Keyword

Situational Factor, Store Atmosphere, Sales Promotion, Hedonic Shopping Motivation, Impulsive Buying, Supermarket

Abstract

The purpose of this study was to determine and analyse 1) the effect of the situational factor, store atmosphere, and sales promotion on hedonic shopping motivation and 2) the impact of situational factor, store atmosphere, sales promotion, and hedonic shopping motivation on supermarket consumer impulsive buying in Manado City, partial or simultaneously. The method used in this research is the descriptive survey and explanatory survey method, with 250 consumers who shop in several supermarkets as the sample with convenience sampling technique; primary data were collected using questionnaire with Likert scale and SEM (structural equation modeling) analyse technique using Lisrel 8.80 program.

The result shows that situational factor did not significantly affect the hedonic shopping motivation while store atmosphere and sales promotion are positively related to it. Meanwhile, situational factor and sales promotion are significantly related to impulsive buying. In contrast, store atmosphere shows the opposite way to impulsive buying. Further, impulsive buying is also predicted by hedonic shopping motivation. 

The increasing of customers' impulsive buying behaviour occurs concerning with shopping for social purposes and sales promotion. The first approach is obtained from marketing strategy and customer service strategy while the second approach is achieved through information strategy, communication, and frequency of sample providing program


Full Text : PDF

References
  1. Ahmad, T. (2011). “The Impulse Buying Behaviour of Consumes for The FMCG Products in Jodhpur”, Australian Journal of Basic and Applied Sciences, 5(11), 1704-1710.
  2. Babin, B. J., & Attaway, J. S. (2000). “Atmospheric Affect as a Tool for Creating Value and Gaining Share of Customer,” Journal of Business Research, 49, 91-99.
  3. Babin, B. J., Darden, W. R., & Griffin, M. (1994). Work and/or Fun: Measuring Hedonic and Utilitarian Shopping Value. Journal of Consumer Research, 20(4), 644-656. 
  4.  Ballantine, P. W., Jack, R., & Parsons, A. G. (2010). “Atmospheric Cues and Their Effect on The Hedonic Retail Experience”, International Journal of Retail and Distribution Management Vol. 38(8), 641-653. Beatty, S. E., & Ferrel, M. E. (1998). “Impulse Buying: Modeling Its Precursors”, Journal of Retailing 74(2), 169-191.
  5. Bohl, P. (2012). The Effects of Store Atmosphere on Shopping Behaviour - A Literature Review. Corvinus Marketing Studies. 1.
  6. Nagadeepa, C., Tamil Selvi, J., & Pushpa A. (2015). “Impact of Sale Promotıon Technıques on Consumers’ Impulse Buyıng Behavıour towards Apparels at Bangalore”, Asian Journal of Management Sciences & Education, Vol. 4(1).
  7. Coley, A., & Burgess, B. (2003). “Gender Differences in Cognitive and Affective Impulse Buying”, Journal of Fashion Marketing and Management Vol. 7(3), 282-295.
  8. Crawford, G., & Melewar, T. C. (2003). “The Importance Of Impulse Purchasing Behaviour In The International Airport Environment”, Journal Of Consumer Behaviour. Vol. 3(1), 85-98.
  9. Dhaundiyal, M. & Coughlan, J. (2009). “The Effect of Hedonic Motivations, Socialibility and Shyness on The Impulsive Buying Tendencies of The Irish Consumer”, Irish Academy of Management, Dublin.
  10. Dittmar, H., Beattie, J., & Friese, S. (1995). Gender Identity and Material Symbols: Objects and Decision Considerations in Impulse Purchases, Journal of Economic Psychology,16(3), 491-511.    
  11. Foroughi, A., Buang N. A., & Sadeghi R.H.M. (2012). “Exploring the Influence of Situational Factors (Money & Time Avialable) on Impulse Buying Behaviour Among Different Ethics”, International Journal of Fundamental Psychology & Social Sciences (IJFPSS), 2(2), 41-44.
  12. Foroughi, A., Buang N.A., Senik, Z.C., & Sadeghi R.H.M. (2013). “Impulse Buying Behaviour and Moderating Role of Gender among Iranian Shoppers”, Journal of Basic and Applied Scientific Research, 3(4),760-769.
  13. Graa, A., Dani-Elkebir, M., & Bensaid, M. (2014). “The impact of Environmental Factors on Impulse Buying Behavior Using the Mehrabian and Russell’s Framework”, Leonardo Journal of Sciences, p. 101-114.
  14. Gutierrez, B. P. B. (2004). “Determinants of Planned and Impulse Buying: The Case of the Philippines”, Asia Pacific Management Review, 9(6), 1061-1078.
  15.  Harmancioglu, N., Finney, R. Z., & Joseph, M. (2009). “Impulse Purchases of New Product: An Empirical Analysis”, Journal of Product and Brand Management 18(1), 27-37.
  16.  Hausman, A. (2000). “A Multi Method Investigation of Consumer Motivations in Impulse Buying Behavior”, Journal of Consumer Marketing, 17(5) 403-419.
  17. Hawkins, D. I. & Mothersbaugh, D.L. (2009). Consumer Behavior. Building Marketing Strategy. Eleventh Edition. New York: McGraw Hill Irwin.
  18. Iyer Easwar, S. & Sucheta, S. Ahlawat (1987), “Deviations from a Shopping Plan: When and Why Do Consumers Not Buy as Planned, “in Advances in Consumer Research, Vol. 15, ed. Michael J. Houston, Provo, UT.: Association for Consumer Research, 246-249. 
  19. Kacen, J. J., & Lee, J. A. (2002), “The Influence of Culture on Consumer Impulsive Buying Behavior”, Journal of Consumer Psychology, 12(2), 163-76.
  20. Karbasivar, A., & Yarahmadi, H. (2011). “Evaluating Effective Factors on Consumer Impulse Buying Behavior”, Asian Journal of Business Management Studies, 2(4), 174-181. 
  21. Kotler, P., & Keller, K. L. (2009), Marketing Management. 13th Edition. New Jersey: Upper Saddle River.
  22. Kotler, P., & Armstrong, G. (2012). Principles of Marketing. 14th Edition. New Jersey: Prentice Hall. 
  23. Maymand, M. M & Ahmadinejad, M. (2011). “Impulse Buying: The Role of Store Environmental Stimulation and Situational Factors (An Empirical Investigation)”, African Journal of Business Management, 5(34), 13057-13065, 28 December.   
  24. Mihić, I., Kursan. (2010). “Assessing the Situational Factors and Impulsive Buying Behaviour: Market Segmentation Approach”, Management, 15(2), 47-66
  25. Muruganantham, G., & Ravi-Shankar B. (2012). “A Review of Impulse Buying Behaviour”, International Journal of Marketing Studies, 5(3).
  26. Park, J. & Lennon, S. J. (2006). “Psychological and Environmental Antecedents of Impulse Buying Tendency in The Multichannel Shopping Context”, Journal of Consumer Marketing, 23(2), 58–68.
  27. Piron, F. (1991). “Defining Impulse Purchasing”, Advances in Consumer Research, 18, 509-514
  28. Rohman, F. (2009). “The Role of Hedonic Value of Consumption and Impulsive Reaction as Mediation of the Effect of Situational Factors on Impulsive Purchasing Decisions in Malang City Boutique [Peran Nilai Hedonik Konsumsi dan Reaksi Impulsif sebagai Mediasi Pengaruh Faktor Situasional terhadap Keputusan Pembelian Impulsif di Butik Kota Malang]”, Jurnal Aplikasi Manajemen, 7(2), Mei.
  29. Rook, D. W. (1987). “The Buying Impulse”, Journal of Consumer Research, 14(2), 189-197. 
  30. Rook, D. W., & Gardner, M. P. (1993). “In the mood: impulse buying’s affective antecedents”, Research in consumer behavior, 6(7), 1-28.
  31. Silvera, D. H., Lavack, A. M., & Kropp, F. (2008). “Impulse Buying: The Role of Affect, Social Influence, and Subjective Wellbeing”, Journal of Consumer Marketing, 25(1), 23–33.
  32. Soars, B. (2009). “Driving Sales Through Shopper’s Sense of Sound, Sight, Smell, and Touch”, International Journal of Retail and Distribution Management, 37(3), 286-298.
  33. Srivastava, S. & Kumar, M. (2013). “Evaluating Effective Situational Factors on Consumer Impulse Buying”, International Journal of Applied Research &Studies, 2(3) Mar, 353.
  34. Supranto & Limakrisna, N. (2013). Practical Guidelines for Scientific Research to Arrange Thesis, Thesis, and Dissertation [Petunjuk Praktis Penelitian Ilmiah Untuk Menyusun Skripsi, Tesis, dan Disertasi]. 3rd Ed. Jakarta: Mitra Wacana Media.
  35. Sumarwan, Ujang. (2011). “Consumer Behavior: Theory and Its Application in Marketing [Perilaku Konsumen: Teori dan Penerapannya Dalam Pemasaran], Jakarta: Ghalia Indonesia.
  36. Tendai, M., & Crispen, C. (2009). “In-Store Shopping Environment and Impulsive Buying”, African Journal of Marketing Management, 1(4), 102-108. 
  37. Tinne, W. S. (2010). “Impulse Purchasing: A Literature Overview”. ASA University Review, Vol. 4 No. 2, July–December.
  38. Utami, Christina. W. (2010). “Retail Management, Strategy and Operational Implementation of Modern Retail Business in Indonesia [Manajemen Ritel, Strategi dan Implementasi Operasional Bisnis Ritel Modern Di Indonesia]”, Jakarta: Salemba Empat.
  39. Wood, M. (2005). Discretionary Unplanned Buying in Consumer Society, Journal of Consumer Behavior, 4(4): 268-281.
  40. Wu, W-C., & Huan, T-C. (2010). “The Effect of Purchasing Situation and Conformity Behavior on Young Students’ Impulse Buying”, African Journal of Business Management, 4(16), 3530-3540.
  41. Xu, Y., & Huang, J-S. (2014). “Effects of Price Discounts and Bonus Packs on Online Impulse Buying”, Social Behavior and Personality, 42(8), 1293-1302.
  42. Youn, S. & Faber, R. J. (2000). “Impulse Buying: Its Relation to Personality Traits and Cues”, Advances in Consumer Research, 27, 179-1.
  43. Zhang, Y., Sirion, C. & Combs, H. (2011). “The Influence of The Mall Environment on Shopper’s Values and Consumer Behavior in China”, ASBBS Annual Conference, 18(1), 214-224.
  44. Zhou, L. & Wong, A. (2003). “Consumer impulse buying and in-store stimuli in Chinese supermarkets”, Journal of International Consumer Marketing, 16, 37-53.