Factors at points-of-sale affecting impulse buying behaviour
Vu Huy Thong, Nguyen Phuong Anh/ MICA 2018 Proceedings
International Conference on Marketing in the Connected Age (MICA-2018), October 6th, 2018
Danang City, Vietnam
Factors at Points-of-sale Affecting Impulse Buying Behaviour
Vu Huy Thonga*, Nguyen Phuong Anhb
aFaculty of Marketing, National Economics University, Hanoi, Vietnam
bHanoi University of Industry, Vietnam
A B S T R A C T
The purpose of this paper is to provide an overview of impulse buying behavior and the factors at the point-
of-sale affecting this behavior of consumers from the perspective of many different researchers. Based on the
content of the research, the article will classify the various factors at the point-of-sale affecting impulse
buying behavior and further develop the research framework suggesting the direction of further research on
impulse buying behavior in the socio-economic context of Vietnam.
Keywords: Impulse buying, consumer behavior, retail in Vietnam
1. Introduction
Vietnam is considered one of the dynamic and attractive retail markets in Asia and around the world. The
trend of opening up markets under the commitments of bilateral and multilateral free trade agreements and
increasing participation of large retailers in the world has created opportunities as well as challenges for
domestic enterprises. In 2017, retail sales in Vietnam reached approximately $129 billion. Consulting firm A.T.
Kearney has placed Vietnam in the sixth place in the Global Retail Development Index (GRDI) in 2017.
Organized retail sales in Vietnam is expected to grow over the next five years, mainly due to lifestyle change,
income growth and younger consumer segment which accounts for 60% and the middle class growing, according
to an HSBC report, Vietnam's middle class will grow from 12 million people to 33 million people, super-rich
people will double to around 403 by 2020. This has led many Vietnamese consumers to gradually abandon the
traditional habit of planning, savings on consumption and instead, they start to participate in impulse buying. In
this context, impulse buying plays an important role for modern retailers and researchers. In this article, we have
reviewed the studies on impulse buying, point-of-sale factors affecting impulse buying behavior, and suggested
future research in the socio-economic content of Vietnam.
2. Literature review abroad
Impulse buying is a matter of great concern for marketing executives and researchers as it is a popular
phenomenon worldwide [31]. In addition, it is an important clue for marketing [34] and marketing strategies to
ensure customer satisfaction [31]. Understanding impulsive buying behavior can help retailers make good use of
the tools of visual merchandising to stimulate consumer desires and motivate them [6].
Many works and models of impulse buying behavior have been researched and developed in countries
around the world such as USA, India, China, South Africa, Turkey, etc. and the author mainly focuses on
building and developing conceptual issues, factors that affect impulse buying behavior and the consequences of
* Corresponding author. E-mail address: [email protected]
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this impulse buying behavior.
2.1. Definitions of impulse buying
In 1962, Stern represented the first view that impulse buying behavior means unplanned purchase. Impulse
buying behavior describes any buying behavior that consumers make without prior planning, as this occurs when
“consumers enter the store with certain products in mind, but they make other purchase transactions which are
subject to special prices, discount offers, and similar services” [36]. In line with this view, David T. Kollat and
Ronald P. Willett [44] argue that impulse buying is “buyer's impulsive behavior or merely unplanned, intentional
purchase, the purchase intention is replaced by the actual purchase result”. According to Verhagen and Dolen
[41], impulsive buying behavior is characterized by two factors: (1) the process is unplanned and lacks
consideration when product exposure occurs and (2) this process is dominated by emotions. Other researchers
include Bellenge; Engel, James F; Weinberg, P. and Gottwald, W [10, 1, 43] also supported the view that
impulse buying is the difference between the actual purchase and the previous purchase plan.
Future studies suggest that impulse buying behavior can often be classified as unplanned, but unplanned
purchase is not always categorized as impulse buying [21, 43, 41]. This difference is due to the fact that an
unplanned purchase transaction may simply occur because consumers have demand for the product but do not
place the product on a predetermined shopping list. Unplanned purchase may not be accompanied by a strong
demand or strong positive emotion related to impulse buying.
The first to point out the difference between impulse buying behavior and unplanned buying behavior is
Rook [34]. According to Rook, impulse buying behavior occurs when “consumers experience a sudden,
impulsive sensation of buying something immediately. This impulse buying shows quite complex emotional
status and can create certain contradictions in the mindset of consumers. In addition, at the time of impulse
buying, consumers tend to be less interested in the consequences of their purchase.” When compared to planned
buying behavior, impulse buying is more interesting, unintentional, less computational, and more attractive [39,
18]. Later researchers also shared the same view with Rook and extended this concept: Impulse buying is a
sudden, immediate requirement without the intention of purchasing or buying a particular product. The behavior
occurs after the urge to buy and tends to be spontaneous and with not many reflexes (i.e., it “impulses”) [11].
Consumers do not intend to purchase this item before entering the mall and performing a planned task, such as
buying a gift for someone, not impulse buying [11, 9, 45]; impulse buying is accompanied by intense [45],
spontaneous feelings without adequate consideration of consequences [15].
While, unplanned buying behavior is understood as the difference between the total purchase of a consumer
when completing a shopping trip and the items to be purchased listed before entering the shop [34]. In other
words, unplanned buying behavior is the act of purchase in a store different from what consumers plan before
entering the store [20]. This means that the consumer intends to buy a particular product before entering the store
but then they buy more or differently from the predetermined plan, while impulse buying is the decision to
purchase suddenly, immediately, not intended to purchase or to enter a particular store before.
Thus, it can be seen that the term “impulse buying” refers to a narrower and more specific range of
“unplanned” purchase [34] and impulse buying behavior is different from unplanned buying behavior and also
different from shopaholic behavior of consumers [14].
Based on the definitions of the researchers in this field, impulse buying behavior is a sudden behavior and
has three main characteristics to distinguish from other buying behavior: (1) the behavior is spontaneous and
often accompanied by a positive emotion, (2) individuals making impulse buying are not interested in any costs
or consequences, (3) this behavior often involves a temptation of pleasure, which causes one to purchase
immediately [12, 37, 41].
2.2. Point-of-sale factors affecting impulse buying behavior
The shopping environment at the store is a very important determinant of impulse buying. It is constituted by
specific micro variables for specific purchase situations and limited to a specific geographic area. Factors such as
background music in stores, showrooms, scents, in-store promotions, prices, and store staff all make up the
shopping environment at the store that can motivate the consumer towards impulse buying. There are many
researchers pointing to the impact of these factors as detailed in the table below.
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Table 1. Order of research papers on impulse buying behavior and point-of-sale factors.
Author
Year
Contributions
Applebaum [8]
1951
The first pointing out that impulse buying behavior could come
from consumer exposure with a stimulus at the store.
Emphasizing that impulse buying occurs when consumers
experience a sudden urge by external stimuli
Shopping environment with high stimulus will promote impulse
buying
Rook and Hoch [34]
Hoyer and Macinner
Dholakia [12]
1987
1999
2000
2003
Finding out consumers may be tempted towards impulse buying
when encountering visual cues like promotions
Jiyeon Kim [6]
Finding out the relationship between visual attributes at the point-
of-sale (display of promotion, mannequin, merchandise, visually
displaying outside the store) with impulse buying behavior. Then,
promotional display and mannequin have a powerful impact.
Having found out the relationship between shopping companion
and impulse buying behavior
Assuming that size and price are two factors that can motivate
impulse buying. In large stores, the display of their products and
product prices are the main stimulus. For small-scale stores,
product prices are the major factor in attracting impulse buying.
Shown in research results: The shopping environment at the store
improves consumers' impulse buying opportunities. Factors such
as coupons, promotions and advertising, sales staff, store exhibits
have a direct impact and increase the likelihood of impulse
buying. The other remaining factors such as music, scent,
atmosphere do not directly affect impulse buying, but keep
customers in the store longer.
Xueming Luo [40]
Gupta et.al [16]
2005
2009
Mariri Tendai and Chipunza 2009
Crispen [26]
Karbasivar, A. and Yarahmadi 2011
[22]
Adding the factor “credit card” with its ability to spur impulse
buying
Source: Collected by the Authors- - Thong Huy Vu and Anh Phương Thi Nguyen (2018)
Research by Xueming Luo [40]: This study uses a completely different approach to previous “empirical”
studies to measure the effect of a shopping companion on impulse buying behavior of consumers. The author has
conducted two studies on 254 consumers. In the first study, 152 students were invited and asked to imagine that
after receiving salary, while they were wishing to buy some pairs of socks but when they came to the mall
through a clothing store, they saw a very beautiful sweater. There are 5 scenarios: Go alone, have a companion
(close friends, new colleagues, family members, not very close family relatives). The students would put
themselves in each situation and told about their decision to buy that sweater or buy socks in each situation The
results indicate that the shopping companion is likely to motivate impulse buying behavior of sweater rather than
going alone. In particular, close friends would motivate impulse buying and family members would keep this
behavior intact. The second study was conducted with 102 students with the same background but instead of a
sweater, a jacket was offered, and the objective was to examine the relationship between individual sensitivity
and impulse buying behavior while having shopping companion. The results show that for people with high
sensitivity (the degree to which buyers are vulnerable to external influences), the presence of co-workers and
close friends promotes impulse buying behavior. But the presence of family members will reduce impulse
buying behavior of people with high sensitivity. These results are a valuable contribution to the field of impulse
buying behavior. However, there are still limitations in this research methodology because the presence of a
shopping companion in research is just unrealistic. Future studies are needed to explore the real world.
Research by Mariri Tendai and Chipunza Crispen [26]: The research was conducted in South Africa using
quantitative method with a sample of 320 consumers (of which 60% were low income people) in some shopping
malls in the town of King Williams, South Africa to explore the impact of the shopping environment at the store
(including 9 factors: prices, coupons, advertising and promotions, sales staff, store display, scent, background
music, atmosphere) for impulse buying behavior of consumers here. The study makes the following conclusions:
Shopping environment at the store improves consumer impulse buying behavior. Factors such as bargains,
coupons, promotions and advertisements, sales staff, store displays have a direct impact and increase the
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likelihood of impulse buying. Remaining factors such as music, scent, atmosphere do not directly affect impulse
buying, instead they keep customers in the store longer. Although they are not likely to directly affect impulse
buying, consumers who stay longer in a store may be more likely to engage in price comparisons, search for
promotions and listen to the store staff introducing products. Therefore, they are more likely to be involved in
impulse buying. This is a theoretical study, but there are still limitations on the sample. Those selected in the
sample were primarily young, low-income immigrants and therefore could represent other age groups.
Research by Mohammad Mahmoudi Maymand and Mostafa Ahmadinejad [27]: The research was conducted
in Iran by consulting retail marketing managers in Tehran city. A total of 385 questionnaires were sent for the
purpose of examining the stimulus role of the shopping environment for impulse buying behavior by examining
the relationship between impulse buying trend and shopping environment, product display, promotion,
advertising, promotion program, characteristics of goods and inspection of goods. The study suggests the
following: (1) Shopping environment has a positive influence on impulse buying trend, (2) Product display has a
positive effect on impulse buying trend, (3) Promotion and advertising have a positive effect on impulse buying
trend, (4) Product testing has a positive influence on impulse buying behavior, (5) Impulse buying trend has a
positive influence on impulse buying behavior. One-way analysis of variance (ANOVA) was used to achieve the
objective of this study. The results show that the shopping environment has a positive influence on impulse
buying trend. Different factors in the shopping environment can keep customers in the sotre longer. Shopping
environment factors such as music, arrangement, lighting and color usage can significantly influence consumer
behavior and can help establish long-term interaction with consumers. The authors did not find a link between
product display and impulse buying. But promotion and advertising have a positive influence on impulse buying
trend. Product testing has a positive influence on impulse buying trend. The results of the study also showed that
impulse buying trend positively influenced impulse buying behavior. The findings of the study are expected to
add to the existing literature by providing insight into consumer impulse buying behavior and be used as a guide
for retailers in developing strategies for creating shopping opportunities. These marketing strategies can help
retailers strongly promote their buying intentions. Benefits include increasing market share for retailers and
positive perceptions towards encouraging consumers’ impulse buying. However, this study has some limitations
such as data collection having taken place in Iran. Therefore, future studies with experiments in other cultures,
are needed to enhance the generality of the findings of the study. In addition, the research context encompasses a
wide range of stores, futuristic studies focusing on a single store type that can provide more detailed information
about the store's stimulus role and social factors in influencing impulse buying. In addition, other demographic
variables need to be explored: for example, future studies may include social influences; internal signals such as
cognitive and emotional states, etc.
Research by Karbasivar, A. and Yarahmadi [22]: The objective of this study was to examine the impact of
four factors: Shop display, credit card, discount, free products to impulse buying behavior of clothing products.
There are four hypotheses to be made by the author: (1) There is a positive relationship between consumer
impulse buying behavior and credit card; (2) There is a positive relationship between consumer impulse buying
behavior and cash discount; (3) There is a positive relationship between consumer impulse buying behavior and
free products; (4) There is a positive relationship between consumer impulse buying behavior and store display.
The sample group for the survey included 275 people selected from shoppers at the market center and Kadoos
Mall, Abadan, Iran. Quantitative method was used by the authors to perform research with tools as SPSS and
SEM model for data analysis. The results show that all four factors: Product display, credit card, discount, free
products have positive impact on consumer impulse buying behavior. In particular, product display and discount
have the strongest impact on consumer impulse buying behavior and the remaining factors have weaker impact.
The research has very useful conclusions, however, research methodology is limited to quantitative method only.
Qualitative and quantitative research methods or empirical studies should be combined to produce clearer results
for future research.
Research by Mehta and Chugan [28]: Taken at the shopping center of Ahmedabad India to find out the
impact of various aspects of visual merchandizing (store display, product sample/mannequin, advertising
signboard, product display in the store) to impulse buying behavior of customers shopping at “trade centers”.
Sampling technique is central interception method, when customers go out of the store, they are surveyed using
structured questionnaires. The survey was conducted at Ahmedabad's Central Mall over four days with 100
consumers in attendance. Quantitative research method was used to perform the study with the aid of SPSS
reliability testing, factor analysis, correlation and linear regression run on the data to obtain some findings. The
results demonstrate that there is an important relationship between consumer impulse buying behavior and store
display, product sample/mannequin, advertising signboard, store display. Although product sample/mannequin
does not lead to consumer impulse buying behavior, the results show that this variable and consumer impulse
buying behavior are correlated. When consumers are exposed to these visual stimuli, they can make decision on
impulse buying behavior. Regression analyzes show that store display, product display in the store have a low
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level of impact on impulse buying behavior. Meanwhile, advertising signboard significantly influences consumer
impulse buying behavior.
2.3. Some models of impulse buying behavior
• Model 1: The Impulse Buying Process by Engel and Blackwell (1982)
According to Engel and Blackwell [1], the consumers' buying process goes through five stages and each
stage comes with a purpose in mind. However not all purchasing decisions go through the full five stages where
buyers can ignore some of the stages but directly go from the problem recognition stage to the purchasing
decision. At the problem recognition stage, if human impulse behavior is stronger than their reason, they will
ignore the stages of search for alternative solutions and evaluation of alternatives and then immediately buy the
product.
Problem recognition
Search for Alternative Solutions
Evaluation of Alternatives
Impulse buying behavior
Purchase
Postpurchase Use and Reevaluation
of Chosen Alternative
Fig.1. The Impulse Buying Process by Engel and Blackwell
Source: Compiled by authors- Engel and Blackwell (1982)
• Model 2: Factors affecting students’ impulse buying behavior
Research by JIYEON KIM [6]: Quantitative research is used to measure the relationship between impulse
buying behavior of undergraduates towards apparel products and visual merchandizing under four forms
(window displays, in-store form/mannequin display, floor merchandizing, and promotional signage). The sample
selected for this survey included female students over 18 years old at that time taking course at Georgia
University in Athens. A total of 238 out of 245 completed questionnaires were completed and four hypotheses
were made: H1: College students who purchase on impulse are influenced by window displays; H2: College
students who purchase on impulse are influenced by in-store form/mannequin display; H3: College students who
purchase on impulse are influenced by floor merchandising and H4: College students who purchase on impulse
are influenced by promotional signage. Descriptive statistics, reliability testing, correlation testing, and
regression analysis were used by the author to examine the correlation between the impulse buying trend of
college students and four visual merchandizing practices and to test the hypotheses to find out the relationship
between impulse buying trend of undergraduates (dependent variable) and the four types of visual
merchandizing (independent variables).
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Window displays
In-store form/mannequin
display
Students’ impulse buying behavior
Floor merchandizing
Promotional signage
Fig. 2. Factors affecting students’ impulse buying behavior
Source: Compiled by author- Jiyeon Kim (2003)
The results of this study demonstrate that there is a relationship between impulse buying behavior of students
and visual merchandizing: window displays, in-store form/mannequin display, floor merchandizing, and
promotional signage. In particular, promotional signage and in-store form/mannequin display have a stronger
relationship. This study provides information on why visual merchandizing should be considered as an important
component of strategic marketing plans to support increasing sales and improving business/store image
positively. The study also provides insights for retailers about the types of visual merchandizing that may affect
consumer impulse buying behavior. The important contribution of this study was to clarify the relationship
between impulse buying behavior and visual sales, which were neglected in academic research (Buttle, 1988).
However, the research still has limitations: research sample has limitations in geography and narrow age range.
Data collected in other areas may have different results. Tools are limited to quantitative research method,
empirical research method, and qualitative research method which can bring a variety of results. Respondents
had limited time. Since the survey was requested to be completed in the classroom and returned immediately,
time pressure for respondents might affect data quality. In addition, this study points to the relationship between
visual merchandizing and improper buying behavior of undergraduates towards apparel products but it does not
point out whether the relationship is positive or negative.
• Model 3: Factors affecting impulse buying behavior in Delhi
“Consumer Research” Journal shows some factors that influence consumer impulse buying behavior in Delhi
are price, discount, interior and exterior display, consumer mood, brand, festive season, advertising and
promotion, etc.
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Price and
discount
Advertising and
promotion
Display
Brand
Consumer impulse buying
behavior
Festive season
Income
Fig. 3. Factors affecting impulse buying behavior in Delhi
• Model 4: Factors of the shopping environment affecting impulse buying behavior
Research by Geetha Mohan, Bharadhwaj Sivakumaran, Piyush Sharma [30]: Aimed at exploring the
relationship of four factors of the shopping environment (music, lighting, staff, and layout) and impulse
buying behavior. Quantitative method was used to perform this study. Data were collected from 720 consumers
at 44 stores in various shopping locations in Chennai, India. Of these, 52% were male and 48% were female
aged 30 and over, mostly office workers and housewives. Research results show that all factors of the shopping
environment, such as music, lighting, staff, and layout, promote impulsive buying behavior. In particular,
product layout promotes the strongest impact. The study also showed that store environment factors promote
impulse buying behavior more than personal factors. Those results are very valuable, theoretically: it adds a new
set of factors that influence impulse buying behavio; practically, retailers are suggested a solution to increase
sales by enhancing store staff friendliness, releasing appropriate music, designing suitable layout, and having
enough light for the store to encourage impulse buying behavior. However, the research will be more valuable if
having done empirically in different shopping environments with different products.
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Shopping
interest
Negative
impact
Music
Light
Store
environment
Impulsi
on
Impulse
buying
behavior
Layout
Staff
Positive
impact
Impulse buying
trend
Fig. 4. Factors of the shopping environment affecting impulse buying behavior
Source: Compiled by authors- Geetha Mohan, Bharadhwaj Sivakumaran, Piyush Sharma (2013)
3. Literature review at home
In Vietnam, changes in the retail system have facilitated impulse buying development, especially in big cities
[24]. However, studies on this buying behavior are still limited.
Table 2. In-country studies on impulse buying behavior
Author
Year
Contribution
The first study of impulse buying behavior in Vietnam. The study has
identified a number of factors that affect impulse buying behavior of
2003 Vietnamese consumers such as sex, age, income, and pointed out that
clothing and footwear are two products that are mostly involved in
impulse buying in Vietnam.
Nguyen Thi Tuyet Mai et
al.[24]
The research has shown the consequences of impulse buying behavior
for Vietnamese consumers. Firstly, the feelings of grace and regret are
2006 mentioned by consumers as the prevalence and prominence of impulse
buying behavior. Secondly, consumers are not satisfied with almost all
of impulse buying.
Nguyen Thi Tuyet Mai et al.
[23]
Studying the factors influencing impulse buying behavior in Nha Trang
Phan Mai Phuong Duyen
and Nguyen Van ngoc [33]
city. The results show buyer mood, price and discount, product display,
shopping companion, advertising and promotion, festive season
2014
influencing impulse buying behavior of consumers in this city.
The results of the linear structural model analysis show that hypotheses
in the model are accepted. In particular, the four factors (Impulsion,
Pham Quoc Trung and
Nguyen Ngoc Hai Ha [32]
Appropriateness Evaluation, Instant Feeling, Confidence) have a direct
impact on online impulse buying behavior. The other factors like
2017
available products, easy-to-use website, visual attractiveness have
indirect impact on online impulse buying behavior.
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Author
Year
Contribution
This study found direct effects of internal variables (demand for
uniqueness, self-control of spending, new fashion sense, optimal
stimulus) of consumer impulse buying behavior towards fashion
products in Ho Chi Minh City, Vietnam.
Khuong Ngoc Mai and Tran
Bao Ta [25]
2015
Source: Collected by the Authors- - Thong Huy Vu and Anh Phương Thi Nguyen (2018)
Research by Nguyen Thi Tuyet Mai [24]: This study was conducted in Vietnam on a sample of 358 people
living in Hanoi and Ho Chi Minh City, including men and women aged 16-60 to provide a general understanding
of impulse buying behavior of Vietnamese consumers during the transitional period. Specifically, it found that
whether sex, age and income affected impulse buying behavior and the difference in this behavior between
consumers in Hanoi and Ho Chi Minh City as well as which kind of product was purchased impulsely most. The
research was done by qualitative and quantitative methods. It concluded that young and high-income consumers
tend to be more involved in impulse buying behavior. Men tend to be more involved in impulse buying behavior
than women, because in Vietnam men do not like to go shopping and especially negotiate, so they often decide
to buy faster when they see what they like. In contrast, women often spend their time carefully planning,
evaluating and choosing. The study also found that consumer products such as clothing and footwear were more
impulsey bought and there was no difference in impulse buying behavior between consumers in Hanoi and Ho
Chi Minh City .
This is a special study and is of great significance when it comes to identifying the impediment of impulse
buying behavior of Vietnamese consumers in a transitional economy in order to see a significant change in
buying behavior of Vietnamese consumers compared to the previous period’s. However, the scope of the study is
relatively narrow, the representative of the sample is not high. The survey was just conducted in the two major
cities rather than being expanded to both rural and urban areas to see the difference in consumer impulse buying
behavior in both urban and rural areas.
Research by Khuong Ngoc Mai and Tran Bao Ta [25]: The objective of the study is to investigate the direct
and indirect effects of internal variables (demand for uniqueness, self-control of spending, new fashion
awareness, optimal stimulation) of consumers for impulse buying behavior towards fashion products in Ho Chi
Minh City, Vietnam. The study was conducted with the sample of 355 people in 4 most famous commercial
centers in Ho Chi Minh City. Regression analysis and path analysis were used to examine the hypotheses of the
study. Research results show that all four variables directly affect consumer impulse buying behavior. This
research provides a more comprehensive model of factors influencing consumer impulse buying behavior in
Vietnam, where internal variables play a major role. However, the research has only pointed out the impact of
those factors rather than the direction of the impact.
In addition to those studies, some authors have chosen “impulse buying behavior” as their specific master
theses: Phan Mai Phuong Duyen [4] with the topic “Research on factors affecting mpulse buying behavior in
Nha Trang city.” This topic examines the relationships among the factors (buyer mood, price and discount,
product display, shopping companion, advertising and promotion, holiday season, brand) affecting impulse
buying behavior of consumers in Nha Trang city. The results show that the factor “brand” does not affect
impulse buying behavior of Nha Trang consumers, while the remaining factors are influential.
Truong Thi Thu Huong [5] conducted the study on “Research on factors influencing impulse buying behavior
of consumers in Da Nang when shopping at supermarkets” in 2017. The author tested the relationship of five
factors Advertising, Product display, Promotion, Staff, and Channeling with impulse buying behavior. The
results indicate that the factor “staff” does not have any impact on impulse buying behavior, while the others do
have.
Cao Thi Phuong Mai [3] conducted the study on “Studying the factors affecting impulse buying behavior:
Retail market in supermarkets in Ho Chi Minh City” in 2017. The project was conducted to study the factors
influencing impulse buying behavior in HCMC retail market. The results of the study identified and tested the
external factors of the shop and the human factors affecting impulse buying behavior as follows: external factors:
promotion method, product display method, atmosphere at the store, staff; human factor: whether consumers use
any type of payment card or not, consumer satisfaction towards external factors in the store.
4. Research direction discussion and proposal
By the time of writing this paper, domestic literature on impulse purchase behavior was limited. With the
economic, cultural and human characteristics of Vietnam, however, researchers have found some differences in
the consequences of impulse purchase behavior as well as some factors affecting this behavior. Throughout the
review process, the authors found that the domestic researches on the factors at the retail outlets affecting the
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impulse purchase behavior are of limited, mainly master's theses and researches at supermarkets. There is a lack
of literature at traditional retail outlets, one of the main distribution channels in Vietnam. This is really a gap for
marketing researchers in Vietnam.
Generally evaluating foreign studies of point-of-sale factors affecting consumer impulse buying behavior,
there are some various factors mentioned in previous studies which may be categorized into two groups,
“External Visual Factors,” and “Inside Visual Factors in the Store.” However, the results of these studies have
similarities and differences and are concentrated in developed countries.
Today, with the rapid development of information technology, e-commerce and online shopping have
become commonplace in both developed and developing countries. Thus, in the area of research on impulse
buying behavior alongside studies of the effects of point-of-sale factors, online impulse buying is a trend that has
been studied by many researchers in the world in recent years [42,41, etc..]. These studies are primarily focused
on the factors that influence online impulse buying such as product availability, site accessibility, visual appeal,
site trust, instant feeling, etc.
Inside Visual Factors in the Store
Product display
Sales staff
External Visual Factors
Window display
Mannequin display
Advertising/promotion
Store scope
Shopping companion
Light
Music
Scent
Fig. 5: Point-of-sale factors affecting impulse buying behavior
Source: Compiled by authors- Thong Huy Vu and Anh Phương Thi Nguyen (2018)
In Vietnam, studies on impulse buying behavior in general and online impulse buying behavior are limited,
but the factors that influence online impulse buying behavior have also been found in Pham Quoc Trung and
Nguyen Ngoc Hai Ha’s study (2017), which has shown that: Impulsion; Appropriateness Evaluation, Instant
Felling, Confidence have a direct impact on online impulse buying behavior. The other factors such: Product
availability, easy-to-use site, visual appeal have an indirect impact on online impulse buying behavior.
In the study, the authors just focused on point-of-sale factors affecting impulse buying behavior: because:
firstly, although the trend of online shopping increased (from 0.7% in 2016 to 2.7% in 2017 according to a
survey conducted by the Business Association of High-Quality Vietnamese Goods in January 2018). Secondly,
the retail market of Vietnam is on the rise and is becoming more and more attractive in the article “Retail market
more and more attractive” by Minh Son posted in Business and Market Journal (7th April 2018), according to
the forecast by the Trade Research Institute (Ministry of Industry and Trade), in the period of 2016 - 2020, the
retail trade growth rate of Vietnam will reach 11.9% per year, market scope is estimated to reach USD 179
billion by 2020, of which modern retail trade will account for over 45% as compared to 25% in 2016. By 2020,
according to the plan, the country will have around 1,200 - 1,500 supermarkets and 180 commercial centers, 157
shopping centers. Thirdly, based on the changing trend of the market in a developing economy like Vietnam
today, it can be deduced that impulse buying behavior will become popular behavior among consumers.
Therefore, there is a need for more research in this field to get a more specific glimpse of the factors at the point-
of-sale that may affect impulse buying behavior to help businesses develop effective marketing strategies and
create an attractive and stimulating shopping environment to increase sales through consumer impulse buying.
On the other hand, the study by Raghubir and Srivastava [35] also showed that payment method can affect
the buying behavior of consumers and consumers will spend more when they use gift card or credit card.
However, payment method is rarely mentioned by scientists in the world and in Vietnam in the field of research
on factors that affect impulse buying behavior. This factor only appears in the study by Karbasivar and
Yarahmadi [22] but is also very unimportantly recognized. In addition, in Vietnam, card payment/electronic
wallet/code or phone is one of the preferred trends of consumers especially young people. This is indicated in the
article “ Five trends of shopping for Vietnamese youth in 2018” posted on http://cafebiz.vn (10th February
2018). Therefore, future studies may examine the influence of the “payment method” on consumer impulse
buying behavior of Vietnamese consumers, thereby improving the research model of point-of-sale factors
affecting impulse buying behavior and knowledge development in the field of research.
5. Conclusion
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Impulse buying behavior has been a subject of interest to researchers for over 60 years and is a popular
phenomenon for consumers not only in developed countries but also in developing countries. However, this
behavior is complex and multifaceted [17], so this is also a field that raises a lot of debate among researchers.
Previous research on this area has focused on developed countries; however, a significant increase in income and
personal life has prompted impulse buying behavior by consumers in developing countries. Thus, in developing
countries there is a need for more research into impulse buying behaviour due to the recent development of the
retail market and large differences in culture as compared to developed countries [21].
On the other hand, during the literature review, the authors found that there were a large number of foreign
studies on the factors at the retail outlets that affected impulse purchase behavior, while those researches in this
field in Vietnam are very limited. There are only a few master theses in this field at supermarkets in a single
province or city. Meanwhile, the retail market in Vietnam is increasingly developing and impulse purchase
behavior of consumers is increasingly popular. Therefore, there should be more research in this field to see the
impact of factors at retail outlets on impulse purchase behavior to help retailers in Vietnam create an attractive
shopping environment at their retail outlets to increase sales through impulse purchase.
In addition, according to a review of foreign studies on the factors at retail outlets affecting impulse purchase
behavior, the authors found that the scientists were interested in two groups of factors: External visualization
(including: external display, mannequin display, advertisement/promotion display, outlet scale) and internal
visualization (including product display, sales staff, shopping companion, lighting, music, aroma). However,
payment method is rarely mentioned by scientists in the world in this field of study. This factor only appears in
the study by Karbasivar and Yarahmadi (2011) but is also not a notable point. Meanwhile, with the development
of information technology, there has been many new and convenient payment methods for consumers in the
world and in Vietnam. This poses an urgent need and also an opportunity for a thesis to be centered on this
factor.
For the above reasons, the authors propose a new direction for research in the field of impulse purchase
behavior: the study of the factors at retail outlets affecting the impulse purchase behavior of Vietnamese
consumers and the authors also propose further clarification of the impact of the payment method factor that has
not been thoroughly studied by scientists in this field. Therefore, the research can not only complement and
refine the research model, but also provide the most comprehensive and in-depth analysis of the factors at retail
outlets affecting impulse purchase behavior, contributing to the improvement of the theoretical and practical
basis for solutions applied in the retail sector in Vietnam.
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