Impulse Purchase: Factors Antecedents and Post-purchase Satisfaction. : A Qualitative Study of Generation X and Generation Y.

Detta är en Master-uppsats från Umeå universitet/Företagsekonomi

Sammanfattning: The study of impulsive purchase is a facet of consumer behavior that has intrigued the interest of academics for decades. The research primarily focuses on the variables that influence this behavior, indicating the impact of various antecedents. Recent research has shown that age has an impact on customer behavior when it comes to impulse purchases. Furthermore, the results are still few and provide contradictory conclusions. The goal of this study is to close this gap by examining the antecedent elements that affect each person's unique traits, such as extrinsic and extrinsic determinants of impulsiveness, and then comparing post-purchase happiness across generations X and Y. To study the elements that underlie their impulsive buying behavior and the consequences on satisfaction after the purchase, the researchers used largely a qualitative technique, including a questionnaire, interviews, and observation of the phenomena. The findings show that generation X is less prone to impulse purchases than generation Y. In both generations, females were shown to be more prone than males to buy on impulse. The purpose of this study is to contribute to future research because it is critical to further identify the fundamental elements of impulsive purchase and their impact on generations X and Y in order to develop more successful strategies.

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