Indian Journal of Marketing

Open Access Open Access  Restricted Access Subscription Access
Open Access Open Access Open Access  Restricted Access Restricted Access Subscription Access

A Short Communication : Monograph on Impulse Buying During the COVID-19 Pandemic


Affiliations
1 Assistant Professor, Marketing Area, Institute of Management Technology, Hyderabad, Survey No.38, Cherlaguda Village, Shamshabad Mandal, Hyderabad - 501 218, Telangana, India
     

   Subscribe/Renew Journal


This article collated various findings on consumers' impulse buying, specifically during the COVID-19 pandemic. A detailed literature review revealed interesting facts about the pre-studied antecedents of impulse buying. It is found that perceived risk, which is known to hinder consumers' impulse buying earlier, surprisingly appeared to facilitate consumer impulse buying during the infamous global pandemic. The shift happened due to the various psychological changes that consumers experienced during the pandemic. This research monograph is interested in documenting the findings on impulse buying during the pandemic because it is essential to understand consumer changes. The post-pandemic world of consumers' buying behavior and the pattern is likely to change. Researchers correctly pointed out to this concern that whether the changes that the pandemic has caused will sustain or not. Moreover, scholars have also estimated what changes are probable to appear in the consumers' buying process. This study extensively puts forward the detailed findings, facilitating researchers and practitioners to devise their course of action post the COVID-19 pandemic.

Keywords

Impulse Buying, COVID-19 Pandemic, Consumer Buying Behavior.

Paper Submission Date : November 1, 2021 ; Paper Sent Back for Revision : December 10, 2021 ; Paper Acceptance Date: December 30, 2021 ; Paper Published Online : April 15, 2022.

User
Subscription Login to verify subscription
Notifications
Font Size

  • Agarwal, A., Chahar, B., & Bhati, N. S. (2021). Online impulse buying behaviour of Indian small town consumers: Scale development and validation. Indian Journal of Marketing, 51(5–7), 48–63. https://doi.org/10.17010/ijom/2021/v51/i5-7/161647 2

  • Agarwal, S., & Raychaudhuri, P. S. (2019). Consumer perception of B2C websites : An empirical study of Delhi-NCR. Indian Journal of Marketing, 49(6), 35–47. https://doi.org/10.17010/ijom/2019/v49/i6/144698

  • Amos, C., Holmes, G. R., & Keneson, W. C. (2014). A meta-analysis of consumer impulse buying. Journal of Retailing and Consumer Services, 21(2), 86–97. https://doi.org/10.1016/j.jretconser.2013.11.004 4) Beatty, S. E., & Ferrell, M. E. (1998). Impulse buying : Modeling its precursors. Journal of Retailing, 74(2), 169–191. https://doi.org/10.1016/S0022-4359(99)80092-X

  • Chauhan, S., Banerjee, R., & Dagar, V. (2021). Analysis of impulse buying behaviour of consumer during COVID-19: An empirical study. Millennial Asia, 09763996211041215. https://doi.org/10.1177/09763996211041215

  • Clover, V. T. (1950). Relative importance of impulse-buying in retail stores. Journal of Marketing, 15(1), 66–70. https://doi.org/10.1177/002224295001500110

  • De Kervenoael, R., Aykac, D. S., & Palmer, M. (2009). Online social capital : Understanding e-impulse buying in practice. Journal of Retailing and Consumer Services, 16(4), 320–328. https://doi.org/10.1016/j.jretconser.2009.02.007

  • Donthu, N., & Gustafsson, A. (2020). Effects of COVID-19 on business and research. Journal of Business Research, 117, 284–289. https://doi.org/10.1016/j.jbusres.2020.06.008

  • Garlin, F. V., & Owen, K. (2006). Setting the tone with the tune: A meta-analytic review of the effects of background music in retail settings. Journal of Business Research, 59(6), 755–764. https://doi.org/10.1016/j.jbusres.2006.01.013

  • Hall, M. C., Prayag, G., Fieger, P., & Dyason, D. (2020). Beyond panic buying : Consumption displacement and COVID-19. Journal of Service Management, 32(1), 113–128. https://doi.org/10.1108/JOSM-05-2020-0151

  • Hultén, P., & Vanyushyn, V. (2011). Impulse purchases of groceries in France and Sweden. Journal of Consumer Marketing, 28(5), 376–384. https://doi.org/10.1108/07363761111150026

  • Jain, K., Gautam, S., & Pasricha, D. (2018). The pleasure and the guilt-impulse purchase and post purchase regret: A study of young Indian consumers. Indian Journal of Marketing, 48(3), 49–63. https://doi.org/10.17010/ijom/2018/v48/i3/121984

  • Kacen, J. J., & Lee, J. A. (2002). The influence of culture on consumer impulsive buying behavior. Journal of Consumer Psychology, 12(2), 163–176. https://doi.org/10.1207/S15327663JCP1202_08

  • Kacen, J. J., Hess, J. D., & Walker, D. (2012). Spontaneous selection: The influence of product and retailing factors on consumer impulse purchases. Journal of Retailing and Consumer Services, 19(6), 578–588. https://doi.org/10.1016/j.jretconser.2012.07.003

  • Lins, S., & Aquino, S. (2020). Development and initial psychometric properties of a panic buying scale during COVID-19 pandemic. Heliyon, 6(9), e04746. https://doi.org/10.1016/j.heliyon.2020.e04746

  • Mattila, A. S., & Wirtz, J. (2008). The role of store environmental stimulation and social factors on impulse purchasing. Journal of Services Marketing, 22(7), 562–567. https://doi.org/10.1108/08876040810909686

  • Naeem, M. (2020). Understanding the customer psychology of impulse buying during COVID-19 pandemic: Implications for retailers. International Journal of Retail & Distribution Management, 49(3), 377–393. https://doi.org/10.1108/IJRDM-08-2020-0317

  • Rook, D. W. (1987). The buying impulse. Journal of Consumer Research, 14(2), 189–199. https://doi.org/10.1086/209105

  • Rook, D. W., & Fisher, R. J. (1995). Normative influences on impulsive buying behavior. Journal of Consumer Research, 22(3), 305–313. https://doi.org/10.1086/209452

  • Roy, S., & Mandal, K. (2021). Economic price searching, quality seeking, value deriving behavior of women and their relationship with demographics and loyalty : An empirical study. Indian Journal of Marketing, 51 (5–7), 32–47. https://doi.org/10.17010/ijom/2021/v51/i5-7/161645

  • Saptono, L., Soetjipto, B. E., Wahjoedi, & Wahyono, H. (2019). The influence of financial quantitative literacy and subjective numeracy on impulsive consumption with materialism as the mediator variable. Indian Journal of Marketing, 49(10), 23–41. https://doi.org/10.17010/ijom/2019/v49/i10/147563 2

  • Sen, S., & Nayak, S. (2019). Influence of materialism on impulse buying among Indian millennials : Does income matter? Indian Journal of Marketing, 49(12), 47–60. https://doi.org/10.17010/ijom/2019/v49/i12/149110

  • Sen, S., & Nayak, S. (2021). Internal stimulus factors as antecedents of impulse buying : Gap identification and future direction. Vision: The Journal of Business Perspective, 0972262920983960. https://doi.org/10.1177/0972262920983960

  • Sheth, J. (2020). Impact of COVID-19 on consumer behavior : Will the old habits return or die ? Journal of Business Research, 117, 280–283. https://doi.org/10.1016/j.jbusres.2020.05.059

  • Siji, S. (2021). Social commerce of Indian customers : Role of social media usage. Indian Journal of Marketing, 51(8), 26–38. https://doi.org/10.17010/ijom/2021/v51/i8/165760

  • West, C. J. (1951). Results of two years' of study into impulse buying. Journal of Marketing, 15(3), 362–363. https://doi.org/10.1177/002224295101500315

  • Xiao, S. H., & Nicholson, M. (2013). A multidisciplinary cognitive behavioural framework of impulse buying : A systematic review of the literature. International Journal of Management Reviews, 15(3), 333–356. https://doi.org/10.1111/j.1468-2370.2012.00345.x


Abstract Views: 217

PDF Views: 2




  • A Short Communication : Monograph on Impulse Buying During the COVID-19 Pandemic

Abstract Views: 217  |  PDF Views: 2

Authors

Shaon Sen
Assistant Professor, Marketing Area, Institute of Management Technology, Hyderabad, Survey No.38, Cherlaguda Village, Shamshabad Mandal, Hyderabad - 501 218, Telangana, India

Abstract


This article collated various findings on consumers' impulse buying, specifically during the COVID-19 pandemic. A detailed literature review revealed interesting facts about the pre-studied antecedents of impulse buying. It is found that perceived risk, which is known to hinder consumers' impulse buying earlier, surprisingly appeared to facilitate consumer impulse buying during the infamous global pandemic. The shift happened due to the various psychological changes that consumers experienced during the pandemic. This research monograph is interested in documenting the findings on impulse buying during the pandemic because it is essential to understand consumer changes. The post-pandemic world of consumers' buying behavior and the pattern is likely to change. Researchers correctly pointed out to this concern that whether the changes that the pandemic has caused will sustain or not. Moreover, scholars have also estimated what changes are probable to appear in the consumers' buying process. This study extensively puts forward the detailed findings, facilitating researchers and practitioners to devise their course of action post the COVID-19 pandemic.

Keywords


Impulse Buying, COVID-19 Pandemic, Consumer Buying Behavior.

Paper Submission Date : November 1, 2021 ; Paper Sent Back for Revision : December 10, 2021 ; Paper Acceptance Date: December 30, 2021 ; Paper Published Online : April 15, 2022.


References





DOI: https://doi.org/10.17010/ijom%2F2022%2Fv52%2Fi4%2F169110