SIGNIFICANCE OF IMPULSE PURCHASE: DISCUSSION

DISCUSSION

The research findings demonstrated the positive significance of impulse buying behaviour by customer regarding purchase of new products. The impulse buying decision for new products backed by the urge to get positive feedback by the usage showed significant relationship on some levels. But, the respondents strongly agreed to the fact that they make impulse decisions on new product purchase to avoid negative outcomes caused by using existing products.

SUGGESTIONS & CONCLUSION

This research suggests marketers to focus heavily on their promotional activities to create strategies that might induce impulse purchase. This research suggests marketers might use two types of messages to their target consumers-they can either, they can use messages that reflect the positive consequences that can be generated from the usage of the new product, or they can use messages that reflect on the possibility of avoidance of previous bad experiences encountered from other products. Using these methods can be helpful as 90 per cent of people buy on impulse occasionally and 62 per cent of the departmental store merchandise is bought on impulse (Bellenger et al., 1978).

This current research provided a more comprehensive understanding of the phenomenon of impulse purchase. As research on impulse buying behaviour field has been very limited (Pornpitakpan, 2004), further research should be conducted into the role and influence of various aspects that leads to purchase of a new product. The study on impulse purchase is still inconclusive and requires further focus. Identifying factors that have significance on impulse buying behaviour can be a breakthrough for managers. The research findings should be helpful for marketers to create promotional strategies before launching a new product in the market if they want to induce impulse purchase.