The Impact of In-Store Marketing Stimuli and Post-Purchase Evaluation of Impulse Buying: A Study of Mass Color Cosmetics Retail Markets in Bangkok
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Published:
Apr 5, 2019
Keywords:
Impulse Buying, Cognitive Dissonance, Customer Satisfaction, Color Cosmetics
Main Article Content
Abstract
Impulse buying plays an essential role in consumer buying behavior, and is a crucial source of profitability. Many studies primarily focus on identifying its antecedents while the investigation of its potential consequences remains understudied. Thus, this study employs structural equation modeling to examine the impact of in-store marketing stimuli and post-purchase evaluation of impulse buying from 780 female consumers who were 18 to 45 years old, with the income between 7,501-85,000 baht, and impulsively purchased mass color cosmetics in Bangkok. The data were collected by a personadministered survey, and the results revealed that music, salesperson and acceptance of a credit card, respectively encouraged impulse buying opportunities, but it can be reduced by price promotion. While impulse buying was found to have a positive influence on customer satisfaction, which further encourages positive post-purchase behavioral intentions, cognitive dissonance was found to reduce customer satisfaction. This study thus provides a more complete theoretical comprehension of impulse buying mechanisms by incorporating both antecedents and consequences. Marketing practitioners can utilize the findings in planning compelling marketing strategies.
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Research Articles
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Copyright: Asia-Pacific International University reserve exclusive rights to publish, reproduce and distribute the manuscript and all contents therein.
References
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Beatty, S. E. & Ferrell, M. E. (1998). Impulse buying: Modeling its precursors. Journal of Retailing, 74(2), 169-191.
Bessouh, N., Iznasni, A. & Benhabib, A. (2015). Factors influencing impulse buying of Algerian shoppers. International Journal of Science and Research, 4(3), 860-866.
Bitner, M. J. (1992). Servicescapes: The impact of physical surroundings on customers and employees. Journal of Marketing, 56(2), 57-71.
Brehm, J. W. (1956). Post-decision changes in the desirability of alternatives. The Journal of Abnormal and Social Psychology, 384-389.
Brici, N., Hodkinson, C. & Sullivan-Mort, G. (2013). Conceptual differences between adolescent and adult impulse buyers. Young consumers, 14(3), 258-279.
Broyles, S. A., Ross, R. H. & Leingpibul, T. (2009). Examination of satisfaction in cross-product group settings. Journal of Product & Brand Management, 18(1), 50-59.
Chang, H. J., Yan, R. N. & Eckman, M. (2014b). Moderating effects of situational characteristics on impulse buying. International Journal of Retail & Distribution Management, 42(4), 298-314.
Desai, K. S. (2014). A study on consumer buying behavior of cosmetic products in Kolhapur. Reviews of Literature, 1(10), 1-11.
Desmet, P. & Renaudin, V. (1998). Estimation of product category sales responsiveness to allocated shelf space. International Journal of Research in Marketing, 15, 443-457.
De Wulf, K., Odekerken-Schröder, G. & Iacobucci, D. (2001). Investments in customer relationships: A cross-country and cross-industry exploration. Journal of Marketing, 65(3), 33-59.
Drozdenko, R. & Jensen, M. (2005). Risk and maximum acceptable discount levels. Journal of Product & Brand Management, 14(4), 264-270.
Duarte, P., Raposo, M. & Ferraz, M. (2013). Drivers of snack foods impulse buying behavior among young consumers. British Food Journal, 115(9), 1233-1254.
Festinger, L. (1957). A Theory of cognitive dissonance. Stanford, CA: Stanford University Press.
Forbes Thailand. (2014). L’Oreal is ready to compete for the cosmetics market leader. Retrieved from http://www.forbesthailand.com/article_detail.php?article_id=112.
George, B. P. & Edward, M. (2009). Cognitive dissonance and purchase involvement in the consumer behavior context. The IUP Journal of Marketing Management, 8(3 & 4), 7-24.
George, B. P. & Yaoyuneyong, G. (2010). Impulse buying and cognitive dissonance: A study conducted among the spring break student shoppers. Young Consumers, 11(4), 291-306.
Goh, S. K., Jiang, N., Hak, M. F. A. & Tee, P. L. (2016). Determinants of smartphone repeat purchase intention among Malaysians: A moderation role of social influence and a mediating effect of consumer satisfaction. International Review of Management and Marketing, 6(4), 993-1004.
Hair, J. F. Jr., Black, W. C., Babin, B. J., Anderson, R. E. & Tatham, R. L. (2006). Multivariate data analysis. Upper Saddle River, NJ: Pearson Education.
Hanzaee, K. H. & Taherikia, F. (2010). Impulse buying: An Iranian model. China-USA Business Review, 9(12), 31-43.
Hausman, A. (2000). A multi-method investigation of consumer motivations in impulse buying behavior. Journal of Consumer Marketing, 17(5), 403-426.
Heider, F. (1958). The psychology of interpersonal relations. New York, NY: John Wiley & Sons
Ho, R. (2006). Handbook of univariate and multivariate data analysis and interpretation with SPSS. Boca Raton, FL: Chapman & Hall/CRC.
Hodge, R. (2004). Factors influencing impulse buying during an online purchase transaction, 9-27.
Hoyer, W. D. & MacInnis, D. J. (1997). Consumer behavior. Boston: Houghton Mifflin.
Hunt, S. D. (1970). Post-transaction communications and dissonance reduction. Journal of Marketing, 34(3), 46-51.
Husnain, M. & Akhtar, M. W. (2016). Impact of branding on impulse buying behavior: Evidence from FMCG’s sector Pakistan. International Journal of Business Administration, 7(1), 59-68.
Inman, J. J., Dyer, J. S. & Jia, J. (1997). A generalized utility model of disappointment and regret effects on post-choice valuation. Marketing Science, 16(2), 97-111.
Ivy, T. T., Hill, V. S. & Stevens, R. E. (1978). Dissonance theory: A managerial perspective. Business and Society, 19(1), 17-25.
Iyengar, S. S. & Lepper, M. R. (1999). Rethinking the value of choice: A cultural perspective on intrinsic motivation. Journal of Personality and Social Psychology, 76(March), 349-366.
Joseph, B. C. (2010). Impulse purchasing behavior: A study of hypermarket customers in Bangkok. AU Journal of Management, 8(2), 42-51.
Kang, C. (2013). Disconfirmation and customer satisfaction of impulse buying behavior. The Journal of American Business Review, Cambridge, 1(2), 269-274
Karbasivar, A. & Yarahmadi, H. (2011). Evaluating effective factors on consumer impulse buying behavior. Asian Journal of Business Management Studies, 2(4), 174-181.
Khan, N., Hui, L. H. Chen, T. B. & Hoe, H. Y. (2016). Impulse buying behavior of generation Y in fashion retail. International Journal of Business and Management, 11(1), 144-151.
Khare, A., Khare, A & Singh, S. (2012). Factors affecting credit card use in India. Asia Pacific Journal of Marketing and Logistics, 24(2), 236-256.
Kim, J. (2003). College students’ apparel impulse buying behaviors in relation to visual merchandising (Thesis). The University of Georgia, Georgia, USA.
Kim, J. Y. (2014). Impulse buying: The effect of decision time and product scarcity on buying impulse. Dissertation, Michigan State University.
Kim, H. & Drolet, A. (2003). Choice and self-expression: A cultural analysis of variety-seeking. Journal of Personality and Social Psychology, 85(February), 373-382.
Koski, N. (2004). Impulse buying on the internet: Encouraging and discouraging factors. Frontiers of EBusiness Research, 23-35.
Kumar, V., George, M. & Pancras, J. (2008). Cross-buying in retailing: Drivers and consequences. Journal of Retailing, 84(1), 15-27.
Kuo, Y. F., Hu, T. L. & Yang, S. C. (2013). Effects of inertia and satisfaction in female online shoppers on repeat-purchase intention: The moderating roles of word-of-mouth and alternative attraction. Managing Service Quality, 23(3), 168-187.
Lai, J. (2017). The comparative research on online impulsive buying behavior between the U.K. and China. Journal of Residuals Science & Technology, 14(1), 119-124.
Lee, J., Podlaseck, M., Schonberg, E. & Hoch, R. (2001). Visualization and analysis of clickstream data of online stores for understanding web merchandising. Data Mining and Knowledge Discovery, 5, 5984.
Ltifi, M. (2013). Antecedents and effect of commitment on the impulse buying by internet. Journal of Internet Banking and Commerce, 18(1), 1-22.
Malhotra, N. K. (2007). Marketing research: An applied orientation. Upper Saddle River, NJ: Pearson Education. 5th edition.
Mansfield, P., Pinto, M. B. & Parente, D. H. (2003). Self-control and credit card use among college students. Psychological Reports, 92(2), 1067-1078.
Mao, W. & Oppewal, H. (2010). Did I choose the right university? How post-purchase information affects cognitive dissonance, satisfaction and perceived service quality. Australasian Marketing Journal, 18, 28-35.
McCollough, M. A. & Gremler, D. D. (2004). A conceptual model and empirical examination of the effect of service guarantees on post-purchase consumption evaluations. Managing Service Quality: An International Journal, 14(1), 58-74.
McQuarrie, E. F. & Munson, M. J. (1986). The Zaichkowsky personal involvement inventory: Modification and extension. In M. Wallendorf and P. Anderson (Eds), Advances in Consumer Research (36-40), 14. Provo, UT: Association for Consumer Research.
Miller, D. T. & Ross, M. (1975). Self-serving biases in the attribution of causality: Fact or fiction? Psychological Bulletin, 82(2), 213-225.
Mittal, B. (1989). A theoretical analysis of two recent measures of involvement. In Srull, T. K. (Ed.), Advances in Consumer Research (pp. 697-702), Vol. 16. Provo, UT: Association for Consumer Research.
Mohan, G., Sivakumaran, B. & Sharma, P. (2013). Impact of store environment on impulse buying behavior. European Journal of Marketing, 47(10), 1711-1732.
Morrison, M., Gan, S., Dubelaar, C. & Oppewal, H. (2011). In-store music and aroma influences on shopper behavior and satisfaction. Journal of Business Research, 64(6), 558-564.
Mourni, N. (2005). A consumer-based assessment of alliance performance: An examination of consumer value, satisfaction and post-purchase behavior (Dissertation). University of Central Florida, Florida, USA.
Muruganantham, G. & Bhakat, R. S. (2013). A review of Impulse Buying Behavior. International Journal of Marketing Studies, 5(3), 149-160.
Mwatsika, C. (2016). Factors influencing customer satisfaction with ATM banking. International Journal of Academic Research in Business and Social Sciences, 6(2), 26-41.
Newell, S. J., Wu, B. T., Titus, P. A. & Petroshius, S. M. (2011). The role of shopping sophistication in creating satisfying purchase outcomes. American Journal of Business, 26(2), 129-144.
Ngobo, P. V. (2004). Drivers of customers’ cross-buying intentions. European Journal of Marketing, 38(9/10), 1129-1157.
Nguyen, T. T. M., Nguyen, T. D. & Barrett, N. J. (2007). Hedonic shopping motivations, supermarket attributes, and shopper loyalty in transitional markets: Evidence from Vietnam. Asia Pacific Journal of Marketing and Logistics, 19(3), 227-239.
Nishanov, B. & Ahunjonov, U. (2016). The influence of store characteristics on consumers’ impulse buying behavior. Journal of International Business Research and Marketing, 1(3), 20-26.
Oliver, R. L. (1980). A cognitive model of the antecedent and consequences of satisfaction decisions. Journal of Marketing Research, 17(4), 460-469.
Ong, B. S. (1999). Determinants of purchase intentions and stock-piling tendency of bonus packs. American Business Review, 17(1), 57-64.
Park, E. J., Kim, E. Y. & Forney, J. C. (2006). A structural model of fashion-oriented impulse buying behavior. Journal of Fashion Marketing and Management: An International Journal, 10(4), 433446.
Patterson, P. G. (1993). Expectations and product performance as determinants of satisfaction for a high-involvement purchase. Psychology and Marketing, 10(5), 449-465.
Piron, F. (1991). Defining impulse purchasing. In R. H. Holman and M. R. Solomon (Eds.). Advances in Consumer Research (pp. 509-514), 18, Provo, UT: Association for Consumer Research.
Positioning (2016). Beauty Products Market in Thailand in 2016. Retrieved from http://www.positioningmag. com/content/62883.
Prakash, A. & Sharma, A. (2016). Dimensions of point of purchase factors in impulse buying of women’s skincare cosmetics in India. Journal of Business and Retail Management Research, 10(2), 30-43.
Reungsinpinya, M. (2011). Comparison of marketing strategies between Japanese and Korean cosmetics companies in Thailand’s market. Thesis, Waseda University.
Rook, D. W. (1987). The buying impulse. Journal of Consumer Research, 14(2), 189-199.
Rook, D. W. & Fisher, R. J. (1995). Normative influence on impulsive buying behavior. Journal of Consumer Research, 22(3), 305-313.
Saleem, M. A., Ali, R. A. & Ahmad, S. (2012). Post purchase cognitive dissonance: Impact of product involvement, impulse buying and hedonic consumption tendencies. Interdisciplinary Journal of Contemporary Research in Business, 4(5), 1051-1060.
Samadi, M., Monavarian, A. & Hessamfar, P. (2016). Evaluating effective factors on consumer impulse buying behavior by Kim’s model in HyperMe store. Global Journal of Management Studies and Researches, 3(2), 75-80.
Shukla, P. (2004). Effect of product usage, satisfaction and involvement on brand switching behavior. Asia Pacific Journal of Marketing and Logistics, 16(4), 82-104.
Sirhindi, A. (2010). A critical review of in-store and online impulse purchase behavior. Thesis, Oklahoma State University.
Spies, K., Hesse, F. & Loesch, K. (1997). Store atmosphere, mood and purchasing behavior. International Journal of Research in Marketing, 14(1), 1-17.
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