CHAPTER ONE

INTRODUCTION

1.1 Background of the study

Few decades ago, shopping has been defined as a function of location, product assortment,
and store image. It suggests that the act of shopping is purely product-oriented. Since then,
researchers have been putting their effort in hiding other orientations to prove that shopping
is more than just a product -oriented function. The fundamental function of a shopping trip in
the early years is to obtain a product in order to satisfy a need.
But recently, consumers have been undergoing a major transformation from passive buyers to
active enhancers or creators of new consumption experiences, proactively taking part in the
process of collaborative marketing. Shopping is not always about acquiring new
merchandise. Instead, its purposes also include servicing needs that are unrelated to product
acquisition, including a desire to meet people, feel wanted, exercise, or spend leisure time
with friends and relatives (Tauber E.M.1972). Shopping is a multidimensional activity that
involves social interaction, economic exchange and very often, the participation in non-
purchasing activities.

The continually changing consumer behavior and needs are fueling the development of
modern day retailing. The retailing business is globally experiencing huge trends due to the
ever-changing nature of consumer tastes, consumption patterns and buying behaviors. In
according to changing buying behavior, concept of impulse purchase is come out with high
value.

An impulse purchase or impulse buying is an unplanned decision to buy a product or service,

made just before a purchase. Research findings suggest that there are so many factors that
affect to impulse purchasing behavior of consumer. External stimuli, internal stimuli,
situational factors and demographic factors are those identified broad areas which are
specifically affects to the impulsive behavior of consumer. (G. Muruganantham & Ravi
Shankar Bhakat, 2013)
Identifying the characteristics of target market, the retailer should know how people make
decisions. While impulse purchasing happens at almost every retail chain, consumer
shopping behavior is being seen from the holistic perspective of the entire shopping
experience. The holistic view requires a retailer to focus on the shopper experience with the

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store. Thus the retailer focus is not on the store itself but what the store means to the
shoppers. This implies that a retailer needs to understand the ‘way in which’ different
shoppers perceive the same store.
Impulse buying disrupts the normal decision making models in consumers' brains. The
logical sequence of the consumers' actions is replaced with an irrational moment of self-
gratification. Impulse items appeal to the emotional side of consumers. Some items bought on
impulse are not considered functional or necessary in the consumers' lives. Hedonism and
feelings play a decisive role in purchasing, triggered by seeing the product or upon exposure
to a well-crafted promotional message, which increase the consumer enjoyment. Marketers
and retailers tend to exploit these impulses which are tied to the basic want for instant
gratification and engage in context-specific behaviors which ultimately lead to impulse
buying.
The universal nature of impulse buying, it can be capitalized by retailers to benefit their
respective businesses. The proper combination and synergistic effect of the various factors
influencing impulse buying could lead to more sales turnover hence benefiting the marketers
and retailers. Based upon the changing trends of the market in the developing economies it is
possible to infer that impulse buying may turn into a growing area of research and could be
seen across the various forms of retailing.

1.2 Problem Statement

In today’s Post-modern Era shopping has become a social and leisure activity, reducing the
number of cognitively planned purchases made by consumers. This culture of consumption
enables us to purchases something without considering the consequences of the buy. But the
consumption patterns are differing from buyer to buyer and it depending on consumer
characteristics. This brings about diversity in buying behavior and shopping patterns
especially on goods bought (on how they are bought, where they are bought).

While Impulse buying is a common behavior today, as far as there are many researches has
been conducted to examine the relationship between internal factors, external factors and
situational and product related factors and impulse purchase. Buyer’s characteristics have a
significant role in the buying behavior of a customer’s based on the fact that customer’s
decision making process is influenced a lot by the buyer’s characteristics among other
factors. Therefore, there is a need to study the behavior of impulse purchase with the buyer’s

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characteristics to come up with a better understanding of impulse buying behavior of
consumers.

In this context the research problem is identified as

“To what extent buyer’s characteristics influence on impulse purchase?”

1.3 Research Questions

Based on the research problem identify about the following research questions are raised for
investigation.
1. To what extent do consumers’ internal stimuli influence on impulse purchase?
2. What is the association between demographic factors and impulse purchase behavior?

1.4 Objectives of the Study

Based on the research questions raised above, following objectives are set for the study.
1. To identify the level of influence of consumers’ internal stimuli on impulse purchase.
2. To identify the association between demographic factors and impulse purchase.

1.5 Significant of the Study

Understanding consumer buying behavior is very important in studying impulsive buying

behavior. Retail merchants know that a certain percentage of their sales are made to
customers who buy in response to a sudden impulse. It is also a generally accepted opinion
that some types of items are more subject to impulse sales than is the case for other types.
While examining buyer characteristics which lead to impulsive buying behavior;
 Study will provide information about the characteristics of consumers that influences
on a consumer’s impulse buying decision as it occurs during a shopping experience.
 Research framework provides a clear and useful way to understand to what extent
buyer characteristics influence to consumer’s shopping that lead to impulse purchase.
 Findings of this study will inform retailers as to the relative contribution of consumer
characteristics to an impulse purchase decision, providing them with a better
understanding of the impulse-responsiveness of consumers within a multifactorial
world.

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  Such knowledge can lead to more optimally designed store environments and aid
retailers who want to maximize shopper opportunities for impulse purchases.

Also there are many things consumers to control impulse buying include: making a list of
items plan to purchase before leave the house, budget expenses and set aside extra spending
money for when do want to go out and make unplanned purchases, decide exactly how much
want to spend at each store shop at, know before leave home how much money need for other
items or bills have. But most importantly to cure this bad buying habit make mid up before
leaving home that will not buy anything that is not written on list and that will not go past the
amount have set aside for each store plan to visit.

1.6 Scope of the study

This study aims to investigate the consumer behavior behind impulse buying and find the
level of influence of buyer characteristics on impulse buying. The findings will be limited to
the consumers who visit to the super markets and commercial centers in Badulla district to
observe accurate data to conduct the study. Other factors that exist in impulse buying
(external stimuli, product related factors and situational factors) will not be included in the
research.

The focus of the study was to understand the impact of buyer characteristics on consumer
impulse buying among consumers of Badulla district.

1.7 Overview of the research

The following table shows the overview of the study.

Table 1.1: Overview of the research

Chapter Disposition
1- Introduction In this chapter the over view of the research was discussed.
Based on the research problem, research questions and
objectives were developed in this chapter. Further,
significant of the study and scope of the study were
discussed. And, based on this chapter the upcoming
chapters and the design of the research will be developed.

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2- Literature review This chapter will analyze the findings relate to impulse
purchase and buyer’s characteristics. Both empirical and
common theories were analyzed based on the research
problems and objectives of the study.
3- Conceptualization The sections would be describe are conceptual framework,
and Operationalization operationalization, definition of key terms and summery.
4- Methodology Population and sample, data collection, data presentation
and analysis will consider under the broad category of
research methodology.
5- Data presentation Collected data through questionnaire, will analyze by using
and Analysis the SPSS package. Personal information and research
information will present separately via frequency
distribution, mean and standard deviation to determine the
level of impact of buyer’s characteristics on impulse
purchase.
6- Discussion This chapter will discuss the findings from the data analyze
and present in the chapter five.
7- Conclusion and This study will end with a conclusion and
Recommendations recommendations for furthers studies and research with
regards to the level of impact of buyer’s characteristics on
impulse purchase.

CHAPTER TWO

LITRETURE REVIEW

2.1 Introduction

This chapter will present a review of the literature relevant to the variables included in the
study. It will focus on the definitions, theories and concepts those are relevant to buyer’s
characteristics and impulse purchase. This chapter provides base for the establishment of
conceptual framework in the following chapter.

2.2 Impulse purchase

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Impulsive purchasing is, generally defined as, a consumer’s unplanned purchase which is an
important part of buyer behavior. An impulse purchase or impulse buy is an unplanned
decision to buy a product or service, made just before a purchase. An impulse purchase or
impulse buy is an unplanned or otherwise spontaneous purchase. One who tends to make
such purchases is referred to as an impulse purchaser or impulse buyer. Impulse items can be
anything, a new product, samples or well-established products at surprising low prices.
(Wahida Shahan Tinne, 2010)

Furthermore, Research findings of Wahida Shahan Tinne (2010) suggest that emotions and
feelings play a decisive role in purchasing, triggered by seeing the product or upon exposure
to a well-crafted promotional message. Marketers and retailers tend to exploit these impulses
which are tied to the basic want for instant gratification. For example, a shopper in a
supermarket might not specifically be shopping for confectionary. However, candy, gum,
mints and chocolate are prominently displayed at the checkout aisles to trigger impulse
buyers to buy what they might not have otherwise considered.

A consumer intends to buy specific brands of goods or service. But do changes about the
brands after coming into retail shop.(Berman and Evans 9th edition)For an impulse buy to get
started, experts say the first thing that has to happen is the consumer’s exposure to the
product. In retail setting, that is vital. And then (the retailer hopes), that exposure will trigger
problem recognition. That’s precisely why every grocery, mass-market and drug store check-
out has a wall of impulse items. (Doug McPherson, 2005)

Impulse buyers begin browsing without having an intention to purchase a certain item or
visiting a certain store. As consumers browse, they are exposed to the stimuli, which triggers
customers’ urge to buy on impulse. When impulse buyers feel the desire to buy, they make a
purchase decision without searching for information or evaluating alternatives. Then,
consumers may experience positive or negative consequences by the post-purchase
evaluation after the purchase on impulse. In this process, consumers are influenced by
internal and external factors that trigger their impulse purchase behavior. (Wahida Shahan
Tinne, 2010)

2.3 Factors affecting impulse purchase

Impulse buying of the shopper is influenced by number of factors which could be either
related to the shopping environment, shopper’s personal traits, product itself and the diverse
demographic and socio-cultural aspects. (G. Muruganantham1 & Ravi Shankar Bhakat, 2013)

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After analyzing the various factors studied in the past studies G. Muruganantham1 & Ravi
Shankar Bhakat, (2013) conceptualized four different groups which could accommodate the
various factors. Therefore they have categorized the various factors under the broad
categories of “External stimuli”, “Internal stimuli”, “Situational factors”, Products related
factors” and “Demographics factors”.

2.3.1Demographic factors

Studies of a population based on factors such as age, race, sex, economic status, level of
education, income level and employment, among others.

2.3.2 External stimuli

External factors of impulse buying refer 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). External Stimuli are related to the shopping and the marketing environment.
The shopping environments include the store size, ambience, design and formats while the
marketing environment is the various sales and advertising activities.

2.3.3 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 cues and characteristics that make him / her engage in
impulse buying (G. Muruganantham1 & Ravi Shankar Bhakat, 2013).

2.3.4Situational and product related factors

Situational factors influencing impulse buying may include actual or perceived time available
and spending power (Beatty and Ferrell, 1998).According to Jones et al. (2003), product-
specific impulse buying is result of product involvement and impulse buying tendencies of
the shopper.

2.4 Buyer Characteristics

Consumer characteristics include any individual characteristic or trait that increases the
consumer’s propensity to be impulsive. These characteristics include the consumer’s age,

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gender, culture, mood, materialism, shopping enjoyment, impulsive buying tendency, and the
perceived degree of self-discrepancies (Wahida Shahan Tinne, 2010). According to
Parboteeah (2005), characteristics of a consumer are individual characters of a consumer and
demographic features that increase consumer’s tendency to be impulsive.

2.4.1 Demographic factors

Group of consumers and individuals can be identified in terms of such demographic variables
as age, gender, growth rate, life expectancy, literacy, language spoken, household size,
occupation, marital status, family status, income, retail sales, mobility, places of residence,
employment status, education level and ethnic/racial background. These variables strongly
affect people’s retail shopping and retailer actions. (Berman and Evans 9th edition)

2.4.1.1 Age

Age is an important determinant in predicting impulse buying. Younger people face fewer
risks when spending money. Impulse purchase is at a higher level between age 18 to 39 and
at a lower level thereafter (Wood, 1998).

2.4.1.2 Gender

Gender is the society’s social difference between men and women, their roles and the way
everybody in the society socially construct who a woman or a man is (Kang’et he, 2009).
Men generally tend to not enjoy shopping as much as women do, giving room to the
speculation of using the browsing method when making purchases. This could result to
reducing the chances of making impulsive purchase decision. The shopping trends in
Botswana are evolving and men nowadays tend to enjoy purchasing leisure products, hence
making them to be in the same boat as women as far as chances to making impulsive buying
is concerned.

2.4.1.3 Culture

Culture has an influence on impulse buying both at the regional and individual levels (Kacen
and Lee, 2002).According to Paul T Mburu (2010) a country s national character and cultural
values have much to do with the values that will develop among consumers in that culture.
Indeed, marketers contend that the central premise of social value monitoring is that, if one
understands people s values, one can better predict how they will behave in the market place.

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2.4.1.4 Income

The types and quantity of goods bought differ depending on the wage earned by the
consumer. When buyers have greater income, they purchase more luxury goods like watches,
high-end cars and organic food. (John B. Taylor- "Economics") He explains that a decrease in
income shifts purchasing behavior from buying normal goods to inferior goods. Simply put,
consumers buy fewer specialty items, such as shoes and clothing, and buy more store-brand
items.

2.4.1.5 Education

Education is the acquisition of knowledge. It is taking ownership of the information given to

you whether through formal education or through life skills. Education is living. Education
begins from the time you are born until your death. These are basic truths of education. If you
stop having an education then you die, because to be alive is to learn new things. It is a mind
that will crave education because it will get bored and tired of the same information and will
want a constant refreshing of new information. (Patti Winter, 2009)

2.4.1.6 Occupation

Occupation is perrson’s usual or principal work or business,especially as a means of earning

a living; vocation.The 2010 Standard Occupational Classification (SOC) system is used by
Federal statistical agencies to classify workers into occupational categories for the purpose of
collecting, calculating or disseminating data. It is a tool for organizing jobs into clearly
defined sets of groups according to the tasks and duties undertaken in the jobs. (ISCO-08)
They divide all the jobs into 10 occupational categories.

2.4.1.7 Ethnicity

Ethnicity has an influence on impulse buying both at the regional and individual levels
(Kacen and Lee, 2002) Ethnic group is a socially-defined category of people who identify
with each other based on shared cultural heritage, ancestry, history, homeland, language
(dialect), or ideology, and with symbolic systems such as religion, mythology and ritual,
cuisine, dressing style, physical appearance, etc.

2.4.2 Internal Stimuli

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Internal factors of impulse buying focus directly on the individual, examining the internal
cues and characteristics of the individual that make them engage in impulse buying behavior.
Such factors involve a consumer’s personality traits which determine the degree of their
impulse buying tendency (IBT), internal cues such as emotional states, the consumer’s
normative evaluation of impulse buying engagement and demographic factors. (Kacen and
Lee, 2002)

2.4.2.1. Enjoyment

Shopping has been referred to as a fun, pleasurable activity that leads to feelings of “joy” [Jin
and Sternquist, 2004]. Positive image has been shown to create higher levels of pleasurable
feelings in customers, and reflects their enjoyment of spending time in the area [Bell, 1999].

Shopping enjoyment can be described as the intrinsic enjoyment that consumers derive from
the shopping activity itself (Cox et al., 2005). Theuns Kotzé, Ernest North, Marilize Stols
and Lezanne Venter , state sources of enjoyment as shopping to socialize, shopping for
bargaining, shopping for gratification, shopping for entertainment, shopping for others,
shopping to browse, shopping to exercise and shopping for sensory stimulation.

i. Shopping to socialize

For many consumers, shopping is a social activity and it refers to the enjoyment of shopping
with friends and family and mingling with others while shopping (Arnold and Reynolds,
2003). The physical design of the shopping environment can facilitate or hinder these social
interactions. This is, according to Hart et al. (2007), in accordance to gender role theory,
which leads to the notion that men and women hold different views with regard to
socialization as a source of shopping enjoyment.

ii. Shopping for bargaining

Cox et al. (2005) state that bargain hunting may be the most pervasive source of shopping
enjoyment. Shopping for bargains refers to shopping for sales, looking for discounts and
hunting for good deals (Arnold and Reynolds, 2003) Comparative shopping normally occurs
when shopping for clothing, footwear, furniture and house wares, and shopping can be
enjoyed even if one is looking for the lowest price (Scarpi, 2006).

iii. Shopping for gratification

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Gratification shopping involves shopping for stress relief, shopping to alleviate a negative
mood, ‘to get one’s mind off a problem’ or simply treat to oneself (Arnold and Reynolds,
2003).

iv. Shopping for entertainment

Entertainment creates an exciting or fun experience for shoppers (Sit et al., 2003). Hart et al
(2007) mentioned that the variety and quality of entertainment in shopping centers can have a
positive influence on the enjoyment of the shopping experience. Entertainment in a mall
could be categorized into special event entertainment and specialty entertainment. Special
event entertainment is offered on an occasional or seasonal basis for a short period of time,
for example fashion shows, bridal fairs, and taking pictures with Santa Claus or the Easter
Bunny.

v. Shopping for others

Shopping for others is a product-oriented activity (Arnold and Reynolds, 2003) and some
shoppers derive enjoyment from the influence that this activity has on their feelings and
moods, and the excitement and intrinsic joy felt when finding the perfect gift.

vi. Shopping to browse

Browsing is proposed as a source of shopping enjoyment by Cox et al. (2005). Arnold and
Reynolds (2003) found that browsing is related to all the hedonic motivations for shopping
enjoyment. Arnold and Reynolds (2003) provide evidence that younger men particularly find
browsing enjoyable.

vii. Shopping to exercise

Shopping malls remain large, climate-controlled public places in which it is possible to move
around freely. For this reason, one can expect that some consumers enjoy shopping primarily
as an exercise experience. They see it as an opportunity to move about or to walk for exercise
(Cox et al., 2005).

viii. Shopping for sensory stimulation

Sensory stimulation results from the atmospherics (sights, sounds and smells) of the
environment in which the shopping is done (Cox et al., 2005). Shopping may be undertaken
for the sheer excitement and adventure of the shopping experience. Arnold and Reynolds

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(2003) refer to shopping for sensory stimulation as adventure shopping. It includes the feeling
of being in another world when shopping.

2.4.2.2 Emotions

Laros and Stenkamp (2005) stated that although there are different ways to measure affection,
influence (affection) positive and negative is often used as a general dimension of emotion.
Furthermore, the formation of a customer's positive emotions towards a product or shop
environment can increase the motivation of customers to do unplanned purchasing (Amiri et
al., 2012) .Thus, the greater the positive emotions of a customer, the greater the willingness to
buy impulsively. (Verhagen and Dolen, 2011).According to the emotion quadrants, different
types of consumers can be identified and thus, the type that is most likely to engage in
impulsive buying behavior. Recognizing which type of consumer is the one that is targeted
by marketers may lead to the better development of strategies and increase in sales. (Victoria
Genova, 2010)

i. Contented consumer/ Calm consumption

Quadrant A (Contented consumer/ Calm consumption) from the figure contains the emotions
typical for positive emotions and low arousal: contentment, tranquility, serenity and placidity.
It is likely that some consumers spend their whole life in this quadrant as calm and contented
consumers and even others experience these emotions from time to time. Consumers
experiencing positive emotions and low arousal will choose to avoid problem solving
activities or activities that are physically and cognitively demanding but rather maintain their
state of serenity.

Figure 2.1: Emotion quadrants

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 Positive Valence

A B

Contentment, Tranquility exuberance, delight

Serenity, placidity elation, ecstasy

Low Arousal High Arousal

C D

Hopelessness, dread anger, hostility

Lethargy, melancholy paranoia, panic

Negative Valence

(Source: Victoria Genova, 2010)

ii. Happy consumers/Active Consumption

In quadrant B (Happy consumers/Active Consumption) feeling such as exuberance, delight,
ecstasy, and elation are posited. Happy consumers will seek new consumption experiences as
long as they provide pleasure. Consumers that experience delight and elation will have
greatly enhanced cognitive abilities. Many consumers who feel strong positive emotions will
feel physically and mentally energized. This will also lead to high levels of consumption
creativity and also higher tendency to engage in impulsive buying behavior.
iii. Sad consumers/ Passive consumption
In quadrant C (Sad consumers/ Passive consumption) included emotions such as
hopelessness, dread, melancholy, and lethargy. The author proposes that such consumers are
very risk averse and pessimistic about consumption activities. These consumers will most
likely stick to ‘tried and true’ alternatives because their behavior is based on the premise that
“things will never get any better than this”.
iv. Angry consumers/ Hostile consumption
In quadrant D (Angry consumers/ Hostile consumption) consumers experiencing negative
emotions with high arousal such as anger, hostility, paranoia, and panic. Drawing from the
compulsive consumption literature, the author propose that much of the addictive/compulsive

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behaviors like compulsive shopping, connected to impulsive buying, are undertaken by
consumers in attempt to self-medicate feelings of anger or anxiety. In this case the sad
consumer has the physical and mental energy to engage in a certain activity in order to
remedy his/her negative emotions.

2.4.2.3 Hedonism
Consumer value from the shopping experience is believed to have two distinct forms:
hedonic and utilitarian (Babin and Darden, 1994). They asserted that all shopping experiences
involve the stimulation of thoughts and/or senses and that they accordingly may be viewed as
a process that provides the individual with cognitive (utilitarian) and affective (hedonic)
benefits.
Hedonic shopping value refers to the sense of enjoyment and pleasure that the consumer
receives from the entire buying experience associated with shopping at a store (Griffin, Babin
and Modianos, 2000). Therefore hedonic consumption is very subjective and personal. The
six hedonic motivations (adventure, social, gratification, idea, role, and value) developed by
Arnold and Reynolds (2003) are not product-specific but this study has ascertained that they
are applicable to hedonic products.
i. Social
Social shopping identified by Arnolds and Reynolds (2003) like to take shopping as a way of
bonding with friends and families.
ii. Role
Although the merchandise category is not specified in Arnolds and Reynolds (2003), there is
a high tendency that people generally look for acceptance from the others, particular their
peers.
iii. Adventure
Shopper who has this kind of hedonic motivation enjoys the process of shopping for others.
Adventure shopping motivation behind consumers who look for stimulation in the aspects of
sight, smells, and sounds during a shopping trip is identified as “adventure shopping” (Taube
1972). In the context of fashion clothing consumption, Han et al. (1991) mention that
newness of the fashion clothing represents a kind of sensory stimuli and hedonic value. It
triggers impulsive buying.
iv. Self-gratification
Self-gratification means shopping serves as a method to relieve stress and uplift the shopper’s
mood (Arnolds and Reynolds, 2003). Individual concerns about emotions and is more likely
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to find ways to express them. Identify a hedonic motivation which they name “self -
gratification”.
v. Idea

Idea shopping deals with consumers who has the desire to learn about new trends in fashion,
style, or product innovations, is inclined to Fashion-oriented impulse buying occurs when a
consumers is allured by the novelty of fashion clothing and motivate unplanned purchase.

vi. Value

Value shopping motivation concerns the consumer who has the desire to hunt for bargain
when shopping is identified by Arnolds and Reynolds (2003). Their excitement emerges from
the pride they take after they have succeeded in locating the bargain. It implies that they
might take longer period of time necessary in the search of bargain.

2.4.2.4 Fashion Involvement

Fashion clothing involvement is defined as the perceived personal relevance or interest from
the consumer by fashion clothing (Engel, Blackwell and Miniard, 2005). It that consumers
who are highly involved with a fashion product make earlier purchases and encourages others
to purchase it as well.

There are five dimensions in fashion involvement found in study by Tigert et al. (1976). They
are fashion awareness, fashion knowledge ability, fashion interest, fashion interpersonal
communications, and fashion innovativeness. These five dimensions all imply that an
individual who has fashion involvement is highly attached to high. They are interested in the
latest trend and innovations of fashion.

i. Fashion innovativeness and time of purchase

The continuum which ranges from the early adopting and experimenting consumers to the
late buying, conservative consumer.

ii. Fashion interpersonal communication

A continuous dimension which describes the relative communicative and influential power of
the consuming population at conveys fashion information.

iii. Fashion interest

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A continuum interest ranges relatively from the highly interested fashion consumers to the
totally non-interested buyers.

iv. Fashion knowledgeability

Consumers range from those who are relatively knowledgeable about fashions, styles and
trends to those who have no insight into the fashion arena.

v. Fashion awareness, and reaction to changing fashion trends

A continuum ranging from the consumer who is very actively monitoring the style trends to
the totally non-aware individual. (Tigert et al., 1976)

2.4.2.5 Variety Seeking

Variety seeking is the desire for a new and novel stimulus, which would be the selection of a
new brand or a new product (i.e., an innovation). Wayne D. Hoyer and Nancy M. Ridgway
(1984) proposed framework in their article, that when and with which products purchase
exploration occurs is a function of two major factors: (a) individual-difference characteristics
and (b) product-level characteristics. It is suggested that individuals possess a variable level
of drive which reflects the overall need for variety, but that the product category chosen to
express this drive is based on certain characteristics of the product. Put, another way, variety
seeking is a general drive which is expressed in only a subset of product-specific situations.

i. Individual difference characteristics

Wayne D. Hoyer and Nancy M. Ridgway (1984) say that a number of personality and
motivational factors are potentially related to variety seeking in purchase behaviors.
Specifically, in terms of personality traits, it is hypothesized that dogmatism and
authoritarianism are negatively related to purchase exploration, while extroversion,
liberalness, ability to deal with complex stimuli and creativity are positively related to
purchase exploration. In terms of motivational factors, it is hypothesized that need for
change, need for uniqueness, curiosity motive and need for risk, danger and thrill will be
more likely to engage in purchase exploration. Thus, variety seeking is seen as a general
drive which is the result of several interrelated underlying motives which are, in turn, a

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function of various personality characteristics. Wayne D. Hoyer and Nancy M. Ridgway
(1984) explain that, variety seeking suggests that some individuals are consistently more
likely than others to engage in variety seeking behavior.

 Personality traits

Dogmatism

Individuals who are more dogmatic (or closed-minded) are more likely to be rigid in their
thinking and thus, are less likely to be venturesome in trying new brands/products.

Extroversion

Extroverted individuals have been shown to exhibit a stronger tendency toward adopting new
behavior patterns, and thus are expected to be more open to the adoption of alternative
products.

Authoritarianism

Authoritarianism is Similar to the dogmatism trait; individuals with high authoritarian

tendencies have been found to be more resistant to change and thus would be less likely to
engage in product variety seeking.

Liberalness

In general, the more liberal an individual, the more open she/he is to change. Thus, a liberal
individual would be more likely to engage in variety seeking than someone of a more
conservative nature.

Ability to deal with complex stimuli and creativity

Individuals with a higher need for variety exhibit a greater ability to deal with more complex
or ambiguous stimuli than those who have a lower variety drive.

Creativity

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Research has indicated that individuals with a higher variety drive tend to be higher in
creative ability than those with a lower variety drive.

 motivational factors

Wayne D. Hoyer and Nancy M. Ridgway (1984) explain motivational factors are the second
set of individual-level characteristics is motivational in nature. This include the need for new
and unfamiliar stimuli said that the need for excitement and thrills, the need for arousal and a
preference for irregularity represent one aspect of the multi-dimensional motive of need for
change and can be quite useful in developing a precise measure of this construct.

The need for uniqueness means individuals possess a need to feel different from others in a
social environment. More importantly, individuals vary in terms of the intensity of this
uniqueness need. Those that do possess a strong desire to be different will search for ways to
express their uniqueness. Certain people are simply more curious of new stimuli than others.
Additionally, curiosity is an integral part of the variety seeking drive. The need for risk,
danger or thrills is some individuals possess a basic desire to place themselves in risky or
dangerous situations. Although this type of context would be uncharacteristic of most
consumer purchase situations, the possibility exists that individuals who are higher in this
need would also be more likely to take the minor risks associated with trying a new brand or
product

ii. Product Characteristics

In identifying the product characteristics which mediate the expression of the variety drive, it
is important to distinguish between two categories of factors: objective product
characteristics and perceived (or subjective) product characteristics.

Objective product characteristics involve concrete product characteristics which do not vary
from individual to individual. Examples would include the number of available alternatives
and inter purchase frequency. Subjective product characteristics include product
characteristics which are defined by consumer perceptions. Examples would be degree of
involvement with the brand/product, perceived risk of the product class, the perceived
difference between brands (substitutability), brand loyalty and the importance of neural
sensation, each with a different effect in mediating the variety drive.

2.4.2.6 Product Involvement

18
Researchers who study consumer behavior attribute a great deal of importance to the product-
involvement variable. Studies have shown that product involvement can influence the
decision-making process regarding a product, the extent to which consumers will search for
information about the product, the timing in adoption of the product, the manner in which the
consumer's attitudes and preferences regarding the product are influenced, the consumer's
perceptions of alternatives in the same product category and price (Bauer et al, 2006).

i. Subjective product knowledge

Tali Te'eni-Harari, Jacob Hornik, and Ecole Superieure de Gestion (2010) says that the level
of product involvement among adults is influenced by subjective product knowledge. It
claims that consumers' product knowledge will increase as the rate of consumer involvement
increases. Lutz et al. (1983) show that consumers who have a lot of knowledge about a
specific product are more likely to perceive the product as being important than consumers
who have less knowledge (Lutz et al., 1983)”.

ii. Social influence

Social influence is an important determinant of consumer behavior. According to Coulter et

al. (2003), social networks play an important role in facilitating product involvement among
adults. Their findings suggest a strong relationship between product involvement and the use
of friends and family as information sources.

iii. Product category

The marketing literature has proposed two categories of products: hedonic products or
functional products. Hedonic products are mainly consumed for their hedonic benefits, while
functional products are consumed for their utilitarian benefits (Babin et al., 1994). It has been
found that impulse buying occurs more in the case of hedonic products because of the
symbolic meaning they convey.

iv. Product Price

Product Price is an important determinant of impulse buying (Wong and Zhou, 2003). More
specifically, consumers tend to be more impulsive when there are sales or product discounts,
low marginal need for the item, short product life, smaller sizes, and ease of storage.

2.5 Summery

19
In the literature review analyzed a few finding and facts in buyer characteristics and impulse
purchasing. Both empirical and common theories were analyzed based on the research
problems and objectives of the study. Due to lack of empirical finding on buyer
characteristics with reference to impulse purchase the researcher mostly depended on
theoretical aspect in this chapter.

CHAPTER THREE

CONCEPTUALIZATION AND OPERATIONALIZATION

3.1 Introduction

The second chapter was concerned with a study of the literature relate to the buyer
characteristics and impulse purchase. From the understanding of literature related with the
consumer buying behavior, a conceptual framework was established to find out the
relationship between the buyer characteristics that affect the impulse purchase.

After analyzing the past studies and literature I recognized two different groups of buyer
characteristics which could affect the impulse purchase behavior. Those broad categories are
internal stimuli and Demographics factors.

3.2 Conceptual Framework

Figure 3.1 Conceptual framework

Buyer Characteristics

 Internal stimuli Impulse Purchasing

 Demographic
Factors

20
(Source: G. Muruganantham & Ravi Shankar Bhakat, 2013)

3.3 Definitions

3.3.1 Demographic factors

This study measured age, gender, income, education, occupation and ethnicity in order to test
the demographic factors influencing impulse buying.

I. Age- The amount of time (years) during which a person has lived.
II. Gender- The states of being a male or female.
III. Income- Money that an individual receives as wage, rent, interest or profit per month.
IV. Education- The process of receiving or giving systematic instruction, especially at a
school or university. (Formal education)
V. Occupation- Official designation of an employed or self-employed person.
VI. Ethnicity- Ethnic group is a socially-defined category of people who identify with
each other based on religion.

3.3.2 Internal stimuli

Internal factors of the individual which are directly effect on impulse buying behavior.

3.3.2.1 Enjoyment

Feelings of pleasure caused by engage in shopping or experiencing pleasure when observing

something that you like. It include,

I. Socializing with others- Many consumers enjoy the shopping experience with friends
and family by socializing with them. They think shopping time is most preferable
time to being with family and friends.

21
 II. Shopping for bargains- Shopping for bargains refers to shopping for sales, looking for
discounts and hunting for good deals. Bargaining is mostly enjoying by females than
males.
III. Shopping for gratification- People use shopping for release stress and earn happiness
of one. Because spending time with new, fashionable things help them to forget
sadness.
IV. Shopping for entertainment- Consumers use shopping as a special event for spending
their leisure time. Most of the shopping centers come up with many entertaining
activities such as games, music and etc.
V. Shopping for others- Shopping for others is a very common behavior of shoppers, as
they think it helps them to being with their relations and friends and find the best
things for their needs and desires.
VI. Shopping to browse- Consumers enjoy browsing for new products and brands make
while they are engage in shopping.
VII. Shopping to exercise- Shopping centers remains large and complex. It is a good
exercise to move around freely by visiting one shop to another.
VIII. Shopping for sensory stimulation- Sensory stimulation results from the environment
of the shopping area. It can be a music, smell or other sensory make consumer feel
better.

3.3.2.2 Emotions

Emotions are the personal expressions of shopping and it can be negative or positive. If it is a
positive feeling then it directly leads to unplanned purchase.

I. Contented consumer/ Calm consumption –emotions like contentment, tranquility,

serenity and placidity.
II. Happy consumers/Active Consumption –Happy consumers who seek new
consumption experiences as long as they provide pleasure.
III. Sad consumers/ Passive consumption –emotions such as hopelessness, dread,
melancholy, and lethargy include in this.
IV. Angry consumers/ Hostile consumption – consumers experiencing negative emotions
with high arousal included in this section.

3.3.2.3 Hedonism

22
Hedonism is achieving the greatest amount of pleasure possible to them at the shopping trip.
I. Social Shopping- Consumers like to take shopping as a way of bonding with friends
and families.
II. Role Shopping- The excitement of giving someone a “perfect gift” in a shopping trip
is make great pleasure of consumers.
III. Adventure Shopping- for some consumers shopping is a high motivate factor that
create them pleasure.
IV. Self-Gratification- The shopping serves as a method to relieve stress and uplift the
shopper’s mood.
V. Idea Shopping- Consumers who has the desire to learn about new trends in fashion,
style, or product innovations, is inclined to “idea shopping” motivation.
VI. Value Shopping- A consumer who has the desire to hunt for bargain when shopping.
It implies that they might take longer period of time necessary in the search of
bargain.

3.3.2.4 Fashion Involvement

There are five dimensions in fashion involvement found in the study. They are fashion
awareness, fashion knowledge ability, fashion interest, fashion interpersonal
communications, and fashion innovativeness. These five dimensions all imply that an
individual who has fashion involvement is highly attached to high. They are interested in the
latest trend and innovations of fashion.
1. Fashion innovativeness and time of purchase- The continuum which ranges from the early
adopting and experimenting consumer to the late buying, conservative consumer.
2. Fashion interpersonal communication- A continuous dimension which describes the
relative communicative and influential power of the consuming population at conveying
fashion information.
3. Fashion interest- A continuum ranging relatively from the highly interested fashion
consumer to the totally non-interested buyer.
4. Fashion knowledgeability- Consumers range from those who are relatively knowledgeable
about fashions, styles and trends to those who have no insight into the fashion arena.
5. Fashion awareness, and reaction to changing fashion trends- A continuum ranging from the
consumer who is very actively monitoring the style trends to the totally non-aware individual.

23
3.3.2.5 Variety seeking

Variety seeking occurs due to two major factors: (a) individual-difference characteristics and
(b) product-level characteristics.
In individual-difference characteristics include two sub factors, personal traits and
motivational factors.
I. Personal traits- dogmatism and authoritarianism are negatively related to purchase
exploration, while extroversion, liberalness, ability to deal with complex stimuli and
creativity are positively related to purchase exploration.
II. Motivational factors- need for change, need for uniqueness, curiosity motive and need
for risk, danger and thrill will be more likely to engage in purchase exploration.
In identifying the product characteristics which mediate the expression of the variety drive, it
is important to distinguish between two categories of factors, objective product characteristics
and perceived (or subjective) product characteristics.

3.3.2.6 Product involvement

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.

i. Subjective Product Knowledge- consumers who have a lot of knowledge about a

specific product are more likely to perceive the product as being important than
consumers who have less knowledge.
ii. Social influence- there is vast impact of social factors on consumers while buying the
products. This can be mostly occurring due to purpose of matching with each other
among friends and families.
iii. Product category- It has been found that impulse buying occurs more in the case of
hedonic products because of the symbolic meaning they convey.
iv. Product Price- consumers tend to be more impulsive when there are sales or price
discounts.

3.4 Operational Framework

24
Operational framework develops according to the buyer characteristics which are identified
in the conceptual framework and Five point Lickert’s scale use as the measurement scale.

Table 3.1: Concept, Dimensions, Indicators and Questions

Concept Dimensions Indicators Question

No:
Internal I. Enjoyment  socialize 7
Stimuli  entertainment 8
 Shopping for others 9
 browse 10
 exercise 11
 for sensory stimulation 12
II. Emotions  Contented/Calm 13
 Happy/Active 14
 Sad / Passive 15
 Angry/ Hostile 16
III. Hedonism  Adventure 17
 Gratification 18
 Role 19
 Idea 20
 Social 21
 Value 22
IV. Fashion  Innovativeness 23
 Interpersonal 24
communication
 Interest 25
 Knowledge 26
 Awareness 27
V. Variety  Individual-difference
seeking
characteristics
 Personality 28
 motivation 29
 Product-level
characteristics.
 Subjective products 30
 Objective products 31

25
 VI. Product  Subjective product 32
Involveme knowledge
nt  Social influence 33
 Product category 34
 Product price 35
Impulsiveness 36
(Source: Developed for the study purpose)

3.5 Summary

This chapter has concerned with establishing the conceptual framework to find out the
relationship between major factors affecting the impulse purchase based upon the theories
developed in the literature.

In this chapter, a conceptual framework has been established (figure 3.1) based on the Buyer
characteristics and impulse purchase. Buyer characteristics consist of demographic factors
and internal stimuli.

Demographic factors include (table 3.1) age, gender, income, ethnicity, education and
occupation. Enjoyment, emotions, hedonism, fashion, verity seeking, self-identity and
product involvement come under the internal stimuli.

CHAPTER FOUR

METHODOLOGY

26
4.1 Introduction

Research Methodology is one that provides guide lines to do a research systematically. A

procedure designed to the extent to which it is planned and evaluated before conducting the
inquiry and the extent to which the method for making decisions evaluated is called as
methodology. This chapter attributes how the research has been conducted to understand the
buyer characteristics towards the impulse purchase questionnaire is to be prepared and issued
to the people in Badulla district.This chapter includes five sections as study setting, design,
and method of survey and data analysis, and data evaluation.

4.2 Study setting

The research study was focused on finding the impact of buyer characteristics on the impulse
purchase behavior of consumers in Badulla district.

4.2.1 Research Approach

This is a quantitative research and it focus on using formalized questions in surveys that are
sent out to a 100 respondents in Badulla District. This is done in order to get a validation of
facts that is used in the research. And this study will be conducted as theoretical based
deductive type of study since I have explored already existing theories and will apply them to
consumers to see whether they are indeed correct.

4.2.2 Time Horizon

The study is cross sectional one in the time horizon because data will be collected in a one
single time from the respondents and conduct the population only one time for collect data.

4.2.3 Unit of Analysis

Regarding objectives of this study unit of analysis is the individual level (the customer) in
Badulla district. The study totally depends on primary data. The primary data will be
collected through questionnaire from 100 consumers those who visit Shopping centers and
commercial centers in the district.

4.2.4 Study Population

27
Study population is the consumers in Badulla district and the sample of 100 consumers were
selected among this population.

4.3 Sample size and Sampling design

Sample is select according to the consumers who visit at least one time to the shopping
centers and commercial centers in Badulla district.

4.3.1 Sample size

The sample size of this study was 100 (N = 100) participants.

4.3.2 Sampling design

The study has been based on data collected from consumers who shop over the shopping
centers and commercial centers. In this study, the 100 consumers of sample will be selected
convenience sampling method as follows;

Table 4.1: Sample design

Divisional Secretariats Sample size Divisional Secretariats Sample size

Badulla 15 Lunugala 5
Bandarawela 15 Mahiyanganaya 10
Ella 5 Meegahakiula 2
Haldummulla 5 Passara 10
Hali-Ela 5 Rideemaliyadda 4
Haputale 5 Soranathota 2
Kandaketiya 3 Uva-Paranagama 4
Lunugala 5 Welimada 10
Total 100

4.4 Method of data collection

This study depends on both primary and secondary data. The primary data will be collected
through questionnaire from 100 consumers in Badulla district.

4.4.1 Primary data

Information need for this research to understand the consumers and how they think when it
comes to impulse buying and impact of buyer characteristics. In this research data collect for

28
investigate the particular research problem. An empirical investigation is conducted through
the development of structured questionnaire that was filled up by 100 respondents.

4.4.1.1 Questionnaire

A well-defined questionnaire that is used effectively can gather information on both overall
performance of the test system as well as information on specific components of the system.
A defeated questionnaire was carefully prepared and specially numbered. The questions were
arranged in proper order, in accordance with the relevance.

Questionnaire was built in two parts namely personal information and research information.
The questionnaire was designed for measuring the variables which determined the level of
influence of buyer characteristics on impulse purchase and association between demographic
variables and impulse purchase behavior of consumers. Questionnaire has been organized
according to:

1. Buyer characteristics
This includes two broad areas;

I. Consumer demographic factors- This information included name, age, gender,

ethnicity, level of education, occupation, monthly income.
II. Internal stimuli- statements relate to internal factors that affect the impulse
purchasing behavior of consumer are included in this section of questionnaire.
One of the ordinal measures called “five points Likert’s scale questionnaire” was used for
respondents for giving their answers. This five point scale was used for measuring the
variables in the scale consist of five boxes ranging from strongly disagree to strongly agree.
In this regards the questionnaires were administered among the respondents to mark (√) their
options regarding the statement in the questionnaire.

4.4.2 Secondary data

The secondary data was gathered by searching for information in various books, newspapers
and academic journals of different kinds in order to gain a perspective.

4.5 Method of data measurement

29
The variables in the research model were measured through questionnaires with five point
Likert Scales and Nominal Scale which were completed by the respondents themselves
appropriately as they perceived respond to each and every questions.

4.5.1 Method of measuring the demographic factors

The characteristics of customers measure by the use of nominal scale. The characteristics of
customers was measured under 06 indicators namely age, gender, ethnicity, education level,
occupation and income level.

4.5.2 Method of measuring the internal stimuli

The Five point Likert Scales were used in the questionnaire to measure the internal stimuli
(enjoyment, emotions, hedonism, fashion involvement, variety seeking and product
involvement) of the customers.

Table 4.2: Method of measuring the internal stimuli

Scale Points

Strongly Disagree 1

Disagree 2

Neutral 3

Agree 4

Strongly Agree 5

4.6 Method of data presentation

The data collected and measured by the use of questionnaire were evaluated on the following
methods using the software SPSS version 16.0.

4.6.1 Presentation of Demographic factors

The bellow table shows method of presentation of demographic factors of the consumers.

Table 4.3: Method of presentation of demographic factors

Variable Method of presentation

30
 Age
Gender
Ethnicity
 Frequency Table
Income
Education level
occupation

4.6.2. Presentation of internal stimuli

The bellow table shows method of presentation of internal stimuli of the consumers.

Table 4.4: Method of presentation of internal stimuli

Internal stimuli Method of presentation

Enjoyment
Emotions
Hedonism
 Frequency table
Fashion
Variety seeking
product involvement

4.7 Method of data analysis

Questionnaire consists of number of statements, which expressed agreement or disagreement

towards the given project. For the analysis of research data use SPSS (16.0) computer
package.

Table 4.5: Method of data analysis

Variable Method of analysis

Descriptive analysis Mean, Standard Deviation,
 Demographic factors Cross tabulation analysis Mean comparison
Analysis of variance One – Way ANOVA,

31
  Internal stimuli Independent t-test
 Impulsiveness Bivariate analysis Regression analysis

4.8 Method of data evaluation

This study is going to use five point likert scales questionnaire to measure the internal stimuli
of the consumers. Therefore this study formulate three decisions that can be derived from the
value indicated in the question between 1-5 scale as follows,

Table 4.6: Method of data evaluation

Range Degree of Level

1.0 < X ≤ 2.5 Low level
2.5 < X ≤ 3.5 Moderate level
3.5 < X < 5 High level

Let ‘X’ be the Average Score (mean) of the respondents for internal stimuli,

 If 1 < X ≤ 2.5, then the level of consumers’ internal stimuli is at low level.
 If 2.5 < X ≤ 3.5, then the level of consumers’ internal stimuli is at moderate level.
 If 3.5 < X < 5, then the level of consumers’ internal stimuli is at high level.

4.9 Summary

The research methodology was developed and elaborated in this chapter. Convineance
sampling was adopted for sample selection for filling the questionnaires. Further, method of
data presentation, data analysis and data evaluation also elaborated in this chapter.

CHAPTER FIVE

DATA PRESENTATION AND ANALYSIS

5.1 Introduction

This chapter contains presentation of data collected for this study by the use of questionnaires
and analysis. In order to identifying the impact of buyer’s characteristics on impulse purchase
behavior of consumers in Badulla district, the data presentation and analysis are essential.

32
These data presentation consists of two major parts which are personal information and
research information. Personal information and research data were presented with the
frequency distribution. The data were analyzed by using the techniques of descriptive and
bivariate analysis. Descriptive analysis includes cross tabulations and central tendency
analysis. Bivariate analysis includes simple regression analysis.

5.2 Data presentation

The 100 questionnaires were issued to collect the data from consumers and it includes three
parts namely demographic factors, consumers’ internal stimuli and impulse purchase
behavior. The data presented by using frequency distribution.

5.2.1 Data presentation for Demographic factors

The data were collected on the following personal characteristics of age, gender, ethnicity,
Income Level, Education Level and Occupation of consumers.

5.2.1.1 Age of the consumers

The table shows the frequency distribution for the age of the consumers.

Table 5.1: Frequency distribution of age of the consumers

Age group Frequency Percent

18-25 24 24.0

26-35 46 46.0

36 or older 30 30.0

Total 100 100.0

Source: Survey data

According to the age distribution consumers in the sample age between 26 and 35 represent
the highest number of consumers as 46%.

5.2.1.2 Gender of the consumers

The table shows the frequency distribution for the gender of the consumers.

Table 5.2: Frequency distribution of gender of the consumers

33
 Gender Frequency Percent
Male 35 35.0

Female 65 65.0

Total 100 100.0

Source: Survey data

The sample was selected and questionnaires were issued to 35% of males and 65% for
females.

5.2.1.3 Ethnicity of the consumers

The table shows the frequency distribution for the ethnicity of the consumers.

Table 5.3: Frequency distribution of ethnicity of the consumers

Ethnicity Frequency Percent

Sinhala 73 73.0

Tamil 9 9.0

Muslim 10 10.0

Burger 8 8.0

Total 100 100.0

Source: Survey data

Out of the 100 sample of consumers 73% of the consumers are Sinhalese and 10% of
consumers are Muslims. Also 9% of consumers represent the Tamil consumers and 8% were
Burgers.

5.2.1.4 Monthly income of the consumers

The table shows the frequency distribution for the monthly income of the consumers.

Table 5.4: Frequency distribution of monthly income of the consumers

Monthly income Frequency Percent

20000 or less 24 24.0
20001- 30000 32 32.0

34
 30001-40000 22 22.0
40001 or more 22 22.0
Total 100 100.0

Source: Survey data

The highest number of consumers receives monthly income between 20001 and 30000 and it
is 32% of consumers out of the 100. Both of the monthly income between 30001-40000 and
40001 or more included 22% of consumers.

5.2.1.5 Education level of the consumers

The table shows the frequency distribution for the educational level of the consumers.

Table 5.5: Frequency distribution of education level of the consumers

Educational level Frequency Percent

A/L or less 37 37.0

University education 47 47.0

Other 16 16.0

Total 100 100.0

Source: Survey data

Out of the 100 consumers 47% consumers get university education and 16% of consumers
have other educational qualifications. 37% of consumers are getting A/L or less education.

5.2.1.6 Occupation of the consumers

The table shows the frequency distribution for the occupation of the consumers.

Table 5.6: Frequency distribution of occupation of the consumers

Occupation Frequency Percent

Legislators, Senior officials, Managers 6 6.0
Professionals 15 15.0
Technicians and Associated professionals 24 24.0

35
 Clerks 14 14.0
Students 9 9.0
Housewife 17 17.0
Retired 5 5.0
Unemployed 10 10.0
Total 100 100.0
Source: Survey data
Out of 100 consumers 24% of consumers occupied as technicians, associated professionals
and 17% of consumers were housewives. There also 6% of legislators, senior officials and
managers in the sample.

5.2.2 Data presentation for internal stimuli

Consumers’ internal stimuli include six stimulates, namely enjoyment, emotions, hedonism,
fashion, variety seeking and product involvement.

5.2.2.1 Enjoyment of the consumers

The table shows the frequency distribution for the enjoyment of the consumers.

Table 5.7: Frequency distribution of enjoyment of the consumers

Scale Strongly Disagree Neutral Agree Strongly Total

Indicator Disagree Agree
Socialize 11 15 17 36 21 100
Entertainment 5 1 23 44 27 100
For others 4 4 15 41 36 100
Browse 2 7 28 36 27 100
Exercise 9 29 37 20 5 100
Sensory 1 9 31 40 19 100

Source: Survey data

Consumers are enjoying the shopping and 57% of consumers agreed with socializing with
others stimulate impulse purchase. 38% of consumers disagree with shopping as physical
exercises that motivate the impulse purchase behavior. 77% of consumers agree they enjoy
the shopping by shopping for others.

5.2.2.2 Emotions of the consumers

The table shows the frequency distribution for the emotions of the consumers.

36
 Table 5.8: Frequency distribution of emotions of the consumers

Scale Strongly Disagree Neutral Agree Strongly Total

Indicator Disagree Agree
Calm 7 20 25 39 9 100
Active 22 37 17 18 6 100
Passive 9 24 39 21 7 100
Angry 7 38 38 14 3 100

Source: Survey data

Emotion as consumer internal stimuli 48% of consumers agree with calm consumption and
59% of consumers are not active consumers. 39% of consumers are not agreed or disagree
with passive consumption 45% of consumers are angry and have hostile consumption.

5.2.2.3 Hedonism of the consumers

The table shows the frequency distribution for the hedonism of the consumers.

Table 5.9: Frequency distribution of hedonism of the consumers

Scale Strongly Disagree Neutral Agree Strongly Total

Indicator Disagree Agree
Adventure 2 10 31 35 22 100
Gratification 9 36 24 22 9 100
Role 5 21 28 31 15 100
Idea 6 14 27 38 15 100
Social 4 6 27 41 22 100
Value 2 14 43 31 10 100

Source: Survey data

Adventure, as a hedonic consumption 57% of consumers agreed and only 31% of consumers
agreed with gratification as a hedonic motivation in shopping experience. 63% of consumers
shopping for the purpose of socialize with family and friends.

5.2.2.4 Fashion of the consumers

The table shows the frequency distribution for the fashion of the consumers.

Table 5.10: Frequency distribution of fashion of the consumers

37
 Scale Strongly Disagree Neutral Agree Strongly Total
Indicator Disagree Agree
Innovativeness 5 29 27 28 11 100
Communication 7 31 23 34 5 100
Interest 5 5 33 37 20 100
Knowledge 5 7 25 46 17 100
Awareness 4 8 19 41 28 100
Source: Survey data
Overall frequency distribution shows that consumers highly agree with fashion as internal
stimuli 63% of consumers agree with fashion knowledge they use to have and 69% of
consumers agree with the awareness while they following fashion.

5.2.2.5 Variety seeking of the consumers

The table shows the frequency distribution for the variety seeking of the consumers.

Table 5.11: Frequency distribution of variety seeking of the consumers

Scale Strongly Disagree Neutral Agree Strongly Total Sou

Indicator Disagree Agree rce:

Personality 4 6 37 43 10 100 Sur

vey
Motivation 6 13 41 31 9 100
data
Subjective 12 33 35 17 3 100
Out
Objective 21 32 27 13 7 100
of
the 100 of sample, 53% of consumers agree with personal traits while they engage in variety
seeking and 19% of consumers disagree with motivation as variety seeking function. Only
20% of consumers agree with subjective and objective function of variety seeking.

5.2.2.6 Product involvement of the consumers

The table shows the frequency distribution for the product involvement of the consumers.

Table 5.12: Frequency distribution of product involvement of the consumers

Scale Strongly Disagree Neutral Agree Strongly Total

Indicator Disagree Agree
Product knowledge 4 5 19 40 32 100
Social influence 9 8 28 42 13 100
Product category 4 19 30 37 10 100

38
Product price 19 19 35 20 7 100

Source: Survey data

According to the above frequency distribution 72% of consumers agree with product
knowledge and 55% of consumers agreed with social influence in buying a product. 38% of
consumers concern the price of products when they engage in shopping.

5.2.3 Data presentation for tendency to impulse purchase

The table shows the frequency distribution for the tendency to impulsiveness of the
consumers.

Table 5.13: Frequency distribution of tendency to impulsiveness of the consumers

Scale Strongly Disagree Neutral Agree Strongly Total

Indicator Disagree Agree
Impulsiveness 2 5 24 38 31 100

Source: Survey data

69% of consumers out of the 100 consumers are agreeing with impulse purchase behavior in
their shopping experience while 7% of consumers are disagree with the impulsive buying
behavior in their shopping experience.

5.3 Data Analysis

In this section data collected through the questionnaire are analyzing by using cross
tabulations. It includes mean comparison between demographic variables and internal stimuli
and demographic variables and impulse purchase behavior of the consumers.

5.3.1 Level of internal stimuli

5.3.1.1 Level of enjoyment

The table shows the level of enjoyment of the consumers with mean and standard deviation.

39
 Table 5.14: Mean and Standard deviation of enjoyment of consumers

Indicator Mean Std. Deviation

Shopping for socialize 3.41 1.280
Shopping for entertainment 3.87 0.991
Shopping for others 4.01 1.020
Shopping to browse 3.79 0.988
Shopping to exercise 2.83 1.016
Shopping for sensory stimulation 3.67 0.922
Enjoyment 3.5967 0.7155

Source: Survey data

All the indicators have high level of shopping enjoyment except Shopping to exercise. It is at
moderate level in impulse purchase behavior with mean of 2.83 and 1.016 of std. deviation.
Overall enjoyment is at high level with 3.5967 mean and 0.7155 of std. deviation.

5.3.1.2 Level of emotions

The table shows the level of emotions of the consumers with mean and standard deviation.

Table 5.15: Mean and Standard deviation of emotions of consumers

Indicator Mean Std. Deviation

Calm 3.23 1.090
Active 2.49 1.193
Passive 2.93 1.047
Angry 2.68 .909
Emotions 2.8325 0.6999
Source: Survey data

40
All the indicators in emotions are at moderate level on impulse purchase behavior of
consumers and overall level of emotions on impulse purchase behavior at moderate level with
2.8325 mean and 0.6999 of std. deviation.

5.3.1.3 Level of hedonism

The table shows the level of hedonism of the consumers with mean and standard deviation.

Table 5.16: Mean and Standard deviation of hedonism of consumers

Indicator Mean Std. Deviation

Adventure 3.65 0.999
Gratification 2.86 1.137
Role 3.30 1.115
Idea 3.42 1.093
Social 3.71 1.008
Value 3.33 .911
Hedonism 3.3783 0.7255
Source: Survey data

Adventure (3.65) and social (3.71) at high level and others at moderate level of hedonism on
impulse purchase behavior of consumers. With 3.3783 of mean and 0.7255 of standard
deviation hedonism has moderate level impulse purchase behavior of consumers.

5.3.1.4 Level of fashion

The table shows the level of fashion of the consumers with mean and standard deviation.

Table 5.17: Mean and Standard deviation of fashion of consumers

Indicator Mean Std. Deviation

Innovativeness 3.11 1.100
Interpersonal communication 2.99 1.068
Interest 3.62 1.023
Knowledge 3.63 1.012
Awareness 3.81 1.061
Fashion 3.4320 0.7605
Source: Survey data

Innovativeness (3.11) and Interpersonal communication (2.99) are in moderate level while
Interest, Knowledge and Awareness at high level on consumer impulsiveness. Fashion is at

41
moderate level on impulsiveness of consumers with 3.4320 of mean and 0.7605 of standard
deviation.

5.3.1.5 Level of variety seeking

The table shows the level of variety seeking of the consumers with mean and standard
deviation.

Table 5.18: Mean and Standard deviation of variety seeking of consumers

Indicator Mean Std. Deviation

Personality 3.49 0.904
Motivation 3.24 0.996
Subjective 2.66 0.997
Objective 2.53 1.167
Variety seeking 2.98 0.6539
Source: Survey data

All the indicators of variety seeking at moderate level on impulsive purchasing and overall
variety seeking has moderate level of mean (2.9800) and 0.6539 of standard deviation.

5.3.1.6 Level of product involvement

The table shows the level of product involvement of the consumers with mean and standard
deviation.

Table 5.19: Mean and Standard deviation l of product involvement of consumers

Indicator Mean Std. Deviation

Subjective product knowledge 3.91 1.036
Social influence 3.42 1.103
Product category 3.30 1.020
Product price 2.77 1.179
Product involvement 3.35 0.7889
Source: Survey data

Subjective product knowledge at high level (3.91) and Social influence, Product category and
Product price has moderate level on impulsive purchasing. Product involvement is at
moderate level with 3.35 of mean and 0.7889 of standard deviation.

42
5.3.2 Cross tabulations analysis for demographic factors and internal stimuli

Consumers’ internal stimuli include six stimulates, namely enjoyment, emotions, hedonism,
fashion, variety seeking and product involvement. Demographic factors compare with the six
stimulates and impulsiveness as follows.

5.3.2.1 Age and internal stimuli

The table shows the mean comparison of age and internal stimuli of the consumers.

Table 5.20: Mean comparison of age and internal stimuli

Stimuli Enjoyment Emotion Hedonism Fashion Variety Product Internal

Age seeking involvement stimuli
18-25 3.6597 2.7604 3.3750 3.4917 3.0312 3.3021 3.2700
(0.4950) (0.4950) (0.6543) (0.5837) (.5819) (.7517) (0.4500)
26-35 3.6594 2.9402 3.5217 3.4478 3.0054 3.4076 3.3304
(0.7713) (0.7035) (0.6962) (0.8253) (0.6942) (0.8666) (0.6113)
36 or older 3.4500 2.7250 3.1611 3.3600 2.9000 3.3000 3.1494
(0.7733) (0.7553) (0.7896) (0.7989) (0.6585) (0.7083) (0.5699)
Source: Survey data
Consumers between 18 and 25 are the most enjoyable consumers (3.65) when they shop and
least shopping enjoyable consumers are in age group of 36 or older (3.45). Age between 26-
35 is the most emotional consumers in shopping (2.94) and they are the consumers who
willing to concern about hedonic consumption (3.52). Young consumers who are in age
between 18 and 25 are the most fashionable consumers and their fashion involvement at 3.49
means value. Variety seeking is almost at lower level when compare to other stimulates and
highest variety seeking group is in 18-25 age group (3.03). Age between 26- 35 is the
consumers who are highly involve with products about their knowledge, social influence and
price (3.4). By comparing all the internal stimuli with the age, there is moderate level of age
between 26 and 35 with internal stimuli at 3.3304 of mean value and 0.6113 of standard
deviation.

The following table indicates the p-values for internal stimuli based on age.

Table 5.21: One-way ANOVA test for internal stimuli based on age

Internal Enjoyment Emotions Hedonism Fashion Variety Product Internal

stimuli seeking Involve: stimuli
P value 0.410 0.362 0.105 0.807 0.721 0.800 0.395

43
 Source: Survey data
According to the ANOVA testing there is no significant difference between the internal
stimuli and age of the consumers. Therefore age is not influence on internal stimuli of
consumers.

5.3.2.2 Gender and internal stimuli

The table shows the mean comparison of gender and internal stimuli of the consumers.

Table 5.22: Mean comparison of gender and internal stimuli

Stimuli Enjoyment Emotion Hedonism Fashion Variety Product Internal

Gender seeking involvement stimuli
Male 3.2571 2.7786 3.0381 3.0800 2.8500 3.1357 3.0233
(0.8850) (0.6745) (0.9066) (0.8774) (0.6865) (0.9497) (0.6968)
Female 3.7795 2.8615 3.5615 3.6215 3.0500 3.4654 3.3899
(0.5279) (0.7167) (0.5291) (0.6175) (0.6299) (0.6671) (0.4316)
Source: Survey data
Females in the sample are the most enjoyable (3.77), emotional (2.86), hedonic (3.56),
fashionable (3.62), variety seeking (3.05) and product involve (3.46) consumers when
compare with males in the sample. Enjoyment is the most stimuli factor in shopping (3.59)
and emotions are the least stimuli factor in shopping for both males and females. Female
consumers are at moderate level on the internal stimuli with 3.3899 of mean and 0.4316 of
standard deviation.

The following table indicates the p-values for internal stimuli based on gender.

Table 5.23: Independent t- test for internal stimuli based on gender

Variable Enjoyment Emotion Hedonism Fashion Variety Product Internal

seeking Involve: stimuli
P-value 0.16 0.186 0.001 0.024 0.8 0.018 0.16
Source: Survey data

There is a gender difference on hedonism, fashion and product involvement (p-value<0.05).

Further according to the t-test there is no gender difference in enjoyment, emotions and
variety seeking (p-value>0.05).

5.3.2.3 Ethnicity and internal stimuli

The table shows the mean comparison of ethnicity and internal stimuli of the consumers.

44
 Table 5.24: Mean comparison of age and internal stimuli

Stimuli Enjoyment Emotion Hedonism Fashion Variety Product Internal

Ethnicity seeking involve stimuli
Sinhala 3.5479 2.7123 3.2922 3.2986 2.8733 3.2397 3.1607
(0.7062) (0.6918) (0.6802) (0.7432) (0.6536) (0.7888) (0.5452)
Tamil 3.9444 3.1944 3.9074 3.6667 3.3611 3.6111 3.6142
(0.4564) (0.5965) (0.2222) (0.5291) (0.3773) (0.6263) (0.2696)
Muslim 3.2667 3.0250 3.1833 3.7400 3.0000 3.5250 3.2900
(0.9756) (0.6286) (1.1532) (0.9709) (0.5892) (1.0031) (0.7389)
Burger 4.0625 3.2813 3.8125 4.0000 3.5000 3.8438 3.7500
(0.2509) (0.6999) (0.4580) (0.4535) (0.6546) (0.3519) (0.3401)

Source: Survey data

Burgers are the most enjoyable (4.06), emotional (3.28), fashionable (4), variety seeking (3.5)
and product involve (3.84) consumers in the sample when compare to other ethnic groups.
Tamils are the mostly hedonic consumers in the sample (3.9). Totally all ethnic groups enjoy
the shopping experience (3.59) when least concern about the emotions than other internal
stimuli. Burgers are with high value on internal stimuli with 3.75 of mean and 0.3401 of
standard deviation.

The following table indicates the p-values for internal stimuli based on ethnicity.

Table 5.25: One-way ANOVA test for internal stimuli based on ethnicity

Enjoyment Emotions Hedonism Fashion Variety Product Internal

Stimuli seeking Involve: stimuli
Ethnicity 0.044 0.032 0.022 0.240 0.016 0.108 0.006
Source: Survey data

According to the p-value of ANOVA enjoyment, emotions, hedonism and variety seeking
there is some significance difference with ethnicity of consumers (p- value < 0.05) and there
is no difference between fashion and product involvement with ethnicity of the consumers (p-
value > 0.05).

5.3.2.4 Monthly income and internal stimuli

The table shows the mean comparison of monthly income and internal stimuli of consumers.

45
 Table 5.26: Mean comparison of monthly income and internal stimuli

Stimuli Enjoyment Emotion Hedonism Fashion Variety Product Internal

Income seeking involve stimuli
20000 or less 3.7014 2.7708 3.3125 3.3333 3.0833 3.3021 3.2506
(0.4814) (0.6507) (0.6708) (0.6370) (0.6240) (0.8007) (0.5012)
20001- 30000 3.5365 2.7500 3.5000 3.4438 3.0234 3.2656 3.2532
(0.9482) (0.7540) (0.9039) (0.9322) (0.6879) (0.9331) (0.7103)
30001-40000 3.6742 2.7841 3.4848 3.5909 2.9545 3.4886 3.3295
(0.6928) (0.7879) (0.5115) (0.5935) (0.6391) (0.7091) (0.4737)
40001 or 3.4924 3.0682 3.1667 3.3636 2.8295 3.3864 3.2178
more (0.5622) (0.5573) (0.6586) (0.7773) (0.6654) (0.6396) (0.4980)
Source: Survey data

Most enjoyable (3.7) and variety seeking (3.08) consumers receive monthly income less than
rs.20000 and most emotional consumers receive 41000 or more income per month (3.06).
Most hedonic (3.48) and fashion involve (3.59) consumers’ income is in between 30001 and
40000. According to the income level consumers are enjoy (3.59) the shopping trip than other
stimuli. Income level between Rs. 30001 and 40000 is at the moderate level on internal
stimuli of consumers.
The following table indicates the p-values for internal stimuli based on income.

Table 5.27: One-way ANOVA test for internal stimuli based on income

Stimuli Enjoyment Emotions Hedonism Fashion Variety Product Internal

seeking Involve: stimuli
Income 0.696 0.362 0.332 0.677 0.592 0.763 0.928
Source: Survey data

According to the analysis of variance (ANOVA) there is no significant difference in internal

stimuli and income of the consumers (p=0.928). Therefore monthly income of the consumer
has no influence on internal stimuli of consumers in impulsive shopping.

5.3.2.5 Education level and internal stimuli

The table shows the mean comparison of monthly education level and internal stimuli of
consumers.

Table 5.28: Mean comparison of educational level and internal stimuli

46
 Stimuli Enjoyment Emotion Hedonism Fashion Variety Product Internal
Education seeking involve: stimuli
A/L or less 3.7658 2.8514 3.4234 3.5351 2.9797 3.3919 3.3245
(0.5007) (0.6883) (0.5991) (0.6037) (0.6218) (0.7157) (0.4259)
University 3.5213 2.8191 3.3972 3.4426 2.9574 3.3989 3.2561
education (0.8409) (0.6790) 0(.8027) (0.7999) (0.6722) (0.8203) (0.6123)
Other 3.4271 2.8281 3.2188 3.1625 3.0469 3.1094 3.1321
(0.6991) (0.8252) (0.7763) (0.9358) (0.7083) (0.8610) (0.7003)
Source: Survey data

According to the educational level of the consumers most enjoyable (3.76), emotional (2.85),
hedonic (3.42), fashionable (3.53) and variety seeking (2.97) consumers are A/L or less
educated consumers. University educated consumers are consumers who mostly concern
about product involvement. When considering overall education level on internal stimuli is at
moderate level with 3.3245 of mean and 0.4259 of standard deviation.

The following table indicates the p-values for internal stimuli based on education.

Table 5.29: One-way ANOVA test for internal stimuli based on education

Stimuli Enjoyment Emotion Hedonism Fashion Variety Product Internal

seeking Involve stimuli
Education 0.176 0.978 0.627 0.262 0.896 0.416 0.524
Source: Survey data

Education level of the consumer has no significant difference in internal stimuli on shopping.
The p-values of the ANOVA test for internal stimuli (p=0.524) are greater than significance
level, 0.05.

5.3.2.6 Occupation and internal stimuli

According to the occupation of the consumer, housewives are the most enjoyable (3.92),
emotional (2.98), fashionable (3.69) and product involve (3.5) consumers in the sample.
Retired consumers are the least enjoyable (3.2) consumers in shopping. Most hedonic (3.51)

47
and variety seeking (3.22) consumers are unemployed. Housewives are at moderate level on
internal stimuli with 3.4498 of mean and 0.3906 of standard deviation.
The following table indicates the p-values for internal stimuli based on occupation.

Table 5.30: One-way ANOVA test for internal stimuli based on occupation

Stimuli Enjoyment Emotion Hedonism Fashion Variety Product Internal

seeking Involve stimuli
Occupation 0.390 0.794 0.077 0.269 0.392 0.377 0.236
Source: Survey data

According to the p- values of the ANOVA test for internal stimuli are greater than
significance level, 0.05; it concludes that there is no significant difference between
occupation and consumer internal stimuli.

5.3.3 Cross tabulations for demographic variables and tendency to impulsiveness

In this section consumers’ demographic factors are comparing with their tendency
impulsiveness.

5.3.3.1 Age and tendency to impulsiveness

The table shows the mean comparison of age and tendency to impulsiveness of consumers.

Table 5.31: Mean comparison of age and tendency to impulsiveness

Age group of the consumer Mean Std. Deviation

18-25 4.21 .779

26-35 3.87 1.024

36 or older 3.73 .980

Total 3.91 .965

Source: Survey data

The highest impulsive age group is 18-25 (4.21) and age 36 or older is the least impulsive age
group. Total impulsiveness of age is 3.91 and it can be ranged from 2.945 to 4.875.

48
5.3.3.2 Gender and tendency to impulsiveness

The table shows the mean comparison of gender and tendency to impulsiveness of
consumers.

Table 5.32: Mean comparison of gender and tendency to impulsiveness

Gender of the consumer Mean Std. Deviation

Male 3.66 .938

Female 4.05 .959

Total 3.91 .965

Source: Survey data

According to the table females are higher impulsive than males. But there is little difference
(0.39) between males and females.

5.3.3.3 Ethnicity and tendency to impulsiveness

The table shows the mean comparison of ethnicity and tendency to impulsiveness of
consumers.

Table 5.33: Mean comparison of ethnicity and tendency to impulsiveness

Ethnic group of the consumer Mean Std. Deviation

Sinhala 3.81 1.036
Tamil 4.33 .707
Muslim 4.20 .632
Burger 4.00 .756
Total 3.91 .965
Source: Survey data

Tamils are the most impulsive ethnic group when comparing with other and least impulsive
ethnic group is Sinhala.

49
5.3.3.4 Monthly income and tendency to impulsiveness

The table shows the mean comparison of income and tendency to impulsiveness of
consumers.

Table 5.34: Mean comparison of monthly income and tendency to impulsiveness

Monthly income of the consumer Mean Std. Deviation

20000 or less 4.12 .900

20001- 30000 3.94 1.134

30001-40000 3.68 .945

40001 or more 3.86 .774

Total 3.91 .965

Source: Survey data

When comparing income groups, monthly income Rs. 20000 or less income group is the most
impulsive consumer group and income between Rs. 30001 and Rs. 40000 are the least
impulsive consumer group.

5.3.3.5 Education level and tendency to impulsiveness

The table shows the mean comparison of educational level and tendency to impulsiveness of
consumers.

Table 5.35: Mean comparison of educational level and tendency to impulsiveness

Education level of the consumer Mean Std. Deviation

A/L or less 4.03 .928

50
 University education 3.85 .884

Other 3.81 1.276

Total 3.91 .965

Source: Survey data

A/L or less educated consumers are the more impulsive consumer group than others while
consumers who have other educational qualifications have less impulsiveness.
5.3.3.6 Occupation and tendency to impulsiveness

The table shows the mean comparison of occupation and tendency to impulsiveness of
consumers.

Table 5.36: Mean comparison of occupation and tendency to impulsiveness

Occupation of the consumer Mean Std. Deviation

Legislators, Senior officials and Managers 3.50 .548

Professionals 3.73 .884

Technicians and Associated professionals 3.88 1.191

Clerks 4.21 .802

Students 3.89 .928

Housewife 3.76 1.091

Retired 3.80 .837

Unemployed 4.40 .699

Total 3.91 .965

Source: Survey data

According to the mean value unemployed and clerks are the more impulsive consumers and
legislators, senior officials and managers and professionals are the less impulsive consumers
in shopping.

5.4 Summary
This chapter stated about the data presentation and analysis. Collected data analyzed through
the SPSS package. Findings from the analysis were illustrated by tables. Personal information

51
and research information presented separately. Frequency distribution used to present the data
and mean and standard deviation are used to analyze the buyer’s characteristics on impulsive
buying behavior. Analysis of variance (ANOVA) and independent t-test is used to find the
mean difference and regression analysis to find the impact of internal stimuli on
impulsiveness of the consumer.

CHAPTER SIX

DISCUSSION
6.1 Introduction

This chapter discusses the findings from the data analysis and presented in the chapter five.
This study explores justification of research findings and the decision of identifying “to what
extent buyer’s characteristics impact on impulse purchasing behavior of consumers in
Badulla district”. This study delivers the discussion on demographic factors, consumers’
internal stimuli and their impulsiveness in shopping experience at shopping centers and
commercial centers.

6.2 Discussion on consumers’ demographic factors

This study talk about six demographic factors namely age, gender, ethnicity, monthly income
and occupation of the consumers.

6.2.1 Age of the consumers

According to the frequency distribution analysis the highest numbers of consumers are lie
between 26-35 age groups and there are 30% consumers in the age of 36 or older. 24%
consumers are age between 18 and 25 years.

6.2.2 Gender of the consumers

The study observes that there are many female consumers than males. 65% consumers are
females and rest of 35% is males.

6.2.3 Ethnicity of the consumers

There are four ethnic groups in the sample. Most of them are Sinhalese and least of them are
Burgers. 10% consumers in the sample are Muslims and 9% are Tamils.

52
6.2.4 Monthly income of consumers

According to the monthly income received by the consumer, 24% of consumers receive
20000 or less income, 32% are receiving 20001- 30000 income and equally 22% of
consumers are in both 30001-40000 and 40001or more income group.

6.2.5 Education level of consumer

There are five educational levels included in the data. Most of the consumers are university
educated and least of them are having other educational qualifications. Consumers who
qualified G.C.E.A/L or less education are 37% of the sample.

6.2.6 Occupation of the consumer

Out of the eight occupational categories most of consumers are Technicians, associated
professionals (physical science, life science and teaching) and 17% consumers are
housewives. There are 15% professionals and 6% legislators, senior officials and managers.
10% consumers are unemployed and 5% are retired.

6.3 Discussion on consumers’ internal stimuli

Frequency distribution of internal stimuli (enjoyment, emotions, hedonism, fashion, varieties

seeking and product involvement) on five point likert scales are discussed in here.

6.3.1 Shopping enjoyment

Socialize, entertainment, shopping for others, browse, exercise and sensory stimulation are
the indicators take under the consumer enjoyment and according to the frequency
distribution, more consumers are agreed with enjoyment except only few consumers are
agree with exercise as an stimulating factor for impulsive purchasing while they are shopping
in shopping centers or commercial centers.

6.3.2 Emotions

Calm consumption, active consumption, passive consumption and angry consumers are the
indicators take under the consumer emotions and according to the frequency distribution,
consumers are agreed with calm consumption and more consumers are disagree with active
consumption. Few consumers disagree with passive consumption and some consumers

53
disagree with angry consumption as a stimulating factor for impulsive purchasing while they
are shopping in shopping centers or commercial centers.

6.3.3 Hedonism

According to the frequency distribution, most of the consumers are agreed with adventure,
role, idea, social and value and gratification get disagree from consumers.

6.3.4 Fashion

According to the frequency distribution, more consumers are agreed with interest,
knowledge, awareness, innovativeness, communication as stimulating factors for impulsive
purchasing while they are shopping in shopping centers or commercial centers.

6.3.5 Variety seeking

Consumers are agreed with personality and motivation and more of consumers disagree with
subjective products. Consumers disagree with objective products in variety seeking as a
stimulating factor for impulsive purchasing while they are shopping in shopping centers or
commercial centers.

6.3.6 Product involvement

More consumers agreed with subjective product knowledge, social influence and product
category while some consumers disagree with the price.

6.4 Discussion on consumers’ demographic factors and internal stimuli

6.4.1 Age and internal stimuli of the consumers

Age has high level of enjoyment and consumers in age between 18 and 25 are the most
enjoyable consumers at impulse buying. Emotions at moderate level with impulse purchase
behavior. Consumers at age between 26 and 35 are at the moderate level for emotional
shopping. Age between 26 and 35 are the highly hedonic consumers and highly involve with
products about their knowledge, social influence and price. Most variety seeking consumers
are in age between 18 and 25 and also they are the most fashionable age group. There was no
statistically significant difference between age groups and internal stimuli.

54
6.4.2 Gender and internal stimuli of the consumers

Females have overall high impact on internal stimuli compare with males. Gender has high
level on enjoyment and moderate level of gender on emotions. Also gender has moderate
level on hedonism, fashion, varieties seeking and product involvement. There is a significant
difference between gender in hedonism, fashion and product involvement according to
independent sample t-test. But there is no significant difference between gender and internal
stimuli as all.

6.4.3 Ethnicity and internal stimuli of the consumers

Burgers are the most enjoyable, emotional, fashionable, variety seeking and product involve
consumers in the sample when compare to other ethnic groups. Tamils are the highly hedonic
consumers in the sample. Totally all ethnic groups enjoy the shopping experience when least
concern about the emotions than other internal stimuli. Hedonic consumption has moderate
level of fashion, variety seeking and product involvement of the consumer respectively.
There was a statistically significant difference between ethnicity and internal stimuli. Fashion
and product involvement has no significant difference with ethnicity of the consumers.

6.4.4 Monthly income and internal stimuli of consumers

Highly shopping enjoyable consumers receive 20000 or less monthly income and consumers
who earn 40001 or more income are the high emotional consumers in shopping. Income is at
high level on shopping enjoyment and moderate level on other internal stimuli such as
emotions, Hedonism, fashion, variety seeking and product involvement of the consumers.
There is no significant difference in internal stimuli and income of the consumers. Therefore
monthly income of the consumer has no influence on internal stimuli of consumers in
impulsive shopping.

6.4.5 Education level and internal stimuli of consumer

When compare with other educational levels consumers who has other educational
qualifications are moderately impulsive on shopping enjoyment while A/L or less educated
and university educating consumers have high impulsive behavior. A/L or less educated
consumers are the more emotional, hedonic and fashionable shoppers and have moderate
level of impulsive behavior on them. Other educated consumers have high impulsive

55
behavior of education on variety seeking and it is moderate level impulsiveness. Consumers
with university education have high product involvement when compare with other
educational qualifications. Education level of the consumer has no significant difference in
internal stimuli on shopping.

6.4.6 Occupation and internal stimuli of the consumer

According to the occupation of the consumer, housewives are the most enjoyable, emotional,
fashionable and product involve consumers in the sample. Retired consumers are the least
enjoyable consumers in shopping. Highly hedonic and variety seeking consumers are
unemployed. And there is no significant difference between occupation and consumer
internal stimuli.

6.5 Discussion on demographic factors and Impulse purchase behavior of consumers

All the six demographic factors are comparing with impulse purchase behavior of the
consumers as follows:

6.5.1 Discussion on age and Impulse purchase behavior of consumers

The most impulsive age group is in between age 18 and 25 and age between 26 and 35 has
high level on consumer impulsiveness. 36 or older consumers have high level on their
impulsive buying behavior. There is no significance difference between age and impulse
purchase behavior of the consumers.

6.5.2 Discussion on gender and Impulse purchase behavior of consumers

Females are higher impulsive than males in their buying behavior and there is no significant
difference between genders on impulse purchase behavior of the consumers.

6.5.3 Discussion on ethnicity and Impulse purchase behavior of consumers

All the ethnic groups have high impact on impulsiveness of consumers and Tamils are the
most impulsive ethnic group and Sinhalese are the least impulsive ethnic group in their
shopping experience. There is no statistically significant difference between ethnicity of the
consumers and their impulsiveness.

6.5.4 Discussion on monthly income and Impulse purchase behavior of consumers

56
Monthly income is Rs. 20000 or less consumers are the most impulsive in shopping and.
Monthly income between Rs. 30001 and 40000 are the least impulsive consumer group
compare with other income groups. And there is no significant difference between income
and consumer impulsiveness.

6.5.5 Discussion on education level and Impulse purchase behavior of consumers

A/L or less educational consumers are the most impulsive shoppers and least impulsive
shoppers are the consumers who have other educational qualifications. Education level of the
consumer has no significant difference in impulse purchases on shopping.

6.5.6 Discussion on occupation and Impulse purchase behavior of consumers

Unemployed consumers are the more impulsive in shopping and clerks are with high level of
impulsiveness in shopping. Legislators, senior officials and Managers are the lesser impulsive
occupational group in the sample. There was no statistically significant difference between
occupation and impulse purchase.

6.6 Discussion on impulse purchase behavior of consumers

69% of consumers agree with the impulsive buying behavior while only 7% consumers
disagree. 24% of consumers are having neutral feeling with the impulse purchase behavior in
the shopping centers and commercial centers. Overall internal stimuli have positive impact on
impulsiveness and positive relationship is there between internal stimuli and impulsiveness of
the consumers.

6.7 Summary

The Characteristics of Customers namely age, gender, ethnicity, income, education level and
occupation are not significantly varied on the impulse purchase behavior. The ANOVA
testing between the variables (age, ethnicity, income, education level and occupation) that p
value is greater than α level for this test and independent sample t-test is based for gender. It
was found that there is a high level of shopping enjoyment and moderate level emotions,
hedonism, fashion, varieties seeking and product involvement on impulse purchase behavior
of consumers in Badulla district.

CHAPTER SEVEN

CONCLUSIONS AND RECOMMENDATION

57
7.1. Introduction
This chapter included conclusion and recommendation. The researcher derived conclusion
from the analysis in the previous chapters with the discussions according to the research
objectives and conceptual frameworks regarding identifying to what extent buyer’s
characteristics impact on impulse purchase behavior of consumers in Badulla district.

7.2 Conclusions

This section provides conclusions for the Level of influence of consumers’ internal stimuli on
impulse purchase and association between demographic factors and impulse purchase
behavior of consumers based on the findings of chapter five and six.

7.2.1 Level of influence of consumers’ internal stimuli on impulse purchase.

This concludes the level of influence of six internal stimuli on impulse purchase behavior.

7.2.1.1 Level of influence of consumers’ enjoyment on impulse purchase.

People who are shopping around the shopping centers and commercial centers are at the high
level of enjoyment while they enjoy moderately shopping with their family members or
friends and visit most of the shops in there. They highly enjoy the special events in the
shopping center such as games, musical events and etc. this kinds of activities done by the
marketers to trigger the consumer to impulse purchases. When the consumers walking around
the shops, if they see things which are match for their closeness ones, they suddenly buy them
for any value and enjoy themselves. Some type of consumers visit shopping centers for
search new products and trends in the market and ultimately it turns to impulse purchase.
This kind of purchases mostly occurs with fashion products in the market. Walking in a
shopping centers help consumers socialize with friends and family and it encourage them to
buy things in seen. But many are moderately like to walk here and there through the shopping
centers as they become tired and it discourages them to buy in seen.

7.2.1.2 Level of influence of consumers’ emotions on impulse purchase.

Most of the consumers only buy new product after they buy the things in their shopping list
and they are not active consumers. Passive consumers think that the new products could be
58
better than old things they usually buy and angry consumers are not only buying things in
shopping list. As according to this reactions consumer emotions of impulsive shopping is at
moderate level.

7.2.1.3 Level of influence of consumers’ hedonism on impulse purchase.

Hedonic consumption patterns are coming up with the hedonic products such as fashion
items, cosmetics and etc. Stimulation of sights smells and sounds during the shopping trip are
an adventure for the consumers and as a role they shopping for others because their happiness
stimulate consumers’ at high level of impulsive purchases. Some shops have ability to
bargaining and it encourage consumer to purchase immediately. Shopping is considerably
less helpful in consumer to feel better when they are in down mood. After these all the
hedonic consumption behavior of consumers’ is at moderate level on their impulsive buying
behavior.

7.2.1.4 Level of influence of consumers’ fashion on impulse purchase.

Consumers who shop around the shopping centers more likely in adopting fashions and it
became powerful internal stimuli of consumers. Consumers are highly interested in getting
advices from the friends about new clothing fashions and following trends. But they are
moderately like on buying new fashion cloths earlier in the season as they receive little
information from their friends. Consumers highly agree with they went shopping to keep up-
to-date fashion changes but are not attempt to dress accordingly. When consider the overall
performance of fashion, it is at moderate level on consumer impulsiveness.

7.2.1.5 Level of influence of consumers’ variety seeking on impulse purchase.

Variety seeking behavior is another impulsive factor that motivates consumers to buy
impulsively. It is at moderate level on behalf of consumers’ impulsive buying behavior.
Consumers are moderately like to adopting alternatives and they buy alternatives because of
their curiosity. But they are not frequently buying the same products because variety seeking
stimuli trigger them to buy the alternatives impulsively. Consumers consider about the brand
they are interested in while it is a new product.
59
7.2.1.6 Level of influence of consumers’ product involvement on impulse purchase.

Consumers highly rely on information about new products before they buy and they are
moderately concerning about the price of the products. Product involvement stimuli triggers
consumers buy products impulsive manner which are reflects their social position in the
society and they are mostly buy fashion products because of the symbolic meaning they
convey. So the overall level of product involvement is moderately on impulse purchase
behavior of consumer.

7.2.2 Association between demographic factors and impulse purchase.

This study talks about six demographic factors namely age, gender, ethnicity, monthly
income, education level and occupation of the consumers. This section concludes the
association between those demographic factors and impulse purchase.
All the age groups are highly impulsive and most impulsive age group is age between 18 and
25. Female consumers are highly impulsive than male consumers. The most impulsive ethnic
group is Tamils and least impulsive ethnic group is Sinhalese. Consumers who receive 20000
or less monthly income are the highly impulsive consumers compare with other income
levels. A/L or less educated consumers are the highly impulsive consumers among all the
other educational levels. Unemployed consumers are the highly impulsive consumers who are
more like to shopping and they have enough time to shop around and socialize with friends.
Higher professionals have less time to shopping but have good purchasing power and
Legislators, senior officials and Managers are the less impulsive occupational while they are
in high level with impulse purchase behavior.

7.3 Recommendations

Researcher provides some suggestions to retailers to gain the actual profit from impulsive
consumers and how to encourage them in the store and provide recommendations to future
researchers who interested in the impulsive buying behavior of consumers.

7.3.1 Recommendations for retailers

60
Impulse purchasing behavior is a most popular buying pattern of consumers. It does not
match with rational decision making model of a consumer: when need emerges, a consumer
buys impulsively and does not search for alternatives. Various factors such as consumer
characteristics, store characteristics, situational factors, and product characteristics have
strong influence on consumer’s impulse purchasing behavior.
Today’s economy has changed drastically from thirty years ago. Consumers now have access
to purchase anything and everything they could ever need or want for that matter. Someone
that purchases large quantize of unnecessary items on a regular and random basis is an
impulse shopper.

 Many stores in super markets and commercial centers can take advantage of the
impulse shopper by improving store characteristics and promotional approaches.
 Pleasant background music, attractive layout, favorable ventilation, freshened scent,
store displays and persuasive shop assistants can use to increase the store apparent
characteristics. Those kinds of physical attractiveness encourage the consumers to
visit the store and buy things spontaneously.
 Unexpected cheaper prices, discounts, sales and specials are another kind of stimuli
which triggers consumer to buy suddenly. Also the credit card payment acceptance is
the most important thing because of its unlimited payments. It directly encourage
consumer to buy products impulsively without considering price, brand and qualities.
 In-store promotions are another kind of approach which retailers can use to gain the
real benefit from the impulsive consumers. It can be a window display, video, banner,
hand bills or other type of advertisement. When consumer sees those promotional
activities they buy the things because of their curiosity.

Retailers can use these approaches to earn real profit from their businesses by encouraging
their consumers to buy spontaneously.

7.3.2 Recommendation for further research

Today, impulse purchase behavior is a common behavior of consumers. Many researches

have been conducted for investigate the impulsive behavior of consumers. But it is very rare
to find a study regarding impulse purchase behavior of consumers in context of Sri Lankan
super markets. This study limits to the Badulla district consumers who visit at least one time
to a super market or commercial center by themselves and buyer characteristics only. This

61
study will provide some support to conduct the future researches and recommended to the
researchers who interested in impulsive buying behavior of consumers to conduct the
researches considering internal factors, external factors situational factors and product related
factors of consumers for their studies.

7.4 Summery

In this chapter, the overall findings of the study were concluded. Further to the conclusion a
few recommendations were suggested by the researcher assuming that those
recommendations would be supportive to the retailers to gain the real benefit from the
impulsive buying behavior of consumers. Finally, recommendation was given to conduct
further studies on impulse purchase behavior of consumers.

Appendix 1
Buyer characteristics and Impulse Buying Behavior Specific reference to Badulla
District

Questionnaire

I am a B.com (general) student at Eastern University, Sri Lanka. I am conducting a research

on the Buyer characteristics and impulse buying as part of my degree program. The purpose
of this research is to find out the level of impact of buyer characteristics on impulse purchase.
I will ask you a few questions on following topics: Demographic factors and internal stimuli.

I am expecting that, you will help me through answering this questionnaire. This information
will be used only for my research purpose and will be kept confidentially.
Thank you very much for your help.

W.A.D.N.D.Wijesooriya

62
EU/IS/2008/COM/36

Part 1

 Please put a tick on the box to state your answer.

 Have you visit at least one time to the shopping centers or commercial center?

Yes No

Personal data
 Name: ………………………………………………………………………………
 DS Division: ……………………………………………
1. Age

18 to 25 years 26 to 35 years 36 or older

2. Gender
Male Female

3. Ethnicity
Sinhala Tamil
Muslim Burger

4. Monthly Income
20 000 or less 20 001 to 30 000
30 001 to 40 000 40 001 or more
5. Education Level
G. C. E. A/L or Less University education
Other

63
 6. Occupation
 Legislators, senior officials, managers
 Professional (doctor, engineer, accountant, lawyer)
 Technicians, associated professionals (Physical science, life science, teaching,
other)
 Clerks
 Student
 Housewife
 Retired
 Unemployed

Part 2

To what extent do people agree or disagree with each of the following statements which are
scaling from 1 to 5 that describe the buyer’s characteristics regarding to impulse purchase.

Please put a tick (√) on the preferable cell to state your answer.

Statement Disagree
Disagree
Strongly

Strongly
Neutral

Agree

Agree
Enjoyment
7. I go shopping with my friends to socialize with them.
8. I enjoy special events at the shopping centers.
Statement
Disagree
Disagree
Strongly

Strongly
Neutral

Agree

Agree

9. I feel good when I buy things for the special people in my life.
10. I often browse new products to get ideas about trend.
11. I feel walking in a shopping center as a form of physical
exercise.
12. Shopping is a thrill to me.
Emotion
13. I only buy new products after I buy things on my list.
14. If I see new products I buy them without think twice.

64
 15. New products will never better than things I normally buy.
16. As a habit only I buy things in my shopping list.
Hedonism
17. Stimulation of sight, smells, and sounds during a shopping trip
triggers me to buy things immediately.
18. When I'm in a down mood, I go shopping for make me feel
better
19. I like shopping for others because their happiness makes me
happy.
20. I go shopping to keep up with the trends and styles
21. I enjoy being with friends and family when I shop
22. Ability of bargain is stimulating me to buy things immediately.
Fashion
23. I usually buy new fashion clothes earlier in the season
24. I tend to buy latest styles when I receive very little information
from my friends.
25. I am more interest in following new trends.
26. I am more likely to ask for advice about new clothing fashions
from my friends
27. I keep up-to-date on all the fashion changes although I don't
always attempt to dress according to these changes
Variety seeking
28. I am more likely in adopting alternative products.
29. If I see new product I buy it because of curiosity.
30. I frequently buy the same products
31. If new product comes out, I buy it without concerning the brand
Product involvement
32. I search information about new products before I buy it.
33. I buy products which are reflect my social position in my
community
34. Mostly I buy fashion products because of the symbolic meaning
they convey
35. If I need to buy new product, I am less concerned about the

65
 price.
Impulsiveness
36. If I see something that I think I need, I buy it even though I
went shopping for other purposes

Thank you for your corporation.

Appendix 2
.ekqï l/jkaf.a ,laIK yd laIKsl ñ,oS .ekSu iïnkaO úfYaI fhduqj- nÿ,a, osia;szlalh'

mzYakdj,sh

uu • ,xld kef.kysr úYaj ú»,fha jd“P yd l<uKdlrK mSGfha wjika jir Wmdê wfmlaIsldjl fjñ' ud .ekqï l/jkaf.a
,laIK yd laIKsl ñ,oS .ekSu iïNkaOj m¾fhaIKhla lrk w;r my; mzYakdj,shg ms<s;+re ,nd .ekSu i|yd Tnf.a
iydh n,dfmdfrd;a;+ fjñ'

1 fldgi - mqoa.,sl f;dr;+re

lreKdlr Tnf.a ms<s;+r i<l=Kq lsrSug bosrsfha we;s fldgqj ;+, ‹ fhdokak'

 Tn wju jYfhka Mla jrla fyda iqmsrs fj<|ie<lg fyda jdKsP uOHia:dkhlg f.dia ;sfío@
Tõ ke;

 ku(''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''
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66
 1' jhi

wjq( 18-20 wjq(21-25 wjq(26-30 wjq(31-35 wjq(36-40

wjq(41 fyda jeâ

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3' Pk j¾.h( isxy, fou< uqia,sï n¾.¾

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50000 50001 fyda jeâ

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v
wfmalaIl WmdêOdÍ fjk;a''''''''''''''''''''''''''''''''''''''''

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kS;s iïmdol fPHIaG ks,OdÍ l<uKdlre

jD;a;shfõoS^ffj» bxPsfkare .KldêldÍ kS;sfõoS&

ld¾ñl Ys,amS iydh jD;a;shfõoS^fN!;sl ú» PSjk ú» .+re fjk;a & ,smslre

YsIH .DyKsh úYzdñl fiajd úhqla;s

Tn my; mzldY iuÕ fld;rï ÿrg tlÕ fõ o tlÕ fkdfõ o hkak bosßfhka ,l+Kq lrkak

mzldYh
MlÕ

MlÕ
MlÕ fkdfjñ

uOHia:hs

MlÕ fjñ
fkdfjñ
jvd;a

jvd;a
fjñ

mzS;sh

7 uu hy¿jka iuÕ iudP .; ùug Tjqka iuÕ idmamq hñ'

8 uu idmamq ixlS¾Kfha we;s úfYaIdx. ri ú|sñ'

9 uf.a PSú;fha isák úfYaI mqoa.,hkag NdKav ñ,oS .ekSfuka uu

i;+gq fjñ'
10 uu w,q;a keUqre;d .ek oek .ekSug kj ksIamdok .ek fidhd n,ñ'

11 idmamq ixlS¾Kh ;+, weúo hdu YrSrhg jHdhduhls'

12 idmamq hdu uf.a is; mskjk fohls'

67
Ndjd;aul ye.Su

13 uu nvq ,ehsia;+fõ we;s ish¿u NdKav ñ,g .;a miq muKla kj

NdKav ms<sn| fidhd n,ñ'
14 uu kj NdKavhla ÿgq ieKska fojrla fkdis;d Mh ñ,g .ñ'

15 kj ksIamdok flfiaj;a ud idudkHfhka ñ,g .kakd NdKav ;rï fyd| fkdfõ'

16 uu mqreoaola jYfhka nvq ,ehsia;+fõ we;s NdKav muKla ñ,g

.ksñ'
wdYajdoh

17 idmamq ijdßfhaoS wei .efgk o¾Yk" iqj| yd ix.S;h NdKav ñ,oS

.ekSug W;af;aPkhla ,nd fohs'
18 ud ÿlska bkakd úg idmamq hdu ug i;+g f.k fok fohls'

19 uf.a ñ;+rka idmamq hdfuka i;+gq jk úg ud o i;+gla ,nk ksid uu

Tjqka iuÕ idmamq hdug fndfyda leu;s fjñ'
20 w,q;a jk ú,dis;d mj;ajdf.k hdug uu idmamq hñ'

21 uf.a ñ;+rka yd mjqf,a wh iuÕ idmamq hdfuka ud i;+gla ,nkjd'

22 flaj,a lr NdKav ñ,g .ekSug we;s yelshdj laIKslj NdKav ñ, oS

.ekSug W;af;aPkhla ,nd fokjd'
ú,dis;d iïnkaOj we;s keUqrej

23 uu mqreoaola f,i kj ú,dis;djla fj<|m<g meñKs ú.i th ñ, oS .ksñ'

24 w,q;a ú,dis;djla ms<sn| ñ;+rkaf.ka f;dr;+re ,o ú.i uu th ñ,oS .ksñ'

25 uu w,q;a ú,dis;d wkq.ukh lsÍug oeü leue;a;la olajñ'

26 w,q;a jk ú,dis;d ms<sn| ñ;+rkaf.ka Wmfoia ,nd .ekSug uu b;d

mzsh lrñ'
27 uu osfkka osk fjkia jk ú,dis;d ms<sn| oekqj;a jqj;a iEu úgu tu
ú,dis;d wkq.ukh fkdlrñ'
úúOdx.SlrKh

28 uu úl,am NdKav mßyrKh lsÍug b;d leu;s fjñ'

29 kj NdKav ms<sn|j we;s l+;+y,h ksid uu tajd ñ,g .ksñ'

30 uu ks;ru tlu NdKav j¾.hka ñ,g .ksñ'

31 uu kj ksIamdokhla ÿgq úg tys ikaku fkdi,ld th ñ,g .ksñ'

ksIamdok iïnkaOj we;s keUqrej

32 uu kj ksIamdokhka ñ,g .ekSug fmr ta iïnkaOj f;dr;+re fidhd n,ñ'

68
 33 uu iudPh ;+, uf.a ;;ajh fmkakqï lrk NdKav ñ,g .ksñ'

34 ksIamdok ixfla;j;a lrk ;;ajh ksid uu fndfyda úg ú,dis;d ksIamdok

ñ,g .ksñ'
35 ug hï NdKavhla ñ,g .ekSug wjYH jQ úg uu tys ñ, iïnkaOj
ie,ls,a,la fkdolajñ'
laIKsl ñ,oS .ekSu
36 uu fjk;a wjYH;djhlg idmamqjg múissh;a hï kj ksIamdokhla oel th
ug wjYH hehs yeÕ+kfyd;a ud th laIKslj ñ,oS .ekSug fm<fUñ'

ia;+;shsS

Appendix 3
1. Frequency Table

age group of the consumer

Frequenc Valid Cumulative
y Percent Percent Percent
Valid 18-25 24 24.0 24.0 24.0
26-35 46 46.0 46.0 70.0
36 or
30 30.0 30.0 100.0
older
Total 100 100.0 100.0

gender of the consumer

Valid Cumulative
Frequency Percent Percent Percent
Valid MALE 35 35.0 35.0 35.0
FEMAL
65 65.0 65.0 100.0
E
Total 100 100.0 100.0

ethnic group of the consumer

Valid Cumulative
Frequency Percent Percent Percent

69
Valid SINHAL
73 73.0 73.0 73.0
A
TAMIL 9 9.0 9.0 82.0
MUSLIM 10 10.0 10.0 92.0
BURGER 8 8.0 8.0 100.0
Total 100 100.0 100.0

monthly income of the consumer

Valid Cumulative
Frequency Percent Percent Percent
Valid 20000 or less 24 24.0 24.0 24.0
20001- 30000 32 32.0 32.0 56.0
30001-40000 22 22.0 22.0 78.0
40001 or more 22 22.0 22.0 100.0
Total 100 100.0 100.0

education level of the consumer

Valid Cumulative
Frequency Percent Percent Percent
Valid A/L OR LESS 37 37.0 37.0 37.0
university
47 47.0 47.0 84.0
education
OTHER 16 16.0 16.0 100.0
Total 100 100.0 100.0

occupation of the consumer

Valid Cumulative
Frequency Percent Percent Percent
Valid LEGISLETORS,SENI
OR
6 6.0 6.0 6.0
OFFICIALS,MANAGE
RS
PROFESSIONALS 15 15.0 15.0 21.0
TECHNICIANS,ASSO
CIATED 24 24.0 24.0 45.0
PROFESSIONALS

70
 CLERKS 14 14.0 14.0 59.0
STUDENT 9 9.0 9.0 68.0
HOUSEWIFE 17 17.0 17.0 85.0
RETIRED 5 5.0 5.0 90.0
UNEMPLOYED 10 10.0 10.0 100.0
Total 100 100.0 100.0

shopping for socialize with friends

Valid Cumulative
Frequency Percent Percent Percent
Valid STRONGLY
11 11.0 11.0 11.0
DISAGREE
DISAGREE 15 15.0 15.0 26.0
NEUTRAL 17 17.0 17.0 43.0
AGREE 36 36.0 36.0 79.0
STRONGLY AGREE 21 21.0 21.0 100.0
Total 100 100.0 100.0

enjoy the special events at the shop

Valid Cumulative
Frequency Percent Percent Percent
Valid STRONGLY
5 5.0 5.0 5.0
DISAGREE
DISAGREE 1 1.0 1.0 6.0
NEUTRAL 23 23.0 23.0 29.0
AGREE 44 44.0 44.0 73.0
STRONGLY AGREE 27 27.0 27.0 100.0
Total 100 100.0 100.0

71
 feel good by buying things for special people
Valid Cumulative
Frequency Percent Percent Percent
Valid STRONGLY
4 4.0 4.0 4.0
DISAGREE
DISAGREE 4 4.0 4.0 8.0
NEUTRAL 15 15.0 15.0 23.0
AGREE 41 41.0 41.0 64.0
STRONGLY AGREE 36 36.0 36.0 100.0
Total 100 100.0 100.0

browse new products to get idea of trend

Valid Cumulative
Frequency Percent Percent Percent
Valid STRONGLY
2 2.0 2.0 2.0
DISAGREE
DISAGREE 7 7.0 7.0 9.0
NEUTRAL 28 28.0 28.0 37.0
AGREE 36 36.0 36.0 73.0
STRONGLY AGREE 27 27.0 27.0 100.0
Total 100 100.0 100.0

walking in a shopping center is exercise

Valid Cumulative
Frequency Percent Percent Percent
Valid STRONGLY
9 9.0 9.0 9.0
DISAGREE
DISAGREE 29 29.0 29.0 38.0
NEUTRAL 37 37.0 37.0 75.0
AGREE 20 20.0 20.0 95.0
STRONGLY AGREE 5 5.0 5.0 100.0
Total 100 100.0 100.0

72
 shopping is a thrill
Valid Cumulative
Frequency Percent Percent Percent
Valid STRONGLY
1 1.0 1.0 1.0
DISAGREE
DISAGREE 9 9.0 9.0 10.0
NEUTRAL 31 31.0 31.0 41.0
AGREE 40 40.0 40.0 81.0
STRONGLY AGREE 19 19.0 19.0 100.0
Total 100 100.0 100.0

after buying things on the list, buy new

Valid Cumulative
Frequency Percent Percent Percent
Valid STRONGLY
7 7.0 7.0 7.0
DISAGREE
DISAGREE 20 20.0 20.0 27.0
NEUTRAL 25 25.0 25.0 52.0
AGREE 39 39.0 39.0 91.0
STRONGLY AGREE 9 9.0 9.0 100.0
Total 100 100.0 100.0

buy things without think twice

Valid Cumulative
Frequency Percent Percent Percent
Valid STRONGLY
22 22.0 22.0 22.0
DISAGREE
DISAGREE 37 37.0 37.0 59.0
NEUTRAL 17 17.0 17.0 76.0
AGREE 18 18.0 18.0 94.0
STRONGLY AGREE 6 6.0 6.0 100.0
Total 100 100.0 100.0

73
 new products never better than old
Valid Cumulative
Frequency Percent Percent Percent
Valid STRONGLY
9 9.0 9.0 9.0
DISAGREE
DISAGREE 24 24.0 24.0 33.0
NEUTRAL 39 39.0 39.0 72.0
AGREE 21 21.0 21.0 93.0
STRONGLY AGREE 7 7.0 7.0 100.0
Total 100 100.0 100.0

habit of buy things only on the list

Valid Cumulative
Frequency Percent Percent Percent
Valid STRONGLY
7 7.0 7.0 7.0
DISAGREE
DISAGREE 38 38.0 38.0 45.0
NEUTRAL 38 38.0 38.0 83.0
AGREE 14 14.0 14.0 97.0
STRONGLY AGREE 3 3.0 3.0 100.0
Total 100 100.0 100.0

sight,smell,sounds triggers to buy

Valid Cumulative
Frequency Percent Percent Percent
Valid STRONGLY
2 2.0 2.0 2.0
DISAGREE
DISAGREE 10 10.0 10.0 12.0
NEUTRAL 31 31.0 31.0 43.0
AGREE 35 35.0 35.0 78.0
STRONGLY AGREE 22 22.0 22.0 100.0
Total 100 100.0 100.0

74
 when in down mood shopping make happy
Valid Cumulative
Frequency Percent Percent Percent
Valid STRONGLY
9 9.0 9.0 9.0
DISAGREE
DISAGREE 36 36.0 36.0 45.0
NEUTRAL 24 24.0 24.0 69.0
AGREE 22 22.0 22.0 91.0
STRONGLY AGREE 9 9.0 9.0 100.0
Total 100 100.0 100.0

shopping for others because it makes happy

Valid Cumulative
Frequency Percent Percent Percent
Valid STRONGLY
5 5.0 5.0 5.0
DISAGREE
DISAGREE 21 21.0 21.0 26.0
NEUTRAL 28 28.0 28.0 54.0
AGREE 31 31.0 31.0 85.0
STRONGLY AGREE 15 15.0 15.0 100.0
Total 100 100.0 100.0

shopping for keep up the trends and styles

Valid Cumulative
Frequency Percent Percent Percent
Valid STRONGLY
6 6.0 6.0 6.0
DISAGREE
DISAGREE 14 14.0 14.0 20.0
NEUTRAL 27 27.0 27.0 47.0
AGREE 38 38.0 38.0 85.0
STRONGLY AGREE 15 15.0 15.0 100.0
Total 100 100.0 100.0

75
 enjoy the shopping with family and friends
Valid Cumulative
Frequency Percent Percent Percent
Valid STRONGLY
4 4.0 4.0 4.0
DISAGREE
DISAGREE 6 6.0 6.0 10.0
NEUTRAL 27 27.0 27.0 37.0
AGREE 41 41.0 41.0 78.0
STRONGLY AGREE 22 22.0 22.0 100.0
Total 100 100.0 100.0

ability of bargaining stimulate to buy things

Valid Cumulative
Frequency Percent Percent Percent
Valid STRONGLY
2 2.0 2.0 2.0
DISAGREE
DISAGREE 14 14.0 14.0 16.0
NEUTRAL 43 43.0 43.0 59.0
AGREE 31 31.0 31.0 90.0
STRONGLY AGREE 10 10.0 10.0 100.0
Total 100 100.0 100.0

buy fashion earlier in the season

Valid Cumulative
Frequency Percent Percent Percent
Valid STRONGLY
5 5.0 5.0 5.0
DISAGREE
DISAGREE 29 29.0 29.0 34.0
NEUTRAL 27 27.0 27.0 61.0
AGREE 28 28.0 28.0 89.0
STRONGLY AGREE 11 11.0 11.0 100.0
Total 100 100.0 100.0

76
 buy latest styles while receive little information
Valid Cumulative
Frequency Percent Percent Percent
Valid STRONGLY
7 7.0 7.0 7.0
DISAGREE
DISAGREE 31 31.0 31.0 38.0
NEUTRAL 23 23.0 23.0 61.0
AGREE 34 34.0 34.0 95.0
STRONGLY AGREE 5 5.0 5.0 100.0
Total 100 100.0 100.0

more interest in following trends

Valid Cumulative
Frequency Percent Percent Percent
Valid STRONGLY
5 5.0 5.0 5.0
DISAGREE
DISAGREE 5 5.0 5.0 10.0
NEUTRAL 33 33.0 33.0 43.0
AGREE 37 37.0 37.0 80.0
STRONGLY AGREE 20 20.0 20.0 100.0
Total 100 100.0 100.0

ask for advice from friends

Valid Cumulative
Frequency Percent Percent Percent
Valid STRONGLY
5 5.0 5.0 5.0
DISAGREE
DISAGREE 7 7.0 7.0 12.0
NEUTRAL 25 25.0 25.0 37.0
AGREE 46 46.0 46.0 83.0
STRONGLY AGREE 17 17.0 17.0 100.0
Total 100 100.0 100.0

77
 keep up-to-date trends but not dress accordingly
Valid Cumulative
Frequency Percent Percent Percent
Valid STRONGLY
4 4.0 4.0 4.0
DISAGREE
DISAGREE 8 8.0 8.0 12.0
NEUTRAL 19 19.0 19.0 31.0
AGREE 41 41.0 41.0 72.0
STRONGLY AGREE 28 28.0 28.0 100.0
Total 100 100.0 100.0

adopting alternatives
Valid Cumulative
Frequency Percent Percent Percent
Valid STRONGLY
4 4.0 4.0 4.0
DISAGREE
DISAGREE 6 6.0 6.0 10.0
NEUTRAL 37 37.0 37.0 47.0
AGREE 43 43.0 43.0 90.0
STRONGLY AGREE 10 10.0 10.0 100.0
Total 100 100.0 100.0

buy products because of the curiosity

Frequency Percent Valid Percent Cumulative Percent
Valid STRONGLY DISAGREE 6 6.0 6.0 6.0
DISAGREE 13 13.0 13.0 19.0
NEUTRAL 41 41.0 41.0 60.0
AGREE 31 31.0 31.0 91.0
STRONGLY AGREE 9 9.0 9.0 100.0
Total 100 100.0 100.0

frequently buy the same products

78
 Frequency Percent Valid Percent Cumulative Percent
Valid STRONGLY DISAGREE 12 12.0 12.0 12.0
DISAGREE 33 33.0 33.0 45.0
NEUTRAL 35 35.0 35.0 80.0
AGREE 17 17.0 17.0 97.0
STRONGLY AGREE 3 3.0 3.0 100.0
Total 100 100.0 100.0

buy new products without concern the brand

Frequency Percent Valid Percent Cumulative Percent
Valid STRONGLY DISAGREE 21 21.0 21.0 21.0
DISAGREE 32 32.0 32.0 53.0
NEUTRAL 27 27.0 27.0 80.0
AGREE 13 13.0 13.0 93.0
STRONGLY AGREE 7 7.0 7.0 100.0
Total 100 100.0 100.0

search information before buy new product

Frequency Percent Valid Percent Cumulative Percent
Valid STRONGLY DISAGREE 4 4.0 4.0 4.0
DISAGREE 5 5.0 5.0 9.0
NEUTRAL 19 19.0 19.0 28.0
AGREE 40 40.0 40.0 68.0
STRONGLY AGREE 32 32.0 32.0 100.0
Total 100 100.0 100.0

buy products which reflect social position

Frequency Percent Valid Percent Cumulative Percent
Valid STRONGLY DISAGREE 9 9.0 9.0 9.0
DISAGREE 8 8.0 8.0 17.0
NEUTRAL 28 28.0 28.0 45.0
AGREE 42 42.0 42.0 87.0
STRONGLY AGREE 13 13.0 13.0 100.0

79
 buy products which reflect social position
Frequency Percent Valid Percent Cumulative Percent
Valid STRONGLY DISAGREE 9 9.0 9.0 9.0
DISAGREE 8 8.0 8.0 17.0
NEUTRAL 28 28.0 28.0 45.0
AGREE 42 42.0 42.0 87.0
STRONGLY AGREE 13 13.0 13.0 100.0
Total 100 100.0 100.0

buy products because the meaning they convey

Frequency Percent Valid Percent Cumulative Percent
Valid STRONGLY DISAGREE 4 4.0 4.0 4.0
DISAGREE 19 19.0 19.0 23.0
NEUTRAL 30 30.0 30.0 53.0
AGREE 37 37.0 37.0 90.0
STRONGLY AGREE 10 10.0 10.0 100.0
Total 100 100.0 100.0

less concerned about the price

Frequency Percent Valid Percent Cumulative Percent
Valid STRONGLY DISAGREE 19 19.0 19.0 19.0
DISAGREE 19 19.0 19.0 38.0
NEUTRAL 35 35.0 35.0 73.0
AGREE 20 20.0 20.0 93.0
STRONGLY AGREE 7 7.0 7.0 100.0
Total 100 100.0 100.0

impulsiveness of the consumer

Frequency Percent Valid Percent Cumulative Percent
Valid STRONGLY DISAGREE 2 2.0 2.0 2.0
DISAGREE 5 5.0 5.0 7.0
NEUTRAL 24 24.0 24.0 31.0
AGREE 38 38.0 38.0 69.0

80
 STRONGLY AGREE 31 31.0 31.0 100.0
Total 100 100.0 100.0

2. Descriptive
Descriptive Statistics
N Mean Std. Deviation
shopping for socialize with friends 100 3.41 1.280
enjoy the special events at the shop 100 3.87 .991
feel good by buying things for special people 100 4.01 1.020
browse new products to get idea of trend 100 3.79 .988
walking in a shopping center is exercise 100 2.83 1.016
shopping is a thrill 100 3.67 .922
Valid N (list wise) 100

Descriptive Statistics
N Mean Std. Deviation
Sight, smell and sounds triggers to buy 100 3.65 .999
when in down mood shopping make happy 100 2.86 1.137
shopping for others because it makes happy 100 3.30 1.115
shopping for keep up the trends and styles 100 3.42 1.093
enjoy the shopping with family and friends 100 3.71 1.008
ability of bargaining stimulate to buy things 100 3.33 .911
Valid N (list wise) 100

Descriptive Statistics
N Mean Std. Deviation
buy fashion earlier in the season 100 3.11 1.100
buy latest styles while receive little information 100 2.99 1.068
more interest in following trends 100 3.62 1.023
ask for advice from friends 100 3.63 1.012
keep up-to-date trends but not dress
100 3.81 1.061
accordingly
Valid N (list wise) 100

Descriptive Statistics
N Mean Std. Deviation

81
adopting alternatives 100 3.49 .904
buy products because of the curiosity 100 3.24 .996
frequently buy the same products 100 2.66 .997
buy new products without concern the brand 100 2.53 1.167
Valid N (list wise) 100

Descriptive Statistics
N Mean Std. Deviation
search information before buy new product 100 3.91 1.036

buy products which reflect social position 100 3.42 1.103

buy products because the meaning they convey

100 3.30 1.020

less concerned about the price 100 2.77 1.179

Valid N (list wise) 100

Descriptive Statistics
Std.
N Mean Deviation
enjoyment 100 3.5967 .71546
emotions 100 2.8325 .69998
hedonism 100 3.3783 .72546
fashion 100 3.4320 .76050
Variety seeking 100 2.9800 .65393
p.involvement 100 3.3500 .78897
Valid N
100
(listwise)

3. Means

Report
age group of the Variety p.involvemen
consumer enjoyment emotions hedonism fashion seeking t
18-25 Mean 3.6597 2.7604 3.3750 3.4917 3.0312 3.3021
N 24 24 24 24 24 24

82
 Std.
.49509 .61450 .65432 .58378 .58194 .75173
Deviation
26-35 Mean 3.6594 2.9402 3.5217 3.4478 3.0054 3.4076
N 46 46 46 46 46 46
Std.
.77137 .70353 .69621 .82536 .69420 .86660
Deviation
36 or older Mean 3.4500 2.7250 3.1611 3.3600 2.9000 3.3000
N 30 30 30 30 30 30
Std.
.77330 .75530 .78964 .79896 .65850 .70832
Deviation
Total Mean 3.5967 2.8325 3.3783 3.4320 2.9800 3.3500
N 100 100 100 100 100 100
Std.
.71546 .69998 .72546 .76050 .65393 .78897
Deviation

Report
internal

age group of the consumer Mean N Std. Deviation

18-25 3.2700 24 .45008
26-35 3.3304 46 .61131
36 or older 3.1494 30 .56991
Total 3.2616 100 .56400

Report
Variety Product
gender of the consumer enjoyment emotion hedonism fashion seeking involve
MALE Mean 3.2571 2.7786 3.0381 3.0800 2.8500 3.1357
N 35 35 35 35 35 35
Std. Deviation .88501 .67457 .90666 .87743 .68653 .94973
FEMAL Mean 3.7795 2.8615 3.5615 3.6215 3.0500 3.4654
E N 65 65 65 65 65 65
Std. Deviation .52796 .71675 .52916 .61758 .62998 .66714
Total Mean 3.5967 2.8325 3.3783 3.4320 2.9800 3.3500
N 100 100 100 100 100 100

83
 Report
Variety Product
gender of the consumer enjoyment emotion hedonism fashion seeking involve
MALE Mean 3.2571 2.7786 3.0381 3.0800 2.8500 3.1357
N 35 35 35 35 35 35
Std. Deviation .88501 .67457 .90666 .87743 .68653 .94973
FEMAL Mean 3.7795 2.8615 3.5615 3.6215 3.0500 3.4654
E N 65 65 65 65 65 65
Std. Deviation .52796 .71675 .52916 .61758 .62998 .66714
Total Mean 3.5967 2.8325 3.3783 3.4320 2.9800 3.3500
N 100 100 100 100 100 100
Std. Deviation .71546 .69998 .72546 .76050 .65393 .78897

Report
internal

gender of the consumer Mean N Std. Deviation

MALE 3.0233 35 .69681
FEMALE
3.3899 65 .43166

Total 3.2616 100 .56400

Report
Variety product
ethnic group of the consumer enjoyment emotion hedonism fashion seeking involve
SINHAL Mean 3.5479 2.7123 3.2922 3.2986 2.8733 3.2397
A N 73 73 73 73 73 73
Std. Deviation .70628 .69181 .68029 .74321 .65368 .78885
TAMIL Mean 3.9444 3.1944 3.9074 3.6667 3.3611 3.6111
N 9 9 9 9 9 9
Std. Deviation .45644 .59658 .22222 .52915 .37731 .62639
MUSLIM Mean 3.2667 3.0250 3.1833 3.7400 3.0000 3.5250
N 10 10 10 10 10 10
Std. Deviation 1.0031
.97563 .62860 1.15323 .97091 .58926
2

84
BURGER Mean 4.0625 3.2813 3.8125 4.0000 3.5000 3.8438
N 8 8 8 8 8 8
Std. Deviation .25099 .69997 .45806 .45356 .65465 .35197
Total Mean 3.5967 2.8325 3.3783 3.4320 2.9800 3.3500
N 100 100 100 100 100 100
Std. Deviation .71546 .69998 .72546 .76050 .65393 .78897

Report
internal

ethnic group of the consumer Mean N Std. Deviation

SINHALA 3.1607 73 .54527
TAMIL 3.6142 9 .26961
MUSLIM 3.2900 10 .73899
BURGER 3.7500 8 .34010
Total 3.2616 100 .56400

Report
Variety Product
monthly income of the consumer enjoyment emotion hedonism fashion seeking involve
20000 or less Mean 3.7014 2.7708 3.3125 3.3333 3.0833 3.3021
N 24 24 24 24 24 24
Std. Deviation .48149 .65074 .67084 .63702 .62409 .80074
20001- 30000 Mean 3.5365 2.7500 3.5000 3.4438 3.0234 3.2656
N 32 32 32 32 32 32
Std. Deviation .94824 .75402 .90399 .93220 .68791 .93312
30001-40000 Mean 3.6742 2.7841 3.4848 3.5909 2.9545 3.4886
N 22 22 22 22 22 22
Std. Deviation .69289 .78791 .51153 .59354 .63918 .70911
40001 or Mean 3.4924 3.0682 3.1667 3.3636 2.8295 3.3864
more N 22 22 22 22 22 22
Std. Deviation .56221 .55732 .65868 .77739 .66541 .63960
Total Mean 3.5967 2.8325 3.3783 3.4320 2.9800 3.3500
N 100 100 100 100 100 100
Std. Deviation .71546 .69998 .72546 .76050 .65393 .78897

85
 Report
internal
monthly income of the consumer Mean N Std. Deviation
20000 or less 3.2506 24 .50126
20001- 30000 3.2532 32 .71032
30001-40000 3.3295 22 .47377
40001 or more 3.2178 22 .49805
Total 3.2616 100 .56400

Report
Variety Product
education level of the consumer enjoyment emotion hedonism fashion seeking involve
A/L OR LESS Mean 3.7658 2.8514 3.4234 3.5351 2.9797 3.3919
N 37 37 37 37 37 37
Std. Deviation .50071 .68834 .59912 .60379 .62188 .71575
university Mean 3.5213 2.8191 3.3972 3.4426 2.9574 3.3989
education N 47 47 47 47 47 47
Std. Deviation .84099 .67908 .80274 .79993 .67228 .82036
OTHER Mean 3.4271 2.8281 3.2188 3.1625 3.0469 3.1094
N 16 16 16 16 16 16
Std. Deviation .69912 .82522 .77631 .93586 .70839 .86105
Total Mean 3.5967 2.8325 3.3783 3.4320 2.9800 3.3500
N 100 100 100 100 100 100
Std. Deviation .71546 .69998 .72546 .76050 .65393 .78897

Report
internal
education level of the
consumer Mean N Std. Deviation
A/L OR LESS 3.3245 37 .42395
university education 3.2561 47 .61232
OTHER 3.1321 16 .70037
Total 3.2616 100 .56400

86
 Report
Variety p.involve
occupation of the consumer enjoyment emotion hedonism fashion seeking ment
LEGISLETORS,SENIO Mean 3.2222 2.7500 2.9167 2.8333 2.5417 2.9583
R N 6 6 6 6 6 6
OFFICIALS,MANAGE
RS Std.
Deviatio .25092 .35355 .34561 .36697 .57915 .64064
n
PROFESSIONALS Mean 3.5667 2.9500 3.3333 3.4933 2.8167 3.4167
N 15 15 15 15 15 15
Std.
Deviatio .92967 .58401 .79682 .83791 .63010 .94806
n
TECHNICIANS,ASSOC Mean 3.4931 2.8750 3.4028 3.4000 3.1146 3.4479
IATED N 24 24 24 24 24 24
PROFESSIONALS
Std.
Deviatio .91746 .84699 .81637 .87278 .65929 .84048
n
CLERKS Mean 3.6786 2.6964 3.4881 3.5000 3.0893 3.3750
N 14 14 14 14 14 14
Std.
Deviatio .51666 .41808 .56411 .82927 .64007 .72556
n
STUDENT Mean 3.6481 2.5833 3.3148 3.5333 2.9722 3.4722
N 9 9 9 9 9 9
Std.
Deviatio .40350 .35355 .60921 .52915 .44096 .36324
n
HOUSEWIFE Mean 3.9216 2.9853 3.6569 3.6941 2.9412 3.5000
N 17 17 17 17 17 17
Std.
Deviatio .46814 .82192 .52859 .57930 .65865 .80526
n
RETIRED Mean 3.2000 2.5500 2.5333 2.8800 2.7000 2.6000
N 5 5 5 5 5 5
Std.
Deviatio .96753 .81777 .79408 .90111 .81777 .74162
n

87
UNEMPLOYED Mean 3.6000 2.9000 3.5167 3.4200 3.2250 3.2250
N 10 10 10 10 10 10
Std.
Deviatio .58373 .93690 .85509 .69570 .77683 .78572
n
Total Mean 3.5967 2.8325 3.3783 3.4320 2.9800 3.3500
N 100 100 100 100 100 100
Std.
Deviatio .71546 .69998 .72546 .76050 .65393 .78897
n

Report
internal
occupation of the consumer Mean N Std. Deviation
LEGISLETORS,SENIOR OFFICIALS,MANAGERS 2.8704 6 .24885
PROFESSIONALS 3.2628 15 .63173
TECHNICIANS,ASSOCIATED PROFESSIONALS 3.2889 24 .70491
CLERKS 3.3046 14 .41996
STUDENT 3.2540 9 .33572
HOUSEWIFE 3.4498 17 .39063
RETIRED 2.7439 5 .75875
UNEMPLOYED 3.3144 10 .60503
Total 3.2616 100 .56400

impulsiveness of the consumer * age group of the consumer

impulsiveness of the consumer
age group of the consumer Mean N Std. Deviation Median
18-25 4.21 24 .779 4.00
26-35 3.87 46 1.024 4.00
36 or older 3.73 30 .980 4.00
Total 3.91 100 .965 4.00

impulsiveness of the consumer * gender of the consumer

impulsiveness of the consumer

88
gender of the consumer Mean N Std. Deviation Median
MALE 3.66 35 .938 4.00
FEMALE
4.05 65 .959 4.00

Total 3.91 100 .965 4.00

impulsiveness of the consumer * ethnic group of the consumer

impulsiveness of the consumer
ethnic group of the consumer Mean N Std. Deviation Median
SINHALA 3.81 73 1.036 4.00
TAMIL 4.33 9 .707 4.00
MUSLIM 4.20 10 .632 4.00
BURGER 4.00 8 .756 4.00
Total 3.91 100 .965 4.00

impulsiveness of the consumer * monthly income of the consumer

impulsiveness of the consumer
monthly income of the consumer Mean N Std. Deviation Median
20000 or less 4.12 24 .900 4.00
20001- 30000 3.94 32 1.134 4.00
30001-40000 3.68 22 .945 4.00
40001 or more 3.86 22 .774 4.00
Total 3.91 100 .965 4.00

impulsiveness of the consumer * education level of the consumer

impulsiveness of the consumer
education level of the consumer Mean N Std. Deviation Median
A/L OR LESS 4.03 37 .928 4.00
university education 3.85 47 .884 4.00
OTHER 3.81 16 1.276 4.00
Total 3.91 100 .965 4.00

impulsiveness of the consumer * occupation of the consumer

impulsiveness of the consumer
occupation of the consumer Mean N Std. D Median

89
LEGISLETORS,SENIOR OFFICIALS,MANAGERS 3.50 6 .548 3.50
PROFESSIONALS 3.73 15 .884 4.00
TECHNICIANS,ASSOCIATED PROFESSIONALS 3.88 24 1.191 4.00
CLERKS 4.21 14 .802 4.00
STUDENT 3.89 9 .928 4.00
HOUSEWIFE 3.76 17 1.091 4.00
RETIRED 3.80 5 .837 4.00
UNEMPLOYED 4.40 10 .699 4.50
Total 3.91 100 .965 4.00

4. ANOVA
Age and internal stimuli

ANOVA
Sum of Squares df Mean Square F Sig.
enjoyment Between Groups .922 2 .461 .899 .410
Within Groups 49.755 97 .513
Total 50.677 99
emotions Between Groups 1.005 2 .503 1.026 .362
Within Groups 47.502 97 .490
Total 48.507 99
hedonism Between Groups 2.362 2 1.181 2.303 .105
Within Groups 49.741 97 .513
Total 52.103 99
fashion Between Groups .252 2 .126 .215 .807
Within Groups 57.005 97 .588
Total 57.258 99
varietyseeking Between Groups .285 2 .142 .328 .721
Within Groups 42.050 97 .434
Total 42.335 99
p.involvement Between Groups .283 2 .141 .224 .800
Within Groups 61.342 97 .632
Total 61.625 99
internal Between Groups .597 2 .299 .938 .395
Within Groups 30.895 97 .319

90
 Total 31.492 99
impulsiveness of the Between Groups 3.148 2 1.574 1.714 .185
consumer Within Groups 89.042 97 .918
Total 92.190 99

Ethnicity and internal stimuli

ANOVA
Sum of Squares df Mean Square F Sig.
enjoyment Between Groups 4.087 3 1.362 2.807 .044
Within Groups 46.590 96 .485
Total 50.677 99
emotions Between Groups 4.215 3 1.405 3.045 .032
Within Groups 44.292 96 .461
Total 48.507 99
hedonism Between Groups 4.949 3 1.650 3.358 .022
Within Groups 47.154 96 .491
Total 52.103 99
fashion Between Groups 5.324 3 1.775 3.280 .024
Within Groups 51.934 96 .541
Total 57.258 99
varietyseeking Between Groups 4.306 3 1.435 3.623 .016
Within Groups 38.029 96 .396
Total 42.335 99
p.involvement Between Groups 3.758 3 1.253 2.078 .108
Within Groups 57.867 96 .603
Total 61.625 99
internal Between Groups 3.779 3 1.260 4.363 .006
Within Groups 27.713 96 .289
Total 31.492 99
impulsiveness of the Between Groups 3.275 3 1.092 1.179 .322
consumer Within Groups 88.915 96 .926
Total 92.190 99
Income and internal stimuli

ANOVA

91
 Sum of Squares df Mean Square F Sig.
enjoyment Between Groups .751 3 .250 .481 .696
Within Groups 49.926 96 .520
Total 50.677 99
emotions Between Groups 1.583 3 .528 1.079 .362
Within Groups 46.924 96 .489
Total 48.507 99
hedonism Between Groups 1.813 3 .604 1.154 .332
Within Groups 50.290 96 .524
Total 52.103 99
fashion Between Groups .896 3 .299 .509 .677
Within Groups 56.361 96 .587
Total 57.258 99
varietyseeking Between Groups .829 3 .276 .639 .592
Within Groups 41.506 96 .432
Total 42.335 99
p.involvement Between Groups .735 3 .245 .386 .763
Within Groups 60.890 96 .634
Total 61.625 99
internal Between Groups .149 3 .050 .152 .928
Within Groups 31.343 96 .326
Total 31.492 99
impulsiveness of the Between Groups 2.326 3 .775 .828 .481
consumer Within Groups 89.864 96 .936
Total 92.190 99

Education and internal stimuli

ANOVA
Sum of Squares df Mean Square F Sig.
enjoyment Between Groups 1.785 2 .893 1.771 .176
Within Groups 48.891 97 .504
Total 50.677 99
emotions Between Groups .022 2 .011 .022 .978
Within Groups 48.485 97 .500

92
 Total 48.507 99
hedonism Between Groups .499 2 .250 .469 .627
Within Groups 51.604 97 .532
Total 52.103 99
fashion Between Groups 1.561 2 .780 1.359 .262
Within Groups 55.697 97 .574
Total 57.258 99
varietyseeking Between Groups .095 2 .048 .110 .896
Within Groups 42.240 97 .435
Total 42.335 99
p.involvement Between Groups 1.104 2 .552 .885 .416
Within Groups 60.521 97 .624
Total 61.625 99
internal Between Groups .416 2 .208 .650 .524
Within Groups 31.076 97 .320
Total 31.492 99
impulsiveness of the Between Groups .822 2 .411 .436 .648
consumer Within Groups 91.368 97 .942
Total 92.190 99

Occupation and internal stimuli

ANOVA
Sum of Squares df Mean Square F Sig.
enjoyment Between Groups 3.812 7 .545 1.069 .390
Within Groups 46.865 92 .509
Total 50.677 99
emotions Between Groups 1.951 7 .279 .551 .794
Within Groups 46.556 92 .506
Total 48.507 99
hedonism Between Groups 6.609 7 .944 1.909 .077
Within Groups 45.494 92 .495
Total 52.103 99
fashion Between Groups 5.082 7 .726 1.280 .269
Within Groups 52.176 92 .567

93
 Total 57.258 99
varietyseeking Between Groups 3.173 7 .453 1.065 .392
Within Groups 39.162 92 .426
Total 42.335 99
p.involvement Between Groups 4.712 7 .673 1.088 .377
Within Groups 56.913 92 .619
Total 61.625 99
internal Between Groups 2.933 7 .419 1.350 .236
Within Groups 28.559 92 .310
Total 31.492 99
impulsiveness of the Between Groups 5.627 7 .804 .854 .546
consumer Within Groups 86.563 92 .941
Total 92.190 99

5. Independent t-test
Gender and internal stimuli

Group Statistics
gender of the Std. Std. Error
consumer N Mean Deviation Mean
impulsiveness of the MALE 35 3.66 .938 .158
consumer FEMALE 65 4.05 .959 .119
enjoyment MALE 35 3.2571 .88501 .14959
FEMALE 65 3.7795 .52796 .06549
emotions MALE 35 2.7786 .67457 .11402
FEMALE 65 2.8615 .71675 .08890
hedonism MALE 35 3.0381 .90666 .15325
FEMALE 65 3.5615 .52916 .06563
fashion MALE 35 3.0800 .87743 .14831
FEMALE 65 3.6215 .61758 .07660
varietyseeking MALE 35 2.8500 .68653 .11604
FEMALE 65 3.0500 .62998 .07814
p.involvement MALE 35 3.1357 .94973 .16053
FEMALE 65 3.4654 .66714 .08275
internal MALE 35 3.0233 .69681 .11778

94
 Group Statistics
gender of the Std. Std. Error
consumer N Mean Deviation Mean
impulsiveness of the MALE 35 3.66 .938 .158
consumer FEMALE 65 4.05 .959 .119
enjoyment MALE 35 3.2571 .88501 .14959
FEMALE 65 3.7795 .52796 .06549
emotions MALE 35 2.7786 .67457 .11402
FEMALE 65 2.8615 .71675 .08890
hedonism MALE 35 3.0381 .90666 .15325
FEMALE 65 3.5615 .52916 .06563
fashion MALE 35 3.0800 .87743 .14831
FEMALE 65 3.6215 .61758 .07660
varietyseeking MALE 35 2.8500 .68653 .11604
FEMALE 65 3.0500 .62998 .07814
p.involvement MALE 35 3.1357 .94973 .16053
FEMALE 65 3.4654 .66714 .08275
internal MALE 35 3.0233 .69681 .11778
FEMALE 65 3.3899 .43166 .05354

Levene's Test for Equality of Variances

F Sig.
impulsiveness of the Equal variances assumed .494 .484
consumer Equal variances not assumed
enjoyment Equal variances assumed 6.027 .016
Equal variances not assumed
emotions Equal variances assumed 1.778 .186
Equal variances not assumed
hedonism Equal variances assumed 11.474 .001
Equal variances not assumed
fashion Equal variances assumed 5.275 .024
Equal variances not assumed
varietyseeking Equal variances assumed .064 .800
Equal variances not assumed

95
p.involvement Equal variances assumed 5.822 .018
Equal variances not assumed
internal Equal variances assumed 6.068 .016
Equal variances not assumed

Group Statistics
gender of the Std. Std. Error
consumer N Mean Deviation Mean
impulsiveness of the MALE 35 3.66 .938 .158
consumer
FEMALE 65 4.05 .959 .119

Levene's Test for Equality of

Variances

F Sig.
impulsiveness of the Equal variances assumed .494 .484
consumer
Equal variances not assumed

96
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