lecture review about impulse purchaing

 lecture review about impulse purchasing

In the lecture, I learned what mean about impulse purchasing and the stages of impulse purchasing. In my life, I had some experience about impulse purchasing. According to Piron (1991), the impulse purchasing means that a purchase that is unplanned, the result of an exposure to a stimulus, and decided on the spot. Impulse purchases can be further classified depending on the consumer’s experiencing emotional and cognitive reaction.

In my life, I think advertising may makes me to impulse purchasing, but I only impulse on my loyal brand, for example, Argos and Zara. For example, I bought a comb from the Argos yesterday, because it has the attractive advertisements. They make their product in e - stores and make their advertising on social networking. I think this is a good position in their advertising because they face their customer is who like use the internet. This comb has a nice shape. Their advertising told you that if you use this comb, you can make your hair more and healthier. So, in this step, I feel I get awareness to want to have one. But the reasons for pushing me to buy a comb are promotion. If you purchase today, you can get 20% off. Then, I bought this comb immediately. Then, when I got the comb, I realized that I took the impulse purchase because I already had two combs before. This angel shape is necessary for me. If I had planned it and predicted the consequence, I may give up this purchase.

In my mind, although the impulse customer has an uncertain aspect of marketing, they can give recommendations a respond favorably. So, lots of companies began to pay attention to impulse customers.

The four stages of impulse purchasing:

1.      Accelerator impulse

2.      Compensatory impulse

3.      Breakthrough impulse

4.      Blind impulse

 

In my life, I think having the experience of accelerator impulse and compensatory impulse. For example, the accelerator impulse purchasing was happening in the last month. In last month, some stores had last sale about their products. Therefore, these products have the lowest price. When I am going to the Zara buy a jacket, I find the dress just have the half price. I trust Zara this brand. I also think some design of shoe very nice. Finally, I bought a dress to go back to home. Then, I found the season too cold to wear a dress. I realized that I get an experience of accelerator impulse result in I buy a dress which is unsuitable for season.

I also have an example is compensatory impulse. In last term, I work hard for preparing my exam and essay. So, I feel really tired and get sick. So, I want to buy something to relieve the pressure. When I finished my essay, I ask my friend to go to shopping. But I don’t have the plan of shopping. I just want to buy something for relieving the pressure. Therefore, I went to Zara again, which can make me feel comfortable and reliable. Then, I bought one dress from Zara, which is my loyal brand. When I go back to home, I find this dress was similar to another one. When I pass the exam, I feel so happy and buy jeans for award myself. This one also belongs to compensatory impulse.

Therefore, when people get influence of external and interior environment, they may get the impulse purchasing for the product. But, taking me as an example, even I may buy something without the plan, I only buy some brands which is I had loyalty.