FUTURE OF MARKETING INTENT TO ACTION: INVESTIGATING CONSUMER’S ONLINE & OFFLINE BUYING PATTERNS, ILFORD UK
Keywords:
Online Marketing, Offline Marketing, Impulsive Buying, Qualitative Research, Thematic Analysis
Abstract
The complicated retail environment brought forth by the growing confluence of online and offline channels calls for a better comprehension of customer impulse buying patterns. The tendency of the consumers for unplanned and spontaneous shopping was the core purpose of finding out through this study, from the United Kingdom consumer’s perspective. To dig-out the propensity of the consumers towards online and offline buying habits and planning. This study is based on a qualitative approach by using ‘desk methodology’ We’ve collected 146 articles/studies via web browsing, and selected core 44 article’s (secondary data), which enhances understanding of the consumer’s impulsive buying decisions specifically in Ilford., a suburban field, in East London. This study uses thematic analysis to shine a light on the dynamics of impulse purchases differently in online and offline contexts due to, among other factors, sensory experience for groceries but not fashion vs. convenience. Results showed that happy consumers are more inclined to make spontaneous purchases. While offline impulse purchases are tied to sensory and in-store elements. Ilford (UK) based consumers are very conscious about their time and desired products. They spend their time only on those buyings which are very essential in their daily routine. For the rest of things, they preferred to buy online. The major findings of this study exhibit that channel-specific strategies are crucial for businesses since consumers' impulse buying habits differ in online and offline settings and demonstrate that retailers to shift their marketing strategies to account for the distinct features of every channel.
JEL Classification Codes: M31, M37, D12.
References
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Bobrytskyy, S., & Stříteský, V. (2024). A Systematic Review of Online Marketing Effects on Online and Offline Sales: A Framework and State of Research. Market-Tržište, 36(1), 59-82.
Chen, W.-K., Chen, C.-W., & Lin, Y.-C. (2023). Understanding the influence of impulse buying toward consumers’ post-purchase dissonance and return intention: an empirical investigation of apparel websites. Journal of Ambient Intelligence and Humanized Computing, 14, 14453–14466. https://doi.org/10.1007/s12652-020-02333-z
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Hidayat, Z. (2022). Gadgets are always in the hands of consumers: the triggers for impulsive buying behavior. In A New Era of Consumer Behavior-In and Beyond the Pandemic. IntechOpen.
Hosseini, S. H., Zadeh, F. H., Shafiee, M. M., & Hajipour, E. (2020). The effect of price promotions on impulse buying: the mediating role of service innovation in fast moving consumer goods. International journal of business information systems, 33(3), 320-336.
Huang, H.-L., Chen, Y.-Y., & Sun, S.-C. (2022). Conceptualizing the internet compulsive-buying tendency: What we know and need to know in the context of the COVID-19 pandemic. Sustainability, 14(3), 1549.
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Hussain, A., Khan, R. S., & Tahir, N. A. (2023). Exploring the factors affecting the online and offline impulse buying behaviour of the millennium generation. Journal of Management Practices, Humanities and Social Sciences, 7(2), 9-22.
Islam, K. M. A., Shahabuddin, A. M., Omeish, F., Bhuiyan, A. B., & Islam, S. (2023a). Effects of brand awareness, religious belief, and brand trust on purchase intentions of halal products among young consumers.Innovative Marketing , 19(4), 247-256. https://doi.org/10.21511/im.19(4).2023.20
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Islam, K. M. A., Islam, S., Al-Kharusi, S., Bhuiyan, A. B., & Haque, M. S. (2023b). Individuals’ purchase intention of the Sukuk bond: A study on developing economy. Innovative Marketing, 19(3), 187-196.
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Iyer, G. R., Blut, M., Xiao, S. H., & Grewal, D. (2020). Impulse buying: a meta-analytic review. Journal of the academy of marketing science, 48, 384-404.
Jadad, A. R., Cook, D. J., Jones, A., Klassen, T. P., Tugwell, P., Moher, M., & Moher, D. (1998). Methodology and reports of systematic reviews and meta-analyses: a comparison of Cochrane reviews with articles published in paper-based journals. Jama, 280(3), 278-280.
Kathuria, A., & Bakshi, A. (2024). Influence of website quality on online impulse buying behaviour: a systematic review of literature. Marketing Intelligence & Planning.
Li, M., Wang, Q., & Cao, Y. (2022). Understanding consumer online impulse buying in live streaming e-commerce: A stimulus-organism-response framework. International journal of environmental research and public health, 19(7), 4378.
Lina, L. F., & Ahluwalia, L. (2021). Customers’ impulse buying in social commerce: The role of flow experience in personalized advertising. Jurnal Manajemen Maranatha, 21(1), 1-8.
Madhu, S., Soundararajan, V., & Parayitam, S. (2023). Online promotions and hedonic motives as moderators in the relationship between e-impulsive buying tendency and customer satisfaction: Evidence from India. Journal of Internet Commerce, 22(3), 395-431.
Naeem, M. (2021). Understanding the customer psychology of impulse buying during COVID-19 pandemic: implications for retailers. International Journal of Retail & Distribution Management, 49(3), 377-393.
Nash, J. (2019). Exploring how social media platforms influence fashion consumer decisions in the UK retail sector. Journal of Fashion Marketing and Management: An International Journal, 23(1), 82-103.
Omar, A. M., & Atteya, N. (2020). The impact of digital marketing on consumer buying decision process in the Egyptian market. International Journal of Business and Management, 15(7), 120-132.
Qazzafi, S. (2019). Consumer buying decision process toward products. International Journal of Scientific Research and Engineering Development, 2(5), 130-134.
Rafiq, M., & Fulford, H. (2005). Loyalty transfer from offline to online stores in the UK grocery industry. International Journal of Retail & Distribution Management, 33(6), 444-460.
Ruane, L., & Wallace, E. (2013). Generation Y females online: insights from brand narratives. Qualitative Market Research: An International Journal, 16(3), 315-335.
Sharma, P., Saha, S., & Balaji, M. (2022). Retrospective view and thematic analysis of business-to-business relationships through bibliometric analysis. Journal of Business-To-Business Marketing, 29(1), 19-42.
Thürmer, J. L., Bieleke, M., Wieber, F., & Gollwitzer, P. M. (2020). If-then plans help regulate automatic peer influence on impulse buying. European Journal of Marketing, 54(9), 2079-2105. https://doi.org/10.1108/EJM-05-2018-0341
Vrtaňa, D. (2019). Successful marketing strategy using offline marketing tools. Marketing Identity, 7(1), 401-410.
Weischedel, B., Matear, S., & Deans, K. R. (2005). A qualitative approach to investigating online strategic decision making. Qualitative Market Research: An International Journal, 8(1), 61-76.
Wiranata, A. T., & Hananto, A. (2020). Do website quality, fashion consciousness, and sales promotion increase impulse buying behavior of e-commerce buyers? Indonesian Journal of Business and Entrepreneurship (IJBE), 6(1), 74-85.
Wu, L., Chen, K.-W., & Chiu, M.-L. (2016). Defining key drivers of online impulse purchasing: A perspective of both impulse shoppers and system users. International Journal of Information Management, 36(3), 284-296.
Wu, Y., & Chen, H. (2019). The influence of product diversity on consumers’ impulsive purchase in online shopping environment. American Journal of Industrial and Business Management, 9(3), 680-698.
Yao, P., Osman, S., Sabri, M. F., & Zainudin, N. (2022). Consumer behavior in online-to-offline (O2O) commerce: a thematic review. Sustainability, 14(13), 7842.
Yulianto, Y., Sisko, A., & Hendriana, E. (2021). The stimulus of impulse buying behavior on E-commerce shopping festival: A moderated-mediated analysis. Journal of Business and Management Review, 2(10), 692-714.
Zhu, G., & Gao, X. (2019). Precision retail marketing strategy based on digital marketing model. Science Journal of Business and Management, 7(1), 33-37.
Abedin, B., Maloney, B., & Watson, J. (2021). Benefits and challenges associated with using online communities by social enterprises: a thematic analysis of qualitative interviews. Journal of Social Entrepreneurship, 12(2), 197-218.
Aragoncillo, L., & Orus, C. (2018). Impulse buying behaviour: an online-offline comparative and the impact of social media. Spanish Journal of Marketing-ESIC, 22(1), 42-62.
Awan, A. G., Ismail, M., Majeed, F., & Ghazal, F. (2015). Effects of advertisement on consumer’s buying behaviour with references to FMCGs in southern Punjab-Pakistan. Journal of Marketing and Consumer Research, 19(1), 22-30.
Azungah, T. (2018). Qualitative research: deductive and inductive approaches to data analysis. Qualitative research journal, 18(4), 383-400.
Baker Qureshi, P. A., Murtaza, F., & Kazi, A. G. (2019). The impact of social media on impulse buying behaviour in Hyderabad Sindh Pakistan. International Journal of Entrepreneurial Research, 2(2), 8-12.
Bobrytskyy, S., & Stříteský, V. (2024). A Systematic Review of Online Marketing Effects on Online and Offline Sales: A Framework and State of Research. Market-Tržište, 36(1), 59-82.
Chen, W.-K., Chen, C.-W., & Lin, Y.-C. (2023). Understanding the influence of impulse buying toward consumers’ post-purchase dissonance and return intention: an empirical investigation of apparel websites. Journal of Ambient Intelligence and Humanized Computing, 14, 14453–14466. https://doi.org/10.1007/s12652-020-02333-z
Dahiya, R., & Gayatri. (2018). A research paper on digital marketing communication and consumer buying decision process: An empirical study in the Indian passenger car market. Journal of Global Marketing, 31(2), 73-95.
Hidayat, Z. (2022). Gadgets are always in the hands of consumers: the triggers for impulsive buying behavior. In A New Era of Consumer Behavior-In and Beyond the Pandemic. IntechOpen.
Hosseini, S. H., Zadeh, F. H., Shafiee, M. M., & Hajipour, E. (2020). The effect of price promotions on impulse buying: the mediating role of service innovation in fast moving consumer goods. International journal of business information systems, 33(3), 320-336.
Huang, H.-L., Chen, Y.-Y., & Sun, S.-C. (2022). Conceptualizing the internet compulsive-buying tendency: What we know and need to know in the context of the COVID-19 pandemic. Sustainability, 14(3), 1549.
Hussain, A., Ali, Z., Ullah, M., & Rasool, F. (2021). A structured literature review on impulse buying: online jitters and offline jeepers. Humanities & social sciences reviews, 9(3), 37-49.
Hussain, A., Khan, R. S., & Tahir, N. A. (2023). Exploring the factors affecting the online and offline impulse buying behaviour of the millennium generation. Journal of Management Practices, Humanities and Social Sciences, 7(2), 9-22.
Islam, K. M. A., Shahabuddin, A. M., Omeish, F., Bhuiyan, A. B., & Islam, S. (2023a). Effects of brand awareness, religious belief, and brand trust on purchase intentions of halal products among young consumers.Innovative Marketing , 19(4), 247-256. https://doi.org/10.21511/im.19(4).2023.20
Islam, K. M. A. (2016). Factors influencing consumers purchase decision: a case study of Pantene shampoo. Indian Journal of Science, 23(88), 910-923.
Islam, K. M. A., Islam, S., Al-Kharusi, S., Bhuiyan, A. B., & Haque, M. S. (2023b). Individuals’ purchase intention of the Sukuk bond: A study on developing economy. Innovative Marketing, 19(3), 187-196.
Ismail, M., Islam, K. M. A., Zohaib, M., Hussain, R., Tahir, M. Y., Ijaz, M., & Hassan, Z. (2021). DIGITAL MARKETING 5-GENERATION TECHNOLOGY AND ITS ACCEPTANCE BEHAVIOR. International Journal of Marketing Research Innovation, 5(1), 46-59.
Ittaqullah, N., Madjid, R., & Suleman, N. R. (2020). The effects of mobile marketing, discount, and lifestyle on consumers’ impulse buying behavior in online marketplace. International Journal of Scientific and Technology Research, 9(3), 1569-1577.
Iyer, G. R., Blut, M., Xiao, S. H., & Grewal, D. (2020). Impulse buying: a meta-analytic review. Journal of the academy of marketing science, 48, 384-404.
Jadad, A. R., Cook, D. J., Jones, A., Klassen, T. P., Tugwell, P., Moher, M., & Moher, D. (1998). Methodology and reports of systematic reviews and meta-analyses: a comparison of Cochrane reviews with articles published in paper-based journals. Jama, 280(3), 278-280.
Kathuria, A., & Bakshi, A. (2024). Influence of website quality on online impulse buying behaviour: a systematic review of literature. Marketing Intelligence & Planning.
Li, M., Wang, Q., & Cao, Y. (2022). Understanding consumer online impulse buying in live streaming e-commerce: A stimulus-organism-response framework. International journal of environmental research and public health, 19(7), 4378.
Lina, L. F., & Ahluwalia, L. (2021). Customers’ impulse buying in social commerce: The role of flow experience in personalized advertising. Jurnal Manajemen Maranatha, 21(1), 1-8.
Madhu, S., Soundararajan, V., & Parayitam, S. (2023). Online promotions and hedonic motives as moderators in the relationship between e-impulsive buying tendency and customer satisfaction: Evidence from India. Journal of Internet Commerce, 22(3), 395-431.
Naeem, M. (2021). Understanding the customer psychology of impulse buying during COVID-19 pandemic: implications for retailers. International Journal of Retail & Distribution Management, 49(3), 377-393.
Nash, J. (2019). Exploring how social media platforms influence fashion consumer decisions in the UK retail sector. Journal of Fashion Marketing and Management: An International Journal, 23(1), 82-103.
Omar, A. M., & Atteya, N. (2020). The impact of digital marketing on consumer buying decision process in the Egyptian market. International Journal of Business and Management, 15(7), 120-132.
Qazzafi, S. (2019). Consumer buying decision process toward products. International Journal of Scientific Research and Engineering Development, 2(5), 130-134.
Rafiq, M., & Fulford, H. (2005). Loyalty transfer from offline to online stores in the UK grocery industry. International Journal of Retail & Distribution Management, 33(6), 444-460.
Ruane, L., & Wallace, E. (2013). Generation Y females online: insights from brand narratives. Qualitative Market Research: An International Journal, 16(3), 315-335.
Sharma, P., Saha, S., & Balaji, M. (2022). Retrospective view and thematic analysis of business-to-business relationships through bibliometric analysis. Journal of Business-To-Business Marketing, 29(1), 19-42.
Thürmer, J. L., Bieleke, M., Wieber, F., & Gollwitzer, P. M. (2020). If-then plans help regulate automatic peer influence on impulse buying. European Journal of Marketing, 54(9), 2079-2105. https://doi.org/10.1108/EJM-05-2018-0341
Vrtaňa, D. (2019). Successful marketing strategy using offline marketing tools. Marketing Identity, 7(1), 401-410.
Weischedel, B., Matear, S., & Deans, K. R. (2005). A qualitative approach to investigating online strategic decision making. Qualitative Market Research: An International Journal, 8(1), 61-76.
Wiranata, A. T., & Hananto, A. (2020). Do website quality, fashion consciousness, and sales promotion increase impulse buying behavior of e-commerce buyers? Indonesian Journal of Business and Entrepreneurship (IJBE), 6(1), 74-85.
Wu, L., Chen, K.-W., & Chiu, M.-L. (2016). Defining key drivers of online impulse purchasing: A perspective of both impulse shoppers and system users. International Journal of Information Management, 36(3), 284-296.
Wu, Y., & Chen, H. (2019). The influence of product diversity on consumers’ impulsive purchase in online shopping environment. American Journal of Industrial and Business Management, 9(3), 680-698.
Yao, P., Osman, S., Sabri, M. F., & Zainudin, N. (2022). Consumer behavior in online-to-offline (O2O) commerce: a thematic review. Sustainability, 14(13), 7842.
Yulianto, Y., Sisko, A., & Hendriana, E. (2021). The stimulus of impulse buying behavior on E-commerce shopping festival: A moderated-mediated analysis. Journal of Business and Management Review, 2(10), 692-714.
Zhu, G., & Gao, X. (2019). Precision retail marketing strategy based on digital marketing model. Science Journal of Business and Management, 7(1), 33-37.
Published
2024-12-31
How to Cite
Zohaib, M., Ismail, M., Zaineb, A., Tahir, M. Y., & Tazin, F. (2024). FUTURE OF MARKETING INTENT TO ACTION: INVESTIGATING CONSUMER’S ONLINE & OFFLINE BUYING PATTERNS, ILFORD UK. International Journal of Marketing Research Innovation, 9(1), 27-36. https://doi.org/10.46281/ijmri.v9i1.2274
Section
Research Paper/Theoretical Paper/Review Paper/Short Communication Paper
