In this chapter you will find a summarizing overview of this study. It explains fairly about the two discussed main topics: impulse buying and advertising. It gives an introduction of what impulse buying is and if it is related to advertising. In which way are they related to each other and what kind of relationship do these factors have? The second paragraph, managerial relevance, will explain why this thesis is written and to whom it can be interesting, such as for companies and for other researchers who will use this study for further research. The third paragraph, the academic relevance, arguments to what the reason and the relevance are of the chosen topic
[...] The final paragraph gives an overall conclusion as an answer to the problem statement Problem statement The problem statement defined: —What is the effect of advertising on consumer impulsive buying behaviour?“ 4.2 Framework The aim of this study was to find out what the relation is between impulse buying and advertising. And specifically what types of advertising have an effect on the impulse that consumers can get and the urge to buy a product. Not much is written about the relationship between advertising and impulse buying. [...]
[...] As a result, impulsive buyers are more likely to act on urge and to respond affirmatively and immediately to their buying impulses Situational factors Significantly in research on impulse buying there has been focused on situational aspects affecting impulse buying. Rook (1987) explored the underlying nature of impulse buying, while Rook and Gardner (1993) examined and discussed the influence of affect on impulse purchasing. According to Beatty and Ferrell (1998) other situational factors that influence impulse buying are time and money, whether this is actual or perceived. [...]
[...] A magazine or any other type of printed ad can be looked and can be read over time, picked up again, used by other people, and so on (Franses, 2004) On the other hand, one disadvantage of printed advertising can be that at the moment an ad is seen or taken in, there is no space to react immediately on the ad or undertake action TV advertising The TV commercial is generally considered the most effective mass-market advertising format (Wernick, 1991). [...]
[...] Chapter two is composed of a small description, conceptual background of impulse buying and the other part of the chapter will explain the factors that influence consumers‘ impulsive buying behaviour and how they can affect a consumer. One of these factors is advertising which will be broadly discussed and explained in chapter three. This chapter is composed by firstly explaining the conceptual background on the basis of the available literature. The second part of this chapter explains the different types of advertising. [...]
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