Analysis of the stimuli of londoners´ fashion-oriented impulse buying behaviour

Abstract

This paper explores the stimuli behind fashion-oriented impulse purchases within physicalshopping environments. The main focus of the study is the stimuli behind ‘emotional’ and‘rational’ consumer’s responses. The primary qualitative data was collected by indepthinterview methodology in a sample of 10 workingwomen from London aged between 25and 35 years. Findings mainly suggest that fashion-oriented impulse purchases, especiallyfor clothing,are influenced by a wide variety of stimuli/responses in a similar way asplanned purchases. However, there are specific stimuli/responses that trigger impulsebuying in a higher degree for the studied sample.