As a gambler who remembers only gains a good feeling that comes from spontaneous purchases, and it turns out as a great decision, leaving a much deeper impression in human memory than the product purchased at the same time, but never used.
Like any other human behavior, such as gambling - impulsive purchases are a matter of choice. Turn around and you will see people who simply enjoy shopping. The act of buying is in fact an act of empowerment.
Concerns that consumers will feel bad in the future, if it decides for a particular product, the first symptom of impulse buying. Arises from the fear that they will be forever missed a fantastic offer, if you do not buy right now!
People have an innate tendency to save money. Therefore, traders and manufacturers recently started to remind consumers how much money you will save, if at this point not to miss the chance to buy their product.
Impulse buying - actions
Thus, in the United States two mass consumer events mark each year. Popular Black Friday (Black Friday) - tell me that you're ready for this kind of party!
Second, Cyber Monday (Virtual Monday), after Thanksgiving, is a project created in marketing laboratories to encourage consumers to buy more often online.
Impulse buying - Virtual Monday
Although the impulse buying and unplanned purchases, as two different concepts, usually placed in the same basket, impulse buying can to some extent be planned. As is the case with the two popular consumer holidays in the United States, consumers plan to buy impulsively days earlier, but before entering the retail facility are still not aware of what exactly and in what quantities.
The Internet is undoubtedly a phenomenon that has opened a new page, level up in business. Consumer society has enabled greater comfort, but also more impulsive buying. While in Serbia, the number of users Internet shopping increases (about one million customers in 2012, according to the Statistical Office), the impression is that the traditional shopping face to face, and still the dominant form in the Serbian market.
We are equally affected by both internal and external factors impulsive buying.
External factors relate to marketing stimuli, which are controlled by marketers in an attempt to lure consumers. Consumers may feel the need to impulse buying when visually attracting means such as promotional incentives. Stimulants such as lighting, sound or smell, are important drivers of impulsiveness in non-virtual stores.
Global trade is facing a trend of unlimited changing nature of consumers, their tastes and preferences. Marketer tries to influence the appearance of shops by creating a pleasant and attractive atmosphere: background music, air conditioning, refreshing scent, a clear view on the sales facility outside and convincing sales staff. For example, note the position of the escalator in some H & M stores. Practically have no choice but to make a circle around the section, and by the way ... maybe something catches your eye.