SHOPPING
BEHAVIOR
Impulsive
Buying in Mall Shopping Behavior
INTRODUCTION
When
we go shopping or even only take a walk in mall and shopping centre, let’s pay
attention to what goods in our shopping bag? If we take a
look on them, many items that actually are not in our shopping list. Those
items were bought based on temptation, discount, and SPG persuasion or even
only for fun. Supported with comfortable atmosphere, it encouraged us to shop.
It was based on thesis that mall can always create impulsive buying in shopping
behavior.
Shopping is a fun activity
for many people and not limited to women or men. In general, people shop to
fulfill their needs. At least people spend their time to shop once a month.
However, they often shop only to fulfill desire or encouragement in them, as
said by Tambunan (2005), shopping is a life style; even it has been a hobby for
some people.
Shopping
centre/mall rapid development causes the higher competition to fight over
market share in business world today. Malls which want to be successful in the
competition of global era should have company’s strategies that can understand
costumer’s behaviors. Malls compete to create competitive excellence, whether
through atmosphere/concept, sold products, discount offer, etc-to attract
visitors and buyers.
Today,
customers are smarter by choosing shopping centres with fun, safe, comfortable
atmosphere that gives satisfaction and entertaining every time they do
shopping. Many people who shop with mature consideration. They buy goods that
“tease their eyes” which are actually not needed. Sale writings are displayed
with discount. They do not care to mill around and snatch away to choose
discounted goods in the shelves.
Impulsive
buying for some marketers who call it as unplanned buying is a part of customer
buying pattern (Schiffman and Kanuk, 2004) and stated as unplanned buying
(Loudon and Bitta, 1993).
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