shopper is then reminded of the need to purchase a new dress for a particular event
and the purchase of the new dr ess would be considered as a reminder impulse
purchase whereby the shopper was exposed to a marketing stimuli and the purchase
was to fulfill a need of the shopper.
The third type of impulse purchase behavior is the suggestion impulse buying
whereby a shopper tends to see a product for the first time or is exposed to stimuli
and discovers a hidden need for the product which influences an impulse purchase.
Both the reminder impulse buying and suggestion impulse buying has a similarity
whereby the shoppers are exposed to marketing stimuli unlike the pure impulse
buying. However the main difference between the reminder impulse buying and
suggestion impulse buying is that the reminder impulse buying involves a clear need
for the product whereas the suggestion impulse buying discovers a hidden need for a
particular product.
An illustration for the suggestion impulse purchase involves a shopper visiting a
retail store and finds a new technology of sweaters which are twice as effective as the
normal sweaters. The shopper later discovers that this new type of sweater would be
useful during the winter season as they just need to wear that one layer of clothing
instead of the usual two layers of clothing on previous winter seasons. The purchase
on the new type of sweaters is considered as suggestion impulse purchase as th
shopper discovers a conceived need for a more effective form of clothing to protect
during the winter season.
The fourth type of impulse purchase is known as the planned impulse buying
whereby a shopper reacts to a promotion or marketing stimuli but makes the exact
purchase decision by considering several factors such as price reductions or voucher
 |