offers. In this type of impulse buying the shopper still has no preplanning of doing
the purchase however they react on marketing stimuli and plans the exact timing of
doing the purchase. An illustration of the planned impulse purchase involves a
promotion campaign by a clothing brand which gives an offer of “buy one get one”
or discounts for shoppers when they conduct a purchase on a particular day or
timing. Shoppers with their no planning would be influenced to do a purchase at the
store outlet but would arrange the timings of the purchase that would enable them to
receive the promotion offered. This form of purchase is called the planned impulse
buying because shoppers do plan their action of impulse purchase in order to fit their
best interests.
2.1.8 Factors Affecting Impulse Purchase
Researchers believe that there are several factors that affect a shopper’s impulse
purchase behavior. These factors includes the shoppers mood and emotional situation
(Rook and Gardner, 1983), characteristics of the impulse purchase (Weun, Jones and
Beatty, 1998), normative analysis regarding the level of acceptance in impulse
purchase involvement (Rook and Fisher, 1995), personal identity (Dittmar, 1995) and
demographic factors (Wood, 1998). Several researches have analyzed the
relationship between a shopper’s mood and emotional situation towards impulse
purchase behavior wher eby the findings have indicated that a shopper is more likely
to conduct an impulse purchase when they are in the positive mood and state of mind
rather than when they are in a negative mood (Rook and Gardner, 1993). When a
shopper is in the positive mood they are more likely to do an impuls
purchase
because they usually have the desire to spend money on products that would satisfy
their wants and make them happy. On the other hand a shopper that is in the negative
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