Impulse Customers

Researchers agree that impulsive customer is an individual that makes an unintended, unreflective and immediate purchase. Impulse customers do not buy a particular item at the top of their buying list. They will purchase the item what seems good at the time. It is difficult to influence such type of customers as they want to do the business in impulse. They don’t have any specific items into their product list, but whim to buy what they find good at that point in time.

Impulse customers are difficult to handle. They don’t look for any specific product and want the supplier to display all the useful products in front of them. So they can buy anything what they like from the display. If impulsive customers are treated well then they can possibly responsible for high percentage of selling.

Here are some characteristics of impulse customers

• A customer’s immediate and intense urge to buy a product often ignoring the cost of the product.

• Purchasing a product without much knowledge about the product or intension to buy.

• A kind of emotional purchasing, often for  fun, fantasy and social and economic delight.

Customers in this category are determined by their specific needs. Impulse customers provide us a significant insight of impulse buying. Impulse buying is an unplanned purchase with no pre-shopping intention either to buy some important product or to perform a specific buying task. The behavior of such customers occurs after understanding urge of buying products.

Impulse buying refers to a distinctive type of unplanned purchase, but not all unplanned purchase can be tagged as impulsive purchase.  When a customer makes an impulse buying it may be considered as unintended, unreflective, and immediate purchase.  Moreover the decision of buying a product is made inside the store with no pre-shopping intentions to buy a particular item. And suddenly after seeing a product the customer feels an immediate urge to buy that product.

The main reasons of impulse buying that encourages customers to buy on impulse are person-related, shopping environment related, and situational. Such type of impulse buying tendency is measured by the higher the customers buying tendency, the higher the impulsive buying will be. Situational impulse buying depends upon the situation while you are buying a product. It includes time and money you have while purchasing.

Impact of impulse buying on customers

Impulse buying depends upon the mood of customers. If a customer is in positive mood he will get a sudden impulse to buy a particular product.  This always gives product dissatisfaction to the impulse customers. It also disturbs the overall budget of an individual.  Impulse customers often regret their products after purchasing.