Impulse buying is purchasing an item without need or logic, ranging from small items like candy bars to big purchases like cars. Retailers stock small, inexpensive items in aisles to encourage impulse buying, and vending tables with discounted items also prompt impulsive purchases. Some consumers are attracted to logos or symbols and buy merchandise they have no use for. Impulse buying can be harmless, but car dealership impulse buying can be expensive. Experts suggest that the behavior is caused by the human need for instant gratification, fear of running out of goods, or the desire for spontaneity.
An impulse buy, also called an impulse buy, is a momentary act of purchasing an item without regard to need or logic. The purchase can be as small as a candy bar or as big as an automobile. An impulse purchase can happen only occasionally or be a regular practice.
The most common type of impulse purchase is generally considered to be small, boxed purchases. Retailers typically stock these aisles with small, inexpensive items that shoppers tend to add to their chosen purchases while standing in line waiting to be helped. These items often include small confections such as chocolate bars and gum, as well as miscellaneous items such as playing cards, disposable blades, writing pens and packing tape. Commodity merchants who choose to place in these locations tend to rely on assumed needs from the general buyer population and low cost.
Another popular scenario that often prompts an impulse buy is a vending table or rack. Shoppers often see a sign advertising heavily discounted items and start loading their shopping carts with the bargains. Typically, there is no prediction about the actual need for the products, as the decision is often based solely on the cost savings involved.
Some consumers are excited about a particular symbol they identify with, such as a logo, celebrity name or flag. A good example is placing a sports team logo on items that have nothing to do with the sport or the team. Many people are attracted to these items and buy merchandise that they have no use for based on the logo alone.
All of these types of impulse buying typically cost the consumer, at worst, a little embarrassment or remorse when they get home with their purchases and consider their compulsive behavior. However, one type of impulse purchase can be very expensive and can have harmful effects in the long run. This is the impulse buy that often occurs in a car dealership showroom. Although the scenario is quite common and is often portrayed on television and in movies, consumers seem to fall in love with it every day. A potential car buyer browses the showroom offerings, usually determined not to shop and just gather information. In a relatively short period of time, a persuasive salesperson can successfully excite the prospective buyer to make a purchase on the spot. The buyer often doubts the rash decision in a short period of time.
Ongoing studies on impulse buying suggest several reasons for the phenomenon. Some experts point to the human need for instant gratification as the cause of the behavior. Others tend to believe that the act is based on internal fears of running out of goods such as food or drink. Another theory suggests that shoppers need to buy an item that is not on the list to exercise their right to spontaneity.
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