate Industry Worldwide..9
6. Chocolate Industry in India...11
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Factors affecting Impulse Buying in an FMCG Product
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7. Identifying an FMCG Product Category characterized by Impulse
Buying..12
8. Research Methodology..12
9. Primary Research
a. Part 1: Identifying an FMCG Product Category characterized by
Impulse Buying
13
b. Part 2: Factors affecting Impulse Buying of
Chocolates.14
10. Conclusion & Recommendations..17
11. Appendices19
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Introduction
Impulse buying is to buy some product or service in an unplanned
way, just before a purchase.
Feelings and emotions play a decisive role in buying a product
just because of its exposure at
the right time with might be a right message. Marketers and
retailers have learnt to exploit
these impulses which are related to basic want for instant
gratification. Many items are
strategically placed near the payment counter where, most of the
times, a customer has to wait
for few minutes for his turn and view the prominently displayed
items and cant help himself
but pick few of the items out of instant gratification. These
items trigger impulse buyers to
purchase what had not considered purchasing at the first place.
Alternatively impulse buying
can occur when a potential buyer spots something related to a
product that stimulates a
particular passion in him like flag of some country over a DVD.
Apart from effective retail
communication impulse buying can also take place because of the
discount offers.
Impulse items can be anything, a new product, samples or well
established products at
surprisingly low prices. Though impulse buying is not restricted
to FMCG products, still
FMCG products are the item where this phenomenon is at most used
and is most appropriate.
There can be products like candy, gum, mints and chocolate or
products like DVDs and CDs or
stationery items like pen, pencils, and erasers or in the summer
time retailers put their
refrigerators near the counter to increase the sales of cold
drinks and juices. Following are
some factors related to products which trigger impulse
buying:
Packaging: It attracts the at most attention of a customer. A
celebration pack of
chocolates packed in a fancy way is definitely going to attract
a customer.
Scent: On the way to a cash register a deodorant or a shampoo or
some item with a nice
aroma is going to attract the customers attention
Sale: A discounted item is always appealing to a customer for
all the saving a customer
can do over it.
Shelf Placement: Certain items are put at the eye level in order
to increase the visibility
of the item.
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Thus FMCG products are easy to expose to the customers and have
a lot of appeals which can
attract customer to go out of their way and make the purchase.
Retailers are very particular
about what all products to place near the counter and impulsive
buying contributes
significantly in the overall sales.
Rationale for the Project
Impulse buying has always been a challenge in marketing due to
its complex nature. Impulse
buying is a difficult and multifaceted phenomenon which is
responsible for a huge volume of
the products sold each year. Consumer researchers have focused
on identifying the various
factors which induce impulse buying in different developed
countries. In the developing
economies, there is a necessity to study the impulse buying
because of the latest development
in retailing and huge cultural differences when compared to
developed economies. Increase in
salaries, life style and credit availability have made impulse
buying a widespread phenomenon
across the different retail formats. Making an attractive
shopping environment and in-store
stimuli is very important to increase the sales through the
unplanned purchase. Current Indian
retailing environment could provide a lot of scope for consumers
to become impulsive in
different product categories. The universal nature of impulse
buying can be capitalized by
retailers to benefit their respective businesses. The
combination and synergistic effect of the
many factors influencing impulse buying could lead to more
sales, thus benefiting the
marketers and retailers. The following are some reasons to study
impulsive buying behavior of
the customers with reference to FMCG products:
Effect of various external stimuli on the impulse buying
behavior
Effect of various internal stimuli on the impulse buying
behavior
Effect of product and situational related factors on impulse
buying behavior
Effect of demographics and socio-cultural aspects on impulse
buying behavior
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Factors affecting Impulse Buying in an FMCG Product
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What is impulse buying?
An impulse purchase or impulse buying is a spur of the moment,
unplanned decision to buy a
product or service, made just before the actual purchase. One
who makes such a purchase is
called an impulse purchaser or impulse buyer. Emotions and
feelings play a major role in
purchasing, as per many researches. This is triggered when the
person sees the product or is
exposed to a well-crafted promotional message. Marketers and
retailers tend to exploit these
impulses to buy which are tied to the basic want for instant
gratification. It is often seen that
consumers end up buying products at retail stores that they
didnt really plan to buy. This is
because consumers behaviour is often driven by their unconscious
mind, which makes them
do impulse buying. Such purchases ranges from small (chocolate,
clothing, magazines) to
substantially large (jewellery, vehicle, work of art) and
usually (about 80 percent of the
time) lead to problems such as financial difficulties, family
disapproval, or a feeling of guilt or
disappointment.
Consumer behaviour in impulse buying
Impulse purchasing is an important phenomenon for researchers in
consumer behaviour and
retailing. Studying consumer behaviour regarding impulse
purchases is important and was
started long back. The classification of a purchase as planned
or impulse began with the Stern
(1962) study where he provided the basic framework of impulse
buying by categorizing a
buying behaviour as planned, unplanned, or impulse. Planned
purchases involve time-
consuming information-searching with rational decision making,
whereas unplanned buying
refers to all shopping decisions made without any advance
planning. Impulse buying is
distinguished from the unplanned buying in terms of quick
decision making. In addition to
being unplanned, an impulse purchase also involves experiencing
a sudden, strong, and
irresistible urge to buy. Iyer (1989) further distinguished that
all impulse purchases are
unplanned, but unplanned purchases are not always impulsively
decided. Han et al. (1991)
modified the Stern (1962) classification of impulse mix in
context of fashion products and
developed as four types of impulse buying:
i) Planned impulse buying
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Factors affecting Impulse Buying in an FMCG Product
Category2013ii) Reminded impulse buying
iii) Suggestion or fashion-oriented impulse buying
iv) Pure impulse buying
Planned impulse buying is partially planned but specific product
or categories are not decided
by the shopper. They are further determined on the basis of the
different sales promotions
inside the shop. Reminder impulse buying occurs when the buyer
is reminded of the need of
the product noticing it in the shop. Pure impulse buying is a
novelty or escape purchase which
a shopper breaks the trend of usual shopping.
"Traditional" marketer-controlled stimuli such as the product
itself, the product's position on
the shelf, atmospherics (Kotler, 1972), salesmanship, tie-ins
have been identified by consumer
researchers as prompts for unplanned or impulse purchases.
Chocolate Industry Worldwide
Chocolate is one of the most popular foods of the world. From
its origin in South America to
its consumption in Europe, chocolate has a very long and rich
history. Chocolate has been
traded internationally for many centuries now, both nationally
and internationally.
Consumption of chocolate, especially Dark Chocolate and other
sugar free chocolates, are
growing because of their health benefits. Chocolates come in
many flavors, sizes and
packaging. The word chocolate originated from a Spanish word.
Chocolate is made from the
beans we get from cacao tree. They are very bitter and usually
sugar is added to the cocoa
solids.
A brief History:
The origins of chocolate can be traced back to people from
ancient Maya and Aztec
civilization, which first made the spicy drink made from roasted
cacao beans. Cacao has been
cultivated in Mexico and America for at least past 3 millennia
from 1100BC. The secret for
making chocolate was taken to France in 1615. They adopted the
chocolate drink quickly and
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Factors affecting Impulse Buying in an FMCG Product
Category2013it gradually spread to other European nations. As
European nations colonized different parts of
the world, they setup cacao plantations to ensure a constant
supply of chocolate.
The following figure shows the places where cocoa beans are
produced.
Different Types:
There are many different types of chocolates. They are broadly
classified into 4 main
categories.
1. Dark chocolate
2. Sweet chocolate
3. Milk chocolate
4. White chocolate
Many chocolate manufacturers have created a variety of products
from bar chocolates to fudge,
so that they could attract different kinds of customers with
varying needs.
The following shows the revenue for the top 10 chocolate
manufacturers in the world.
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Factors affecting Impulse Buying in an FMCG Product
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Chocolate Industry in India
The chocolate industry in India is mainly dominated by two
companies Cadbury and Nestle.
The market leader is Cadbury which has a lion's share of about
70 percent. During early 90s,
Cadbury had a market share of over 80 percent, but then entered
Nestle and spoiled the scene.
The Gujarat Co-operative Milk Marketing Federation (GCMMF) and
Central Arecanut and
Cocoa Manufactures and Processors Co-operative (CAMPCO) are the
other companies which
are operating in the Indian chocolate segment. Competition in
this segment is becoming very
fierce with the entrance of companies like Mondelez, Mars,
Nestle, Perfett Van Melle, Parle
and ITC which are launching new products. A wide variety and
innovative products like a
lollipop that can overcome boredom, sugar-free mint for calorie
conscious, a toffee that can
boost romance, and dark chocolates that are bitter at the same
time sweet have come up in the
market.
The Indian chocolate industry is Very fragmented with a range of
products catering to a
variety of consumers and age groups. There are different types
of bars/slabs, jellies, lollipops,
toffees and sugar candies. Given the huge population in the
country it is a surprise to note that
the Per capita chocolate consumption is very low at 120gms
whereas in countries like Ireland,
Germany and Belgium it is more than 11kgs. However, Indians
consumed around 22,000 tons
of chocolate last year.
India's chocolate market is estimated to be around Rs 3,000
crores while the organized
confectionery market is around Rs 2,000 crores. The overall
chocolate market is said to be
growing at 15% a year, while the growth in modern retail is
almost double of that rate.
Awareness about chocolates is very high in urban areas, which
has a population of about 38
crore, at over 95%. TechSci Research recently published a report
stating that India's chocolate
market is expected to reach about $3.2 billion by 2018 due to
increasing gifting culture and
increase in the income.
Higher disposable incomes and a taste for richer chocolates in
recent times have ensured a
steady growth of the premium chocolate market in India. With a
market share of 10 per cent of
the Rs 2,000-crore chocolate market, the premium segment is
pretty small. Yet, it is growing at
a steady rate of 30-40 percent per annum, according to industry
estimates.Group 5 Page 15
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Factors affecting Impulse Buying in an FMCG Product
Category2013Both chocolate and sugar confectioneries have a very
low penetration levels in India, in fact,
even lower than biscuits, which reach out to about 56 per cent
of the households. The launch of
lower-priced, smaller bars of chocolate in the last few years
and positioning of chocolate by
the companies as a substitute to traditional sweets during
festivals, have boosted the sales of
the chocolates to a large extent especially during the festive
seasons.
Identifying an FMCG Product Category characterized by Impulse
Buying
Consumers going for impulse Buying do not think much about the
consequences or give a
much considered thought before making a purchase. Impulse
buying, as the name suggest, is a
phenomenon done impulsively where buying done by consumer is
done without any evaluation
and carried out in a unreflective manner. The consumer going for
impulse buying focuses on
the instant gratification which buying of the product provides
rather solving some (pre)existing
problems or need to find a predetermined need in the mind of the
consumer. Nonetheless to
say, impulse buying is a hedonically complex process and
simulates an emotional process.
As per the researchers like, Rook and Hook (1983) identified 5
important elements assisting in
impulse buying:
1. A spontaneous and sudden desire to buy
2. A presence of Psychological Disequilibrium
3. An onset of psychological struggle and conflict
4. A reduction in cognitive evaluation
5. A lack thought process regarding the impulse buying
consequences.
Research Methodology
This project relies on primary research to achieve the
objectives undertaken. The research is divided into two parts:
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Factors affecting Impulse Buying in an FMCG Product
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The first part deals with identifying an FMCG product category
that is characterized by impulse buying.
Once an FMCG category has been identified, the second part deals
with identifying which factors affect impulse buying in that
particular category.
Primary Research
Part 1: Identifying an FMCG product category that is
characterized by impulse buying
Questionnaire Design
Focusing on the rationale of the project, we identified a set of
objects which can be categorized
under the umbrella of impulse buying products. In order to
understand the consumer behavior
in context of impulse buying, we as group members developed a
Qualifying Question which
states the following:
While shopping, which of the following products have you usually
ended up buying
unplanned (impulse buying)?
These categories are: **
1. Personal Care Example like Toothpaste, Hair oil etc.
2. Home care Example like Detergent s soaps, bathing soaps.
3. Foods Examples like Chocolates, Ice Creams.
4. Beverages Examples like Tea, Juices.
(**Please refer the questionnaire in the appendix 1A.)
Method of Survey
The group members took the survey on the personal device
assistants like tabs and went to one
of the Big Bazaar outlets of city Ghaziabad. In addition to
this, they also visited other retail
outlets like Easy Day, Goel Super Markets (a nearby retail
supermarket Shop).
Results from Part 1 of Primary Research
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Factors affecting Impulse Buying in an FMCG Product
Category2013The group members requested the customers to fill the
questionnaire, and recorded the results.
As per results from the survey, Chocolates is a product category
for which maximum
respondents said they made impulse buying. Using the results
from part 1 of the research, we
narrow our project scope to factors affecting impulse buying in
this particular product
category, i.e., Chocolates.
(For detailed results, refer Appendix 1B)
Part 2: Factors affecting Impulse Buying of Chocolates
Questionnaire Design
From the exploratory study we found out that buying a chocolate
is generally an impulsive
decision.
Now we will try to find the answers for
What are the attributes which make this category for impulse
buying?
At what all places does it take place?
What impact does the pricing of chocolates have on customers
decision?
What are the internal and external motivations to buy a
chocolate?
Why that particular brand of chocolate?
Few potential place where identified after a brainstorming
session such as supermarket,
general shops, bakery, gift shops, etc. Placement of chocolates
within these stores was another
factor looked at upon. Some broad categories within this factor
would be places like the billing
counter or sweet and chocolate sections. The case when the
customers themselves ask about
chocolates when they are not visible was also covered. To
estimate on average how much a
customer is willing to pay for buying chocolate during an
impulse decision, a question was
asked where respondents were asked to choose a price range from
a list of price ranges.
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Factors affecting Impulse Buying in an FMCG Product
Category2013Questions on how discounts and other promotional
activities affect their buying decision were
also asked.
To understand the extrinsic and intrinsic motivation factors,
questions on packaging, such as
image on the packet, size of the packet, material use for
packing etc. were asked. Even
questions related to health consciousness were incorporated in
the survey.
(Please refer the questionnaire in the appendix 2A.)
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Factors affecting Impulse Buying in an FMCG Product
Category2013Analysis of Results of factors affecting Impulse Buying
of Chocolates
(For detailed results, refer Appendix 2B)
Place of Impulse Purchases: Most impulse buying of chocolates
takes place in supermarkets
and general stores.
Placement of Chocolates within stores: A very small percentage
(10%) of respondents said
that they asked for the chocolates themselves. For the rest 90%,
impulse buying happened
because the chocolates were kept at an approachable/visible
place within the store, i.e., either
in shelves meant for chocolates or at stands placed near the
billing counter. Majority of the
respondents said that they were tempted into buying chocolates
when they were placed near
the billing counter.
This finding was also supported by the fact that 63% respondents
said they bought chocolates
impulsively because they were waiting in the billing queue and
picked up chocolates placed in
stands placed nearby.
Most Favorable Price Range: Most of the respondents (48%) bought
chocolates in the price
range of Rs.21-40 impulsively.
Effect of Advertisements on Impulse Buying: 52% of respondents
disagreed that they
remembered a particular chocolates advertisement which led them
to impulsively make the
purchase. 18% respondents were neutral to the idea and only 30%
remembered the
advertisements that led to impulse buying. This is an astounding
finding that indicates that
chocolate ads, even though creative, do not lead to impulse
buying.
Impact of Packaging Color: From survey results, it is found that
the color of packaging plays
a major role in inducing impulse buying. 54% of respondents said
that they were attracted by
the color of packaging that led them into buying a particular
chocolate.
Impact of Discounts: Most of the respondents (63%) disagreed
with the notion that discounts
like price discounts, extra grammage etc. compel them into
making chocolates impulsively.
There could be two plausible reasons for this:
There are rarely any discounts offered on chocolatesGroup 5 Page
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Factors affecting Impulse Buying in an FMCG Product
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Discounts on chocolates do not lure consumers into buying
chocolates impulsively
Appeal of New Brands: Launching new brands of chocolates can
also induce impulse buying,
though not to a great extent. There was a small but significant
portion (39%) of respondents
that bought chocolates impulsively just because they wanted to
try a new brand.
Brand Pull: Majority of the respondents (76%) were pulled into
buying chocolates
impulsively because they had a liking for a particular brand.
This implies that brand plays a
major role in influencing impulse buying in chocolates.
Word-of-Mouth (WOM) Marketing: More than half of the respondents
bought chocolates
impulsively because some of their relatives or friends had
advised them to try that chocolate.
WOM marketing led them to buy chocolates impulsively.
Buying Induced by Other Users: Majority of respondents said that
they were tempted when
they saw other consumers eat or buy chocolates.
Effect of Sales Force: Almost all the respondents declined the
notion that they bought
chocolates impulsively because they had been approached by a
salesman to try a chocolate. A
possible reason for this could be that sales force is seldom
used to promote chocolates.
Effect of other Packaging aesthetics: As per the survey, text
and images on the packaging
and the quality of packaging do not play a major role in
attracting consumers towards buying a
chocolate impulsively. However, a unique shape does attract
consumers.
Induced Craving: Almost all the respondents (88%) said that they
felt a craving for chocolates
when they saw them and that led them into buying chocolates
impulsively. It is scientifically
proven that eating chocolates releases certain hormones like
endorphins, serotonin, and
phenylethylamine that enhance our happy moods. Endorphins cause
feelings of euphoria and
trigger the release of sex hormones. Serotonin is a necessary
chemical in our brain for us
to be in a happy mood and to be aroused. Phenylethylamine (PEA)
increases the pulse rate
and feelings of excitement, resulting in sensations similar to
those experienced when one is in
love. These feelings of pleasure that chocolates give may be one
of the reasons why people
feel a craving for chocolates and get tempted into buying
them.
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Factors affecting Impulse Buying in an FMCG Product
Category2013Buying chocolates also had a positive correlation with
being in a happy mood (72%
respondents said they bought chocolates because they were in a
good mood).
Calorie-Consciousness: Most of the respondents (60%) who were
tempted into impulse
buying of chocolates do not care for the extra calories that are
associated with chocolates.
Other way of interpreting this would be to say that calorie
conscious consumers do not buy
chocolates impulsively.
Other factors: Chocolate ingredients and energy provided by them
do not have a significant
effect on impulse buying of chocolates.
Conclusions & Recommendations
To induce impulse buying of chocolates, marketers should ensure
that chocolates are
placed at locations within the store where they have a good
visibility and preferably
within physical reach of consumers.
To induce impulse buying, most of the chocolates placed near the
billing counter should
be in the range of Rs. 21-40. Then there can be chocolates in
the range up to Rs.20 and
from Rs.41-60. Chocolates above Rs.60 do not induce much impulse
buying and
should account for a very small, if at all, proportion of
chocolates placed near the
billing counter.
The color of packaging plays a major role in attracting
consumers towards chocolates
and this attribute should be used carefully by marketers to
induce buying. Further
research would be required to determine colors/color
combinations most effective in
inducing impulse buying of chocolates. Such a research is out of
scope for this study.
A strong brand image should be created by using a sound
advertising strategy.
Marketing campaigns should focus on the most distinctive
characteristics of chocolates
like taste, packaging and establish an emotional connect with
the consumers. Marketers
should strive to have a strong recall for their brands in the
minds of consumers to
promote impulse buying.Group 5 Page 22
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Factors affecting Impulse Buying in an FMCG Product
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Since most of the buyers are tempted into buying chocolates
impulsively when they see
others buying or eating chocolates, marketers can use this
observation by placing
posters or displays in supermarkets which depict people eating
chocolates.
The fact that WOM marketing plays a major role in inducing
impulse buying of
chocolates combined with rising role of social media in
marketing, marketers should
strive to form online communities on social media platforms to
promote their brands of
chocolates and use WOM marketing to promote impulse buying of
their brands.
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Factors affecting Impulse Buying in an FMCG Product
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Appendices
Appendix 1A: Questionnaire to determine FMCG Product Category
characterized by
Impulse Buying
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Factors affecting Impulse Buying in an FMCG Product
Category2013Appendix 1B: Summary of Results from Questionnaire in
Appendix 1
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Factors affecting Impulse Buying in an FMCG Product
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Appendix 2A: Questionnaire to determine factors affecting
impulse buying in chocolates
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Factors affecting Impulse Buying in an FMCG Product
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Factors affecting Impulse Buying in an FMCG Product
Category2013
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Factors affecting Impulse Buying in an FMCG Product
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Factors affecting Impulse Buying in an FMCG Product
Category2013Appendix 2B: Summary of Responses from questionnaire on
Factors affecting impulse
buying in Chocolates
From where have you bought chocolate(s) unplanned? (Tick as many
as relevant)
Please check the ones which are relevant to you:
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Factors affecting Impulse Buying in an FMCG Product
Category2013What would be the most suitable price range in which
you usually buy chocolates unplanned?
I remembered its advertisement when I saw the chocolate
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Factors affecting Impulse Buying in an FMCG Product
Category2013The color of the packaging was attractive
There were some discounts on the chocolate like price discounts,
10% extra free etc.
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Factors affecting Impulse Buying in an FMCG Product
Category2013Wanted to try a new brand
Most chocolates under this brand taste good
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Factors affecting Impulse Buying in an FMCG Product
Category2013My Friend/Relative advised me to try a particular
chocolate
I saw someone else buy/eating it; I got tempted to buy a
chocolate.
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Factors affecting Impulse Buying in an FMCG Product
Category2013A salesperson approached me to buy it
I was waiting in the queue, saw the chocolates in a nearby
shelf; added it to my cart.
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Factors affecting Impulse Buying in an FMCG Product
Category2013The images on the packaging were attractive
The text on the packaging was attractive
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Factors affecting Impulse Buying in an FMCG Product
Category2013Shape of the chocolate packaging was
unique/attractive
Quality of packaging material was good
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Factors affecting Impulse Buying in an FMCG Product
Category2013I bought the chocolate because of its unique
ingredients (pure veg./nuts etc.)
I felt a craving for it when I saw it
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Factors affecting Impulse Buying in an FMCG Product
Category2013I was happy/in a good mood, so I bought a chocolate
I was feeling low, bought chocolate to uplift my mood
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Factors affecting Impulse Buying in an FMCG Product
Category2013Chocolates give me instant energy
I dont care about the calories; wanted to indulge myself, so
bought a chocolate
Group 5 Page 40
Primary ResearchPart 1: Identifying an FMCG product category
that is characterized by impulse buyingQuestionnaire DesignMethod
of SurveyAppendix 1A: Questionnaire to determine FMCG Product
Category characterized by Impulse Buying