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THE INTERNATIONAL JOURNAL OF
BUSINESS & MANAGEMENT
Factors Influencing Consumer Buying Behavior toward
Impulse Buying
1. Introduction
Over the last five decades, researches on consumers buying behavior keep on struggling to give better definition for
consumer impulse buying behavior (Alireza & Hasti, 2011). The increase consumer spending in society resulted in a new life
style that has been accepted where they spend less time for planning before shopping. Nowadays, with the incremental
attitude of changing in lifestyles and increasing income, impulse buying arises as phenomenon (Williams,1972). Impulse
purchasing is unplanned, the effect of an exposure to a stimulus and is decided on the spot (Tinne, 2011).In a study, they
stated that consumers buy impulsively at one time or another and impulse purchases worth for a percentage of the sales at
super markets(Sharma & Sivakumaran, 2015).Impulse buying behavior has been observed as one of the remarkable studies
conducted by researchers and marketers, as impulse buying has becoming a predominant phenomenon in all retail formats, it
is becoming such a part of every person’s lifestyle that they do not realize and are not even aware that they are practicing it all
the time (Romeen,2017).
Impulse buying aroused upon exposure or by seeing the product, to a well-crafted promotional message which may be
influenced by traits experienced by consumers, internal or environmental states. Analysts have endeavored to decide if
individuals who frequently engage in this behavior have some common personality attributes. Other analysts have
recommended that and environmental cues and internal states can serve to trigger the impulse to purchase (Dittmar et al.,
1996). This phenomenon is generally characterized as consumer’s unplanned purchase which is a vital part of buyer behavior.
It is an unplanned decision to buy a service or product made before a purchase (Muruganantham & Bhakat, 2013). Following
are marketing communication mix which influences Impulse Buying Behavior of consumers in market: personal selling, and
public relations advertising, and sales promotion, (Baker et al., 1992). Consumer behavior is the study of people as individuals,
groups, or organizations and the manners utilized by them to choose, safe, and organize services or products to fulfil effects
and needs of these practices on the society and customer (Kuester&Sabine,2012).
Nowadays, impulse buying became more regular occurrence in society, where it disturbs the decision making in
consumer brains. The valuable of this phenomenon is recognized by marketers and researchers all around the world and has
been extensively studied by researchers during the 60 years. Although in modern shopping format like supermarket is
prevalent in emerging market of Lebanon, there has been a lack of researches into this affair. Therefore, the findings of this
study contribute to the understanding of this commonplace phenomenon by providing a multidimensional insight into factors
comprising this behavioral response of Lebanese consumers. Through the understanding of how and to what extent
consumers behave in response to influential factors in shopping context, marketers and retailers can involve these factors in
Lama Khawaja
Ph.D. Student, Department of Marketing, Beirut Arab University, Lebanon
Abstract
:
Purpose: The purpose of this paper is to determine factors influencing consumer-buying behavior toward impulse buying
in hypermarkets.
Design/methodology/approach: Face-to-face interview using a structured questionnaire with closed-ended questions
were used for data collection. In Sum, 300 respondents participated in the survey. Various statistical tools such as simple
and multiple regressions, factor analysis were used for data analytics.
Findings: The results indicate that demographic factors positively influence impulse buying behavior. In addition, this
study discloses that musical appeal, sexual appeal, fear appeal, and humor appeal influences consumer impulse buyers.
Practical implications: This study proposed that marketers at hypermarkets and retail stores can develop effective
marketing programs and strategies that will attract consumers for an impulsive behavior.
Originality/value: This paper provides valuable insights in consumer behavior regarding impulsive buying, by testing
factors that influence consumer impulse buyers toward products at hypermarkets, within the Lebanese context, the study
could also be replicated in other countries.
Keywords: Consumer impulsive behavior, hypermarkets, buying behavior
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the setup of supermarkets to raise their profits through encouraging consumers into more impulse purchases.
(Vinayagamoorthy, 2014). Analysts found that impulse buyers usually do not start with the specific aim of purchasing a certain
item or visiting a certain store; the behavior happens after experiencing an urge to buy (Beatty & Ferrell, 1998). In addition,
impulse buying implementation has notable effect on increasing profits and sales at hypermarkets. Thus, it is substantial to
understand the factors of consumer behavior.
The Multiplex malls, Mega marts and Hypermarkets are the new faces of modern retailing environment in main cities
of Lebanon. It has developed as one of the most effective growing industries with several domestic and foreign players
entering the market (Mikhael,2014). The objective of conducting this study is to identify the factors influencing impulse
buying in hypermarket sector in the Lebanese market. According to the consumers point of view, the research question is:
what are the factors that influence consumers buying behavior towards impulse products in the Lebanese market?
The question, which will be answered in this paper, is to understand to what extent demographic and other factors
influence impulse buying products in Lebanese hypermarket. To provide explanation to our research question. To begin with,
discussion of conceptual clarification of impulse buying, fly over the theoretical foundations of the concepts of impulse buying
and trying to set up links between these concepts. We continue our analysis, justifying the hypothetical-deductive approach
and the questionnaire as an instrument for collecting data. So, measuring indicators of the several dimensions are also
presented. The work will be round by identifying favorable factors that influence impulse buying policy and empirical
verification of the different assumptions.
2. Theoretical Background
The theoretical background will clarify and highlight the conceptual definitions of impulse buying, marketing tools
and the theories of impulse buying.
2.1. Impulse Buying
Impulse buying points out to immediate purchases without any pre-shopping objective either to fulfil a specific need
or purchase the specific product category. Researchers clarified that the impulse buying behavior happens after experiencing a
buying wish by the shopper and without much reflection. During encountering the product, an item which is out of stock are
excluded from the purview of impulse buying (Beatty &Ferrell,1998). Impulse buying as a “compelling, sudden, hedonically
complex buying behavior in which the speed of an impulse decision process precludes thoughtful and deliberate consideration
of choices and alternative information.” Utilitarian behavior where shoppers seek for functional benefits and economic value
in the shopping process while hedonic behavior is marked with pleasure (Bayley& Nancarrow,1998). It was mentioned that
buying decision process of impulse buyers is illustrated by being unplanned prior to purchase, accompanied by information
search, alternatives evaluation, and purchase decision (Kang,2013).
As consumers go shopping in an unplanned way, and they start to browse things around in the hypermarkets, they get
exposed to stimuli which triggers and pushes them to buy unwanted products, and they take the decision to buy the product
without even knowing if it will satisfy a certain need for them, or whether this product will have a positive or negative
consequence over them. Consumers are influenced by certain factors like demographic or inside the hypermarket factors that
triggered their impulse purchase behavior. Inside the hypermarket like their mood for example, some people buy just to feel
better, they feel happy to spend money on things they never thought of, and externally are the factors that customers see while
shopping like promotion on products, advertising appeal and sales workforce factors (Kumar, 2013).
Impulse buying is catalyzed of the moment purchase with the little thought like when shopper sees some candies and opt to
buy on a sudden urge) while unplanned reminder buying it is when the shopper forgot to put an item on her/his list “a
shopper views sugar in the store, remembers she/he is out of stock and buys it” (Mohan et al.,2013).
2.2. Marketing Tools of Impulse Buying
Impulse buying was viewed as unplanned buying, they only focused on the difference between actual products needed
and unintentional products bought on spot ,itis the result of the consumer’s display to push while in the store (Raju, 2015).It
was identified purchase behavior as 4 different types of impulse purchasing, first Planned which means intelligent buying,
second type is PURE impulse purchasing which is breaking a normal buying pattern, third REMINDER it means when a
consumer sees the product and he remembers the need for it. Forth type is SUGGESTION impulse buying which is related to
products that the consumer has seen for the first time in his life and he wants to buy it impulsively (Muruganantham &Bhakat,
2013). Researchers emphasized about importance of display windows outside the store and according to them they can be
used by retail managers for serving as a tool for disseminating information and advertisements to prospective customers.
Shoppers form their opinion and develop an attitude about a store and the products and services in the inside just within a
matter of seconds of their reaching within the proximity of the store (Dunne &Lusch, 2008). Retailers have a perception that
store atmospherics is a tool helpful in generating an influence on psychology of customers in enhancing their tendency to
make a purchase by creation of appropriate environment at the store (Chebat &Michon, 2003).
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2.3. Theories of Impulse Buying
Most of the studies in the consumer impulsive buying domain were based on one or more of the two following
theories, the impulsive buying and emotional/impulsive decision-making theories are grounded theoretically within impulsive
decision making and emotional view to consumer decision making (Schiffman &Kanukm,2007).
Emotional/impulsive decision-making theory
This view assumes that consumers are likely to support highly involving emotions or feelings emotions such as love,
joy, hope, fear, hope, fantasy and sexuality and even some little magic with certain purchases. Rather than carefully searching,
negotiating and evaluating alternatives before buying, consumers are likely to make many of these purchases because they are
emotionally driven. Which reflects the cognitive consumer but also reflects the emotional consumer. Impulsive buying is
influenced mainly by inputs component where they include the socio cultural inputs and marketing activities of organizations.
Retailers’ marketing activities range from the product, media advertising, pricing policy and distribution. Marketing efforts can
be at macro or at micro level (Schiffman & Kanuk, 2007).
2.4. Self-Completion Theory
A theoretical model of impulsive buying that is based on symbolic self-completion theory. The main presumption of
self-discrepancies concept is how a consumer sees him/herself (real self) and what he/she wants to be (ideal self). The
inclination to buy impulsively will be the strongest when a sharp discrepancy between actual and ideal self. Following this
theory, people compensate this shortage of self-imagination in several ways. One of these ways, is the importance to
compensate key shortages of self-perceive by purchasing products. An individual inclination to materialism indicates that
consumers buy products and, in this way, tend to reach self-completion.
The symbolic materialism act as a compensatory mechanism. Even, other strategies exist reducing discrepancies
between real and ideal self, consumers buy products which has symbols of social status and personality. This theoretical
model of impulsive buying utilizes several concepts and the major assumption is that consumers that depends on social status
buy various products impulsively and that because of self-discrepancy. The relation between self-discrepancy and tendency to
materialism explains consumer impulsive purchase behavior (Virvilaitė,2012).
3. Literature Review
The literature review will clarify and highlight the key factors that influence consumers’ impulse buying. Previous
research findings will link to the hypothesis stated in this part to realize the relationships between them and further
explained. Factors influencing impulse buying which includes: demographic factors, musical appeal, sexual appeal, fear appeal
and humor appeal.
3.1. Demographic Factors and Consumers Impulsive Buying
Several researchers have resulted that demographics play crucial role in purchasing and consumption decisions.
Variables like age, gender and income level make an important difference to consumer impulsiveness and in transactions
completed. As mentioned earlier, consumers consume products for functional benefits and symbolic meanings associated with
it. Also, shoppers under the age of 35 years compared to those above this age are more prone to impulse buying
(Vinayagamoorthy,2014).
Age is an important indicator in forecasting impulse buying. Younger people feel low risky when spending money
(Unsalan,2016). Impulse buying is at higher level between age 18 to 39 and lower level thereafter. Moreover, previous
researches proposed that younger individuals have higher degree of impulsivity and show less self-control than older ones
(Kacen & Lee, 2002). The impulse buying is found as topmost for the consumers who can bear it. Consumers who wants to buy
products they depend on their income, its stated, Income level positively influences on consumers impulse purchasing
behavior (Wells et al., 2007). The consumers with higher income level compared to lower income are less sensitive and they
would mostly involve into Impulsive purchase (Butkeviciene et al., 2008). In reference to the gender, women tend to more
impulsive than men, women preference for items is related to elemental values for relationship and emotional and reasons,
while men preference is related more to finance and leisure for functional instrumental reasons, while, they buy high-tech,
sports equipment and electronics, where all these kinds need detail searches (Pentecost & Andrews, 2010). Individuals with
different genders tend to have various shopping behavioral replies. So, women are apt to impulse buying more than men
(Priyanka & Rooble, 2012).
A researcher investigated the effect of gender and income on impulsive buying among Indian consumers. A sample of
450 shoppers were selected from shopping malls and retail outlets. The results of ANOVA at 5% level of significance showed
that income and education of consumers were more likely to influence impulsive buying than gender do. Retailers can use the
findings of the study to improve their shopping environment and merchandise assortment (Rana,2012). Another researcher
investigated the effect of demographic factors on the impulse buying behavior. regression analysis and inter-variable
correlation were utilized. The findings showed that demographic factors like age and income positively influence impulse
buying behavior. However, gender produced marginal association with impulsive behavior. (Bashar Abu et al., 2013). The
credit availability and the dramatic increase in personal incomes has made impulse buying in retail environments prevalent
consumer behavior. (Muruganantham & Bhakat, 2013) Given all the above, we formulate the following hypotheses:
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H1: Age of impulse buyers has a significant positive impact on impulse buying behavior in Lebanese hypermarket
sector.
H2: Gender of impulse buyers has a significant positive impact on impulse buying behavior in Lebanese hypermarket
sector.
H3: Income of impulse buyers has a significant positive impact on impulse buying behavior in Lebanese hypermarket
sector.
3.2. Factors Influence Impulse Buying in Hypermarkets
Researchers made two categories to classify the dimensions which have an influence on impulse buying behavior.
These categories are named as ‘internal factors’ and ‘external factors’ (Duarte et al., 2013). Moreover, researchers categorize
time, money, presence of others to another category which is called “situational factors”. Researchers mainly concentrated on
identifying the several factors that induce impulse buying in several countries (Muruganathan & Bhakar, 2013).
In this study, four factors that will be discussed in this paper which influences impulse buying in the hypermarkets.
(Musical Appeal, Sexual Appeal, Fear Appeal, Humor Appeal). Music is highlighted as one of a range of ambient conditions that
influence customer impulse buying behavior (Oakes, 2000). Several investigations addressed the influence of music on
consumer behavior is still limited, the genre of the background music is likely to produce stronger influence on preferences
and perceptions of impulse buying. (Saini, 2015). Researcher studied the influence of store environment on impulsive buying
behavior by measuring light, music, layout and retail staff on impulse purchases along with persons characteristics including
shopping enjoyment and impulse buying tendencies. (Mohan, 2013). According to the sexual appeals, a study revealed that
more males are attracted by the sexual appeal with provocative models when compared to non-sexual appeal, (Reid &
Soley,1981) and concluded by (Courtney & Whipple, 1983) that attractive models are the main key to attract audience
attention towards their products. A sex appeal is characterized by using sexual components to increase attention, interest, and
buying products even if it is not planned (Shimp,2010). This characterization focuses on the effects of sexual content but sheds
little light on what content qualifies as a sexual appeal. As an attempt to qualify “sexual components”, some researchers have
confined themselves to nudity (Horton & Brown, 1996).
In reference to fear appeal it is used repeatedly for promoting social issue campaigns, as well as it was used
previously to raise awareness about concerns, like health insurance (Burnett & Wilkes, 1980), and cigarette smoking (Smith &
Stutts, 2003) and sexually transmitted diseases (Smit & Terblanche, 2010). A research indicated that evoking a fear response
that is strong it causes “fear denial,” which is the most effective way of promoting condom utility as a measure of Acquired
Immune Deficiency Syndrome AIDS prevention (LaTour & Pitts, 1989). However, the fear appeal is complicated with double
variables, and marketers should devise a strategy which is based on audience’s psychographics, demographics, level of fear
arousal in the message, prior knowledge of the issue being covered and their pre-existing attitudes toward advertising, (Smit
& Terblanche, 2010). A humorous appeal grab attracts viewer’s interest by its capability to cut through clutter. In a study,
humorous ads were compared to non-humorous controls on four measures: sustained attention, overall attention, projected
attention and initial attention. It resulted in that humorous ads outperform non-humorous ads on each of the attention
measures (Clow,2007).
It was declared that humor cannot assure more successful in advertising by attaching this appeal into an
advertisement. (Weinberger & Gulas, 1992). Humor related directly to the product is more effective than the unrelated humor,
regardless of the growing numbers of humorous appeal, it is of crucial point to understand that humor can be effective and
appropriate in some situations. Humor differs in their effectiveness and perceived differently towards cultures, demographic
groups, and among individuals (Fatt, 2002). Manyproofs showed that humorous ads are more effective than non-humorous
ones only when consumers evaluations of the advertised brand are previously positive (Shimp,2010). It is in light that we
hypothesize the following:
H4: Musical Appeal has a significant positive impact on impulse buying behavior in Lebanese hypermarket sector.
H5: Sexual Appeal has a significant positive impact on impulse buying behavior in Lebanese hypermarket sector.
H6: Fear Appeal has a significant positive impact on impulse buying behavior in Lebanese hypermarket sector.
H7: Humor Appeal has a significant positive impact on impulse buying behavior in Lebanese hypermarket sector.
4. Research Methodology
In the current part, the research methodology includes the variable definitions, questionnaire
development/instrument, population/sample and data description will be presented. The analysis leading up to the results
will be discussed. Research methods utilized in this study can be divided as follows:
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4.1. Variable Definitions
The definitions used for the different variables of this study are shown in Table .
Variables
Conceptual Definitions
Operational Definitions
Impulse
Buying
Impulse buying is an item with no deliberation after the result of powerful
urge (Block and Morwitz, 1999).
5 Statements
-
Likert scale
(Anna Borisova, 2016)
Musical Appeal
Musical appeals
are the connection between the product or service and a
catchy jingle of music. Since these jingle memories are stored in the long-
term brain of human, many consumers remember the jingles for extended
periods of time (Anne Marie Orr, 2003).
7 Statements
-
Likert scale
(Ng Pui Yue, 2011)
Sexual Appeal
Sexual appeal is breaking through ad clutter. Nudity and other sexual
approaches are common and are often employed using various methods., the
advertisement attempts to influence a viewer subconsciously (Anne Marie
Orr, 2003).
5 Statements
-
Likert scale
(Nguye Thai Hang, 2008)
Fear Appeal
Fear appeal increase a viewer's interest in an advertisement and can
heighten persuasiveness, causing consumers to remember these ads more so
than upbeat, warm ads (Anne Marie Orr, 2003).
5 Statements
-
Likert scale
(Nguye Thai Hang, 2008)
Humor Appeal
Humor is a proven appeal type for grabbing attention and keeping it. When
consumers find something humorous, it has value because is causes them to
watch, laugh, and remember (Anne Marie Orr, 2003).
6 Statements
-
Likert scal
e
(Nguye Thai Hang, 2008)
Table 1: Variable Definitions
4.2. Questionnaire Development
Due to weight age, the type, number, relevance, and measurement scales of the questions were given. The data has
been gathered through a structured questionnaire, which was designed on the basis of the purpose of this paper.
4.3. Population and Sample
4.3.1. The Target Population Is Defined as Follows
The population has been identified of the hypermarket customers above 16 years old in Lebanese market. The survey
was representative. To achieve this objective 325 questionnaire were distributed, 300 were returned back, based on
judgmental sampling.
4.3.2. Extent and Sample Size
The study is focused in Lebanon specifically, in area. For this study, it was relevant to obtain a judgmental sample of
around 300 respondents. The respondents consist of (28.30 %) males, (71.70 %) females. (50 %) of them were between 16-30
years, (54.70 %) of them are single, most of them hold Bachelor degree (69.30%), and the majority of the respondents their
income ranges between 501-1000$ (45.70%).
4.4. Data Collection Procedures
The method used for the data collection was structured questionnaire based on face-to-face interview, with closed-
ended questions. There are 33 questions separated in six sections. The first part is the demographic part and consists of
questions about the gender, age, marital status, education level and income. The four parts contains questions concerning the
four independent variables (Musical Appeal, Sexual Appeal, Fear Appeal, and Humor Appeal) and the last part is for the
dependent variable (Impulse Buying). The questionnaires were thoroughly checked and edited.
4.5. Data Analysis and Interpretation
Statistical Packages for Social Sciences (SPSS) software is used for the data analysis in which data will be analyzed by
using different statistical tools. It involves many statistical techniques and methods such as simple and multiple regressions
and descriptive statistical and factor analysis. These will measure and give the result for this research and explain the factors
which effect on impulse buying behavior. The research will be categorized into three stages. First, to measure the instrument.
Second to test the quality of data. Third, it includes hypotheses testing through simple and multiple regressions.
4.5.1. Descriptive Statistics
In order to represent the basic aspects of the data, descriptive statistics are employed, in which summaries about the
data and measures are presented with simple graphic analysis.
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N
Minimum
Maximum
Mean
Std. Deviation
Impulse Buying
300
1.40
5.00
3.7497
0.82094
Musical Appeal
300
1.57
5.00
3.4700
0.77165
Sexual Appeal
300
1.75
5.00
3.6700
0.68691
Humor Appeal
300
2.33
5.00
3.9922
0.54926
Fear Appeal
300
1.00
5.00
3.1122
0.82712
Valid N (list
-
wise)
300
Table 2: Descriptive Statistics
Table above shows descriptive statistics about Impulse Buying, Musical Appeal, Sexual Appeal, Humor Appeal and
Fear Appeal. From the result above, Humor Appeal has the highest mean among the other variable with 3.9922, followed by
Sexual Appeal, Musical Appeal, and Fear Appeal respectively. The Fear Appeal has the lowest mean in the 4 variables which is
3.1122. This indicated most respondents claimed that they have positive attitude toward Humor Appeal. In the next section,
this attitude will be check if it is translated into positive Impulse Buyers. In contrast, Fear Appeal has the least important
factor.
4.5.2. Exploratory Factor Analysis
An exploratory factor analysis (EFA) is applied in this study. The principal goal of the EFA is to identify the underlying
relationships between measured variables (Norris, 2009).
Initial
Eigenvalues
Extraction Sums of
Squared Loadings
Rotation Sums of
Squared Loadingsa
Component
Total
% of Variance
Cumulative %
Total
% of Variance
Cumulative %
Total
1
7.736
30.944
30.944
7.736
30.944
30.944
5.932
2
2.788
11.150
42.094
2.788
11.150
42.094
4.952
3
2.561
10.244
52.338
2.561
10.244
52.338
5.125
4
2.053
8.212
60.550
2.053
8.212
60.550
4.057
5
1.494
5.976
66.526
1.494
5.976
66.526
2.282
Table 3: Total Variance Explained
To test validity EFA was applied with oblique approach using Promax method. Five components were retained with
Eigen values above 1. These components explain 66.526% of the total variance. (see Table ).
4.5.3. Correlation of Impulse Buying and Appeals
The Pearson correlation coefficient indicates the strength and the direction of the existing relationship between two
variables.
Correlation of Impulse
Buying and Appeals
Impulse
Buying
Musical
Appeal
Sexual
Appeal
Humor
Appeal
Fear
Appeal
Impulse
Buying
PC
1
0.489**
0.340**
0.349**
0.165**
Sig.(2
-
tailed)
0.000
0.000
0.000
0.004
Musical Appeal
PC
1
0.380**
0.348**
0.171**
Sig.(2
-
tailed)
0.000
0.000
0.003
Sexual
Appeal
PC
1
0.258**
0.248**
Sig.(2
-
tailed)
0.000
0.000
Humor
Appeal
PC
1
0.050
Sig.(2
-
tailed)
0.386
Fear
Appeal
PC
1
Sig.(2
-
tailed)
Cronbach alpha
0.925
0.900
0.821
0.873
0.734
Table 4: Pearson Correlation (PC)
** Correlation Is Significant at the 0.01 Level (2-Tailed)
To measure the strength of the relationship between the continuous variables, the Pearson Correlations were
calculated. It shows the result of Pearson correlation between the independent variables Musical Appeal, Sexual Appeal,
Humor Appeal, Fear Appeal and the dependent variable Impulse Buying. All correlations between Impulse Buying and the
independents variables are positively correlated and statistically significant where P-Value<0.01. Additionally, since multiple
item measures is used, Cronbach’s alpha will be calculated to measure the scale reliability. Alpha coefficient for the dependent
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and independent variables is very good (higher than 0.7), suggesting that the items for each variable have relatively high
internal consistency. The Cronbach’s alpha values are above 0.700 for all the variables. According to validity test, the variables
will be very good when Cronbach alpha is greater than person correlation (Sharma & Paterson,1999). Musical Appeal and
Impulse Buying are positively correlated with a moderated statistically significant correlation since R=0.489, and P-
Value=0.000 which means that an increase in Musical Appeal is associated with an increase in Impulse Buying. Since α
coefficient > Correlation, 0.900>0.489, thus it’s valid.
Sexual Appeal and Impulse Buying are positively correlated with a moderated statistically significant correlation since
R= 0.340, and P-Value=0.000 which means that an increase in Sexual Appeal is associated with an increase in Impulse Buying.
Since α coefficient > Correlation, 0.821>0.340, thus its valid.
Fear Appeal and Impulse Buying are positively correlated with a moderated statistically significant correlation since
R=0.165, and P-Value=0.000 which means that an increase in Fear Appeal is associated with an increase in Impulse Buying.
This variable shows that it is weakly influence Impulse Buying. Since α coefficient > Correlation,0.734>0.165, thus its valid.
Humor Appeal and Impulse Buying are positively correlated with a moderated statistically significant correlation since R=
0.349, and P-Value= 0.000 which means that an increase in Humor Appeal is associated with an increase in Impulse Buying
Since α coefficient >Correlation,0.873>0.349, thus its valid (4.5.3. Correlation of Impulse Buying and Appeals
The Pearson correlation coefficient indicates the strength and the direction of the existing relationship between two
variables.
).
4.5.4. Multiple Hierarchal Regressions
To test the research hypothesis, multiple hierarchal regression was used to examine the association between
dependent, and independent variable.
Multiple regression analysis was conducted to test the hypotheses and explore the relationships between five independent
variables, consisting of Gender as a dummy variable, Musical Appeal, Sexual Appeal, Fear Appeal, and Humor Appeal as
continuous variables. And Impulse Buying as dependent variable. Gender is added to the equation in order to increase the
model’s predictability.
With the generalized equation: Y = β+ βX+ … + βX+ ε
β:Constant
β: Regression coeficient associated with each Xε:Residuals, normally distributed with mean 0
4.5.4.1. Testing Assumptions
Normality: The multiple regression analysis commands that the error between the observed and predicted values
should be normally distributed. The normal P-P plot and histogram of regression standardized residual show that
most of the scores are concentrated in the center and along the 0 point, so the normality condition of residuals is
satisfied.
Homoscedasticity: This assumption means that the error terms along the regression line are equal for all values of
independent variables. The scatter plot clearly shows a consistent pattern, which is a sign of homoscedasticity and
linearity. (Table ).
Multicollinearity: Before running the multiple regression models, the assumption of multi-collinearity should be
inspected between the independent variables. Multi-collinearity is a phenomenon in which the estimated variables
(two or more variables)in the multiple regression configuration are extremely correlated, the matrix of correlations
between independent variables indicates that the predictors in the regression model have R values less than 0.6
Tolerance and VIF (variance inflation factor) indicators were used to test the collinearity, all VIF values were very low
(should be less than 3 to be acceptable) and tolerance levels were quite high (minimum should be 0.10 according to
(Tabachnick & Fidell, 2001). It is concluded that multi-collinearity assumption among independent variables are not violated.
(Table ).
Tolerance
VIF
Gender
0.989
1.011
Musical_Appeal
0.698
1.432
Sexual_Appeal
0.751
1.331
Humor_Appeal
0.855
1.170
Fear_Appeal
0.899
1.112
Table 5: Co linearity Statistics
To identify outliers student-zed residuals values were calculated. Observations that have a student-zed residual value
outside ±3 range were removed for the benefit of our model’s predictability (their removal increased R-squared).
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Model Summary
b,c
Model
R
R Square
Adjusted R
Square
Std. Error of the
Estimate
1
0.685
a
0.469
0.459
1.05357
ANOVA
a,b
Model
Sum of
Squares
df
Mean Square
F
Sig.
1
Regression
271.141
5
54.228
48.854
0.000
c
Residual
307.474
277
1.110
Total
578.615
282
Table 6: Outliers and Influential Data Points
a. Predictors: (Constant), Fear_Appeal, Gender, Humor_Appeal, Sexual_Appeal, Musical_Appeal
b. Dependent Variable: Impulse_Buying
c. Weighted Least Squares Regression - Weighted by Weight
d. Dependent Variable: Impulse_Buying
e. Weighted Least Squares Regression - Weighted by Weight
f. Predictors: (Constant), Fear_Appeal, Gender, Humor_Appeal, Sexual_Appeal, Musical_Appeal
The above tables (Table ) shows that R square= 0.469 which shows that the model explains 46.90% of the variability
on Impulse Buying by the 5 predictors (Musical Appeal, Sexual Appeal, Fear Appeal, Humor Appeal, and Gender), a good
proportion of the total variance is explained. Also, F-test indicates that the model is statistically reliable since (P-value<.000),
which means that the independent variables are all significant in explaining the dependent variable (Impulse Buying).
4.5.5. Hypothesis Testing
Examining factors influencing impulse buying, where age, gender, income, humor, sexual, musical and fear appeals are
independent variables and impulse buying is the dependent variable.
4.5.5.1. Simple and Multiple Regressions
Influence of Demographic factors (H1, H2, and H3)
Impulse Buying
Sum of Squares
df
Mean Square
F
Sig.
Age of the Respondent
(H1)
Between Groups
16.815
4
4.204
6.714
0.000
Within Groups
184.695
295
0.626
Total
201.510
299
Income of
the
Respondent (H2)
Between Groups
21.325
4
5.331
8.728
0.000
Within Groups
180.185
295
0.611
Total
201.510
299
Gender of the
Respondents (H3)
Between Groups
2.870
1
2.870
4.305
0.039
b
Within Groups
198.640
298
0.667
Total
201.510
299
Table 7: One Way ANOVA Showing Demographic Factors Influencing Impulse Buying
The F-test from ANOVA (Table ) were used and indicates that there is a statistically significant difference in Impulse
buying score for age since the P-value=0. 000. therefore, since the P-value is lower than 0.05, (H1) is accepted. In this case, Age
has significant positive relationship toward Impulse buying. In addition to that the model shows that respondents who belong
to age group 41-50 have the highest mean score in impulse buying. The Gender P-Value (P= 0.039) is lower than significant
level of 0.05. Thus, since the P-value is lower than 0.05, H2 is accepted, in this case Gender has a significant positive
relationship toward Impulse buying and the females are more impulse buyers than males.
The F-test from ANOVA table indicate that there is a statistically significant difference in Impulse buying score for age
since the P-value=0. 000. Therefore, since the P-value is lower than 0.05, H3 is accepted. In this case, Income has significant
positive relationship toward Impulse buying. In addition to that, the model shows that respondents who belong to income
group 1,501-2,000 have the highest mean score in impulse buying.
Influence of Appeals on impulse Buying (H4, H5, H6, and H7)
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Model Summary
Model
R
R Square
Adjusted R²
Std. Error of the Estimate
1
0.489
a
0.239
0.237
0.71722
ANOVA
Model
Sum of Squares
df
Mean Square
F
Sig.
1
Regression
48.219
1
48.219
93.739
0.000
b
Residual
153.291
298
0.514
Total
201.510
299
Table 8: One Way ANOVA for Appeals
A. Predictors: (Constant), Musical_Appeal
B. Dependent Variable: Impulse_Buying
Model Summary
Model
R
R²
Adjusted R²
Std. Error of the Estimate
1
0.340
a
0.116
0.113
0.77326
ANOVA
Model
Sum of Squares
df
Mean Square
F
Sig.
1
Regression
23.327
1
23.327
39.013
0.000
b
Residual
178.183
298
0.598
Total
201.510
299
Table 9: One Way ANOVA for Appeals
a. Dependent Variable: Impulse_Buying
b. Predictors: (Constant), Sexual_Appeal
Model Summary
Model
R
R²
Adjusted R²
Std. Error of the Estimate
1
0.165
a
0.027
0.024
0.81101
ANOVA
Model
Sum of Squares
df
Mean Square
F
Sig.
1
Regression
5.506
1
5.506
8.372
0.004
b
Residual
196.004
298
0.658
Total
201.510
299
Table 10: One Way ANOVA for Appeals
a. Dependent Variable: Impulse_Buying
b. Predictors: (Constant), Fear_Appeal
Model Summary
Model
R
R²
Adjusted R²
Std. Error of the Estimate
1
0.349
a
0.122
0.119
0.77051
ANOVA
Model
Sum of Squares
df
Mean Square
F
Sig.
1
Regression
24.592
1
24.592
41.423
0.000
b
Residual
176.918
298
0.594
Total
201.510
299
Table 11: One Way ANOVA for Appeals
a. Dependent Variable: Impulse Buying
b. Predictors: (Constant), Humor Appeal
Based on simple regression Musical Appeal P-value (P= 0.000) is lower than significant level of 0.05. Therefore, since
the P-value is lower than 0.05, H4 is accepted. In this case, Musical Appeal has at hypermarkets has a significant positive
impact on impulse buying behavior. In addition to the simple regression, coefficients of Multiple regression, also shows that
Musical Appeal has a significant positive impact on impulse buying behavior since P-value (P=0.000).
Sexual Appeal P-value (P= 0.000) is lower than significant level of 0.05. Therefore, since the P-value is lower than 0.05, H5 is
accepted. In this case, Sexual Appeal has at hypermarkets has a significant positive impact on impulse buying behavior. In
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addition to the simple regression, the coefficients of Multiple regression, also shows that Sexual Appeal has a significant
positive impact on impulse buying behavior since P-value (P=0.014).
Fear Appeal P-value (P= 0.004) is lower than significant level of 0.05. Therefore, since the P-value is lower than 0.05,
H6 is accepted. In this case, Fear Appeal has at hypermarkets has a significant positive impact on impulse buying behavior. In
addition to the simple regression, the coefficients of Multiple regression, shows that Fear Appeal has a significant negative
impact on impulse buying behavior since P-value (P=0.080).
Humor Appeal P-value (P= .000) is lower than significant level of 0.05. Therefore, since the P-value is lower than 0.05,
H7 is accepted. In this case, Humor Appeal has at hypermarkets has a significant positive impact on impulse buying behavior.
In addition to the simple regression, that is related to the coefficients of Multiple regression, shows that Humor Appeal has a
significant positive impact on impulse buying behavior since P-value (P=.008). See Table and Error! Reference source not
found..
Coefficients
a
Unstandardized
Coefficients
Standardized
Coefficients
95.0% Confidence Interval for B
Model
B
Std. Error
Beta
t
Sig.
Lower Bound
Upper
Bound
1
(Constant)
a
1.944
0.191
10.174
0.000
1.568
2.320
Musical
Appeal
0.520
0.054
0.489
9.682
0.000
0.415
0.626
(Constant)
a
2.257
0.243
9.287
0.000
1.779
2.736
Sexual
Appeal
0.407
0.065
0.340
6.246
0.000
0.279
0.535
(Constant)
a
3.239
0.183
17.740
0.000
2.880
3.598
Fear
Appeal
0.164
0.057
0.165
2.893
0.004
0.052
0.276
(Constant)
a
1.665
0.327
5.094
0.000
1.022
2.309
Humor
Appeal
0.522
0.081
0.349
6.436
0.000
0.362
0.682
Table 12: Coefficients Simple Regression
a. Dependent Variable: Impulse Buying
From the coefficients table (Error! Reference source not found.), Musical appeal is positively associated with impulse
buying (t=9.682, p=0.000<0.05). In addition, beta coefficient 0.520 is significant.
Sexual appeal is positively associated with impulse buying (t=6.246, p=0.000<0.05). In addition, beta coefficient 0.407 is
significant.
Fear appeal is positively associated with impulse buying (t=2.893, p=0.004<0.05). In addition, beta coefficient 0.164 is
significant.
Humor appeal is positively associated with impulse buying (t=6.436, p=0.000<0.05). In addition, beta coefficient
0.522 is significant.
Coefficients
a,b
Unstandardized
Coefficients
Standardized
Coefficients
95.0% Confidence Interval for B
Model
B
Std. Error
Beta
t
Sig.
Lower Bound
Upper
Bound
1
(Constant)
0.593
0.281
0.039
1.146
Gender
0.329
0.068
0.214
4.862
0.000
0.196
0.463
Musical Appeal
0.462
0.048
0.503
9.589
0.000
0.367
0.557
Sexual Appeal
0.133
0.054
0.125
2.466
0.014
0.027
0.240
Humor Appeal
0.168
0.063
0.126
2.660
0.008
0.044
0.292
Fear
Appeal
.0069
0.039
0.081
1.758
0.080
0.008
0.146
Table 13: Regression Coefficients
a. Dependent Variable: Impulse Buying
b. Weighted Least Squares Regression - Weighted by Weight
All regression coefficients are positive and statistically significant except for Fear Appeal’s coefficient (p-value=0.08).
Musical Appeal is the strongest contributor in explaining Impulse Buying with the largest coefficient 0.462
From the coefficient table we obtain the following model:
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Impulse Buying = 0.593 + 0.329 (Gender)+ 0.496 (Musical Appeal)+ 0.133 (Sexual Appeal)+ 0.069 (Fear Appeal)
+ 0.168 (Humor Appeal)
5. Discussion
The various findings are highlighted and discussed in this part. The results of this study reveal that age of consumers
has significant positive impact on impulse buying behavior. It may also reflect that there is greater awareness of some of these
pro-social issues among middle age consumers are more settled in their shopping habits. This study is familiar with (Schiffman
et al., 2012) and (Solomon, 2013), since, they agreed that generation Y are likely to spend their cash quickly, but our result is
reverse to Wood (1998) since he revealed that younger people have higher degree of impulsivity that older people and it is
agreed by (Kacen & Lee, 2002). Gender of impulse buyers has a significant positive impact on impulse buying behavior. In
addition to that the model can be interpreted that females are more impulse buyers than males. Females may show themselves
in their shopping habits. When most women shop, they are in more of a 'gathering' mode - browsing from tree to tree (or shop
to shop) looking for ripe and nutritious fruit. This study is familiar with (Dittmar et al., 1995:496; Lucas and Koff, 2014:111;
Pentecost and Andrews, 2010:45) since they said that women tend to be more impulsive than me and it has a consistent result
with all others in our literature review.
This study reveals that income of impulse buyers has a significant positive impact on impulse buying behavior. In
addition to that, the model can be interpreted that respondents who belong to income group 1,501-2,000 have the highest
mean score in impulse buying; consumers with respectively this group of income are characterized by an active type of
consumer behavior. This result is familiar with (Lin & Lee, 2005). Since he found that consumer with higher income have
usually have a habit to spend more which influence their purchase decision. This study discloses that musical Appeal has a
significant positive impact on impulse buying behavior. This study interpreted to Lebanese customers who proposed that
musical appeal is more effective in enhancing impulse buying. Since musical appeal can help to capture the attention of a
listener because music is often connected to emotion, experiences, and memories, grabbing the attention of those not
previously engaged. The genre of the background of music is likely to produce stronger effects on perceptions and preferences
of impulse buying, this study discloses that sexual Appeal has a significant positive impact on impulse buying behavior. This
result interpreted that the characterization focuses on the effects of sexual contents but sheds little light on what content
qualifies themselves to nudity and this is what our study agreed by making a positive significant of sexual appeal with impulse
buying (Han,2011). Advertisement may use sexual cue or icons in order to influence the viewer’s subconscious, which is seen
in ads where men purchase beer in order to gain the attention of an attractive female. This study is familiar with (Shimp,
2010). Since, he said that sexual components increase attention, interest, and buying products even if it is not planned.
This study reveals that fear Appeal has a significant positive impact on impulse buying behavior. This study
interpreted to make consumer feels insecure about something; it brings up the fear in the consumer’s subconscious. Fear
appeal emphasis the negative outcomes that can happen because of an action or inaction. It is built upon fear. It is a
disagreeable emotional state characterized by anticipation of pain or great distress and accompanied by autonomic activity
especially involving the nervous system. Our results are familiar with (LaTour & Pitts, 1989; Terblanche-Smit & Terblanche,
2010) which revealed that fear appeal is used frequently for endorsing social issue campaigns and has previously been used to
raise awareness about concerns such as sexually transmitted disease STDs.
This study reveals that humor Appeal has a significant positive impact on impulse buying behavior. This result
interpreted that humor can be appropriate and effective in some situations, it differs in their effectiveness and perceived
differently across demographic groups, cultures and even among sample units. When consumers find something humorous, it
has value because it makes them watching, laughing and, most importantly, it reminds them by the product. By capturing the
viewer’s attention, humor appeals cut through advertising clutter and allow for enhanced recall and improved moods,
consumers who are satisfied associated the good mood with the product and service. This study is familiar with Clow (2007)
and Weinberger &Gullas (1992) findings, humorous appeal grabs attentions and attracts viewer’s interest by its ability to
cutting through clutter, and humor related directly to the product works more effective than the unrelated one.
6. Conclusion
The main objective of this research is to explore factors influencing impulse buying at hypermarket in Lebanon, this
research contributes to academic and practical importance.
From Academic perspective, impulse buying implementation has remarkable effects on increasing sales and profits at
hypermarkets, understanding the consumer behavior and the factors influencing it is necessary. As well as, to protect the
impulse buying trend, the present research struggle can serve as basis to educate and inform impulsive consumers about the
potential implications of the impulse buying.
From practical point of view, it is very significant for marketers at hypermarkets and retail stores in formulating and
implementing strategies to encourage impulse buying behavior. Additionally, marketers can be offered clear guidelines for
them in designing more effective marketing strategies that will fascinate consumers and engage them in impulsive behavior.
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This study found that Musical Appeal and Humor Appeal are the main factors influencing consumer’s buying behavior toward
impulse buying. Moreover, and in the case of “Fear Appeal” is not a main obstacle to consumer’s impulse buying, according to
results obtained from this study, the research recommends, Retailers should attempt to motivate customer desire for their
products, entice in-store browsing that lead to unplanned and impulse purchases through stimuli sent by visual
merchandizing. As well as, the marketing managers in the shopping centers in Lebanon must consider about many other
factors (like Musical Appeal, Sexual Appeal, Fear Appeal and Humor Appeal) that can influence the impulsive behavior of
consumers of Lebanon.
7. Future Research
According to the future research, there is a need to conduct research about personality characteristics of consumers
and find their influence on the impulse buying behavior in Lebanon. Moreover, to look deeper into the consumer needs to help
the stores with more explicit techniques and to encourage impulse buying through sense marketing and different kinds of
stimulus.
As the study was conducted primarily in the hypermarket setting; future researchers may consider conducting the
data gathering in other store formats, as they have different store characteristics. It can be done in an extensive way in
shopping malls and other areas of purchasing, as impulsive buying somehow depends on store type (Wong & Zhou, 2003).
This study evaluates the factors which were associated with demographic factors and appeals. Hence, the proponent
recommends to future researchers to deliberate other several factors constituting influence to impulse buying of the
consumers; and lastly, to assess the factors that influence consumers’ impulse buying behavior with focus on a specific product
type to determine whether it has exceptional difference compared to this study.
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