An Investigation of IMPULSE BUYING ATTITUDES

Marketing strategies to sell products and/or services are vital to all businesses. Market researchers have been focused on trying to anticipate consumer s impulse buying attitudes for years. Researchers have been testing this complex construct to help organizations stay ahead of their competition with better marketing strategies. This study investigates different age-generational cohort groups impulse purchasing attitudes. Other variables that are investigated in correlation with impulse buying are gender, household income, and the monthly use of credit cards. The primary research question that is addressed in this study is as follows: How do impulse buying habits differ among age-generational cohort groups? The results of this study are useful in enhancing knowledge development in marketing strategies to target market the different generational groups.

Autorentext

Dr. Serapin earned her degrees from Barry University, Webster University, and her doctorate from Capella University. Dr. Serapin has been an adjunct professor both in the online environment and in the traditional classroom since 1996 with research interest in the baby boomer generation. Her goal is to help students achieve academic success.