Professional Documents
Culture Documents
Journal of
Volume 2 Issue 1
January-June 2010
ISSn 0976-0881
Impulse Buying of Apparel Products: A Study Conducted Among Midwestern Teenagers in the United States
Gallayanee Yaoyuneyong Babu P George
University of Southern Mississippi, USA. Email: gallayanee.yaoyuneyong@usm.edu University of Southern Mississippi, USA. Email: babu.george@usm.edu
Abstract
Teenagers have emerged as a vital consumer segment in the recent times. The present paper explores some important aspects associated with the impulse buying Behaviour of teenagers in the case of apparel products. In particular, it examines which apparel products teenagers buy most impulsively, how teenagers buy impulsively, and how in-store browsing is associated with teenagers impulse buying of apparel products. It tests some of the relationships in the generic impulse buying model in the special case of teenage consumers. Theoretical, managerial, and consumer implications of the study are also discussed. Key Words Impulse Buying, Apparel Products, Teenagers, In-Store Browsing, Spending Power, United States.
Introduction
When people shop in stores, they often buy more than they originally intended. This type of purchasing Behaviour is referred to as impulse or unplanned purchasing. Iyer (1989) claimed that impulse buying Behaviour is a fact of life, since almost all customers have made an unplanned purchase at least once in their life while shopping. Therefore, it is not surprising that researchers in consumer Behaviour and retailing have been investigating this topic for more than fifty years (Clover, 1950; West, 1951). Since impulse buying has received much attention, it has got many different definitions (Piron, 1991). For example, Engel and Blackwell (1982) gave the definition of an impulse purchase as a spontaneous intention or a buying action undertaken without a problem previously having been consciously recognized prior to entering the store. Rook (1987) also defined impulse purchasing as a sudden, powerful and persistent urge to buy something. For this study, the definition of impulse buying is a sudden and immediate purchase with no pre-shopping intentions either to buy the specific product category or to fulfill a specific buying task, which was used by Beatty and Ferrell (1998).
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Impulse Buying of Apparel Products: A Study Conducted Among Midwestern Teenagers in the United States
However, this study is limited to the purchasing of apparel products. Previous impulse buying studies have been published in marketing and psychology journals. Most of the data in these surveys was collected in shopping malls or college classrooms. A review of the literature revealed a lack of research regarding the apparel product impulse buying habits specifically of teenagers. According to US Census Bureau National population report (2008), the United States population as of July 2007 for the age group 10-19 years was 41,787,999 people, while the population of the age group 20-29 years was 42,090,102 people and 30-39 years was 40,709,680 people. In addition, the male population in this age group was 21,406,796 people and the female population was 20,381,203 people. Although the population of the age group 20-29 years was greater than the age group 10-19 years, teenagers still represent a very large segment of the market, and have substantial purchasing powers compared to other segments such as working people, those with children, and older people. Shim and Koh (1997) stated that the teen population and its purchasing power are increasing more than any other population. In 2006, 12-to-19-yearold spent approximately $172 billion, with an average of $102 per week in the United States (Gale, 2007). Additionally, teenagers have their own strong opinions of how they want to spend their money and what to buy (Zollo, 1995), as well as influencing family spending decisions (Gale, 2007). Approximately two decades ago, many big companies (e.g. Coca-Cola, Revlon, and McDonalds) began to realize that the teen market segment could not be ignored any longer, since they have high spending power and also influence their parents choices of what to buy. Furthermore, popular apparel companies opened new stores targeting teens. For example, Hollister (a lower-key clothes store owned by Abercrombie & Fitch) expanded to 260 U.S. stores and had a 33% increase in sales (Riper, 2006). Many studies indicate that teenagers spent most of their money on clothes (Gunter & Furnham, 1998). According to Business Wire online magazine (2008), fashion, beauty and personal care, home furnishing, video games, digital media, and restaurants were the categories teenagers most spend their money in. Also, Hollister, West Coast Brands (e.g. Pacific Sunwear, Volcom, Quicksilver, Zumiez), American Eagle, Abercrombie & Fitch, and Forever 21 were ranked as the top apparel stores by teenagers. For girls, Hollister was rated as most preferred while West Coast Brands were voted to be the favorite store of young men.
The Study
The purpose of this study was to focus on the impulse buying Behaviour of youth from 14-21 years of age and their apparel purchasing tendencies. In other words, the study will indicate the relationship among impulse buying tendency, in-store browsing, and impulse buying for teenagers. Objectives and Research Questions This study was designed to:
Examine which apparel products teenagers buy most impulsively. Examine how teenagers buy impulsively. Interpret how in-store browsing is associated with teenagers impulse buying of apparel
products. On the one hand, the findings could be useful for storeowners, the marketers of such stores, and department managers. Results may facilitate increased sales and profits based on a
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Impulse Buying of Apparel Products: A Study Conducted Among Midwestern Teenagers in the United States
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better understanding of these potential customers because the storeowners, the marketers, and the department managers will have a better understanding of the impulse purchases of teenagers, their reactions to marketing strategies, and tactics to assess their needs and desires. On the other hand, the findings could increase teenagers awareness of impulsive buying habits and encourage them to make better use of their financial resources. The following specific research questions were used in this investigation:
Research Question 1: Are there associations among the in-store browsing, impulse
buying, and actual purchasing of apparel products (top/ bottom apparel products, jewellery, and accessories?
Research Question 2: Is there any association between amount of money available for
teenagers to spend weekly and in-store browsing, impulse buying, and the purchasing of apparel products?
Since the literature indicates that teenagers have high spending power, research question two was created to identify the relationship between the money they have per week and the impulse buying Behaviour.
Theoretical Framework
The framework of this study used components of the Beatty and Ferrell (1998) impulse buying model shown graphically below in Figure 1.
Figure 1: Theoretical Model for Impulse Buying by Beatty and Ferrell (1998) In their model, Beatty and Ferrell (1998) adopted the definitions of an impulse buying tendency and in-store browsing from previous research. Gerbing, Ahadi, and Patton (1987) gave the definition of an impulse buying tendency as a tendency to respond quickly to a given stimulus, without deliberation and evaluation of consequences (p.357). Bloch, Ridgeway, and Sherrell (1989) defined in-store browsing as the in-store examination of a
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Impulse Buying of Apparel Products: A Study Conducted Among Midwestern Teenagers in the United States
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retailers merchandise for recreational and / or informational purpose without an immediate impulse to buy (p.14). Beatty and Ferrell labelled impulse purchase (for this study impulse buying and impulse purchasing will be used interchangeably) as a sudden and immediate purchase with no pre-shopping intentions either to buy the specific product category or to fulfil a specific buying task (p.170). Additionally, Beatty and Ferrell (1998) concluded that the positive affect or feeling reflects a feeling of enthusiasm a person may have. A person is in a state of high energy, full concentration, and pleasant engagement. On the other hand, the negative affect involves aversive mood states including disgust, anger, fear, guilt, etc. A person may feel distress and experience a non-pleasurable feeling. In other words, low positive affect involves sadness and lethargy while low negative affect suggests calmness and serenity. For time and money available, they defined the meaning as the availability of time, budget or extra money that a person has for shopping on that day. Beatty and Ferrell also clarified the meaning of the felt urge to buy impulsively as a state of desire that is experienced upon encountering an object in the environment and shopping enjoyment as the pleasure one obtains in the shopping process (p. 172).
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Impulse Buying of Apparel Products: A Study Conducted Among Midwestern Teenagers in the United States
They investigated three groups of female consumers (textiles and clothing [TC], non-TC students and older non-student consumers) on four impulse buying dimensions which were: Planned impulse buying Reminder impulse buying Fashion-oriented impulse buying Pure impulse buying In 2002, Chen-Yu and Seock compared male/female adolescents and impulse/non-impulse shoppers on clothing purchase motivations, information sources and store selection criteria. Furthermore, Park and Lenon (2004) explored the impulse shopping of apparel products through television program exposure and its Para social interaction.
In-store Browsing
Although the information in regards to in-store browsing helps companies and marketers better understand impulse buying, it has received minimal attention in the literature (Beatty & Ferrell, 1998, cf. Bloch, Ridgway, & Sherrell, 1989, Bloch, Sherrell, & Ridgway, 1986). In 1961, Downs (as cited in Bloch, Ridgway, & Sherrell, 1989) argued that there are three possible outcomes from shopping: goods, information, and recreation. However, in 1979, Olshavsky and Granbois (as cited in Bloch, Ridgway, & Sherrell, 1989) stated that consumers pay more attention in their shopping trips to only two outcomes: information, and recreation. Regarding Bloch, Sherrell and Ridgway (1989), browsing could be considered as an ongoing search, which is a search activity that is independent of specific purchase needs or decisions. They stated that the ongoing search is similar to the pre-purchase search except it is not the center of attention for the upcoming purchasing problem. In other words, ongoing search is a regular Behaviour that happens on a regular basis, not only when needs exist. Jeon (1990) also claimed that browsing provides a recreational experience beyond the actual purchasing. Moreover, Bloch, Ridgway, and Sherrell (1989) based their browsing framework on the definition of browsing used by Bloch and Richins in 1983 as the in-store examinational and/or recreational purpose without an immediate intent to buy (p. 14).
First, a positive pre-shopping mood will enable customers to commit to a long shopping
time and more browsing. Basically, people in a good mood tend to have more confidence and freedom about what they are doing. Therefore, a customer in a good mood has a tendency to do more browsing because browsing helps to maintain the good mood.
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Impulse Buying of Apparel Products: A Study Conducted Among Midwestern Teenagers in the United States
Third, due to the greater volume of encounters with potential in-store stimuli, when
someone browses longer and is exposed to more in-store stimulus, the greater the opportunity to buy impulsively.
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Impulse Buying of Apparel Products: A Study Conducted Among Midwestern Teenagers in the United States
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Impulse Buying of Apparel Products: A Study Conducted Among Midwestern Teenagers in the United States
permission from Beatty and Ferrell (1998) to use the self-administered questionnaire from her previous study. Two questions that tested for in-store browsing were taken from the empirical investigation of the relationship between affective states, in-store browsing, and impulse buying by Jeon (1990). In this survey, Eastern Michigan Universitys (EMU) Distributive Education Clubs of America (DECA) representatives helped to distribute the self-administered questionnaire to high school teachers in Michigan. Returned surveys were each assigned a number. Demographic information was summarized using means and frequencies. The research used sample means and frequencies to analyze the demographic information and used the descriptive statistical analysis to categorize and interpret Behaviour components of impulse buying. The Analysis of Variance (ANOVA) was computed to assess the differences among shopping frequency on in-store browsing, impulse buying tendency, actual impulse buying of tops, bottom articles and jewellery / accessories. To determine the relationship between in-store browsing, reported urges to impulse buying, money availability, and also actual impulse buying, a Pearson correlation was used. t-test was utilized to compare the difference between males and females in regard to their in-store browsing, impulse buying tendency, top products, bottom articles, and jewellery / accessories.
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Impulse Buying of Apparel Products: A Study Conducted Among Midwestern Teenagers in the United States
week (SD = 47.85) which had a range of $2-300 where 40.30% of the respondents went shopping mostly 2-3 times a month. However, 42.1% of the females shopped 2-3 times a month, the highest percentage. This result is similar to the outcome of Chen-Yu and Seocks study in 2002. Higher frequency shopping, such as 4-6 times a week, was found to be largely done by females (27.6%). The data also indicated that most shopping was done after 3 pm. Overall for top clothing, 71.57% of the population went shopping in the late afternoon or evening. By gender, 70.73% of the male shoppers and 72.77% of female shoppers purchased top clothing articles during this later time period. Likewise, bottom clothing products were purchased primarily in the late afternoon or evening overall (74.44%) with males at 75% and females at 72.23%. For jewellery and accessory products, 72.63% of purchases overall were made during these later hours by 73.17% of the male shoppers and 72.22% of the female shoppers. It appears that higher levels of business were conducted in the late afternoon and evening than in the morning. Since the buyers in this study were from the school-age population, most of the shopping was done after school (after 3 p.m.) or during evening hours. According to the companion survey, 44.8% of the respondents went shopping with friends. Although they go shopping alone sometimes, they prefer the companionship of friends, or family because the response for this option was significantly higher for friends and family versus alone. Most Popular Impulse Buying Products Descriptive analysis was also used to further investigate the frequent impulse buying articles in each category. The top three items in the top clothing category for the total population were shirts (25.20%), t-shirts (23.57%), and sweaters (10.57%). For male respondents, a shirt was the most popular purchase (29.82%) followed by t-shirts (26.32%) and then hoodies (8.77%) and sweaters (8.77%). For female respondents, a shirt was also the most popular purchase (24.24%) followed by sweaters (18.18%) and t-shirts (18.18%) as the second-most-purchased products. Tank tops (12.12%) were the third choice and sweatshirts (10.61%) ranked fourth among popularly purchased items. Regarding bottom clothing products, jeans were the most popularly purchased product for both males and females, which matches the current trend of casual dressing. Jeans were purchased overall 52.63%, by 43.49% of males, and by 40.91% of females. Pants were the second-most-popular purchase, where the total respondents showed 43.16% and males and females at 41.51% and 28.79% respectively. The skirt was the third-most-popular item among female respondents, purchased by 24.24%. Shorts were the third-most-popularly purchased bottom product for males (13.21%). The most popularly purchased jewellery / accessory product was shoes (23.62% for overall, 24.14% for males, and 23.19% females). A hat was the most popular purchase in accessories for male buyers, which represented 27.59%. The necklace was the second place for female respondents (15.94%); however, necklaces were the third-most-popular purchased product for male respondents at 10.34%. The third-most-popular for female respondents was earrings, which were 13.04% of purchases.
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Impulse Buying of Apparel Products: A Study Conducted Among Midwestern Teenagers in the United States
Table 1 shows that all 10 pairs of variables were significantly correlated. The strongest positive correlation, which would be considered a large effect size according to Cohen (1988), was between top and bottom apparel articles, r (128) = .702, p =.00. This means that teenage shoppers who buy top articles were likely to buy bottom apparel products. Buying tops was also positively associated with jewellery and accessories as well [r (118) = .682, p = 00]; this is a large size effect according to Cohen (1988). The smallest group of positive associations, which would also consider a small to medium effect size, is a correlation between in-store browsing and impulse buying tendency, top apparel products, accessories, and bottom apparel articles in that order, r (145, 128, 130, and 123) = .374, .305, .269, and .208, p < .01. This suggests that teenage buyers who browse more were likely to have a high tendency to be impulse shoppers, and purchase top and/or bottom articles and/or jewellery / accessories. Table 1: Inter correlations, Means, and Standard Deviations for Five Variables S. No. 1 2 3 4 5
*p < 0.01
1 ------
In addition, Pearson correlations were computed among fifteen pairs of variables, which were how people would describe the respondents impulsive Behaviour, lack of preshopping intention, impulse buying tendency, and all three apparel product categories (Table 2). The results indicate that all pairs of variables were significantly correlated. Even though the highest correlation between impulse buying tendency and buying things with no pre-shopping intention was negative: r (141) = -.650, p < .01. The 5 point Likert scale ranged from 1) almost every shopping trip to 5) almost no shopping trips. It actually means that teenagers who have a high impulse buying tendency were likely to buy things for which they have no pre-shopping intention.
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Impulse Buying of Apparel Products: A Study Conducted Among Midwestern Teenagers in the United States
Table 2: Inter correlations, Means, and Standard Deviations for Six Variables S. No. Variable 1 2 3 4 5 6
*p < 0.01
1 -------
3 .619* 141
4 .425* 124
5 .319* 121
6 .344* 127
Describe as N No pre-shop intent N Impulse Buying N Top Articles N Bottom Articles N Accessories N
-.650* -.519* -.469* -.417* 141 125 122 128 ----.507* 128 ---.457* 123 .702* 118 --.385* 130 .682* 118 .622* 114 --
Research Question 2: Is there any association between amount of money available for teenagers to spend weekly and in-store browsing, impulse buying, and the purchasing of apparel products? To investigate if there was a statistically significant association between amount of money available for teenagers to spend weekly and in-store browsing, impulse buying, and all three apparel categories respectively, a correlation matrix for several variables was computed. The results showed that there was not a correlation between amount of available money and other variables at all. The possible explanation could be that teenagers still received allowance from their parents as well as extra money from their part-time jobs, which indicate that they may have money available all the time. Therefore, weekly available money is not considered a significant factor for their impulse buying Behaviour. One-Way Analysis of Variance (ANOVA) was computed to assess the differences among shopping frequency on in-store browsing, impulse buying tendency, actual impulse buying of top, and bottom articles and jewellery / accessories. A statistically significant difference was found among the shopping frequency on impulse buying tendency, F(3, 140) = 3.66, p = .014, on actual purchase of top product, F(3, 123) = 8.38, p < .01, on actual buying of bottom apparel articles, F(3, 118) = 5.09, p = .002, and on actual buying of jewellery / accessories, F(3, 125) = 2.88, p = .039. Tables 3 and 4 show means and standard deviations comparing among the frequency of monthly shopping. Post hoc Tukey HSD tests indicate that impulse buying tendency differed significantly only with the once a month shopping trip and the more than 6 times a month shopping trip (p <.05). Likewise, there were also significant mean differences on actual impulse purchasing of top apparel products between once a month shopping trips and the other three groups (p <.05). For the actual impulse purchasing of bottom apparel products and jewellery / accessories, post hoc Tukey HSD tests show that only once a monthly shopping trips and more than 6 times shopping trips monthly differed significantly (p <.05).
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Impulse Buying of Apparel Products: A Study Conducted Among Midwestern Teenagers in the United States
Table 3: Means and Standard Deviations Comparing Four Monthly Frequent Apparel Shopping Groups on in-Store Browsing and Impulse Buying Tendency Shopping Frequency Once 2-3 times 4-5 times 6 times Total n 41 58 20 25 144 Browsing M 4.44 4.47 4.69 4.85 4.56 SD 1.37 0.91 0.99 1.19 1.12 Impulse M 3.97 4.42 4.68 4.90 4.41 SD 1.22 1.00 1.04 1.58 1.22
Table 4: Means and Standard Deviations Comparing Four Monthly Frequent Apparel Shopping Groups on Actual Impulse Purchase of Apparel Products Shopping Frequency Once 2-3 times 4-5 times 6 times Total Top n 38 55 16 18 127 M 19.08 22.35 24.63 27.06 22.32 SD 6.15 5.40 6.60 6.49 6.44 Bottom n 36 53 17 16 122 M 19.03 22.58 22.24 26.48 21.99 SD 6.39 6.33 6.09 7.89 6.86 Jewellery n 37 55 17 20 129 M 21.14 23.09 24.88 26.05 23.22 SD 7.21 6.27 6.19 6.16 6.67
t-test was utilized to compare the difference between males and females in regards to their in-store browsing, impulse buying tendency, actual impulse buying of top products, bottom articles, and jewellery / accessories. Table 5 shows that males were significantly lower than females on in-store browsing, impulse buying tendency, top products, bottom articles, and jewellery / accessories respectively, (p < .05). This finding supports previous research indicating that women were more likely to buy impulsively on apparel products (Coley & Burgess, 2003; Dittmar, Beattie, & Friese, 1995, 1996; Rook & Hoch, 1985). Table 5: Comparison of Male and Female Teenagers on In-store Browsing, Impulse Buying Tendency, Top Apparel Articles, Bottom Apparel Products, and Jewellery / Accessories
Variable Browsing Males Females Impulse Males Females Top Males Females Bottom Males Females Jewellery Males Females N 69 76 69 76 59 69 55 68 60 70 M 4.23 4.84 3.81 4.93 20.76 23.48 20.22 23.25 21.68 24.36 SD 1.32 .81 1.19 1.01 6.73 6.09 6.96 6.62 7.03 6.29 T -3.31a -6.10 -2.40 -2.47 -2.29 Df 110.2a 143 126 121 128 P .001 .000 .018 .015 .024
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Impulse Buying of Apparel Products: A Study Conducted Among Midwestern Teenagers in the United States
The results from this study revealed the most frequently impulsively bought products in each category. This investigation also provided the outcomes of the most repeatedly impulsively purchased products by gender. In addition, this research found that there was a strong association on buying bottom clothing products while purchasing top clothing products, as well as buying jewellery and accessories while purchasing top clothing products. Also, buying jewellery / accessories has a strong relationship with buying bottom apparel articles. However, the amount of money available for teenagers each week does not have any association with any variables at all, which turned out to be a surprise since it is indicated in the literature that they have high spending power.
Concluding Remarks
The research findings have the potential to enrich the body of knowledge among academics as well as practitioners. By adapting the original model of Beatty and Ferrell for this study, the three variables (the Impulse Buying Tendency, In-store Browsing, and Impulse Buying) were tested only on the teenage age group. According to the research questions and objectives, teenagers who have an impulse buying tendency tended to do more impulse purchasing. However, the results show that this relationship only has a small to medium effect compared to the relationship among the purchasing of apparel products. In regard to the results of this study, retailers and manufacturers should create products that will attract purchasers for impulse buying interest of these three apparel categories. Consequently, the store display is found to be very important for teenagers. Iyer (1989) suggested three traditional perspectives to be used to explain unplanned purchasing: (1) characteristics of the product being purchased, (2) characteristics of the consumer, and (3) characteristics of the store display. For the third perspective, the characteristics of the store display, the Progressive Grocer (as cited in Iyer, 1989) reported that MaKenna (1966) and McClure and West (1969) all agreed that point-of-purchase and end-of-aisle displays have been shown to stimulate unplanned buying. It should be noted that the research questions in this investigation were directed towards teenagers and on apparel products only. In other shopping situations and other age groups, the process of impulse buying may function quite differently. Moreover, in this study, the researcher adapted the original model of Beatty and Ferrell (1998) by studying only three of their variables as shown in Figure 1. Limitations associated with the sample used for data collection needs some mention, too: First, the majority of the sample in this study is Caucasian. Therefore, these results might not represent other ethnic groups. However, there was a limited diversity of ethnic participants in this study. Second, this research was conducted in high schools in a Midwestern state. These results may reflect the population of the mid-west area in the United States, but there is a possibility that a majority of the results could apply to other areas in the United States. Third, for the survey questionnaire, it might be difficult to get accurate information for actual impulse purchases because the respondents did not always answer this questionnaire correctly after their shopping experiences. Moreover, in addition to the survey questionnaire, interviews could be conducted that will strengthen results.
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Impulse Buying of Apparel Products: A Study Conducted Among Midwestern Teenagers in the United States