In contrast to a planned purchase, an unplanned purchase is a purchase behavior
which is taken without any need or problem acknowledged by the shopper before
making the purchase or visiting a shopping venue (Engel, Kollat and Blackwell,
1968). When a shopper engages in an impulse purchase situation they usually have
not made a prior list of products to purchase which shows similar characteristics to
an unplanned purchase (Liao, Shen and Chu, 2009). In the past several scholars tend
to view impulse purchase as an unplanned purchase behavior however the theory has
been argued by several researchers after conducting further studies. The definition of
impulse buying describes a more narrow and specific collection of occurrences when
compared to unplanned purchase. Impulse buying decision is defined as a situation in
which a shopper experiences a sudden, usually powerful and persisting desire to
purchase a product right away (Piron, 1991).
The process of impulse purchase is hedonically complex and may involve emotional
feelings and conflicts. Impulse purchases are usually an urgent and speedy
experience whereby shoppers usually do not have a lot of time to consider the
decision. Impulse purchase tends to create a disorder the shoppers behavior
due to
being more impulsive rather than thoughtful and also impulse purchase often
involves more emotional rather than rational analysis (Rook, 1987). The need to
learn about impulse purchase behavior of shoppers in a buying place dates back to
more than sixty years ago (Clover, 1950). Marketers tends to be interested in learning
about the impulse shopping behavior of shoppers since it contributes a significant
portion of the sold products spread through a vast variety of product categories
(Hausman, 2000). A shopper who engages in an impulse purchase behavior might
feel the sudden urge to purchase when exposed to several stimuli. Impulse
purchasing also recognizes psychological factors that affects the behavior which is
 |