Assessing the situational factors and impulsive buying behavior: Market segmentation approach

Abstract

The purpose of this study is to determine the correlation between situational factors and impulsive buying behavior with the aim of separating an adequate number of different customer segments. The study will try to provide answers to the following questions: Can situational factors stimulate impulsive purchase and to what extent? Considering the effect of the analyzed situational factors on impulsive buying is it possible to isolate different consumer segments? Do these segments differ in terms of particular demographic features? The obtained results reveal that most situational factors affect impulsive buying to some extent, but, in consumers ' opinion, none of them to a great extent. Furthermore, in terms of the perceived impact of situational factors on impulsive buying behavior, the study separates three consumer segments: (1) markedly rational – immune to influence, (2) impulsive to some extent – sensitive to some situational stimuli, (3)mostly rational – generally immune to influence. In the first and the third segment (markedly or generally rational consumers) none of the analyzed situational factors affect the impulsive buying to a greater extent. On the contrary, in impulsive buyers it is found that promotional activities, friendliness and skill of the

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