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Consumer Buying Behaviour; A Factor of Compulsive Buying Prejudiced by Windowsill Placement

Author

Listed:
  • Hameed, Irfan
  • Soomro, Yasir

Abstract

This empirical research investigates the impact of windowsill placement on the compulsive buying behavior of consumers on three different types of products i.e., convenience products, shopping products, and specialty products. Positive effect of windowsill placement on all three types of product categories has been hypothesized. The categorical regression (Optimal scaling) was used to test the hypotheses. The data was collected via self administered questionnaire from Pakistan through systematic random sampling, and the sample consisted of 500 respondents. The results of data analysis supported only the 1st hypothesis which highlighted that placement of products in shopping centers has an impact of unplanned buying of consumers for convenience products. While rest of the two hypotheses regarding shopping and convenience products were not supported by the data. This research is helpful for those companies which believe in classical conditioning. This is perhaps one of the first study in non-western (Pakistani) context.

Suggested Citation

  • Hameed, Irfan & Soomro, Yasir, 2012. "Consumer Buying Behaviour; A Factor of Compulsive Buying Prejudiced by Windowsill Placement," MPRA Paper 57417, University Library of Munich, Germany.
    • Handle: RePEc:pra:mprapa:57417
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    References listed on IDEAS

    as
    1. Soomro, Yasir & Hameed, Irfan & Hameed, Imran, 2012. "A Functional Approach to Understand Consumer Behavior while Selecting Coffee Parlor," MPRA Paper 57241, University Library of Munich, Germany.
    2. Katia Campo & Els Gijsbrechts, 2005. "Retail assortment, shelf and stockout management: issues, interplay and future challenges," Applied Stochastic Models in Business and Industry, John Wiley & Sons, vol. 21(4‐5), pages 383-392, July.
    3. J. Jeffrey Inman & Leigh McAlister, 1993. "A Retailer Promotion Policy Model Considering Promotion Signal Sensitivity," Marketing Science, INFORMS, vol. 12(4), pages 339-356.
    4. O'Guinn, Thomas C & Faber, Ronald J, 1989. "Compulsive Buying: A Phenomenological Exploration," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 16(2), pages 147-157, September.
    5. Faber, Ronald J & O'Guinn, Thomas C, 1992. "A Clinical Screener for Compulsive Buying," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 19(3), pages 459-469, December.
    6. Janiszewski, Chris, 1998. "The Influence of Display Characteristics on Visual Exploratory Search Behavior," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 25(3), pages 290-301, December.
    Full references (including those not matched with items on IDEAS)

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    More about this item

    Keywords

    WINDOWSILL PLACEMENT; COMPULSIVE BUYING; CONVENIENCE PRODUCTS; SHOPPING PRODUCTS; SPECIALTY PRODUCTS;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

    NEP fields

    This paper has been announced in the following NEP Reports:

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