An Empirical Study Of Factors Influencing Impulse Buying Behavior Of Urban Consumers In Vietnam

Along with the development of economy, the people’s living standard hasimproved increasingly; the market demand becomes more diversified and enormous.The more planned and rational consuming activities decrease, the more impulsiveconsuming activities increase. Nearly70years, impulse buying behavior research hasaccumulated abundant achievements. Nevertheless previous researches almost focuson psycho-reaction of shopper, but have not focused on marketing factors well.Moreover, the most comprehensive of these research results are from researches ofconsumers’ impulse buying in developed countries. Vietnam is one developingcountries which has huge purchase potential, its total population approximatelyamounted to87.84million in2011, ranked13thover the word. Vietnam’s economy hasbeen growing rapidly and becoming target market of foreign investors. UnderstandingVietnamese consumers buying behavior has been getting high attention of enterprises.But the study of Vietnamese buying behavior has been not lay stress on yet.This study which analysed the factors influencing impulse buying behavior ofurban consumers in Vietnam. Firstly based on literature review, discuss influencingfactors of impulse buying behavior of Vietnamese urban consumers. The influencingfactors discussed include marketing stimulate factors, situation factors and personaltraits factors, and the marketing stimulate factors have been focused on. Then theconcept model was built accordingly. Lastly, the study used sample descriptionanalysis, factorial analysis, model of equation of structure method and multi-groupanalysis method to test the research hypotheses.The results indicate that:(1) product feature, sales promotion, shoppingenvironment are both positively related to impulse buying behavior of Vietnamconsumers, the product feature plays most important role,(2) time pressure ispositively related to impulse buying behavior,(3) money available is positivelyrelated to impulse buying behavior,(4) the greater the impulse buying tendency, thegreater impulse buying urge,(5) the impulse buying urge positively related to impulsebuying behavior,(6) the consumers will have different level of impulse buying urgeand behavior due to their sex, female consumers will more easily decide impulsebuying, moreover the impact of sales promotion to the female is greater than to themale and the impact of shopping environment to the male is greater than to the female, (7) Vietnamese urban consumers more easily make impulse buying decision withclothing, food. Finally, the study also provides marketing strategy suggestion forenterprise.