CONSUMER IMPULSIVE BUYING TENDENCY SCALE DEVELOPMENT USING MIXED METHODOLOGY

Abstract

In the domains of marketing and consumer behavior, there has been a paradigmatic shift from fully rational and mechanical human beings towards the dominance of feelings, irrationalities and impulses. Hence, there has been a growing demand for measurement tools capturing the multidimensional nature of buying processes. This study is an attempt to generate a reliable and valid scale to measure the impulsive buying tendency of customers. Impulse buying is of great importance with the technological developments and ease of purchasing. In this paper, the aim is to provide a comprehensive, valid and reliable impulse purchasing scale consisting of multiple dimensions. The steps included the analyses of existing scales, qualitative investigations (i.e. focus groups and critical incidences), a small scale pilot study for internal reliability and validity and a large scale quantitative study for scale purification and scale fit.