Purchase intention and purchase decision

Purchase decisions are influenced by many stimuli, e.g. pricing, advertising, sales promotions, shopping atmosphere, etc. What is often overlooked is the role that culture plays in such decisions and the frequency of impulsive and unplanned purchases. This chapter reviews the problem of bias when assessing purchase intentions in surveys; however, the primary focus is on factors that influence the purchase decision, addressing, impulse buying versus planned purchases, the context of purchase decisions, incentives and purchasing power. The role of culture is highlighted, for example, impulse buying is less likely in high power distance cultures compared to low power distance cultures. The role of cultural heroes, myths and rituals are discussed, as well as responsiveness to purchase incentives and coupons and the role of individualism-collectivism.