Impulse Buying and Fashion

Impulse buying and Fashion

(A modern perspective)

Muhammad Junaid, Raja Furqan Sikander,

Mansoor Manzoor, Samiullah Baloch

School of Management Sciences,

Quaid-i-Azam University, Islamabad.

Abstract

Purpose- This study focuses on linking relationship between Fashion involvement, Positive emotions and Hedonic consumption and Fashion based impulse buying during shopping.

Methodology- This research was carried out in Quaid-i-Azam University of Pakistan with a sample of 140 students studying under Bachelors and Masters Program.

Findings- All Independent variables (fashion involvement, positive emotion and hedonic consumption) have significant positive effect on Dependent variable (impulse buying) with certain limitations.

Research limitations- This research was limited to Quaid-i-Azam University and only two Programs (bachelors and Masters) were used as sample. Convenience sampling is being carried out in questionnaires. Only a small fraction of respondents were female (13.6%).

Practical Implications- Retailers might affect consumer’s impulse buying through in-store experiences by design, product line or pricing strategy.

Originality- There is a need for examination of Impulse buying behavior in relation to fashion related goods.

Keywords- Fashion, Impulse

Paper type- Research paper

Introduction

The consumers make buying choices according to nature of the product, environment and with respect to their mental as well as financial circumstances. Convenience Products are comparatively cheap, regularly purchased stuff for which buyers want to exert only minimum purchasing attempt, e.g. buying bread, gasoline, newspapers, soft drink etc. The purchaser expends less effort either when going for buying convenience item or in comparing accessible brands or sellers. Shopping Products are items for which buyers are ready to spend significant attempt in preparation and making the...