An exploration of impulse purchase trigger factors : a focus on new products in the Irish grocery market

Abstract

The objective of this study is to investigate the trigger factors that compel the consumer to impulse purchase of new products in the grocery retail sector. A comprehensive review and analysis of the literature suggests that there are some unresolved issues regarding the state of knowledge on impulse purchasing behavior of new products. In addition, the current conceptualizations of impulse purchase behavior do not adequately capture impulse purchase behavior in the grocery retail environment. In today’s modem era, shopping has become a social and leisure activity, with grocery shopping deemed to be an enjoyable task by consumers, reducing the number of cognitively planned purchases made by consumers. Hedonic and pleasure driven shopping endeavors have led to a rapid increase in impulse buying, making it common place and socially acceptable amongst peers. Even though, most inpulse decisions are made when consumers are inside the supermarket, identifying the trigger factors of inpulse buying of new products has not been adequately explored. Previous research has identified price to be the main trigger factor of inpulse buying in the retail sector in general. The study is both descriptive and exploratory in nature. This research approach was employed to collect data on the grocery retail sector and consumers impulsive behaviour. The research techniques employed are questionnaires and focus groups. Questionnaires conducted both face to face and online with SuperValu consumers in the Northwest and West of Ireland. A small scale observation study was conducted by the researcher before questionnaires were distributed. In addition to this research, four focus groups with SuperValu consumers have been conducted for further insights and perceptions. The research findings demonstrate that inpulse buying cannot occur as a result of one main trigger factor, but it is a wide mixture o f both the internal and external factors that encourage and attract the consumer to impulse purchase while in store. Analysis of the information gathered, highlights the importance of in-store stimuli on inpulse buying of new products. Since, multiple interactions and associations are possible, the study implies that retailers should seek to design the in-store environment to maximize the inpact on its primary target segment to encourage inpulse buying habits on a continuous basis. iv