Tihitina Girma

Addis Ababa University College of Business and Economics
School of Commerce Department of Marketing Management
Post Graduate Program
THE ROLE OF GENDER DIFFERENCES IN IMPULSE BUYING

BEHAVIOR OF CONSUMERS AT SELECTED SUPERMARKETS IN
ADDIS ABABA
By: Tihitina Girma Kifle
June, 2014
Addis Ababa, Ethiopia
i
THE ROLE OF GENDER DIFFERENCES IN IMPULSE BUYING BEHAVIOR OF
CONSUMERS AT SELECTED SUPERMARKETS IN ADDIS ABABA
A Thesis Submitted to Addis Ababa University College of
Business and Economics School of Commerce in Partial Fulfillment of
the Requirements for Degree of Master of Arts in Marketing Management
Submitted by: Tihitina Girma Kifle
GSE/0833/04
Advisor: Getie Andualem (PhD)
June, 2014
Addis Ababa
ii
Addis Ababa University College of Business and Economics
School of Commerce Department of Marketing Management
Post Graduate Program
THE ROLE OF GENDER DIFFERENCES IN IMPULSE BUYING BEHAVIOR
OF CONSUMERS AT SELECTED SUPERMARKETS IN ADDIS ABABA
Submitted By:
Tihitina Girma
Approved By Board of Examiners:
_____________________________ _____________________________
Thesis Advisor Signature
_____________________________ _____________________________
Internal Examiner Signature
_____________________________ ______________________________
External Examiner Signature

DECLARATION
I, Tihitina Girma, declare that this research work entitled as “The role of gender
differences in impulse buying behavior of consumers at selected supermarkets in
Addis Ababa”, is the outcome of my own effort and study and that all sources of
materials used for the study have been duly acknowledged. I have produced it
independently except for the guidance and suggestion of the research advisor. This
study has not been submitted for any degree in this University or any other
University. It is offered for the partial fulfillment of the degree of MA in Marketing
Management.
Tihitina Girma Kifle Signature __________________
Date __________________
i
LETTER OF CERTIFICATION
This is to certify that Tihitina Girma Kifle has carried out her thesis on the topic “The
Role of Gender Differences in Impulse Buying Behavior of Consumers at Selected
Supermarkets in Addis Ababa”. This work is original in nature and is suitable for
submission for the award of Degree of Master of Arts in Marketing Management.
__________________________________
Getie Andualem (PhD)
Thesis Advisor
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TABLE OF CONTENTS
TABLE OF CONTENTS
Page
Acknowledgments------------------------------------------------------------------------------------------Vi
Acronyms and Abbreviations---------------------------------------------------------------------------Vii
List of Tables-----------------------------------------------------------------------------------------------Viii
List of Figures-----------------------------------------------------------------------------------------------iX
Abstract--------------------------------------------------------------------------------------------------------X
CHAPTER ONE: INTRODUCTION .............................................................................................. 1
1.1 Back ground of the study ........................................................................................... 1
1.2 Statement of the problem ........................................................................................... 3
1.3 Objective of the study ................................................................................................ 5
1.3.1 General objective ............................................................................................... 5
1.3.2 Specific objective ............................................................................................... 5
1.4 The Null Hypotheses.................................................................................................. 5
1.5 Significance of the study ............................................................................................ 6
1.6 Delimitation (Scope) of the study .............................................................................. 7
1.7 Organization of the study ........................................................................................... 7
1.8 Conceptual and Operational definitions ..................................................................... 7
CHAPTER TWO: REVIEW OF RELATED LITERATURE ....................................................... 8
2.1 Introduction ................................................................................................................ 8
2.2 Consumers decision making process in making purchase ......................................... 8
2.3 Impulse Buying General Overview............................................................................ 9
2.3.1 Impulse Buying Definitions ............................................................................. 11
2.3.2 Impulse Buying Models ................................................................................... 11
iii
2.4 Theoretical Framework ............................................................................................ 12
2.5 Impulse Buying ........................................................................................................ 14
2.5.1 Product Related Impulse Buying ..................................................................... 14
2.5.2 Shopper’s related Impulse Buying ................................................................... 15
2.5.3 Factors influencing impulse buying ................................................................. 17
2.6 Affective and Cognitive Psychological Processes ................................................... 20
2.7 Gender Differences Between men and women in impulse buying .......................... 23
2.8 Conceptual Framework ............................................................................................ 26
CHAPTER THREE: METHODOLOGY ...................................................................................... 28
3.1 Introduction .............................................................................................................. 28
3.2 Research Design....................................................................................................... 28
3.3 Sample and Sampling Techniques ........................................................................... 28
3.3.1 Population ........................................................................................................ 28
3.3.2 Sampling Techniques ....................................................................................... 28
3.3.3 Sample Size ...................................................................................................... 29
3.4 Sources and Tool of Data Collection ....................................................................... 29
3.4.1 Source of Data Collection ................................................................................ 29
3.4.2 Tool of Data Collection.................................................................................... 30
3.5 Procedure of Data Collection ................................................................................... 31
3.6 Methods of Data Analysis ........................................................................................ 31
3.7 Ethical Considerations ............................................................................................. 32
3.8 Validity and Reliability ............................................................................................ 32
CHAPTER FOUR: RESULTS AND DISCUSSION ..................................................................... 34
4.1 Introduction .............................................................................................................. 34
4.2 Reliability Test ......................................................................................................... 34
4.2.1 Reliability test for the general instrument ....................................................... 34
4.2.2 Reliability test for each of the Affective and Cognitive components .............. 34
4.3 Profile of Respondents ............................................................................................. 36
iv
4.4 Hypotheses ............................................................................................................... 38
4.5 Factors affecting impulse buying behavior of consumers........................................ 51
4.6 Summary of Findings ............................................................................................... 52
CHAPTER FIVE: CONCLUSIONS AND RECOMMENDATIONS ......................................... 56
5.1 Introduction .............................................................................................................. 56
5.2 Conclusions .............................................................................................................. 56
5.3 Limitation................................................................................................................. 57
5.4 Recommendations .................................................................................................... 57
5.5 Recommendation for Future Research ..................................................................... 60
References .......................................................................................................................................... 61
Appendices.......................................................................................................................................... 67
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ACKNOWLEDGEMENTS
First of all I would like to praise God without whom none of this would be possible.
Then my deepest gratitude goes to my advisor, Dr. Getie Andualem, for his
unreserved assistance and critical comments to bring this study to completion.
My heartfelt love and appreciation goes to my husband, Ato Eyuel Ewnetu, who
walked along side with me every step of the way. And my sincere thanks also goes to
all my family and friends, especially to my brother Dawit Yirgu and to my friends Ato
Dugassa Tessema, Meseret Tefera and Ato Biru Asmare who provided their valuable
comments and unwavering support throughout the progress of this paper
Finally, I would like to thank all the participants of the study for filling out the
questionnaire taking their precious time
vi
ACRONYMS AND ABBREVIATIONS
A.A. Addis Ababa
CSA Central Statistics Agency
df Degree of freedom
ETB Ethiopian Birr
N/A Not Applicable
SPSS Statistical Package for Social Science
vii
LIST OF TABLES
Page
1. Table 1.1 Theoretical framework of the research 13
2. Table 4.1 Reliability statistics for the general instrument 35
3. Table 4.2 Frequency Distribution for Gender 36
4. Table 4.3 Frequency Distribution for Marital status 37
5. Table 4.4 Frequency Distribution of Age 37
6. Table 4.4 Frequency Distribution of Level of Education 38
7. Table 4.5 Frequency Distribution of Income 38
8. Table 4.6a Mean Score for irresistible urge to buy 40
9. Table 4.6b Result of analysis of variance for Irresistible urge to buy 40
10. Table 4.7a Mean Score for Positive Buying Emotions 41
11. Table 4.7b Result of analysis of variance for Positive Buying Emotions 41
12. Table 4.8a Mean Score for Mood Management 42
13. Table 4.8b Result of analysis of variance for Mood Management 42
14. Table 4.9a Mean Score for Cognitive Deliberation 43
15. Table 4.9b Result of analysis of variance for Cognitive Deliberation 43
16. Table 4.10a Mean Score for Unplanned Buying 44
17. Table 4.10b Result of analysis of variance for Unplanned Buying 44
18. Table 4.11a Mean Score for Disregard for the future 45
19. Table 4.11b Result of analysis of variance for Disregard for the future 45
20. Table 4.12a Mean Score for over all Affect 46
21. Table 4.12b Result of analysis of variance for over all Affect 47
22. Table 4.13a Mean Score for overall Cognitive 47
23. Table 4.13b Result of analysis of variance for over all Cognitive 48
24. Table 4.14a Mean Score for frequency of Product category purchased on 49
25. Table 4.14b Result of Analysis of variance for frequency of Product category
Purchased 50
26. Table 4.15 Frequency distribution of factors affecting impulse buying behaviors
of consumers 53
viii
LIST OF FIGURES
Page
1. Figure 1. The Decision Process Stages of the Engel, Kollat and Blackwell Model 9
2. Figure2. The Modified Decision Process Stages of the Engel, Kollat and Blackwell
Model Incorporating Impulsive Purchasing Decisions 10
3. Figure 3. Conceptual framework of the research 27
ix
ABSTRACT
Impulse buying is defined as a sudden, often powerful and persistent urge to buy
something immediately. It is a phenomena which has been studied since 1950 which
accounts for a substantial volume of goods sold every year across a broad range of
product categories. Examination of the affective and cognitive psychological
processes and components, which emerge during consumer decision-making, is a
prerequisite for the comprehension of the essentials involved in impulsive consumer
behavior. The purpose of this study is to compare men and women for differences in
individual affective and cognitive processes as well as in the overall affective and
cognitive process associated with impulse buying behavior. In addition this study
intend to identify gender difference in terms of impulse purchase from a variety of
product categories. The research has significance for retailers, marketers, advertisers
and individual consumers. Descriptive research design and quantitative research
approach is employed using questionnaire as the data collection tool. A sample of
250 respondents taken in a multi stage cluster sampling techniques. Mean score,
independent t-test and analysis of variance (ANOVA) are used to test the hypotheses.
The result of the study indicate that there is a significant difference between men and
women in terms of individual components of affective and cognitive components and
also in terms of the overall affective and cognitive processes with women being more
influenced than men. Significant differences between men and women in terms of
impulse purchase made from the variety of product categories are also observed.
Women made more frequent purchases on impulse than men from the product
categories including: groceries, cosmetics, house hold products and kids’ related
products. While men made more frequent purchases on impulse from electronic
product category. Confectionary and apparel products did not indicate significant
gender difference in impulse buying behavior of respondents.
Key words: Cognitive Processes, Affective Process, Gender
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CHAPTER ONE: INTRODUCTION
1.1 Back ground of the study
Impulse buying is a phenomena studied by researchers since 1950 (clover, 1950;

stern, 1962, Rook 1987; Dittmar et al 1995; Peck & Childeus, 2006). Researchers
from different walks of discipline, psychology, criminology & marketing, have taken
a very keen interest in impulse buying. Since psychologists categorize impulsiveness
as basic human trait, individuals' impulse buying tendencies can be conceptualized as
a consumer trait that can be labeled as buying impulsiveness (Rook & Fisher 1995).
Researchers both in the area of Psychology and marketing used to categorize

impulsive behavior as immaturity, primitivism, foolishness, defects of the will, lower
intelligence, and even social deviance and criminality (Bohm-Bawerk 1959; Freud
1911; Mill 1909). It is also portrayed as being bad and with negative consequences in
the areas of personal finance, post-purchase satisfaction, social reactions, and overall
self-esteem (Rook 1987; Rook and Hoch 1985).
On the contrary impulsive behavior is considered as normatively neutral or even

positively sanctioned behavior (Rook and Fisher 1995). In addition according to
Hausman(2000),impulse buying is not always viewed negatively by consumers, rather
it represents a rational alternative to more time-consuming search behaviors.
Researchers also argues that there are important socio-psychological benefits of
shopping and impulse purchasing (Bayley & Nancarrow, 1998). Impulse buying is
even considered as irrational and choice less buying behavior that can be understood
as an automatic matching of environment and patterns of action from memory,
amounting to a cognitively efficient means of achieving goals (Malter, 1996).
furthermore impulsive buying may be understood as an act of freedom in which the
need for analytical evaluation is obviated because the products ‘rightness’ is
experienced directly(Thompson, Locander, & Pollio, 1990).
1
Whether impulse buying is considered positively or negatively, it accounts for a
substantial volume of the goods sold every year across a broad range of product
categories (Banerjee &Saha 2012; Hausman, 2000)
Examination of the affective and cognitive psychological processes and components,

which emerge during consumer decision-making, is a prerequisite for the
comprehension of the essentials involved in impulsive consumer behavior, (Coley,
2000). Dawson and Kim 2009 studied the affective-cognitive aspects and found
significant relationship. Silvera et al, 2008 studied the impact of emotions and
inferred that impulse buying is influenced by the ‘affect’ or emotions of the consumer.
Dittmar et al (2000) found that gender influence impulse buying behavior.

Researchers also states that consumer characteristics, demographics, socio economic
& cultural factors also affect impulse buying behavior (Kollate&willett 1967; Wood
1998; Kacen& Lee 2002)
Jones et, al. (2003) empirically tested that product specific impulse buying is affected
significantly by product involvement and it is an important factor supporting impulse
buying tendencies. As per Clover (1950) some product categories are more sold on
impulse. Stern (1962) also suggests that some product related factors might predict
impulse buying.
Abratt & Goodey (1990) found that examination of impulse buying in supermarkets
could be much of interest to many manufacturers as well as retailers worldwide.
Retail environment such as point of purchase could affect the impulse buying of
consumers. Retailers have tried to get consumers to be impulsive in stores through
store layouts, product packaging and in store promotion (Dholakia, 2000).
Consumer researchers have mainly focused on identifying the different factors that
induce impulse buying in various developed countries (Bayley&Nancarrow, 1998). In
the emerging economies, there is a need to study the impulse buying due to recent
development in retailing and huge cultural differences when compared to developed
economies (Kacen and Lee, 2002). Especially in Ethiopia impulsive buying is a
phenomenon that has not been researched and hence needs investigation.
2
1.2 Statement of the problem
Different researchers tried to define impulsive buying differently (Stern, 1962; Iyer,
1989; Betty &Ferrell, 1989). Piron, (1991) proposed a definition which includes
different scholars view. According to him Impulse purchases are unplanned, decided
on the spot, stem from reaction to a stimulus and involve either a cognitive reaction,
or an emotional reaction, or both. Impulse buying is characterized as encompassing
purchases with high emotional activation, low cognitive control, and largely reactive
behavior (Weinberg & Gottwald, 1982). Silvera et al., (2008) studied the impact of
emotions and inferred that impulse buying is influenced by the affect or emotions of
the consumer
Impulse purchase occurs often where nine out of ten shoppers occasionally buy on
impulse (Welles, 1986). Everyone buys impulsively at one point or another (Rook &
Fisher, 1955; Wells, 1986). Impulsive purchase happens when consumers experience
strong desire that out weight restraints, the consumer loss power of self-control and
make the purchase (Hoch &Loewnstain, 1991).
Demographic variables are among the variables retailers mostly use to classify
customers behavior (Chiger, 2001). Dittmar et al., (1995) found that men and women
process information differently, buy different items for different reasons, and have
different influences on purchase decisions and value material possession differently.
Men and women approach the shopping task differently (Berni, 2001).
Initially research on impulse buying was directed mainly among various product
categories classifying individual products as impulsive verse non impulsive items
(Clover, 1950; West, 1951) Bellenger et al., (1978) discovered that consumer impulse
buying was widespread, both across the population and across product categories.
Companies experiencing tough competition in the market can apply marketing

stimuli’s and use impulsive purchase as a competitive advantage. Manipulation of
factors, stimulating purchase may significantly increase sales (Virrilait, 2012).
Retailers need to understand impulse buying behavior of consumers in their stores
(Jones, 2003). Retailers may even want to encourage more impulse buying behavior
among their shoppers in order to enhance customer satisfaction (Lee, 2008).
3
Hausman, (2000) explained that consumers buy goods because of none economic
reasons such as fun, fantasy, social and emotional satisfaction which help them to
ignore the negative consequence of impulse purchasing. A retail experience which
succeeds in delivering value to the customer can become the key to long-term retailer
success. (Beverland et, al, 2007)
Sagaci research, (2013) as cited in Addis Standard .Com, Ethiopia has an attractive
retail market in the early stage of development. The research also states that boosted
by the country development and the emergence of middle class, modern grocery retail
should develop quickly to reach 1.5 % of total grocery expenditures by 2018, with 15
to 20 new modern supermarkets expected to be opened in the capital city over the
period. The research goes on further explaining that modern supermarkets will also
open within malls as Ethiopia remains highly attractive for developers with a potential
for 5 to 10 new shopping centers for an equivalent of 175, 000 to 250,000 square
meter of gross leasable area until 2018. In addition the research also claims that based
on the survey of more than 1,000 households, 200,000 households of Addis Ababa
(24%) have monthly income higher than 500 USD and 10% of households earn more
than 1,000 USD per month which makes them attractive consumers in the main
product category.
With this expected development in the retail sectors in Addis Ababa and the growing
middle class, the lack of previous researches in this area prevented impulse buying
behavior of consumers from being the source of competitive advantage for retailers
thus, prevented them from using it to increase their sales. Marketers also are not
targeting impulsive customers and designing appropriate marketing strategies. In
addition, consumers do not understand the source of their impulsiveness to device a
means to control it.
Based on the statement of the problems the study tries to answer how gender
difference affects impulsive buying behavior of consumers in terms of cognitive &
affective components and product category purchased
4
Research questions
1. How does gender affect the individual components of the affective

process associated with impulse buying behavior of consumers?
2. How does gender affect the individual components of the cognitive
process associated with impulse buying behavior of consumers?
3. How does gender affect the overall affective and cognitive process
associated with impulse buying behavior of consumers?
4. How does gender affect the product category purchased on impulse?
1.3 Objective of the study
1.3.1 General objective

The general objective of the study is to examine the role of gender difference in
impulsive buying behavior in terms of cognitive & affective components and
product category purchased
1.3.2 Specific objective

The specific objectives of the study are:-
 To examine the influence of gender on impulse buying
behavior between males and females in terms of individual
components Affective process
behavior between males and females in terms of individual
components Cognitive process
behavior between males and females in terms of overall
affective and cognitive processes.
behavior between males and females in terms of product
category purchased
1.4 The Null Hypotheses

There is a significant relationship between a person’s affective and cognitive state and
impulse-buying behavior (Dawson and Kim, 2009). Men and women relate to and
value material passion differently, (Dittmar et al, 1995). According to Mischel &
5
Ayduk, (2004) women have less self-control and are more susceptible to impulse
spending. This is because women tend to shop for hedonic reasons compared to
men consequently women tend to buy unplanned items. Furthermore, some
product categories are more sold on impulse (Clover, 1950). Among the products
about 70% of the grocery items are impulsively purchased (Nichols et al, 2001).
Based on examination of various literature, the following hypotheses were formulated

for analysis.
H01: There will be no significant difference in impulse buying behavior between

males and females in terms of individual components Affective process
males and females in terms of individual components of Cognitive process
males and females in terms of overall affective and cognitive processes.
males and females in terms of product category purchased.
1.5 Significance of the study
The results of this study will have a practical significance. It will show the gender
differences in cognitive and affective processes and their relationships to impulse
buying. The study will help to understand impulsive buying behaviors in Ethiopian
context. In general, since much research has not been done in this area in our country,
it will fill the gap that currently exists. It also shade light for further studies in area of
impulse buying. In particular, the results of this study will be useful to retailers to
understand and target potential impulsive buyers and encourage impulsive buying in
their stores. It will benefit marketers to understand impulsive buying behavior of
consumers and formulate appropriate marketing strategies. Advertisers will also be
benefited from the result by understanding the impact of emotion and thought and
how advertising can be used in order to stimulate these factors. Consumers will learn
from the result which component will influence their impulse buying behavior and
manage the desire to buy impulsively.
6
1.6 Delimitation (Scope) of the study
This study is limited to specific areas of Addis Ababa and it considers ten selected
supermarkets only. Moreover it is specific to gender difference associated to impulse
buying behavior in terms of cognitive and affective components. And for frequency of
product category purchased on impulse.
1.7 Organization of the study

This study is organized under five chapters. Chapter one deals with introduction,
chapter two deals with review of related literature then the methodology is discussed
in chapter three. Chapter four constitutes results, discussion and summary of findings.
The last chapter, chapter five, contains conclusion, recommendation, limitation and
recommendation for future research.
1.8 Conceptual and Operational definitions

 Impulse buying is an irresistible desire to buy competes with the
willpower to delay immediate gratification. When an individual
lacks adequate control over his buying desires, impulse buying
takes place. Youn, (2000)
 Cognitive processes: Planning and deliberation (Verplanken and
Herabadi, 2001).
 Affective processes: Feelings of pleasure, excitement compulsion,
lack of control, and the probable regret (Verplanken and Herabadi,
2001).
 Gender
7
CHAPTER TWO: REVIEW OF RELATED LITERATURE
2.1 Introduction
In this chapter the different views of researchers in the area of impulse buying will be
discussed. Starting from consumer decision making process to different definition and
models of impulse buying as well as the conceptual framework of the research will be
explained in brief. Furthermore, issues related to impulse buying including product
and shoppers’ related impulse buying, factors influencing impulse buying. The
affective and cognitive psychological process and the roll of gender difference
between men and women in impulse buying will be discussed. And finally the
conceptual framework of the research will be described.
2.2 Consumers decision making process in making purchase

Consumers pass through steps in making purchase decisions. The Engel, Kollat and
Blackwell model (EKB model) describes consumers’ decision process and how
decisions are made when choosing among a list of alternatives available.
The model basically consists of five sequential steps where information is processed
before consumption decisions are made. The first stage starts with the need or
problem recognition. This is followed by a search for alternative solutions which
involves obtaining relevant information from various sources; both the external
environment as well as internal self for instance memory and experiences. The
third stage involves the evaluation of alternatives that is subjected to the
consumer’s personal criterion in deducing the preference. Once the decision is made,
the consumer moves into the fourth stage where the purchasing of the selected
alternative takes place. The final step involves post‐purchase evaluation. The basic
framework of the EKB model begins with the state of unfulfilled needs and wants.
The dissatisfaction arising from the discrepancy between the perceived current state
and the desired state triggers the need or problem recognition.
8
Figure 1. The Decision Process Stages of the Engel, Kollat and Blackwell Model.
(Source: Engel, Kollat and Blackwell, 1978)
2.3 Impulse Buying General Overview

Generally, consumers make two kinds of purchases, planned and impulsive.
Impulsive purchases occur often where nine out of ten shoppers occasionally buy on
impulse (Welles, 1986). The affective processes are responsible for creating
impulsivity while cognitive processes are the rational side that maintains self‐control.
Affective process refers to the emotions, moods, feeling states while cognitive refers
to mental structures and processes involving thinking, comprehension and
interpreting; though affective and cognitive processes are different, they are not
independent of one another (Youn, 2000). It is the balance between these two that
dictate the degree of impulsiveness. Impulsive purchasing happens when consumers
experience strong desires that outweigh restraints, the consumer loses the power of
self‐control and makes the purchase (Hoch & Loewenstein, 1991; Weinberg &
Gottwald, 1982; Youn, 2000). The interaction between these factors can be illustrated
9
in where there are two situations and outcomes; one leading to impulsive buying and
the other does not.
Figure2. The Modified Decision Process Stages of the Engel, Kollat and Blackwell
Model Incorporating Impulsive Purchasing Decisions.
(Source: Engel & Blackwell, 1982)
The affective and cognitive factors are the influences in triggering needs. Here, they
also influence the possibility of impulsive purchase behavior. At different points in
the decision making process, these factors play different roles and trigger different
outcomes. This further substantiates the importance of these factors in consumer
behavior and provides a holistic view of the drivers in consumption and
choice.
10
2.3.1 Impulse Buying Definitions
Prior to 1982, most definitions on impulse buying focused on the product rather than
the consumer as the motivator of impulse purchases. For instance, Stern (1962)
provides the foundation for defining impulse buying behavior, which classifies the act
as planned, unplanned, or impulse. According to this scheme, planned buying
behavior involves a time-consuming information search followed by rational decision
making (Piron, 1991; Stern, 1962). Unplanned buying refers to all purchases made
without such advance planning and includes impulse buying, which is distinguished
by the relative speed with which buying decisions occur. Subsequent to 1982, when
researchers began to re-focus attention on impulse buying behavior, researchers began
to investigate the behavioral dimensions of impulse buying. Most recently,
researchers appear to agree that impulse buying involves a hedonic or affective
component (Cobb and Hoyer, 1986; Piron, 1991; Rook, 1987; Rook and Fisher, 1995;
Weinberg and Gottwald, 1982). For instance, Rook (1987) reports accounts by
consumers who felt the product ``calling'' them, almost demanding they purchase it.
This emphasis on the behavioral elements of impulse buying led to the definition of
impulse as follows:
Impulse buying occurs when a consumer experiences a sudden, often powerful and
persistent urge to buy something immediately. (Rook, 1987).
2.3.2 Impulse Buying Models
Virvilait & Saladien (2012), after investigating different models of

factors affecting consumer impulsive purchase behavior in retail
environment summarized different model related to impulse buying
behavior as follows:
‘Consumer’s attitude change during purchase process - in Hoch and

Loewenstein the
Reference point model;
Gender difference in impulsivity, product symbolic meaning, and personality’s
discrepancy– in
11
Dittmar et.al (1995), (1996) impulsive purchasing models
Hedonistic need satisfaction – in Puri (1996) impulsive purchasing model;
Causal relationship between consumer perception, belief and behavior – in
McGoldrick
(1999) et.al impulsive purchasing model;
Marketing stimuli, impulsivity trait and situational factors – in Dholakia
(2000) impulsive
Purchasing model;
Social factors influence - Mattila and Wirtz (2008) impulsive purchase model;
Knowledge of new products, excitement and consumer esteem – in
Harmancioglu and
Colleagues (2009) a model of impulse purchase of new products.’
2.4 Theoretical Framework

Although previous research recognizes that affective and cognitive processes do occur
during consumer decision-making, little attention has emphasized the impact of these
phenomena. For a complete understanding of impulsive consumer buying, attention
needs to be directed toward these processes and their components. This study is based
on conceptual framework of consumer impulsive buying as a function of two higher
order psychological processes: affect and cognition, and their six lower order
components. See the table below. The affective dimension reflects irresistible urge to
buy, positive buying emotions, and mood management. The cognitive dimension
reflects cognitive deliberation, unplanned buying, and disregard for the future. The
overall power of each factor and the degree of influence between each component
represents the ultimate outcome of whether or not an impulse buy emerges. As the
emotional irresistible desire to buy competes and takes over the cognitive control of
willpower, impulse buying takes place (Youn, 2000).
12
Table 1.1 Theoretical framework of the research
Affective and Cognitive Psychological Processes and Related Factors
Two Psychological Processes
1) Affective process refers to emotions, feeling states, moods

2) Cognitive process refers to the mental structures and processes involved in
thinking,
Understanding and interpreting Although the two are conceptually

distinguishable, they are not independent of one another.
Six Factors
Affective Process Components:
1) Irresistible Urge to Buy

The consumers desire is instant, persistent and so compelling that it is hard
for the consumer to resist
2) Positive Buying Emotion
This term refers to positive mood states generated from self-gratifying
motivations that impulse buying provides. Consumers are likely to engage in
impulse buying in order to prolong their pleasurable mood states.
3) Mood Management
Impulse buying is in part motivated consumer’s desire to change or manage

their feelings or moods.
Cognitive Process Components:
4) Cognitive Deliberation
A sudden urge to act without deliberation or evaluation of consequences.
5) Unplanned Buying
Lack of clearly planning.
6) Disregard for the Future
The result of choosing an immediate option over lack of future concerns and
considerations.
Source: Coloy, 2002 (Adapted from Youn, 2000).
13
2.5 Impulse Buying
2.5.1 Product Related Impulse Buying

Scholars in different disciplines like economics and psychology have been
researching about the theoretical and practical importance of impulsive human
behavior since 1950’s. (Piron, 1993; Rook, 1987; Youn, 2000).
Consumer impulse buying is one separate and central area of impulsive human
behavior. Many research works on impulse buying devote on conceptualizing the
idea. Earlier research works on impulse buying was mainly focused on taxonomic
activities among various product groups and within different retail establishments
(Bellenger, Robertson, & Hirschman, 1978; Clover, 1950; Prasad, 1975)
Various products can be classified as impulsive or non impulsive item through

product related research works. According to Bellenger et al., (1978) consumer
impulse buying was widespread, both across the population and across product
categories. Statistics reported on impulse buying during this time were: over 50
percent of supermarket items (Kollat & Willet, 1967), and 61 percent of healthcare
and beauty aid products were purchased on an unplanned basis (POPAI/DuPont
Studies, 1978); furthermore, 62 percent of discount store purchases (Prasad, 1975)
and 27-62 percent of all department store purchases fell into impulse purchases
categories (Bellenger et al., 1978). Among those department store items purchased on
impulse, 39.6 percent were from apparel goods. Williamsand Dardis (1972) found that
46 percent of women’s outerwear and 32 percent of men’s wear, out of total
purchases, were made on an unplanned basis throughout department store, specialty
stores, and discount stores. Few product lines were recognized as unaffected by
impulse buying (Bellenger et al., 1978; Rook, 1987).
Due to the current situation in today’s fast changing world, the use of 24 hour internet
shopping, increased use in credit and the time constraint may all contribute buying to
be more impulsive. It could be imagined that the figures mentioned above may have
changes to the higher side.
Different research that classified products into impulsive and non-impulsive

categories tended to obscure the fact that almost anything can be purchased
impulsively (Shapiro, 1973; Rook, 1987). This approach developed a general belief
14
that impulse buying referred to unplanned purchases (Bellenger et al., 1978; Cobb &
Hoyer, 1986)
Research on impulse buying concentrated on identifying unplanned (unintentional)

purchases, which is interpreted to be the difference between purchase intentions and
actual purchases. Approaches were made to define impulse buying by distinguishing
planned from unplanned purchases (Kollat & Willet, 1969; Bellenger et al., 1978).
Interviewing participants before and after their shopping trips, by asking what they
intend to buy and what actually they bought, were used by researchers as a method to
this approach (Bellenger et al., 1978; Cobb and Hoyer, 1986). All items purchases but
not mentioned in the first interview were listed as unplanned or impulse purchases.
The methodological approach mentioned above may lead to possible under/over

estimating of impulse buying because of memory tiredness, time constraints and lack
of attention given by the interviewee (Cobb & Hoyer, 1986). Moreover, other factors
may influence shoppers to make decisions which are different from their usual in-
store purchase behavior. It may be social desirability bias and feelings of being
rational and goal-oriented (Cobb & Hoyer, 1986; Schiffman & Kanuk, 2000).
2.5.2 Shopper’s related Impulse Buying

Consumer behavior is a complex, dynamic, multidimensional process, and all
Marketing decisions are based on assumptions about consumer behavior (Hawkins
and Mothersbaugh, 2007). Consumer behavior can be defined as the decision making
process involved when individuals or groups select, purchase, use, or dispose of
products, services, ideas, or experiences to satisfy needs and desires (Solomon 1995).
This definition clearly brings out that it is not just the buying of goods/services that
receives attention in consumer behavior but, the process starts much before the goods
have been acquired or bought. A process of buying hence starts in the minds of the
consumer, which leads to the findings of alternatives between products that can be
acquired with their relative advantages and disadvantages. This, is in return, is
believed to lead to internal and external search. The same process is then followed by
decision-making for purchase and using the goods and then the post purchase
behavior.
15
Various studies on shopper’s behavior have emphasized on some aspects of shopper’s
behaviors related to purchase motives. Most of such studies have typically approached
shopping behavior from rational (utilitarian) as well as emotional (or hedonic)
perspectives.
Accordingly it is believed that shopping involves diverse facts of shopper’s

experiences requiring a substantial level of interactions among shoppers, sales people
and the store’s atmosphere. Given this characteristics the shopping process entails
sensory, emotional and rational experiences that shoppers may encounter in an
interactive fashion. For instance, shoppers, upon entering a store, may come into
contact with store atmospherics that stimulate their sensory appeals such as the store’s
merchandise display, interior, aroma, lighting and background music consequently.
Such sensor stimuli can provoke emotional responses such as joy, delight and
excitement among other things.
And while looking for the desired goods shoppers have normally a rational
experience. For instance, it was indicated shoppers process information for alternative
product choices. During this process however, they are most likely to engage in
impulse buying. It is has been seen many times that mall owners have tried to exploit
such behaviors of shoppers which are basically related to the basic need for instant
pleasure. A buyer in a shopping store may not specifically be shopping for the
confectionary goods like sweets, chocolates, bubble gums, mints and biscuits and yet
related confectionary items displayed at prominent places will certainly attract buyer’s
attention and trigger impulse buying behavior in them (Chiraz and Anis, 2012).
This phenomenon, on the other hand, can easily be understood with the help of two
principles. These two competing principles are the pleasure principle and the reality
principle. The pleasure principle is related to immediate satisfaction felt by the
customer whereas the reality principle is related to delayed gratification (Chiraz and
Anis, 2012). There is believed to be an ongoing competition between these two
forces, represented as principles, within the buyer when they enter a shopping store
with the intention to buy but impulse related behavior overcomes them because
impulse are usually difficult to resist and involve premeditated pleasure experiences
(Chiraz and Anis, 2012)
16
2.5.3 Factors influencing impulse buying
2.5.3.1 External stimuli
Various literatures have shown that impulse buying is influenced by number of factors
which could be either related to shopping environment, shopper’s personal traits,
product itself and diverse demographic and socio cultural aspects. Accordingly
impulse buying can be induced by external stimuli and store environment.
External factors in impulse buying refers to marketing cues or stimuli that are placed
and controlled by the marketer in an attempt to lure consumers into purchase behavior
(Youn and Faber, 2000). These stimuli are related to the shopping and the marketing
environment. The shopping environments include the store size evidence, design and
formats while the marketing environment is the various sales and advertising
activities. Hence, buying impulses can be induced when a consumer encounters a
relevant visual stimulus in retail environment or some promotional stimuli (Piron,
1991). It is also apparent that impulse buying is considered as relevant in today’s
shopping scenario with the innovative sales promotions, creative messages and
appropriate use of technologies in the retail stores (Shiffman, 2010)
As stated above impulse purchasing may stem from the consumer’s exposure to a
stimulus while in the store. The various stimuli inside the shop directly or indirectly
influence the customer (Applebaum 1951). Store atmosphere is hence influenced by
attributes such as lighting, layout presentation of merchandise, fixture, floor
coverings, colors, sounds, odors, and dress and behavior of sales and service
personnel.
Highly stimulating and pleasant store environments lead to enhanced impulse buying
(Hoyer and Maciemr, 1999). Product appearance and background music were also
important external influences on the customer (Verplanken and Herabadi, 2001). It is
also proved by many researchers that consumers can experience an urge to buy
impulsively when visually encountering causes such as promotional incentives
(Dholakia, 2000). Store environments are also said to influence the customer’s
emotional states which may further lead to impulse buying inside the store.
17
It was also emphasized that buying impulses actually begin with a consumer’s
sensation and perception driven by the external stimulus and are followed by a sudden
urge to buy (Rook and Hoch 1985). Another study has also shown that the store
environment stimuli positively affect impulse buying behavior especially when the
store environment is perceived as over stimulating (excitement and simulation) and
that stimuli in the retail store environment are likely to affect consumer emotions
(Donovan Rossiter, 1982). Similarly, it is argued that high arousal and over
stimulation lessons people’s self-regulations and also tends to reduce people’s ability
to think through their actions which could further increase the chances of impulse
buying. Studies conducted in India, in the area, has also asserted the power external
stimuli has in the store environment. Consequently a study conducted to assess the
buying behavior of Indian youth found out that sensory stimulates such as background
music, odor, or feel of the products play an important role in shaping the shopping
èxercise of these individuals and could set off impulse buying activity in them. (Kaur
and Singh (2007).
Another study has also assessed retail stores in Indian settings and found that all of
the in-store measures taken by the retailers affects the impulse stimuli of the
customers and therefore contributes towards conversion. An overall promotional mix
can also act as the base for differentiating a store from others and attracting customers
to it. (Dave 2010). The in store measures that can be taken as impulse stimuli to
attract customers were also said to be different and are effective if applied depending
on the size of the store. It was thus suggested that when the size of the store is large
product display and product prices were said to be the major in store stimuli. Product
price was on the other hand the major factor that attracted impulse purchase. An
informative and experiential aspect of point of purchase (POP) posters may also
influence impulse buying (Zhou and Wong (2003).
2.5.3.2 Internal stimuli

The other main factor that stimulates impulse buying is internal stimuli. Internal
stimuli are related to the different personality related factors which characterizes an
individual rather than the shopping environment or stimuli. Internal factors of impulse
buying denote the individual’s internal cue and characteristics that make him/her
engage in impulse buying. One of the ground breaking researches by Rook and Hoch
(1985) highlighted that it is people and not the product which experience the
18
consuming impulses during a shopping spree. Another study also established that
impulse buyers exhibited greater feelings of amusement, delight, enthusiasm and joy
(Weinberg and Gottunald 1982). A similar study on the area also argued that
consumers who had more positive emotional responses to the retail environment were
more likely to make impulsive purchases.
It was also suggested that consumer impulsivity is a lifestyle trait which can be linked
to materialism, sensation seeking and recreational aspects of shopping. (Rook 1987).
The concept of buying impulsiveness trait which shows a person’s tendency to

involve in impulsive shopping was first introduced by Rook and Fisher (1985).
Another study also pointed out that impulse buying may originate from customer
traits such as impulsiveness and optimum simulation level shopping enjoyment, or
lack of self-control. (Youn and Faber (2000).
It was also indicated that buyers seek variety and differences which may be a major
reason for brand switching as well as impulsive purchasing (Hamkins et. al 2007)
variety seeking behavior was found to be associated with impulse buying in a study of
(Sharma et. al, 2010).
Similarly it was also illustrated that the involvement with the products may also vary
during impulse buying when compared to general buying. Impulse buying or
purchasing with little or no advance planning is also a form of low-involvement
decision making (Michael et al., 2010). On the other hand, it is obvious that today’s
marketing context is characterized by growing levels of aspiration, willingness to
spend on the part of consumers, westernization and the availability of products,
markets.
The combination of the above factors is then a great opportunity for marketers and
retailers at large to make use of impulse buying (kumar, 2007). It was for instance
stated that Indian customers are oriented towards shopping because of the
entertainment that can be derived out of it (Sinha 2003). According to him, the
majority of the Indian population can be characterized as young, working class, with
high purchasing power and they seek more of the emotional value from shopping than
the functional value and they value convenience and variety. Another scholar has also
argued that impulse buying can also be induced because of depression of an
19
individual and in an attempt to improve the mood (Seneath et. al. 2009). Similar
studies have shown that impulse buying is often associated with individuals who want
to escape from negative psychological perceptions such as low-self-esteem-negative
feelings or Moods. (Verplanken and Herabadi (2001). Various autistic stimuli which
are self-generated such as consumer’s own thoughts and emotions are also responsible
for impulse buying (Hirschman 1992).
Hausman (2000) also argued that impulse buying is a hedonic need predominantly
motivated by achievement of higher order needs loosely grouped around Maslow’s
‘hierarchy of needs’. Efforts to satisfy the higher order needs in this hierarchy lead to
different types of impulse buying behavior feeling and psychological motivations
instead of thinking and functional benefits were also considered as the major factors
that induce impulse buying. (Sharna et. al., 2010).
2.6 Affective and Cognitive Psychological Processes

Weinberg & Gottwald (1982) states that Impulse buying is characterized as
encompassing purchases with high emotional activation, low cognitive control, and
largely reactive behavior.
According to Hoch & Loewenstein (1991) impulse buying is a Struggle between the
psychological forces of desire and willpower. Two psychological processes of
emotional factors which are reflected in the reference-point model of deprivation and
desire and cognitive factors which are reflected in the deliberation and self-control
strategies are by no means independent of one another. A change in either desire or
willpower can cause the consumer to shift over the buy line, resulting in a purchase.
Emotions influence cognitive factors (e.g., desire motivating a rationalization of the
negative consequences of a purchase) and vice versa (e.g., cost analysis reducing a
desire).
Impulsive buying as a function of affect and cognition and their six lower order
components adopted by Coley, (2005), served as theoretical framework for this study.
Generally speaking, affect and cognition influence decision making where affect
refers to feelings, thinking, understanding and interpreting information.
Impulsive buying behavior becomes more likely as the affective state overcomes
cognition. The affective process which involves motions, feelings states and mood has
20
components that include irresistible urge to buy, positive buying source emotions and
mood management (Coley, 2005).
Elaborating more on the affective components, the irresistible urge to buy was
described as a desire which is instant, persistent and so compelling that it is hard for
the consumer to resist. Positive buying emotion, on the other hand, is said to refer to
positive need states generated from self-gratifying motivations provided by impulse
buying. The third component of the affective process; mood management, is an
impulse buying which is in part motivated by the desire to change or manage feelings
or needs (Coley, 2005).
The cognitive process component of cognitive deliberation on the other hand, refers to
the sudden urge to act without deliberation or evaluation of consequences. The second
component in the cognitive process: unplanned buying is described as a lack of clear
planning. Likewise, a disregard for the future, the third component in the cognitive
process, is referred to as a result of choosing an immediate option with lack of
concern or consideration about the future (Coley, 2002).
Various literatures have indicated that impulse buying is the result of the interplay
between affective and cognitive processes that takes place during the consumer’s
decision making.
Impulse buying is the act of making unplanned or otherwise spontaneous purchase

(Rock and fisher, 1995).
Impulse buying is further defined as a buying action undertaken without a problem

previously having been recognized or buying intention having been formed before
entering the store according to Engel et.al (1982). Impulse buying as described above
will also has got cognitive aspects such as lack of planning and deliberation and
affective aspects such as feelings of pleasure, excitement compulsion, lack of control,
and the probable regret (Verplanken and Herabadi , 2001).Other studies have also
shown that impulse buying gratifies intense feeling. (Holbrock and Hirschrom, 1982).
Impulse buying behavior is also said to be frequently based the presence of an

immediate stimulus object and is often accompanied by feelings of excitement and
pleasure and /or a powerful urge to buy (Rock, 1987).
21
Furthermore as impulse buying behavior consists of unplanned and sudden purchases,
the cognitive and affective forces guiding the purchase are typically initiated at the
time and place of purchase (Rook, 1987).
It was also highlighted that compared to non-impulsive buyers, impulse buyers exhibit
hedonic rather than utilitarian consideration for their purchases and the shopping
experiences of impulse buyers tend to be driven by high arousal emotions such as
excitement and pleasure (Verplanken et. al., 2005).
We should however note that impulse buying is not always influenced by positive
feelings. It was hence mentioned by various literatures that impulse buying is often
used or serve to alleviate unpleasant psychological states. It was for instance
described that people sometimes reward themselves with self-gifts as a means of
elevating a negative need (Mike and Demoss (1990).
Bouneitter (2002) also suggested that people choose to sacrifice self- control and
allow themselves to make impulsive purchases if they think such purchases might
make them feel better. A strong relationship was also found between impulsive
buying and both positive and negative mood states (Rook and Gardner, 1993) and
based on these results Verplangen et al. (2005). Proposed that the primary function of
impulse buying might be as a self-regulatory mechanism aimed at reducing negative
feelings especially when these feelings have a structural basis such as a failure to live
up to valued standards or low self-esteem.
As expressed time and again impulse buying is a process which constitutes not only
affective but cognitive factors. It was thus expressed that for some shoppers the desire
to act impulsively results in total disregard for the consequence of the purchase. It was
also found out that for consumers who dismiss the possibility of a negative outcome
resulting from the purchase, feelings of remorse or guilt may develop (Dimittmar and
Drury, 2000 Gardner and Rock, 1988; Rook, 1987).
Interestingly enough it was also found out that some consumers may feel regret due to
the monetary expenditure, while maintaining satisfaction that the purchase was made
(Dimittmar and Drury, 2000; Gardner and Rook, 1988; Rock, 1987).
Some studies have further highlighted that consumers, utilizing cognition, are better
equipped to make rational purchase decisions and in turn make fewer impulse
22
purchases. This may involve evaluation information resulting from comparison
shopping, reference group recommendations and advertisements.
Burroughs (1996) have attempted to better integrate the role of cognition and affect in
impulsive buying situations and his research indicated that consumers utilize holistic
information processing and are capable of evaluating and a purchase decision with a
great speed by generalizing product information in such a way that its symbolic
meaning can be almost immediately compared with the shopper’s self-image. Hence,
when the match is found purchase is made. The contention is that more cognition is
involved in impulse buying decisions than previously reported (Burroughs, 1996).
2.7 Gender Differences Between men and women in impulse buying

Differences between shoppers are believed to be of great importance to an industry
that is actively looking for methods that can be used to target consumers;
consequently gender poses a timely avenue of investigation (Coley, 2002).Women’s
behavior is generally thought as being more emotionally and psychologically rooted
than men which suggests that women are more susceptible to impulse purchasing
(Coley, 2002).
Additionally it has been argued that women because of their propensity to shop more
than men in general, make more impulsive purchases. (Dittmar et. Al., 1996: Rock
and Hoch 1985).
Other researchers on the other hand have suggested that if the number of purchase is
held constant, men and women have the same degree of susceptibility to impulse
purchase (kollat and Willett, 1967). Recent research also showed that men aged 18-34
shop considerably more than older men in every retail channel , (Marks, 2002), and
that men aged 16-24 are more openly shopping for health and beauty aids than in past
years (Global Cosmetic industry, 2002), possibly indicating a future trend towards
less stereotypical shopping behavior. Historically, however, women were found to be
more likely to shop for aesthetic products, while men are more likely to shop for
functional products (Dittmar et. Al., 1996: Rock and Hoch, 1985). These findings
obviously lead to the determination that women will purchase different types of
products on impulse compared with men and they engage more strongly in more
affective impulse buying than men.
23
It was also further mentioned in other literatures that in terms of the overall affective
process, it seems that women were likely to exhibit a greater tendency to shop under
the influence of affective states than men (Dittmar et. Al., 1996).
Previous research has also shown that women tend to value emotional and symbolic
possessions more than men for emotional and relationship oriented reasons (Dittmar
et. al., 1995: Underhill, 1999) which partially explains their tendency to shop from an
affective mindset.
On the other hand men were found more likely than women to impulsively purchase
items from product categories related to technology and entertainment, which
includes electronics, computer software, music CDS or DVD. An explanation given to
this was that men tend to prefer buying functional, instrumental and leisure items
compared with women who prefer buying symbolic and self-expressive goods
concerned with appearance and emotional of self (Dittmar et. al., 1995, 1996; Under
hill, 1999). Hardware and sports memorabilia were the other area of product
categories men were also found to purchase on impulse more frequently than women
(Dittmar et. Al).
Hardware is related to functional types of products which are favored by men, as well
as a product typically associated with traditional male social roles (Dittmar et, al,
1995). This types of products are mostly chosen by men because they men to
compensate for or fulfill a strong masculine identify or self-concept (Dittmar et. al,
1995), A research has also shown that women purchase more health and beauty items
on impulse than men, which can be explained by the fact that women are more
emotional and image guided and purchase goods that project emotional and
appearance aspects of self (Dittmar et, al, 1995). Women were also found to be more
impulse buyers when it comes to purchase of magazines and books for pleasure
reading with more frequency than men.
This was stated mainly because of the magazine’s content, which presents extensive
information related to women’s concerns about appearance and body related issues.
(Dittmar et, al, 1995).
Likewise, men made impulse purchase in product categories where strong personal
identity was of concern, whereas women made impulse purchases in products that
24
express emotional stylistic appearance. Men on the other hand bought products that
are more instrumental, use related and functional, supporting in general the findings
of (Dittmar et. al, 1995)
Another study has also indicated that men and women relate material passion
differently. The research demonstrates that women preference is for items related to
elemental values, while men preference is for items related to leisure and finance. The
reasons for the respective preference were stated that women value their possessions
for emotional and relationship reasons while men on the other hand value their
possession for functional and instrumental reasons.
(Bashar, Ahmad and Wasi, 2012)
It was also found that men purchase items for personal reasons (independent) while
women make purchase for social identify reasons (Dittmar et. al, 1995). Another
research conducted to assess the gender difference between women and men on
impulse buying has indicated that females above the age of 41 are more likely to
intend to buy on impulse mostly because their permanent salary and that they spend it
on themselves (Yang, Huang and Feng, 2011)
Similarly promotions are also stated to have an effect on female customers and that
university students are more likely to be affected by that. Female consumers in
tertiary industries are also more susceptible to be affected by manufacturer’s
promotions than public officials and business managers are more likely to be affected
by budget because more money may lead to more impulse buying (Yang et al, 2011)
It was discovered that female consumers buying intention is easily affected by

advertising, display of goods, atmosphere, promotions and sales. Besides female
impulse buying intension can increase because of the performance of sales people and
recommendations from other customers (Yang et al, 2011). There is also a common
belief about the fact that men don’t like shopping and are not active in this field and
that it is often hard to persuade them to be patient companions for women during
shopping (Gasiorowska, 2008)
Women on the other hand have great liking for shopping and that they like walking
slowly through stores, examining shelves, comparing prices, product and values,
interacting with staff and other buyers, asking questions trying clothes and finally
25
purchasing. Women also usually shop willingly even for routine objects which can’t
bring special excitement pleasure or sensation (Underhill 2000) Shopping is hence a
means to go out and to deal with their loneliness or boring family life. Men on the
other hand move faster than women through shopping malls spend less time looking
around and in many cases hard to focus their attention on something they didn’t
intend to buy (Underhill 2000). To the contrary men tend to buy necessities much
quicker than women, that they don’t find pleasure in searching, choosing and trying
and that they are more suggestible to the pleas of children and sales promotions
(Underhill 2000).
It was also found out that men usually don’t engage in habitual shopping for
necessities but are quite skilled of buying durable goods, like cars, tools, stereos or
computers while women traditionally care about more temporary things like cooking
a dinner, decorating a Cake, proper hair cut or make up. For women shopping is then
a type of transforming experience, a method of becoming better more ideal version of
person and that it has emotional and psychological factors that hardly exist for men
(Underhill 2000)
As stated time and again for men, impulsive buying tendency is more of instrumental
character and they want to find what they want to find what they want in a minimum
level of engagement and finish it fast. Thus impulsive buying for them means quick
decision with not too much thinking and also the fastest possible consumption of the
purchased goods (Gasiorowska, 2003).
2.8 Conceptual Framework
The research tries to explain the roll of gender difference on the impulse buying
behavior of consumers. Impulse buying behavior of consumers studied in terms of
affective and cognitive psychological processes. And in terms of product category
purchased
26
Affective
Component
H1
Cognitive H2 H
component
Impulse Gender
Affective H3
Buying
Pulse Cognitive
Component
H4
Product category
purchased
Figure 3. Conceptual framework of the research
27
CHAPTER THREE: METHODOLOGY
3.1 Introduction
This chapter states the design of the research, explains sampling and the sampling
techniques used and the ethical considerations taken. It also gives details of the
sources, tools and procedure of data collection, methods of data analysis as well as
validity and reliability of the research.
3.2 Research Design

The research approach is quantitative research. This approach is used because the
nature of the survey the research administered is a limited number of variables which
has been analyzed using quantitative methods. The type of research design is
descriptive in nature.
3.3 Sample and Sampling Techniques
3.3.1 Population
The target groups for this study are customers of supermarkets that are found in Addis
Ababa. These supermarkets are found in different corners of the city. Both Male and
Female customers are considered in the population.
3.3.2 Sampling Techniques

In this research both probability and non-probability sampling techniques are
employed. From the different kinds of probability sampling a multistage cluster
sampling is used to select the sub-cities. According to Babbe (2007) as cited in
(Creswell, 2009), probabilistic cluster sampling is ideal when it is impossible or
impractical to complete a list of elements composing the population. The unit of
analysis of this research is individuals.
The researcher used the sub-cities of Addis Ababa administration as a cluster and the
population is sub grouped in to ten clusters based on the number of sub-cities.
According to (William, 1991) cluster sampling tries to secure heterogeneity and
homogeneity within each subgroups and between subgroups respectively. With this,
five clusters of sub cities out of the ten clusters, namely Kirkos, Yeka, Nifas Silk
Lafto, Bole and Arada were selected using a lottery system.
28
In the next step, out of the five sub cities two supermarkets were selected from each
based on a nonprobability sampling, using a purposive sampling. Accordingly, a total
of ten supermarkets: Bambis and Hadiya from Kirkos, Queens and Chora from Yeka,
Safeway and Abadir from N/Silk Lafto, Shewa and Allmart from Bole and Abadir and
Beloniyas from Arada were selected, considering their familiarity among their
respective localities and the researcher’s judgment.
Finally, twenty-five customers from each of the ten supermarkets were selected
randomly taking gender into account. The questionnaires were given to customers as
per their arrival to the supermarkets. To give the chance of being selected for different
groups of customers of the various supermarkets, the researcher tried to selected
participants both at day and night times.
3.3.3 Sample Size

Roscoe (1975) proposes as a rule of thumb for determining sample size, sample sizes
larger than 30 and less than 500 are appropriate for most research. Especially, where
samples are to be broken into subsamples like male or females, juniors or seniors, etc.,
a minimum sample size of 30 for each category is necessary. Accordingly, the number
of this study participants are 250. Out of the 250 questionnaires administered a total
of 207 questionnaires were collected which makes the response rate about 83 %. Out
of which 12 questionnaire were not usable. Therefore the total number of
questionnaires actually used for the analysis were 195 which is about 78 % response
rate.
3.4 Sources and Tool of Data Collection
3.4.1 Source of Data Collection

This research has used both primary and secondary data sources. The primary data
was collected using survey methods of data collection that is questionnaire. In case of
secondary data sources: Books, Journals, Research papers, data from Addis Ababa
Trade and Industry Development Bureau and inter-net sources were used.
29
3.4.2 Tool of Data Collection
Since questionnaire is the tool for data collection, it is administered among customers
of supermarkets in the study areas. The questionnaire has first written in English,
translated into Amharic and then translated back to English to ensure the accuracy and
consistency of wording.
The questionnaire has five parts. The first part measures the shopping experience of
supermarket customers by using 15 questions adopted from, Coley (2002). These
questions are divided in two parts the affective components and the cognitive
components. The affective components in turn divided in three parts which are
irresistible urge to buy, positive buying emotions, and mood management. These sub
divisions have questions under each of them to measure the components as stated in
the theoretical frame work (Table1.1). The cognitive components also measured in
terms of three components. Cognitive deliberation, unplanned buying and disregard
for the future. Under each of the constructs there are questions to measure them.
Four point forced choice likert scale is used to answer these part of the question.
According to Weisberg (2004), the neutral category or middle option is up for debate
including it clearly affects responses. Questions about knowledge and awareness can
legitimately include a ‘don’t know option because no prior exposure to a statement or
fact is plausible and commonplace. On the other hand, questions about preference,
once the respondent is given some information, can reasonably force a choice to
model the real world decision environment. In this case, if a modeling of non-
response is possible, true preference on a question as well as the ambivalent or
undecided population can be captured, (Dillman, Smyth, & Christian, 2009)
The second part of the questionnaire lists the possible factors affecting a shopping
experience based on literature. In general seven factors are identified and listed. Five
point likert scale is used to select from the list. And the choice range from not at all to
a great deal. This part of the questionnaire supports the hypothesis indirectly.
Part three and four of the questionnaire is about the frequency of purchase as well as
degree of planning and deliberation in making purchase decision for product category
purchased. Seven types of product categories are listed based on literature and
30
observation of supermarkets in Addis Ababa. This part is measured using five point
likert scale.
The final part, part five, of the questionnaire is demographics information. Since
examining the role of gender difference in impulse buying behavior of consumers is
the central part of the study, the gender of the respondent, as male and female, is
captured in this part of the questionnaire. Furthermore, the marital status of
respondents as single or married is sized in this part. The age is also grouped in
young, young adult, adult and above. The level of education gives four choices to
select from High school and under, Diploma, Bachelor degree and Masters &above.
According to Wood (1998) some education beyond high school was significantly
associated with impulsive buying behavior.
In the income category the respondents are expected to select from the ranges of Birr
5000 and under, from Birr 5001-10,000, from Birr 10,001-20,000 and Birr 20,001 and
above. According to Sagaci Researches (2013) as cited in Addis Standard. Com,
about 24% of households in Addis Ababa have monthly income higher than 500 USD
and 10% of households earn more than 1,000 USD.
3.5 Procedure of Data Collection

During the data collection first a brief explanation about the questioner was given to
each participant on how to answer the questions through examples. The researcher
tried to convince participants to take time and answer the questionnaire in the
supermarkets. But those who couldn’t deliver the questionnaires immediately were
allowed to return on another day based on their convenience. During the collection of
questionnaires the researcher has checked whether all the questions were properly
answered and if not has completed the remaining by assisting the participant.
3.6 Methods of Data Analysis

To analyses the data obtained through survey questionnaire, mean score, independent
sample t-test and one way ANOVA were used to examine whether there is a
significant gender difference exists associated with impulse buying behavior of
consumers. SPSS (Statistical Package for the Social Sciences) Version.21 software
31
was used to perform all the tests. It is one of the most widely used and
comprehensive quantitative data analysis packages currently available (Field, 2005).
Accordingly, data were interpreted through theoretical framework of the study to
arrive at a meaningful conclusion.
3.7 Ethical Considerations

Considering the relevance of ethics in research work, the researcher has tried to
consider ethical issues as much as possible. To this effect, letter from Addis Ababa
University, School of Commerce has been acquired to let the selected supermarkets
and respondents know that the researcher is a graduating student. Frequent entry to
the supermarkets, close observation, interaction with the customers of the supermarket
was very crucial. Hence, it was important first to negotiate entry with the get keepers
properly. In getting access to the supermarket the researcher has got permission from
the authorized top person in the supermarket. This has helped the researcher in such
ways as it will give confidence to communicate with the participants inside the market
freely, to move around and make a free observation and to get assistance from the
employees in the supermarkets easily.
After getting access to the settings (supermarkets) the selection of participants have
been based on their informed consent. First the purpose of the study has been properly
explained to customers of the supermarkets. Then the procedure was elaborated and
finally they were asked to decide whether to participate or not based on their free will.
For those who decided to participate, their right to withdraw after starting filling out
the questionnaire, was explained. The issue of confidentiality of information was
explained in advance to each participant. The analysis was done collectively and
study participants are anonymous
3.8 Validity and Reliability

Marczyk & et al, (2005) proposes two major criteria, validity and reliability, to
evaluate the quality of the study. And further goes and defined reliability as the extent
that a given method measures the characteristics of interest in a consistent fashion.
32
Cronbach’s alpha is a test commonly used to check internal reliability. The reliability
of the data collection instrument of the study is tested using Cronbach's Alpha. A
computed alpha coefficient will vary between 1 (denoting perfect internal reliability)
and 0 (denoting no internal reliability). According to George and Mallery (2003),
Cronbach’s Alpha result of greater than 0.7 is acceptable. The reliability of this
research instrument tested using Cronbach’s alpha and the result showed that the
instrument is reliable enough with the overall Cronbach's Alpha value equal to 0.827.
The reliability of individual components of the instrument is also tested and all
constructs scored Cronbach's Alpha value greater than 0.7. To increase the reliability
of the survey, four scale forced choice Likert scale questionnaires had also been used.
The reliability in such scale is higher compared to a two- scale system. The reliability
decreases if the number of response options is greater than five (Hayes, 1992).
It is fundamental to implement reliable methods in order to achieve validity. Validity

is present when the approach to measurement used in the study actually measures
what it is supposed to measure (Anderson & et.al, 2004). The most common method
of assessing the content-validity is the applied method for the pre-test of
questionnaire, guided by a list of definitions for each construct. Consequently, the
expert judges the quality of the survey confirms the items and evaluates the ambiguity
of other items subject to deletion (Saunders, 2012). Following this the survey
questionnaire was evaluated by the thesis advisor and marketing professionals to
check if instrument is appropriate to the target construct and assessment objectives.
33
CHAPTER FOUR: RESULTS AND DISCUSSION
4.1 Introduction
In this chapter the results of the research is discussed. First the consistency test or the
results of the Cronbach’s Alpha is explained. Then demographic characteristics of the
respondents is discussed. Then each of the hypothesis is accepted or rejected based on
the independent t- test and analysis of variance (ANOVA). Finally the summary of
findings is presented.
4.2 Reliability Test

According to George and Mallery (2003) Cronbach's Alpha result of greater than 0.9
is excellent, greater than 0.8 it good and greater than 0.7 is acceptable. A result which
is less than 0.6 is questionable and a result less than 0.5 is poor. But if Cronbach's
Alpha is less than 0.5 the instrument is unacceptable. Accordingly, only results
greater than 0.7 are kept for this study.
4.2.1 Reliability test for the general instrument

The result of the Cronbach's Alpha test for the general instrument is 0.827 which is
more than acceptable range (Saunders, M., Lewis, P. and Thornhill, A., 2012).
4.2.2 Reliability test for each of the Affective and Cognitive

components
The reliability test is also done for each of the Affective and Cognitive components
and Cronbach's Alpha results of more than 0.7 are kept. The test shows the
components have more than 0.7 Cronbach's Alpha value with mood management
leading the group by 0.878 Alpha value followed by unplanned buying 0.825. Under
the component called disregard for the future only one question exists thus Cronbach's
Alpha is not applicable (N/A) for it. Hence, the result illustrating that the instrument
used for the study is reliable.
34
Table 4.1 Reliability statistics for the general instrument
Survey Question Numbers Cronbach Alpha
Over all Affect and Cognition 0.827
Affective Components
Irresistible Urge to Buy 0.738
1. When I shop I tend to decide what I want to buy while I am looking

around in a store.
2. I always buy if I really like it.
Positive Buying Emotions 0.772
3. I feel a sense of thrill when I am buying something new.
10. I feel excited when making a purchase.
Mood Management 0.878
5. Buying is a way of reducing stress in my daily life.
6. Sometimes, I buy something in order to make myself feel better.
7. Sometimes I regret buying new things.
8. I experience mixed feelings of pleasure and guilt from buying something

on impulse.
Cognitive Components
Cognitive Deliberation 0.745
4. I make a list when I go shopping and buy only what is on the list.
15. I rarely ever by impulsively.
16. When you think about your buying behavior in general, do you consider
yourself to be an impulse buyer?
17. Would people who know you consider you to be an impulse buyer
Unplanned Buying 0.825
11. When I go shopping, I buy things that I had not intended to purchase.
12. If I see something that I think I need, I buy it even though I went
shopping for other purposes.
Disregard for the Future N/A
13. I tend to spend money as soon as I earn it.
Source: Own Survey (2014)
35
4.3 Profile of Respondents
Frequency distribution was used to describe information regarding variables,
including demographics characteristics of respondents.
Out of the 195 respondents there were 100 women constituting about 51.3 % of the
total respondents. And 95 of were men with about 48.7% of the total respondents
(Table 4.3). Care was taken to balance the number of respondents since gender
difference is the main focus of the study and the result could be affected by the
proportion of the respondents’ gender.
Table 4.2 Frequency Distribution for Gender
Gender
Frequency Percent
Male 95 48.7
Female 100 51.3
Total 195 100
Among the respondents, 61.5 % were married while 38.5% were single. This could be
explained by the fact that married people may visit supermarkets more due to their
family status.
Table 4.3 Frequency Distribution for Marital status
Marital Status
Frequency Percent
Single 75 38.5
Married 120 61.5
Total 195 100
Majority of the respondents (51.3%) fall under the age of 25-34 years. The second
biggest portion of the respondents are those who are from 18-24 (Table 4.4) age
catagory. According to trade literatures (Retail world, 2002), impulse buying behavior
is more prominent in younger adults. In general 74.4% of the respondents were above
25 years.
36
Table 4.4 Frequency Distribution of Age
Age
Years Frequency Percent
18-24 50 25.6
25-34 100 51.3
35-44 32 16.4
45 and above 13 6.7
Total 195 100
Furthermore, 28.2%, 43.6% and 19% of respondents were Diploma, Bachelor’s and
Master’s Degree holders and above consecutively. Only 9.2% of respondents has
secondary level education and below. According to Wood (1998) some education
beyond high school was significantly associated with impulsive buying behavior.
Table 4.4 Frequency Distribution of Level of Education
Level of Education
Frequency Percent
Secondary Level
18 9.2
Education and Below
Diploma 55 28.2
Bachelor's Degree 85 43.6
Masters and Above 37 19

Total 195 100
101 of respondents (51.8% of the total respondents earn 5000 Birr and less per month
which leaves the 94 people or 48.2% earning more than 5000 Birr per month. 22.1 %
earns between 5001 and 10,000 birr per month while 11.8% earns between 10,001 and
20,000 birr per month. The remaining 14.4% earns 20,000 and more. According to
Sagaci Research (cited by addisstandard.com) among Addis Ababa’s consumers 24%
of consumers have monthly income higher than 500 USD and 10% households earn
more than 1000 USD per month.
37
Table 4.5 Frequency Distribution of Income
Income per Month
Frequency Percent
5,000 and under 101 51.8
5,001-10,000 43 22.1
10,001 -20,000 23 11.8

20,001 and above 28 14.4
Total 195 100
4.4 Hypotheses
Independent sample t-test, mean score and one way ANOVA were used to test the
hypotheses. In performing the independent t-test which is considered as a special case
of one way ANOVA, SPSS performs the Levene’s test for equality of variances as
part of the t-test and analysis of variances. If a significance value of less than 0.05 is
obtained, this suggests that variances for the two groups are not equal. Therefore the
assumption of homogeneity of variance is violated. If the significance level of
Levene’s test is p=0.05 or less, this means that the variances for the two groups
(males/females) are not the same. In this case the information in the second line of the
t-test table, which refers to equal variances not assumed will be taken, Pallant J.
(2005). Furthermore, if the significance value p=<0.05, the null hypothesis will be
accepted and if significance value p=>0.05, the null hypothesis will be rejected.
4.4.1 Hypothesis 1: There will be no significant difference in impulse buying

behavior between males and females in terms of individual components of
Affective process
The hypothesis questions gender related difference for each of the three Affective
components of impulse buying which are tested using the analysis of variance
38
(ANOVA). The result of the first test (Table 4.6) to determine whether a significant
difference existed between males and females in terms of irresistible urge to buy was
significant (p = .000). Comparing the mean scores of the male and female group, the
mean of the male group was significantly lower (m = 2.5842, sd: 0.67891) than the
mean of the female groups (m= 3.1, sd 0.53654). Which indicates that women are
more likely to make impulsive purchases compared to men due to the experiencing
irresistible urge to buy during shopping. The reason could be as argued by Dittmar et.
Al., (1996) and Rock and Hoch (1985) that women tend to make more impulse
purchase not resisting the urge may be because of their propensity to shop more than
men.
Table 4.6a Mean Score for irresistible urge to buy
Group Statistics
Std.
Gender N Mean Deviation
Irresistible urge Male
to Buy 95 2.5842 0.67891
Female 100 3.1 0.53654
Table 4.6b Result of analysis of variance for Irresistible urge to buy
Independent Samples Test

Levene's Test
for Equality of
Variances t-test for Equality of Means
Sig.
(2- Mean Std. Error
F Sig. t df tailed) Difference Difference
Irresistible Equal
urge to variances
Buy assumed 18.443 .000 -5.901 193 .000 -0.5158 0.0874
Equal
variances
not
assumed
-5.866 178.855 .000 -0.5158 0.08792
39
The result of the second test to determine whether a significant gender difference
existed in terms of positive buying emotions was significant with p value of 0.002
(Table 4.7). The mean of the male group was significantly lower (m = 2.8526, sd:
0.77485) than the mean of the female groups (m= 3.1650, sd 0.60325) implying that
women experience more positive buying emotion than men. This could be due to the
common belief that women has great liking for shopping (Underhill 2000) while men
don’t (Gasiorowska, 2008).
Table 4.7a Mean Score for Positive Buying Emotions
Group Statistics
Gender N Mean Std. Deviation
Positive Buying Emotions Male
95 2.8526 0.77485
Female
100 3.1650 0.60325
Table 4.7b Result of analysis of variance for Positive Buying Emotions

Levene's Test for
Equality of
Sig. (2- Mean Std. Error
Positive Equal
Buying variances
Emotions assumed 10.096 0.002 -3.15 193 0.002 -0.31237 0.09917
Equal
variances
not
assumed -3.13 177.531 0.002 -0.31237 0.0998
The result of the third test(Table 4.8 ) to determine whether a significant gender
difference existed in terms of mood management was not significant (p=0.275) equal
40
variance not assumed, indicating that gender may not be an important factor in
understanding mood management. Mean scores indicate very little difference between
males (m= 2.0500, sd .50476) and females (m= 2.1275, sd .48265). This result may
mean that both genders may use impulse buying to manage their mood. However, this
result was inconsistent with previous literature that state females are more aware and
more concerned of their moods Underhill (1999) and in return more capable and more
motivated to change or maintain their feeling and moods compared to males (Peter &
Olson, 1999).
Table 4.8a Mean Score for Mood Management
Group Statistics
Mood Management
Men 95 2.05 0.50476
Women 100 2.1275 0.48265

Table 4.8b Result of analysis of variance for Mood Management

Levene's Test for
Equality of
Mood Equal
Management variances -
assumed 0.046 0.831 1.096 193 0.274 -0.0775 0.07071
Equal
variances
not -
assumed 1.095 191.228 0.275 -0.0775 0.07079
Based on the results of the study, Hypothesis-1 is partially rejected with irresistible
urge to buy and positive buying emotions indicating a significant gender difference
while mood management not resulted a significant difference in terms of gender.
41
behavior between males and females in terms of individual components of
Cognitive process
The hypothesis was constructed to examine gender difference related to cognitive

components of impulse buying. Analysis of variance (ANOVA) test was performed
for each of the cognitive components which include cognitive deliberation, unplanned
buying and disregard for the future.
The result of the first test (Table 4.9) to determine whether a significant gender
difference existed in terms of cognitive deliberation was significant (p=0.000).
Furthermore, the mean of the male group was significantly lower (m =2.4421, sd:
0.53277) than the mean of the female groups (m=2.9650, sd 0.35000). Which indicates
that women spend more time and energy in cognitive deliberation than men in
shopping. Underhill (2000) explained that because women have greater liking for
shopping they like walking slowly through stores, examining shelves, comparing
prices, product and values, interacting with staff and other buyers, asking questions
trying clothes and finally purchasing giving much consideration for their shopping
unlike men who moves faster than women through shopping malls spend less time
looking around and in many cases hard to focus their attention on something they
didn’t intend to buy. In addition according to Gasiorowska (2003), impulse buying for
men means quick decision with not too much thinking.
Table 4.9a Mean Score for Cognitive Deliberation
Group Statistics
Cognitive Deliberation Male 95 2.4421 0.53277
Female 100 2.965 0.3500
42
Table 4.9b Result of analysis of variance for Cognitive Deliberation
Levene's Test
for Equality
of Variances t-test for Equality of Means
Cognitive Equal
Deliberation variances
assumed 36.684 .000 -8.139 193 .000 -0.52289 0.06425
Equal
variances not
assumed -8.056 161.1 .000 -0.52289 0.06491
The second test (Table 4.10) was performed to determine whether or not a significant
gender difference exist in terms of unplanned buying component. The result of the
variance test showed that there is significant difference (p=000) with the mean of the
male group significantly lower (m =2.6211, sd: .85898) than the mean of the female
groups (m=3.2100, sd .56039). Showing women are more unplanned than men with
regard to shopping. The literature supports this result asserting that men are more
likely to know what they need before entering the store (Rook & Hoch, 1987). The
man knows what he wants and goes to get it without wasting anytime (Underhill,
1999).
Table 4.10a Mean Score for Unplanned Buying
Group Statistics
Unplanned Buying Male
95 2.6211 0.85898
Female
100 3.2100 0.56039
43
Table 4.10b Result of analysis of variance for Unplanned Buying

Levene's Test
for Equality of

Unplanned Equal
Buying variances -
assumed 24 0.000 5.698 193 0.000 -0.589 0.10336
Equal
variances
not -
assumed 5.639 160.473 0.000 -0.589 0.10444
The result of the third test (Table 4.11) executed to determine whether a significant
gender difference exist for disregard for the future component is significant (p=0.000)
with the mean of the male respondents (m = 2.0737, sd = 0.60568) was significantly
lower than the mean of female (m = 2.5300, sd = 0.74475) which means that women
tend to disregard the future more than men while shopping. Dittmar (1995) confirmed
that males are more financially concerned while shopping than women and hence
have more concern for the future.
Table 4.11a Mean Score for Disregard for the future
Group Statistics
Disregard for the future Men 95 2.0737 0.60568
Women 100 2.5300 0.74475
44
Table 4.11b Result of analysis of variance for Disregard for the future

Levene's Test
for Equality of
Mean Std. Error
Sig. (2- Differenc Differenc
F Sig. t df tailed) e e
Disregard Equal
for the variances 21.77
future assumed 1 0.000 -4.68 193 0.000 -0.45632 0.09751
Equal
variances
not
assumed -4.71 188.572 0.000 -0.45632 0.097
Based on the result of the independent sample t-test, Hypothsis-2 is rejected with
significant gender difference found for cognitive deliberation, unplanned buying and
disregard for the future.

behavior between males and females in terms of overall affective and
cognitive processes
Analysis of Variance tests (Table 4.12) were used to identify significant differences
between males and females with regard to overall affective and cognitive components
which are irresistible urge to buy, positive buying emotions, mood management,
cognitive deliberation, unplanned buying and disregard for the future. The results of
the first test to determine whether a significant difference existed between males and
females in terms of the overall affective process was significant (p =000) with the
mean of the male group significantly lower (m =2.4956, sd: 0.43137) than the mean
of the female groups (m=2.7975, sd 0.33923). From the result it can be inferred that
women tend to shop more under the influence of Affective processes than men. This
result is supported by the findings of Dittmar et. Al., (1996) which states that women
are more likely to exhibit a greater tendency to shop under the influence of affective
45
states than men. Women have higher tendency to shop in emotional manner and
impulsively than men (Herabadi, 2001).
Table 4.12a Mean Score for over all Affect
Group Statistics
Overall Affect Men 95 2.4956 0.43137
Women 100 2.7975 0.33923
Table 4.12b Result of analysis of variance for over all Affect
Levene's Test
for Equality of
Overall Equal
Affect variances -
assumed 8.212 0.005 5.447 193 0.000 -0.30189 0.05542
Equal
variances
not -
assumed 5.414 178.422 0.000 -0.30189 0.05576
The results of the second test (Table 4.13) to determine whether a significant
difference existed between males and females in terms of the overall cognitive
process were significant (p = 0.000) with the mean of the male group significantly
lower (m =2.3789, sd: 0.51939) than the mean of the female groups (m=2.9017, sd
.40831). It seems that females are more likely to exhibit more reasoning while
shopping. Underhill (2000) explained that women ask more questions, compare and
contrast before making purchase giving much time and thought for their purchases.
46
Table 4.13a Mean Score for overall Cognitive
Group Statistics
Over all Cognitive Men
95 2.3789 0.51939
Women
100 2.9017 0.40831
Table 4.13b Result of analysis of variance for over all Cognitive

Levene's Test
for Equality of
Over all Equal
Cognitive variances
assumed 9.033 0.003 -7.834 193 0.000 -0.52272 0.06673
Equal
variances
not
assumed -7.786 178.39 0.000 -0.52272 0.06713
As per the analysis of variance Hypothesis 3 is rejected with the overall affective and
cognitive components indicating a significant gender difference. Women seems to be
more influenced with both affective and cognitive processes while making a purchase.

behavior between males and females in terms of product category
purchased.)
The Hypothesis stated that there is no significant gender difference in the product
category purchased on impulse. Analysis of Variance tests (Table 4.14) were
performed to determine if there is a significant gender differences in terms of
frequency of product category purchased on impulse. The test proved that there is a
47
significant gender difference for five of the product categories. However, no
significant gender difference were found for two product category purchased.
Table 4.14a Mean Score for frequency of Product category purchased on
Group Statistics
Std.
Std.
Gender N Mean Error
Deviation
Mean
Male 95 3.1105 0.37316 0.3829
Grocery - fresh and packed food stuff
Female 100 3.2150 0.33526 0.3353
Male 95 3.0213 1.01047 0.1042
Confectionary goods like, sweets, chocolates,
bubble gums, mints and biscuits Female 100 2.975 0.96498 0.0965
Male 95 2.9680 1.19798 0.1229
Cosmetics
Female 100 3.3050 0.96634 0.0966
Apparel goods including clothing men and Male 95 3.5320 0.74666 0.0766
women’s/girl’s clothing, accessories…etc Female 100 3.4900 0.66279 0.0663
Male 95 3.1580 0.99269 0.1019
Electronics
Female 100 2.5500 0.91976 0.092
Male 95 3.1110 0.91727 0.0941
Household products – products for the daily use
in households, detergents…etc Female
100 3.5000 0.58171 0.0582
Male 95 2.6000 1.34994 0.1385

Kids related products –kid’s food, formulas,
diapers, Toys….etc Female 100 2.9650 1.16614 0.1166
48
Table 4.14b Result of Analysis of variance for frequency of Product category
purchased on
ANOVA
Sum of Mean
Product Category purchased Gender Squares df Square F Sig.
Between
Groups 0.532 1 0.532 4.24 0.041
Within
Grocery - fresh and packed Groups 24.217 193 0.125
food stuff Total 24.749 194
Between
Groups 0.104 1 0.104 0.11 0.745
Within
Confectionary goods like, Groups 187.145 192 0.975
sweets, chocolates, bubble
gums, mints and biscuits Total 187.249 193
Between
Groups 5.519 1 5.519 4.69 0.032
Within
Groups 227.353 193 1.178
Cosmetics Total 232.872 194

Between
Groups 0.084 1 0.084 0.17 0.681
Apparel goods including Within
clothing men and Groups 95.895 193 0.497
women’s/girl’s clothing,
accessories…etc Total 95.979 194
Between
Groups 18.003 1 18.003 19.7 0.000
Within
Groups 176.382 193 0.914
Electronics Total 194.385 194
Between
Groups 7.39 1 7.39 12.7 0.000
Household products – products Within
for the daily use in households, Groups 112.589 193 0.583
detergents…etc Total 119.979 194
Between
Groups 6.49 1 6.49 4.1 0.044
Kids related products –kid’s Within
food, formulas, diapers, Groups 305.928 193 1.585
Toys….etc Total 312.418 194
49
For Grocery - fresh and packed food stuff, the analysis of variance test showed that
there significantly different (p=0.041) with the mean of the male group significantly
lower (m =3.1105, sd: 0.37316) than the mean of the female groups (m =3.215, sd:
0.33526). It means that women more frequently made impulse purchases from
Grocery related products than men. And the reason could be, according to Underhill
(2000), women engage in habitual shopping for necessities than men.
The analysis also showed that there exist a significant difference (p=0.032) in terms of
male and female in frequency of product purchased on impulse for cosmetics product
category with the mean value of male groups (m =2.9684, sd: 1.19798) which is lower
than the mean value of female groups (m =3.305, sd: 0.96634). Indicating that women
made more frequent purchases on impulse from cosmetics product category.
Historically, women were found to be more likely to shop for aesthetic products Rock
and Hoch, (1985).
In addition the analysis of variance also revealed that there exist a significant gender
difference in terms frequency of purchase on impulse for both product category called
household (p=000) and kids related products category (p=0.044) with the mean of
male groups (m =3.1105, sd: 0.91727) which is lower than the mean of female groups
(m =3.500, sd: 0.58171) for house hold products category. And for the kids related
products, the mean of the male group (m =2.6, sd: 1.34994) is lower than the mean of
the female group (m =2.965, sd: 1.16614) this could be, as mentioned above, due to
the fact that women engage in habitual shopping for necessities than men (Underhill,
2000).
Furthermore, the electronics product category also showed a significant difference

(p= .000) with a mean value of males groups (m =3.1579, sd: 0.99269) higher than the
mean value of female groups (m =2.550, sd: 0.91976). The explanation could be,
according to previous studies, men were found more likely than women to
impulsively purchasing items from product categories related to technology and
entertainment, which includes electronics, computer software, music CDS or DVD.
Thus men tend to prefer buying functional and instrumental items compared with
women who prefer buying symbolic and self-expressive goods concerned with
appearance and emotion of self (Dittmar et. al., 1995, 1996; Under hill, 1999). Jones
et, al. (2003) also empirically tested that product-specific impulse buying is affected
50
significantly by product involvement and it is an important factor supporting impulse
buying tendencies.
However, the analysis of variance test did not show a significant difference (p=
0.745) between male and female in terms of product frequently purchased on impulse
for confectionary goods like, sweets, chocolates, bubble gums, mints and biscuits. The
mean score of the female groups (m =3.0213, sd: 1.01047) closer to the mean score of
the male group (m =2.975, sd: 0.96498). Similar result is found in the variance
analysis of Apparel goods including clothing for men and women, accessories...Etc.
the test revealed insignificant difference (p=0.681) with the mean value of the male
group (m =3.5316, sd: 0.74666) which is almost similar to the mean value of the
female group (m =3.490, sd: 0.66279). It means for confectionary and Apparel goods
both women and men made similar impulse purchase decisions frequenctly. However
this finding goes against the findings of other researchers who argues that women
value their possessions for emotional and relationship reasons while men on the other
hand value their possession for functional and instrumental reasons. (Bashar, Ahmad
and Wasi, 2012) hence women also tend to shop astatic products and men tend to
shop for functional products.
Therefore, Hypothesis 4 is partially rejected with five of the seven product category
including grocery, cosmetics, electronics, household and kids related products,
showing a significant gender difference on frequency of product purchased on
impulse. However there was no significant gender difference found for confectionary
and apparel products on frequency of product purchased on impulse.
4.5 Factors affecting impulse buying behavior of consumers
The frequency distribution (Table 4.15) for factors affecting impulse buying
behaviors of consumers indicated that 91.8% of the respondents influenced by the
quality of a product from some degree to a great deal. Among which 50.3% believed
that quality influences them a great deal. In addition, for 82.1% of respondents, price
has some degree and more influence. 63.6% of respondents said that window or in
store display has some degree and more influence. According to the respondents sales
people, radio and TV advertisings have some degree of influence and more on them
with a response rate of 51.35% and 53.30% respectively. Magazine and newspaper
51
advertisings has least effect on respondents with 33.3% and 29.2% of them asserting
the degree of influence from some to a great deal respectively. In general previous
studies, Yang et al (2011) discovered that female consumers buying intention is easily
affected by advertising, display of goods, atmosphere, promotions and sales. Besides
female impulse buying intension can increase because of the performance of sales
people and recommendations from other customers.
Table 4.15 Frequency distribution of factors affecting impulse buying behaviors

of consumers
Ser.Factors Affecting Not at Very A Great

No Impulse Buying all small Some Significant Deal Total
Window/In-store
1 display 18.5% 17.9% 32.8% 22.6% 8.2% 100.0%
Newspaper
2 Advertising 35.4% 35.4% 23.6% 4.6% 1.0% 100.0%
Magazine
3 Advertising 33.8% 32.8% 23.6% 8.2% 1.5% 100.0%
Radio/TV
4 Advertising 24.1% 22.6% 35.4% 13.3% 4.6% 100.0%
5 Salesperson 25.1% 23.6% 33.3% 11.8% 6.2% 100.0%
6 Price 3.1% 14.9% 23.6% 27.7% 30.8% 100.0%

7 Quality 5.6% 2.6% 6.7% 34.9% 50.3% 100.0%
4.6 Summary of Findings
The purpose of this study was to compare men and women for differences in affective
and cognitive processes, as well as the overall affect and cognitive processes
associated with impulse buying behavior. Additionally, the study aimed to compare
gender difference in terms of impulsive purchase made from a variety of product
categories.
The general reliability test for the overall and for individual components of the
research instrument showed that the instrument is acceptable.
52
The profile of the respondents indicated that out of the total respondents 100 (51.3%)
of them were women and 95 (48.7%) were men. care was taken in administering the
survey questionnaires to involve men and women in equal proportion since the gender
is the independent variable of the study the proportion of men and women involved in
the study may affect the result. In addition, out of the total respondents 61.5% were
married and 38.5% were single showing that more married people were part of the
study. The reason could be attributed to the fact that married people may have
families which require frequent visit to supermarkets.
The age group was in the survey questionnaire divided into four groups, the first
group ranging from 18 years to 45 and above. 51.3 % of respondents fall under the
age 25-34 while 25.6 % fall under the age 18-24. The age group from 35-44
constitutes the 16.4% of the respondents while 6.7% of respondents were above 45
years of age. Indicating that the majority of the respondents are above 25 years of
age.
The educational status of respondents were also presented in four parts. The first part
having respondents with secondary level education and below which was about 9.2 %
of the total respondents. The second group included diploma holders with 28.2 % of
respondents falling under it. The third group constitute the bachelor degree holders
which involved the majority of the respondents which was about 43.6%. The final
group included the respondents with master’s degree and above and which was about
19% of the respondents. This implicate that the majority of the respondents are
bachelor degree holder and above.
Dividing the respondents in income earned per month, the majority of respondents
(51.8%) earned 5000 Birr per month and less while 22.1% earned between 5001 and
10,000 Birr per month.11.8% and 14.4% of respondents earn between 10,001 and
20,000 and above 20,001Birr per month respectively, signifying that the respondents
can be categorized in two groups. Those who earns 5000 and below and those who
earns 50001 and above.
Independent sample t-test and analysis of variance was performed to compare if a

significant gender difference existed associated with impulse buying behavior of
53
consumers in terms of Affect and Cognitive processes and also in terms of frequency
of product category purchased on impulse
The overall affect process has three components under it including irresistible urge to
buy, positive buying emotions and mood management. The findings of the research
showed that in terms of irresistible urge to buy and positive buying emotions a
significant difference between male and female was found. But significant gender
difference was not found in terms of mood management. Indicating that both men and
women are not much different in using impulse buying for mood management. In
general, women are more influenced by the overall Affect process than men in
shopping.
For the cognitive components which includes cognitive deliberation, unplanned

buying and disregard for the future, the overall cognitive process also influences
women more than men. However, the response for each components shows that for
the cognitive deliberation there was no significant gender difference. Implying that
both genders give similar weight for thinking and analyzing in their purchases. This
result was inconsistent with past researches. For the remaining two components which
are unplanned buying and disregard for the future, a significant gender difference was
found. According to the research women are more unplanned and disregard the future
more than men in making purchase decision.
The research also showed a significant gender difference for the frequency of product
category purchased on impulse, in general. Out of the total seven product categories,
for five of them including Grocery (fresh and packed food stuff), Cosmetics,
Household products (products for the daily use in households, detergents), and Kids
related products (kid’s food, formulas, diapers, Toys etc.), a significant gender
difference existed with women making more impulse purchases frequently than men.
For Electronics products, men had more frequent purchases on impulse. However,
there was no significant gender difference found for the two of the product categories
which are Confectionary and apparel goods. Both men and women tend to react in a
similar manner at time of making purchase from this category.
Moreover, among the lists provided for the factors affecting impulse buying behavior
of consumers, respondents seems to be influenced majorly by the product quality
54
(91.9%) followed by price (82.1%) of the product then by window or in store display
(63.3%). Next to radio and television advertisings (53.3%), sales people (51.3%) also
influenced the respondents. Magazine (33.3 %) and newspaper (29.2%) adverting are
least influencers of the respondents, according to the study findings.
55
CHAPTER FIVE: CONCLUSIONS AND
RECOMMENDATIONS
5.1 Introduction
In this chapter conclusion is drawn, forwards is provided. The limitation of the study
stated and finally further area of researches suggested.
5.2 Conclusions
The purpose of the study was to compare men and women for differences in
individual components of affect and cognitive processes associated with impulse
buying behavior and the overall affect and cognitive process. The purpose was also to
compare men and women in terms of the frequency with which impulse purchase was
made from a product category. In general the findings of the research indicated that
there was a significant difference between men and women in terms of overall affect
and cognitive processes.
In general women were more influenced by overall affect and cognitive processes
than men while shopping. For the individual components including irresistible urge to
buy and positive buying emotions significant difference was found between men and
women with women being more influenced than men. However, there was no
significant gender difference found for the component mood management between
men and women. Cognitive deliberation, unplanned buying and disregard for the
future also showed a significant difference between men and women with the women
being more influenced than men.
In addition there existed a significant difference between men and women in terms of
frequency with which impulse purchase was made from product category. Five out of
the seven products showed a significant difference between men and women. Out of
which, women are more influenced than men except for four product category. On the
contrary men were more impulsive for electronic products than women. The
remaining two product categories confectionery and apparel goods implied no
significant gender difference in frequency of impulse buying.
56
Moreover, among the lists provided for the factors affecting impulse buying behavior
of consumers, respondents seems to be influenced majorly by the product quality then
price, followed by window or in store display, sales people, radio and television
advertisings. Finally magazine and newspaper adverting also influenced respondents
to some degree.
5.3 Limitation
The result of the study may have the following limitation
 The study was limited to the area of Addis Ababa and to selected
supermarkets
 The study only used survey questionnaire as a data collection instrument
 The research only use descriptive statistics for data analysis
5.4 Recommendations
The result of this study has different implications for the industry.
 First of all since the research revealed that irresistible urge to buy and positive
buying emotions influence the affect process of women more than men during
purchase on impulse, retailers should use a marketing strategy that will
increase shoppers store patronage and positive feelings for shopping in order
to increase impulse purchase. Other studies showed that increased store
patronage is directly related to increased impulse purchases.
 Since women tend to shop more while looking around and buy if they found
something they really like leading to their irresistible urge to buy, retailers
should design their window and in store displays attractively. Window or in
store display are the third higher influencers of respondents which are in the
hands of the retailers to adjust according to their desire unlike product quality
and price. Therefore, displays should be used to their maximum advantages.
 The stores has to look attractive and convenient store ambiance should be
maintained in order to create and increase positive buying emotions among
women. Sales personals also need to be well trained and cooperative.
57
 Mood management didn’t show a significant gender difference in this
research. However, different past researches conducted related impulse buying
with mood management resulted with women using impulse buying more to
manage their mood than men which increases sales. Thus, retailers should
work on creating a marketing strategy to relate their supermarkets with place
to have fun while shopping. If supermarkets could be established in a way
which provides entertainment along with an attractive shopping experience
people would use shopping to managing their mood ensuing an increased sales
as different researches depict.
 In general, it is inferred from this research that women are more influenced by
their emotions hence by their affective processes. Therefore advertisers may
use this information to design their message in a way it touches the emotional
side of target markets of women.
 In general directing the store’s retail design towards the creation of memorable
customer experiences by appealing to their senses, emotions and values can
contribute to the creation of such company client relationships. Since customer
experiences in retail settings appear to immerse customers at a cognitive,
emotional and intuitive level, they can be considered as a new source for value
creation.
 The research also implied that there is a significant gender difference between
men and women in terms of overall cognitive process with women being
influenced more than men. Women are also more influenced in terms of
Cognitive deliberation which is one of the components of the overall cognitive
process. To use greater cognitive deliberation of women to increase sales,
retailers should use point of purchase promotions, well trained and qualified
sales people who can provide explanation for customer’s inquisitions.
 For men information about any of their questions should be easily accessible
to increase their impulsiveness while shopping since they tend to spend less
time in supermarkets. Besides, the more support provided to satisfy customer’s
58
cognitive deliberation will help reduce post purchase dissonance for customers
and hence increase further impulsiveness for future purchases.
 Women also found to be more unplanned during shopping than men,

according to the finding of the research. Thus retailers should take this
advantage to increase their sales through increasing the attractiveness of
displays and in store promotional technics. Quality of products ranked first
followed by price among factors influencing respondents during impulsive
buying. Thus retailers should try to supply quality products with reasonable
price in their supermarkets which will lead to increased impulsive buying
behavior of consumers.
 The research also found out that women disregard the future more than men
while shopping on impulse. Men tend to be careful about their finances as per
past researches. Thus to increase impulsiveness during shopping retailers
should use different strategies that will make funds available on their hand.
Including credit facility for customers, ATM machines or having branches of
banks in their compound.
 Availability of products have also greater relationship with impulse purchases

of products. Thus products should be available, accessible and should be
accompanied by appropriate information. For the most of the product category
women tend to make impulsive purchase more frequently than men. Thus
target groups of specific product must be identified by the retailers in order to
adjust the marketing strategies including adverting and sales promotion to
bring out the maximum impact. For example, for functional products like
electronics men are more susceptible to buy on impulse than women. Thus to
increase men’s impulsiveness techniques like demonstration should be used.
In addition point of purchase promotions with which provide technical
information about the product should be used by retailers.
 Individual customers of supermarkets can also be benefited from the research

findings by identifying the cause of their impulsiveness and devising means to
control it accordingly. The researcher believed that this research also shade
59
light on the understanding that though, individual’s may encourage their
impulsiveness for the lack of better knowledge, self-control and many more
other reasons, impulsive buying can not only be attributed to the defect of
individual characters rather the disposition of nature and society contributes to
this behavior a great deal. This understanding will relief some of the
individuals self-blame for being impulsive buyer. Furthermore, especially
women can control their impulsiveness by reducing their store patronage, by
preparing and sticking with shopping list, availing to themselves limited
amount of money for their shopping trips and avoiding having good times or
entertaining around supermarkets in order not to be drown to buying products
on impulse.
5.5 Recommendation for Future Research
The result of the study implied for the following further research studies
 Samples could be expanded to cover other regions to reach to more accurate

result
 The influence of different demographic variables should be further researched
 Factors influencing impulse buying should be further investigated further
60
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Appendices
67
Addis Ababa University
School of Graduate Studies
Impulsive Buying Behavior Survey Questionnaire
(To be filled by supermarkets’ customers)
Dear respondents,
In partial fulfillment of requirements for the degree of Masters of Arts in
Marketing Management at the Addis Ababa University School of Commerce, I
am carrying out a study which aims at comparing men and women for
differences in affective and cognitive processes associated with impulse buying
behavior and to identify gender differences in terms of impulsive purchases
made from a variety of product categories. Impulse buying is defined as “a
sudden powerful and persistent urge to buy something immediately.”Your
experience and opinion are highly valuable and I would be very grateful if you
would spare 20 minutes of your invaluable time to take part in this survey by
completing the questionnaire below.
This survey is completely anonymous and no information you give can be

traced back to you or used against you in any way. If you have any questions,
please do not hesitate to contact me.
Thank you so much for your cooperation
1
PART I) Shopping Experience
When answering this part of the questionnaire, think back to your last
couple of shopping trips and please CIRCLE ONE of the responses that
may explain your behavior most.
Strongly Strongly
No. Description Disagree Disagree Agree Agree
When I shop I tend to decide what I want to
1 buy while I am looking around in a store. 1 2 3 4
2 I always buy if I really like it. 1 2 3 4
I feel a sense of thrill when I am buying
3 something new. 1 2 3 4
I make a list when I go shopping and buy only
4 what is on the list. 1 2 3 4
Buying is a way of reducing stress in my daily
5 life. 1 2 3 4
Sometimes, I buy something in order to make
6 myself feel better. 1 2 3 4
7 Sometimes I regret buying new things. 1 2 3 4
I experience mixed feelings of pleasure and
8 guilt from buying something on impulse. 1 2 3 4
10 I feel excited when making a purchase. 1 2 3 4
When I go shopping, I buy things that I had not
11 intended to purchase. 1 2 3 4
If I see something that I think I need, I buy it
even though I went shopping for other
12 purposes. 1 2 3 4
13 I tend to spend money as soon as I earn it. 1 2 3 4
15 I rarely ever buy impulsively. 1 2 3 4
When you think about your buying behavior in
general, do you consider yourself to be an
16 impulse buyer? 1 2 3 4
Would people who know you consider you to
17 be an impulse buyer? 1 2 3 4
2
PART II) Factors Affecting Shopping Experience
On a scale from 1-5, how much do each of the factors listed below
influence you when shopping?(Circle One)
Ser. Factors influencing Not at Very A Great
Significant
No shopping All Small Some Deal
1 Window/In-store display 1 2 3 4 5
2 Newspaper Advertising 1 2 3 4 5
3 Magazine Advertising 1 2 3 4 5
4 Radio/TV Advertising 1 2 3 4 5
5 Salesperson 1 2 3 4 5
6 Price 1 2 3 4 5
7 Quality 1 2 3 4 5
PART III) Frequency of Product Purchased
How frequently do you purchase the following items? (Circle One)
Less
Ser. Monthly
Never than Yearly Seasonal
or Less
No Items Yearly
1 Grocery - fresh and packed foodstuff 1 2 3 4 5
Confectionary goods like, sweets, chocolates,
2 bubble gums, mints and biscuits 1 2 3 4 5
3 Cosmetics 1 2 3 4 5
Apparel goods including clothing men and
4 women’s/girl’s clothing, accessories…etc 1 2 3 4 5
5 Electronics 1 2 3 4 5
Household products – products for the daily
6 use in households, detergents…etc 1 2 3 4 5
Kids related products –kid’s food, formulas,
7 diapers, Toys….etc 1 2 3 4 5
3
PART IV) Degree of Planning and Consideration in Buying
On a scale from 1-5, How much planning and consideration do you put
into buying each of the following items? (Circle One)
Ser Not at Very A Great
Some Significant
.No Items All Small Deal
1 Grocery - fresh and packed food stuffs 1 2 3 4 5
Confectionary goods like, sweets,
2 chocolates, bubble gums, mints and biscuits 1 2 3 4 5
3 Cosmetics 1 2 3 4 5
Apparel goods including clothing men and
4 women’s/girl’s clothing. 1 2 3 4 5
5 Electronics 1 2 3 4 5
Household products – products for the daily
6 use in households, detergents…etc 1 2 3 4 5
Kids related products –kids food products,
7 diapers, Toys….etc 1 2 3 4 5
PART V) Demographics Information
Please answer the following questions about yourself (Circle One)

1. Marital status: 1) Single 2) Married
2. Gender: 1) Male 2) Female
3. Age: 1) 18-24 2) 25-34 3) 35-44 4) 45 and above
4. Level of Education:
1) Secondary level education or below
2) Diploma
3) Bachelor’s degree
4) Masters and above
5. Income per Month: 1) 5000 & Under 2) 5001 - 10,000 3) 10,001 – 20,000 4)
20,001and above
4
በድንገት/በግብታዊነት ስለሚደረግ የዕቃ ግዢ/ሸመታ ቅኝት ዳሠሳ
የተዘጋጀ መጠይቅ
ይህ በድንገት /በግብታዊነት በተገልጋዮች/በሰዎች ስለሚደረግ የዕቃ ግዢ/ሸመታ የዳሰሳ ጥናት ለማድረግ የተዘጋጀ
የመጠይቅ ቅጽ ነው፡፡ ይህን መጠይቅ በመሙላት የጥናቱ አካል በመሆንና የበኩሎን አስተዋጽኦ በማድረግዎ
አመሰግናለሁ፡፡
የዚህ ጥናት ዋና ርዕስ የሆነው Impulse buying ድንገተኛ ሃይለኛ እንዲሁም ፋታ የማይሰጥ አንድን ዕቃ ወዲያውኑ
እንድንገዛ የሚገፋፋንን ስሜት ወይም ሁኔታ የሚያሳይ ነው፡፡ ይህ የዳሰሳ ጥናት በአራት ክፍሎች የተዋቀረ ነው፡፡ ክፍል
አንድ በአፌክትና በኮግኒሽን የሳይኮሎጂ ፕሮሰስ እና ተያያዥነት ያላቸውን ጉዳዮች ያነሳል፡፡ ክፍል ሁለት በስሜታዊ
ግዥዎች ላይ ተፅዕኖ የሚያሳድሩ ጉዳዮችን ያነሳል፡፡ ክፍል ሶስት እና አራት ከሚገዙት ዕቃ ጋር ተያያዥነት ያላቸውን
ጉዳዮች ያነሳል፡፡ ክፍል አምስት ደግሞ ሰለራስዎ አጠቃላይ መረጃ ይመለከታል፡፡ የሚሰጡት መረጃ ሚስጢራዊነት
የተጠበቀ ነው፡፡ ጥናቱ ስሜታዊ ግዥ በሀገራችን አጠቃላይ ሁኔታ ምን እንደሚመስል ለመረዳት ያስችላል፡፡
የዳሰሳ ጥናቱን ለመሙላት 20 ደቂቃ ወይም ያነሰ ጊዜ ብቻ ይወስድብዎታል፡፡ ውድ ጊዜዎትን ሰውተው ይህን የዳሰሳ
ጥናት መጠይቅ በመሙላት ስለተባበሩኝ ከልብ አመሰግናለሁ፡፡ማንኛውም አይነት ጥያቄ ቢኖርዎት በስልክ ቁጥር 0930
10 07 99 ወይንም በኢሜል አድራሻ tgirma123@gmail.com ማግኘት ይችላሉ፡፡
አመሰግናለሁ፡፡
ክፍል 1.የግዢ አወሳሰን ልምድ
እባክዎትን እነዚህን ጥያቄዎች ሲመልሱ በቅርቡ ስላደረጓቸው ግዢዎች /ሸመታ/ ለማስታወስ ይሞክሩ
እባክዎን መልሶትን በማክበብ ይግለጹ፡፡
ተ.ቁ ጥያቄ በፍፁም በጣም
አልስማም እስማማለሁ
አልስማማም እስማማለሁ
1 ገበያ ስወጣ/ለግዥ ስወጣ የምገዛውን ነገር እዚያው ዞር
1 2 3 4
ዞር ስል/እያልኩ የመወሰን ልምድ አለኝ
2 አንድን ነገር በጣም ከወደድኩት ሁሌም እገዛዋለሁ 1 2 3 4
3 አዲስ ነገር ስገዛ በውስጤ አንዳች የደስታ ስሜት
1 2 3 4
ይሰማኛል
4 ገበያ ስወጣ የምገዛውን ነገር ዝርዝር ይዤ ነው፤
1 2 3 4
የምገዛውም በዝርዝር ያስቀመጥኩትን እቃ ነው
5 ገበያ መውጣትና እቃ መግዛት እራሴን ከድብርት
1 2 3 4
የማላቅቅበት መንገድ ነው
6 አንዳንዴ እቃ የምገዛው ጥሩ ስሜት እንዲሰማኝ ብዬ
1 2 3 4
ነው፡፡
7 አንዳንዴ አዲስ እቃ/ነገር በመግዛቴ ፀፀት ይሠማኛል፡፡ 1 2 3 4
8 አንድን እቃ በድንገትና ያለእቅድ በመግዛቴ የደስታና
1 2 3 4
የጥፋተኝነት ድብልቅ ስሜት ይሰማኛል፡፡
4
10 አንድ እቃ ስገዛ ደስ እያለኝ ነው 1 2 3
11 ገበያ ወጥቼ ለመግዛት ያላቀድኩትን ነገር የመግዛት

1 2 3 4
ልምድ አለኝ/ እገዛለሁ
5
12 ሌላ ነገር ለመግዛት አቅጄ ገበያ ብወጣም እፈልገው
1 2 3 4
የነበረ ሌላ እቃ ካየሁ እገዛዋለሁ፡፡
13 ብዙ ጊዜ ገንዘብ ሳገኝ ቶሎ የማጥፋት ልማድ አለኝ 1 2 3 4
15 በድንገት/ ያለእቅድ ዕቃ አይቼ የምገዛው ከስንት ጊዜ
1 2 3 4
አንዴ ነው
16 እራሴን በአጠቃላይ ከግዥ ጋር በተያያዘ ስገመግመው
በድንገት/ሣያስቡበት እቃ ከሚገዙ ሰዎች ጋር 1 2 3 4
እመድበዋለሁ፡፡
17 ሌሎች ሰዎች እርሶን የሚመለከቱት በድንገት ዕቃ
1 2 3 4
አይተው እንደሚገዙ አይነት ሰዎች አድርጎ ነው፡፡
ክፍል 2. በግዢ ወቅት ተፅዕኖ የሚፈጥሩ ሁኔታዎች

ከ1-7 ከተዘረዘሩት ምክንያቶች ውስጥ ዕቃ ለመግዛት/ለሸመታ በሚወጡበት ወቅት የበለጠ ተፅዕኖ የሚፈጥርብዎት የቱ
ነው፡፡
የሚስማሙበትን መልስ ይክበቡ
በጣም
የተወሰነ እጅግ በጣም
ተ.ቁ ጥያቄ የተወሰነ በጣም ተፅዕኖ
በፍፁም ተፅዕኖ ተፅዕኖ ተፅዕኖ
ተፅዕኖ ያደርግብኛል
አያደረግብኝም ያደርግብኛል ያደርግብኛል
ያደርግብኛል
1 በመስኮት/በመደርደሪያ ላይ የሚታዩ ዕቃዎች 1 2 3 4 5
2 የጋዜጣ ማስታወቂያዎች 1 2 3 4 5
3 የመጽሄት ማስታወቂያዎች 1 2 3 4 5
4 የሬድዮ/የቲቪ ማስታወቂያዎች 1 2 3 4 5
5 የሽያጭ ባለሞያዎች 1 2 3 4 5
6 የዋጋው ሁኔታ 1 2 3 4 5
7 የዕቃው ጥራት 1 2 3 4 5
ክፍል 3. የግዢ ድግግሞሽ መጠን

ከ1-7 ከተቀመጡት የዕቃ ዝርዝሮች ውስጥ ግዥ ሲፈጽሙ ምን ያህል ደጋግመው ይገዛሉ(በምን ያህል ጊዜ)?
በራሽ በየዓመቱ ወቅት ወርና ከወር ባነሰ

በዓመት
ተ.ቁ ጥያቄ አልገዛም አልገዛም ጠብቄ ጊዜ
1 የግሮሰሪ ዕቃዎች ትኩስና የታጉ የምግብ አይነቶች 1 2 3 4 5
2 ጣፋች፣ቸኮሌት,ማስቲካ, ከረሜላ፣ብስኩቶች እና
1 2 3 4 5
የመሳሰሉት
3 የውበት መጠበቂያ ዕቃዎች(ኮስሞቲክስ) 1 2 3 4 5
4 አልባሳት፣የወንዶችና የሴቶች ልብሶች 1 2 3 4 5
5 ኤሌክትሮኒክስ 1 2 3 4 5
6 የቤት ውስጥ ፍጆታ ዕቃዎች : ለዕለት የሚሆኑ 1 2 3 4 5
6
መገልገያዎች፣ ለጽዳት ሳሙና እና የመሳሰሉት
7 ለልጆች ፍጆታ የሚውሉ ዕቃዎች፡ የልጆች
ምግብ/ወተት፣ ዳይፐር፣ የልጆች መወቻዎች እና 1 2 3 4 5
የመሳሰሉት
ክፍል 4. የግዢ ዕቅድና ዝግጅት

ከ1-7 ከተቀመጡት የዕቃ ዝርዝሮች ውስጥ ግዥ ሲፈጽሙ ምን ያህል ዕቅድና ዝግጅት ያደርጋሉ?
በጣም
የተወሰነ በጣም እጅግ በጣም
ተ.ቁ ጥያቄ ምንም ዝግጅት የተወሰነ
ዝግጅት ዝግጅት ዝግጅት
አላደርግም ዝግጅት
አደርጋለሁ አደርጋለሁ አደርጋለሁ
አደርጋለሁ
1 የግሮሰሪ ዕቃዎች ትኩስና የታጉ የምግብ አይነቶች 1 2 3 4 5
2 ጣፋች፣ቸኮሌት,ማስቲካ, ከረሜላ፣ብስኩቶች እና
1 2 3 4 5
የመሳሰሉት
3 የውበት መጠበቂያ ዕቃዎች(ኮስሞቲክስ) 1 2 3 4 5
4 አልባሳት፣የወንዶችና የሴቶች ልብሶች 1 2 3 4 5
5 ኤሌክትሮኒክስ 1 2 3 4 5
6 የቤት ውስጥ ፍጆታ ዕቃዎች : ለዕለት የሚሆኑ
1 2 3 4 5
መገልገያዎች፣ ለጽዳት ሳሙና እና የመሳሰሉት
7 ለልጆች ፍጆታ የሚውሉ ዕቃዎች፡ የልጆች
ምግብ/ወተት፣ ዳይፐር፣ የልጆች መወቻዎች እና
የመሳሰሉት
ክፍል 5. አጠቃላይ መረጃ

እባክዎትን ስለራስዎ ከታች ለተቀመጡት ጥያቄዎች መልስ ይስጡ፡፡ መልሶትን በማክበብ ይግለጹ፡፡
1 ሁኔታ: 1) ያላገባ/ያላገባች 2) ያገባ/ያገባች
2. ጾታ: 1) ወንድ 2) ሴት
3. እድሜ: 1) 18-24 2) 25-34 3) 35-44 4) 45 እና ከዚያ በላይ
4. የትምህርት ደረጃ: 1) ሁለተኛ ደረጃና በታች 2) ዲፕሎማ 3) የመጀመሪያ ዲግሪ 4) ሁለተኛ ዲግሪና ከዚያ
በላይ
5. ወርሃዊ ገቢ : 1) 5,000ና ከዚያ በታች 2) ከ5,001-10,000 3) ከ10,001- 20,000 4) 20,001 በላይ

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Addis Ababa University College of Business and Economics

School of Commerce Department of Marketing Management

Post Graduate Program

THE ROLE OF GENDER DIFFERENCES IN IMPULSE BUYING

By: Tihitina Girma Kifle

Addis Ababa, Ethiopia

A Thesis Submitted to Addis Ababa University College of

Business and Economics School of Commerce in Partial Fulfillment of

the Requirements for Degree of Master of Arts in Marketing Management

Submitted by: Tihitina Girma Kifle

Advisor: Getie Andualem (PhD)

THE ROLE OF GENDER DIFFERENCES IN IMPULSE BUYING BEHAVIOR

OF CONSUMERS AT SELECTED SUPERMARKETS IN ADDIS ABABA

Approved By Board of Examiners:

Thesis Advisor Signature

Internal Examiner Signature

External Examiner Signature

differences in impulse buying behavior of consumers at selected supermarkets in

University. It is offered for the partial fulfillment of the degree of MA in Marketing

Tihitina Girma Kifle Signature __________________

Getie Andualem (PhD)

Acronyms and Abbreviations---------------------------------------------------------------------------Vii

CHAPTER ONE: INTRODUCTION .............................................................................................. 1

1.1 Back ground of the study ........................................................................................... 1

1.2 Statement of the problem ........................................................................................... 3

1.3 Objective of the study ................................................................................................ 5

1.3.1 General objective ............................................................................................... 5

1.3.2 Specific objective ............................................................................................... 5

1.4 The Null Hypotheses.................................................................................................. 5

1.5 Significance of the study ............................................................................................ 6

1.6 Delimitation (Scope) of the study .............................................................................. 7

1.7 Organization of the study ........................................................................................... 7

1.8 Conceptual and Operational definitions ..................................................................... 7

CHAPTER TWO: REVIEW OF RELATED LITERATURE ....................................................... 8

2.1 Introduction ................................................................................................................ 8

2.2 Consumers decision making process in making purchase ......................................... 8

2.3 Impulse Buying General Overview............................................................................ 9

2.3.1 Impulse Buying Definitions ............................................................................. 11

2.3.2 Impulse Buying Models ................................................................................... 11

2.5 Impulse Buying ........................................................................................................ 14

2.5.1 Product Related Impulse Buying ..................................................................... 14

2.5.2 Shopper’s related Impulse Buying ................................................................... 15

2.5.3 Factors influencing impulse buying ................................................................. 17

2.6 Affective and Cognitive Psychological Processes ................................................... 20

2.8 Conceptual Framework ............................................................................................ 26

CHAPTER THREE: METHODOLOGY ...................................................................................... 28

3.1 Introduction .............................................................................................................. 28

3.2 Research Design....................................................................................................... 28

3.3 Sample and Sampling Techniques ........................................................................... 28

3.3.1 Population ........................................................................................................ 28

3.3.2 Sampling Techniques ....................................................................................... 28

3.3.3 Sample Size ...................................................................................................... 29

3.4 Sources and Tool of Data Collection ....................................................................... 29

3.4.1 Source of Data Collection ................................................................................ 29

3.4.2 Tool of Data Collection.................................................................................... 30

3.5 Procedure of Data Collection ................................................................................... 31

3.6 Methods of Data Analysis ........................................................................................ 31

3.7 Ethical Considerations ............................................................................................. 32

3.8 Validity and Reliability ............................................................................................ 32

CHAPTER FOUR: RESULTS AND DISCUSSION ..................................................................... 34