ISSN: 2222-6990
Open access
The impulse purchase behaviour among the consumer could be great opportunities for every seller or retailers to increase their sales and directly the profits as well which makes this kind of behaviour are pretty much welcomed in every stores. However, it has been related to the increase of debt, wasting money, illiteracy on personal financing and lack of sense on differentiate needs and wants of a consumer. Hence, the aim of this study is to examine the factors influencing public university student’s impulse purchase behaviour specifically among Faculty Business and Management students in UiTM Cawangan Melaka Kampus Bandaraya Melaka. The dependent variable in this study was impulse purchase behaviour while the independent variables were made up of four variables which are prominent product display, broad assortment, price promotion and customer characteristic. A total of 308 respondents has completed the survey questionnaire and the Statistical Package for Social Sciences Software (SPSS) was used to analyse all the data obtained. A multiple regression analysis was used to test the relationship among the variables. The result indicates that broad assortment, price promotion and customer characteristic have significant relationship with impulse purchase behaviour. The most significant predictor variable of consumer’s impulse purchase behaviour is customer characteristic which found that customer characteristic that are tend to impulse purchases will be have more tendency to be influenced for impulse purchase behaviour. The findings of this research can be very helpful and useful to producers, retailers, companies and marketers as well to improve and increase the potential of more profits and presenting a better image or perception towards the consumers. This research could be helping the consumer on understanding and realizing the tricks that were done by companies or marketers to make them pay and spend more.
Bhasin, H. (2019). What Is Impulse Buying? What Are The Factors Influencing Impulse Buying. Retrieved from Marketing 91: https://www.marketing91.com/impulse-buying/
Boatwright, P., & Nunes, J. C. (2004). Reducing Assortment: An Attribute-Based Approach. Journal of Marketing, 50-63.
Broniarczyk, S. M., & Hoyer, W. D. (2010). Retail Assortment: More ? Better. Retailing in the 21st Century, 271-284.
Chandon, P., Wansink, B., & Laurent, G. (2000). A Benefit Congruency Framework of Sales Promotion Effectiveness. Journal of Marketing, 65-81.
Charlton Media Group. (2016). 4 in 5 Singaporeans are online impulse buyers. Singapore Business Review. Retrieved from Singapore Business Review: https://sbr.com.sg/retail/in-focus/4-in-5-singaporeans-are-online-impulse-buyers
Cohen, D. A., Collins, R. L., Hunter, G., & Dubowitz, T. (2014). Store Impulse Marketing Strategies and Body Mass Index. American Journal of Public Health, 1446-1452.
Duffy, E. (2019). Credits Card: 12 Ways to Stop Impulse Buying. Retrieved from Savings.com.au: https://www.savings.com.au/credit-cards/impulse-buying-how-to-control-your-shopping-addiction-savings-com-au
eMarketer Incorporation. (2015). Millennials Admit to Impulse Shopping. eMarketer. Retrieved from eMarketer Web Site: https://www.emarketer.com/Article/Millennials-Admit-Impulse-Shopping/1011834
Gudonaviciene, R., & Alijosiene, S. (2015). Visual Merchandising Impact on Impulse Buying Behaviour. Procedia Social and Behavioral Sciences 213, pp. 635-640.
Harmancioglu, N., Finney, R., & Joseph M. (2009). Impulse Purchases of New Products: An Empirical Analysis. Journal of Product and Brand Management, 27-37.
Heilman, C. M., Nakamoto, K., & Rao, A. G. (2002). Pleasant Surprises: Consumer Response to Unexpected In-Store Coupons. Journal of Marketing Research, 241-252.
Hulten, P., & Vanyushyn, V. (2011). Impulse Purchases of Groceries in France and Sweden. Journal of Consumer Marketing, 376-384.
Hussain, S., & Siddiqui, D. A. (2019). The Influence of Impulsive Personality Traits and Store Environment on Impulse Buying of Consumer in Karachi. International Journal of Business Administration, 50-73.
Ismail, A., & Siddiqui, D. A. (2019). Impact of sales promotion on consumer impulse purchases in Karachi. Pakistan: Karachi University Business School.
Janakiraman, N., Meyer, R. J., & Morales, A. C. (2006). Spill over Effects: How Consumers Respond to Unexpected Changes in Prices and Quality. Journal of Consumer Research, 361-369.
Kacen, J. J., Hess, J. D., & Walker, D. (2012). Spontaneous Selection: The Influence of Product and Retailing Factors on Consumer Impulse Purchases. Journal of Retailing and Consumer Services, 578-588.
Karbasivar, A., & Yarahmadi, H. (2011). Evaluating Effective Factors on Consumer Impulse Buying Behavior. Asian Journal of Business Management Studies 2 (4), 174-181.
Kaur, S. (25 October, 2018). 700 Shopping Malls by End of Next Year? New Straits Times.
Kerfoot, S., Davies, B., & Ward, P. (2003). Visual Merchandising and The Creation of Discernible Retail Brands. International Journal of Retail & Distribution Management, Vol 31. (3) 143-152.
Khan, N., Hui, L., Chen, T., & Hoe, H. (2016). Impulse Buying Behaviour of Generation Y in Fashion Retail. International Journal of Business and Management, 11(1), 144.
Lama, K. (2018). Factors Influencing Consumer Buying Behavior toward Impulse Buying. The International Journal of Business and Management, 245-258.
Lau, T. C., Cham, T. H., & Yat Ng, D. C. (2018). How Susceptible are Consumers in Impulse Purchasing Ready-to-Drink Products? Evidence from Malaysia. International Journal of Academic Research in Business and Social Sciences, 429–444.
Law, D., Wong, C., & Yip, J. (2012). How Does Visual Merchandising Affect Consumer Affective Response? An Intimate Apparel Experience . European Journal of Marketing Vol. 46, 112-133.
Nur, A. (2019). Young People’s Debt Woes Bode Ill for Economy. The Sun Daily. Retrieved from The Sun Daily: ht
In-Text Citation: (Mohamed et al., 2020)
To Cite this Article: Mohamed, M., Nazaruddin, N. N. M., Nordin, N. M., Ariffin, N. A., & Hashim, N. (2020). Determinants of Public University Student’s Impulse Purchase Behaviour in Malaysia. International Journal of Academic Research in Business and Social Sciences, 10(4), 483–494.
Copyright: © 2020 The Author(s)
Published by Human Resource Management Academic Research Society (www.hrmars.com)
This article is published under the Creative Commons Attribution (CC BY 4.0) license. Anyone may reproduce, distribute, translate and create derivative works of this article (for both commercial and non-commercial purposes), subject to full attribution to the original publication and authors. The full terms of this license may be seen at: http://creativecommons.org/licences/by/4.0/legalcode