Factors Affecting Consumers’ Impulsive Purchasing Behavior in Circle K Convenience Stores in Hanoi, Vietnam

Abstract

Impulsive purchasing behavior has been observed as one of the important studies conducted by marketers and researchers, as impulse buying has become a prevalent phenomenon in every retail format. The study was conducted to assess factors affecting consumers’ impulsive purchasing behavior in Circle K convenience stores in Hanoi, Vietnam. After reviewing a group of previous studies, the authors indicated 05 factors that affected consumers' impulsive purchasing behavior including impulsiveness, instant gratification, visual appeal, promotions and money availability. The study had selected 05 experts in the field of economics to conduct the expert interview. Moreover, the research team had also handed out the questionnaire and received 310 observations. Specifically, Impulsiveness had the strongest influence on the impulsive purchasing behavior of Circle K’s consumers in Hanoi.

Keywords: factors, Impulsive purchasing behavior, Circle K convenience stores

DOI: 10.7176/JESD/14-8-03

Publication date: April 30^th 2023