INTRODUCTION:

Consumer behaviour studies focus on how specific individuals, teams, or organizations choose, purchase, utilize, and discard concepts, products, and services to fulfil their requirements and desires. It speaks about the behaviours that customer exhibit in the marketplace and the underlying reasons behind their behaviours.

Marketers anticipate identifying which products are outdated, which are needed in the industry, and how best to offer the commodities to customers by knowing what motivates consumers to purchase specific goods and services the other hand, brand positioning refers to the distinct place a brand holds in the minds of consumers. Customers' perceptions of a specific brand are altered when they associate it with particular emotions, characteristics, attitudes, and sensations. It distinguishes itself from rivals thanks to these affiliations.

Customers typically purchase a particular brand whose products do not necessarily differ from the competitors due to positioning and a connection is made between the company and its customers through positioning and the customer’s friend who will live on in their subconscious and remind them of the business whenever they hear about one of its products or a unique trait that sets it apart.

Impulsive buying is the act of a buyer purchasing without giving it much thought and it occurs when a message or product is effectively marketed or promoted. Impulsive shoppers rely on their emotions to drive their buying and make purchases without preparation.

A customer wants to buy goods and services at the last minute. The buyers are frequently motivated by sentiments and emotions when they make hasty purchases. If these haphazard purchases stay within budget, they may occasionally be relatively innocuous and unfortunately, hasty purchases can also result in costly shopping sprees that can bankrupt them.

Durable goods, another name for consumer durables, are a class of goods that do not break easily and do not need to be replaced regularly. According to the U.S. Department of Commerce, they are deemed durable as they represent a component of core retail sales data and endure for a minimum of three years. Consumer electronics, small appliances, furniture, and furnishings are a few examples of consumer durable goods.

Durable products, usually called consumer durables, are items that do not require frequent replacement and have a minimum three-year lifespan because consumer durable consumption is regarded as a reliable gauge of the economy’s health, economists closely monitor it. Appliances including air conditioners, washers, dryers, and other electronic tools, computers, TVs, and other electronics, jewellery, automobiles and trucks, and office and home furniture, are examples of consumer durables.

According to the U.S. Department of Commerce, nondurable can be recycled and have a shelf life of a maximum of three years. Perishable food items like milk, meat, poultry, vegetables, and fruit, paper and paperboard products like books, newspapers, and magazines, garbage bags, disposable diapers, towels, sheets, and pillows are few examples of nondurable commodities.

REVIEW OF LITERATURE:

Consumer behaviour has been defined as the “acquisition, consumption and disposition of products, services, time and ideas by decision-making units” (Jacoby 1975, 1976)

Mohammadi, 2011, Using qualitative analysis of the ‘grand models’ of consumer behaviour, aims to offer a logical proposal for developing a usable theory of decision-making, which is then applied to the setting of conference decision-making. Many theories and models of consumer behaviour have been created over the past three decades and have gained prominence as research topics in a variety of consumer science domains. These models, known as the "grand models" of consumer decision-making, typically characterise the steps involved in making a significant purchase as a logical approach to problem-solving. Lichev (2017) helps readers comprehend how psychological aspects influence consumer behaviour. It is an effort to combine economic and psychological expertise to address important issues in modern business. Customers are intricate socio-psychological beings, and their actions are influenced by several psychological traits and mechanisms.

This is an interdisciplinary scientific publication that considers the contributions of various sciences. The main goal is to develop methods and frameworks for appropriately integrating psychology and other knowledge into economic practice that necessitates educating consumers and companies about a variety of contemporary concerns as well as motivating a shift in mindset under modern demands.

To better understand environmentally conscious consumer behaviour, encourage it, and achieve environmental sustainability, Heesup Han's (2021) research serves as an introduction to the unique topic of environmental sustainability and consumer behaviour and one way to think of objectives for sustainable development is as a road map for achieving a future that is more sustainable and better for all people and everyone must take action to achieve the sustainable development goals among the essential components of these objectives is an environmental component.

The breadth of subjects addressed in this special section, along with the methodology employed, should inspire collaboration amongst the domains of consumer behaviour, environmental psychology, hospitality, and tourism in order to advance pro-environmental consumption, sustainability in the environment, and environmentally friendly growth. To meet the demands of the environmentally-conscious marketplace, society, and the goals of environmentally conscious development, the current special issue includes collaboration across the fields and subsequent research on practical customer behaviour.

Elena Kostadinova (2016), finds that the role of higher-order values and attitudes appears to have been extensively studied however, little is known about sustainable consumer behaviour concerning low-involvement daily decisions and products, which are at the core of the overconsumption problem and have significant environmental impacts. Unquestionably, one of the main obstacles to sustainability and reducing environmental deterioration is bringing about long-lasting behavioural change.

Combining theories from several study fields, Dou, W., Lim, K. H., Su, C., Zhou, N., and Cui, N. (2010) discover that, in the context of e-commerce, search engine results might be a valuable tool for developing brand positioning. This process seems particularly important when users' search engine ranking schema is engaged, and it is vital for less experienced online searchers as a result, our research clarifies the significance of search engine optimization initiatives undertaken by smaller companies. Furthermore, our study expands the search engine performance measures as online advertising tools, which are becoming more significant in response to growing worries about click frauds, by looking at the direct branding influence of search engine results.

Additionally, the study of Dou, W., Lim, K. H., Su, C., Zhou, N., and Cui, N. (2010) offers sensible recommendations that businesses can apply to improve their display rankings. With this creative use of search engines as a no-cost marketing tool, companies may establish their brands and succeed in the e-commerce space. Carol F (2003) found a robust tool for examining a marketing approach based on brand positioning is the product characteristics model. It offers a framework for analyzing the best characteristic combinations that appeal to particular market segments by considering brand price, customer preferences, and budgetary restraints. With implications for the price, product creation, promotion, positioning, and segmentation, the model offers guidance for marketing strategy, but Fuchs (2010) was to conclude the general relative efficacy of standard brand positioning tactics as assessed by the consumers and this is based on two different research (emphasizing on within- and between-subject designs, respectively), we discovered evidence to support the idea that real-world brands' positioning success is influenced by the kind of positioning approach used and it is Depending on the particular brand positioning strategy chosen, the aspects of positioning success are viewed as being substantially different from one another in this context, but Khan (2015), studied to ascertain how customers' purchase intentions are affected by the three brand positioning variables—brand credibility, brand prestige, and brand image—together with the moderating effect of product engagement.

Brand prestige and credibility have been included as brand positioning factors in earlier research and further variables, brand image, have been added to the existing set of brand positioning variables in this study. Furthermore, not much research has examined how brand signals influence customer behaviour.

Therefore, it is essential and indicative for everyone involved in product advertising and marketing to understand the cohesive framework of credibility of the brand, brand prestige, and brand image in the development of brand purchase intention and this is justified by the fact that a framework of this kind gives marketers and advertisers the rules they need to place their brands highly in the eyes of consumers. Furthermore, not single research has been done on whether or not different product categories will experience the same level of influence from the combined structure of brand credibility, brand prestige, and brand image when making a purchase decision.

Taking into account the roles of high and low product participation indicates that the framework can be generalised to many product categories and the results are robust since the estimations of low as well as high product engagement do not differ much.

Amadi (2022) stated that brand benefit had been shown in the study to raise repurchase intention therefore, businesses have a better chance of increasing customer repurchase intentions when they adopt brand positioning strategies and work to position the brands they offer in terms of benefit. This is based on the aforementioned results, the study comes to the conclusion that brand benefit significantly predicts SMEs in Rivers State that manufacture food and drinks desire to repurchase and to put it another way, a business that bases its brand positioning on benefits has a greater chance of growing its customer base than a business that does not.

Gammoh’s (2011) study's findings demonstrate that, when comparing global and local brand positioning strategies, consumer assessments, as determined by four variables: brand attitudes, purchase intentions, word-of-mouth, and brand prestige, were more significant for the former customers with higher levels of belief in global citizenship were more positive about global brand positioning relative to local positioning for all cases.

Akaka (2010) called for research on cultural factors in advertising and theoretical frameworks that have been empirically validated to further the field of international advertising research and this investigation of global advertising and the GCC satisfies that need and here, it is suggested that because the GCC spans local, national, and regional borders, it is a very pertinent context to global and cross-cultural advertising study.

The intricacy of globalization makes it beneficial for research on the GCC to take into account both the firm and the consumer roles. This article presents two theoretical constructs that have aided in the study of overseas advertising and the Gulf Cooperation Council (GCC): perceived brand globalness (PBG, Steenkamp et al. 2003) and global consumer culture positioning (GCCP, Alden et al. 1999). The complexities of globalization make it challenging to research, and the GCC notion is relatively new and globalization progresses and the global diffusion of brand signals and globally oriented consumer patterns quickens, research on the GCC will only become more significant. Future study opportunities are abundant and significant for the growth of global advertising theory and practice, although they are tough.

Fenton‐O'Creevy (2018) study provides credence to the theory that impulsive purchases play a significant role in mood control and may be a connection between impulsive purchasing and behavioural approach system sensitivity (reward reactivity), given the positive correlations between impulsive buying and BAS drive and fun-seeking however, the positive correlation between BIS and impulsive purchasing implies that impulsive purchasing and tolerance to the unpleasant emotion resulting from goal conflicts are related. It is implied that people purchase impulsiveness to simultaneously up-regulate happy mood and down-regulate negative mood and despite a slight inverse relationship between impulsive purchasing and BAS reward response, this could be a co-linearity artefact and the findings regarding age and impulsive buying also imply that higher BIS/BAS (Behavioural Inhibition Scale and Behavioural Approach Scale) reactivity and less effective emotion regulation in the young may account for the higher prevalence of impulsive buying in this age group. Impulsive purchasing has an adverse relationship with habitual reappraisal emotion regulation and a positive correlation with expressive suppression emotion regulation.

Putra (2017), It may be inferred from the research findings that product attributes have a significant role in Indonesian consumer impulsive mall purchases but Product attributes reflected in brand perceptions of price, brand utility, and brand image clarify how a product attribute influences a consumer's purchasing choice and in relation to brand image, the general lack of brand awareness among Indonesian consumers is reflected in the frequency with which product advertisements are released in the media, the number of users who believe that a product is superior to one that is used less frequently, even though this belief is not accurate, and other factors and there is a tendency for visitors and purchases from Samsung and Oppo mobile phone shops to be more numerous than those of Sony goods outlets. Based on the volume of commercials, banners, and advertisements they encounter both inside and outside of malls, respondents explained why they had a preference for the Samsung and Oppo brands and one more selective attention aspect that influences someone's decision to purchase a specific product is the number of friends or co-workers who own the brand.

A buyer's conviction to select the same item or company as their surroundings becomes stronger when they observe large numbers of individuals using the brand or product.

Badgaiyan (2014), with the importance of the Indian consumer market global scale and the dearth of comprehensive research on the ubiquitous phenomena of impulse buying, this study offers valuable insights into multiple domains. The framework advocates for the inclusion of materialism and shopping enjoyment tendencies in addition to impulsive tendencies, personality traits, and cultural orientation as critical intrinsic variables in evaluating impulsive buying behaviour and this idea merits discussion due to the persistent nature of these innate qualities and the overwhelming evidence from empirical research supporting the effect of materialist and shopping enjoyment propensity components on impulsive behaviour.

Badgaiyan (2015), These results not only broaden the body of knowledge in the Indian context, but they may also be helpful to marketers who are formulating plans to guarantee that situational aspects have an impact on impulsive buying is best-made use of given significant influence that situational elements have on impulsive conduct and the fact that the retail industry is expanding, it is evident that international retail behemoths might make excellent use of the numerous stimulating techniques to fully capitalize on the possibly lucrative Indian market fully. Retailers may be better equipped to comprehend and anticipate the effects of circumstances on consumer purchasing behaviour with the help of the study and the findings of this research suggest that managers should be aware of the favorable impact that family members presence has on purchase decisions.

Baumeister (2002) stated that one of the most significant aspects of the human mind is the capacity to modify one's reactions, which contributes significantly to both the enormous variety and range of human behaviour and the success of our species as adapters and in terms of consumer behaviour, self-control is the ability to withstand temptation, particularly when making rash decisions and other expenses that you will probably regret and when studying the elements and mechanisms that weaken self-control is worthwhile since they might lead to increased spending by individuals and the efficacy of self-control is contingent upon several factors, such as enduring tendencies and deficiencies, well-defined objectives (with no contradictory norms), careful scrutiny of what someone does, and exhaustion of self-regulatory reserves due to previous efforts or choices made and Over the time, these types of purchases could result in more earnings for producers, but also in a more significant number of disgruntled and discontented customers.

Muruganantham (2013), found that the current state of retailing in India gives consumers plenty of opportunity to act impulsively in both offline and online retail settings for a variety of product categories.

Considering the fact that impulse buying is universal, retailers can profit from it for their own companies. When the several elements that influence impulse buying are combined in the right way, they may have a synergistic effect that increases sales turnover, which is good for retailers and marketers. Following the literature's content analysis, the concept of impulse buying, its many facets, and its link to the customer could all be made clear. Some research ideas for the advancement of our understanding of the domain of consumer study. Based on the shifting market patterns in developing economies, it is reasonable to assume that research on impulsive buying will only increase and that it will manifest itself in a variety of retail settings.

Darmawan (2021), found that the primary trait of impulsive purchasing is that the consumer does not truly need the goods, they nevertheless make impulsive purchases on a whim. The primary factors in this study that lead people to commit rash decisions at Shoppe are safety, convenience of usage, and trust. This should motivate Shoppe to constantly upgrade in order to develop a user-friendly system that offers convenience and security in addition to an eye-catching appearance. Shoppe is designed to preserve the application's user-friendliness in terms of functionality and transaction procedures. Shoppe has to keep being a more appealing media and retail destination for Indonesians, particularly for those who like to shop online. The primary target audience for the system is mobile users, who make up the majority of users and are more likely to make impulsive purchases. To enhance the security factor, payment options that are simpler, quicker, and more secure must be included. Customers will purchase more frequently if they have a more practical but secure payment option. Shoppe can also work towards collaborating with other virtual payment methods.

Hausman (2000), makes the argument that spontaneous purchases are sometimes seen favourably by customers and can really be a sensible substitute for more time-consuming search activities. The study makes an effort to clarify why people use this purchasing tactic so often and why they do not believe that making impulsive purchases is inherently bad. A plausible explanation for this occurrence could be that customers purchase goods for a range of non-financial motives, including enjoyment, fantasy, and emotional or social fulfilment. This study suggests that by altering the apparent trade-off between mental efforts and making choices with precision, accuracy effects may mitigate impulsive purchasing behaviour. This moderating impact could be further enhanced by information overload if perceived or real accuracy is reduced. This examination is by no means exhaustive. There are definitely additional circumstances and psychological aspects that drive this behaviour in addition to accuracy impacts and noneconomic rewards. Furthermore, not all impulsive purchasing behaviour is attempted to be explained by this research. Children, for example, most likely have a whole different set of factors driving their purchasing impulses.

Likewise, impulses that arise when shopping with a purchasing partner most likely entail extra social factors.

Liang’s (2012), study's empirical analysis demonstrated that a consumer's level of product knowledge increases with their level of product involvement. Therefore, this study recommends that businesses use strategies like sending direct messages, running multimedia ads, or running print and magazine ads to specifically target consumers who consume less often in order to improve their product awareness.

Additionally, in the connection between product knowledge and impulsive purchasing. This empirical study demonstrates that consumers' impulsive buying behaviour increases with their level of product knowledge. As a result, this study implies that businesses can highlight industry-specific differences to encourage consumers to make impulsive purchases, such as their own brands, products, or brand extensions. However, the study's findings also demonstrated that impulsive purchasing tends to increase with consumer product participation. As a result, this study recommends that businesses that cater to customer groups more frequently offer more in-depth product information, along with information about producers and other product distinctions including flavour, convenience, quality, and service. Additionally, businesses that cater to customer groups with a smaller amount of consumption offer fundamental product knowledge to help them become wise consumers.

Even though it's generally accepted that impulse buying is a common occurrence, there are a variety of cultural factors, trade paradigms, and regional market conditions that can affect this behaviour.

Furthermore, the study of consuming behaviour has always required a critical analysis of cultural diversity.

Therefore, as this would contribute to the expansion of the theory of impulsive purchasing behaviour, investigating the impact of various cultural contexts on the connection between consumer product engagement and impulse purchasing behaviour should be a high priority for future research.

Consumer studies have worked to define impulse purchases more precisely for more than 50 years. The motivation behind early research on impulse buying was retailer and management interest. But Karbasiver's (2011), research emphasised the taxonomic approach to product classification into impulse or non-impulse items to support marketing tactics such as in-store promotions, merchandising, and point-of-purchase advertising. However, the impulsive behaviour of consumers is influenced by a variety of cultural factors, trade networks, and local market conditions. Given that the four external factors we covered had an impact on consumers' impulsive garment purchases, we advise marketers and sealers to: install ATMs in their stores and let customers know about them. Companies may give out complimentary goods to entice customers to make impulsive purchases.

Grewal (2004), studied the impact of contextual elements and the practical underpinnings of attitudes on inter-purchase intervals in an effort to gain a deeper theoretical knowledge of the timing of consumer durable goods purchases. We discover that the models containing contextual and attitude-function factors perform better than the models containing demographic and economic variables, both descriptively and predictively. The fact that the inter-purchase intervals for unforced formulation are substantially shorter than for enforced formulation suggests that decision formulation may be a significant factor. Our analysis highlights the significance of supply-side issues, as shorter inter-purchase intervals are a result of fashion and technological obsolescence, which is predominantly driven by organizational innovation initiatives.

Kulshreshtha (2017), investigates a number of cutting-edge facets of customer preference. It also discusses how COO affects Indian consumers when they make purchases. A recent study indicates that product preference based on COO is influenced by a variety of other criteria, including the availability of service centres, distribution routes, and service price, as well as the marketing function of patriotism. Regarding the expenditure patterns of Indian customers, there has been a noticeable shift in their purchasing patterns. Regarding their involvement in making purchases, consumers relate to and connect with both the product's endorsed celebrities and the general public. This could be the reason why people are reluctant to buy environmentally harmful products or products endorsed by celebrities who may end up with a negative reputation or are defamed. It is important to keep in mind that the marketplace has undergone substantial transformation, mostly as a result of the quick shift in customer behaviour. The development of computers and the internet has increased customer awareness and analytical skills. Consumer requirements and wants have become more complex for producers as a result of this growth. The importance of brand, pricing, advertising, celebrity endorsements, and place of source for the customer during the purchase process was examined in this study.

Mesak (2020), centred on a range of dynamic marketing-mix models, including monopolistic and duopolistic, for consumer durable goods (CDG) as well as frequently bought products and services (FPS). Our method was to use analysis to obtain outcomes, instead of comparing to numerical techniques, attempting to preserve a particular level of universality (adaptability). In the case of competitive models, ideal marketing Nash solutions with feedback and an open loop are recognised as mixed strategies. An overview of the many demand requirements applied to this Paper, as well as the cost learning, discount rate, and the length of the scheduling horizon. The body shows the ideal price, advertising, and the proportion of the demand's advertising elasticity to its price flexibility routes. And the main presumptions (characteristics) used to arrive at the conclusions.

Goswami, S. finds out that Companies can increase refrigerator sales volume by properly highlighting features like price, quality, user-friendliness, warranty, after-sale service, customer care, free home delivery, ease of maintenance (for users), anti-germ capability, cooling capacity, modern features, lack of offensive odour, and others. When marketing refrigerators, these businesses should also pay attention to the attributes of their customers, such as age group, marital status, level of education, monthly income, and occupation.

Priyanka (2012), said that the general definition of impulsive purchasing is an unplanned purchase made by a consumer that constitutes a significant portion of their activity. An unanticipated choice to acquire a good or service that is made right before a purchase is known as an impulse buy. Priyanka (2012) found that people are buying items because the Indian retail market is expanding steadily, which is due to changes in consumer interests and preferences as well as a rise in the average person's income. Retail players must be able to comprehend the various aspects influencing the degree of impulse buying behaviour.

Mohideen (2016), said that a person's behaviour and attitude towards a product are influenced by television advertising, which also helps to appeal to their basic desires. For the majority of people today, many items that were deemed requirements just ten or so years ago have now become necessities. This has also occurred with regard to the consumption of durable consumer items. Mohideen’s study is concentrated on examining significant variables, including consumer durable goods purchasing decisions and service satisfaction.

Watchers are greatly impacted and affected by television commercials. In just a few seconds, the majority of commercials successfully communicate their messages, causing the viewer to subconsciously internalise the message and purchase the newest product on display. The impacts of television advertising are astounding, they gradually erode people's sense of self-worth and appreciation for themselves, which affects children, teens, and adults alike. Therefore, in order to have a greater impact on customers, advertisers should focus more on providing informed product advertisements.

CONCLUSION AND RESULT:

Consumer behaviour is multidimensional there are various aspects that affect consumer buying behaviour but in the current study, I focused on brand positioning and impulsive buying behaviour with special reference to consumer durable goods.

I found that every company has a brand, but is it intentional or accidental? You have two options for positioning: take charge of it yourself or delegate it to others. But then, you're powerless over the outcome. Brand placement is important for two reasons.

A company's identity is on its brand. Because of this, understanding what sets your company apart is essential to grabbing the interest of those who are motivated enough to act. Clarity about who you serve is created through brand positioning. It also tells your target market what makes your goods and services unique and why you are the greatest business for them.

Here are a few clear explanations for why positioning a brand is so important: Market distinction is produced by brand positioning, Brand positioning stands out among the cacophony of sounds, making your brand stand out makes it more appealing to customers, by using brand positioning, organizations can compete on value rather than price etc.

For marketers, impulse buying is a crucial purchase scenario. Customers occasionally don't need to go through a lengthy decision-making process when they view a product and decide to purchase it. A certain product loses the chance to be sold if it is not available at that moment. Gums and chocolates are the most common commodities linked to this circumstance; thus, CPG businesses frequently attempt to arrange their messaging and products so that the consumer may see them and decide.

The Wm. Wrigley Jr. Company commissioned Stanford Research Institute to examine the impulse item market as it has evolved over the last ten years and as it is expected to develop in the 1960s. The company recognised the importance of impulse buying and wanted to prepare for potential changes in the market for its products.

The commodities' lifespan is considered when classifying them as durable or nondurable. As a result, we don't distinguish between commodities sold to the business and family sectors. Giving instances of each is crucial.

In response to the economic recovery, businesses raise their output to keep up with the rising demand. They raise overtime or hire temporary staff. They typically haven't hired full-time employees at this time because it's more expensive. They will also keep an eye on the likelihood of demand. Because of this, the unemployment rate typically stays high during the early stages of economic recovery.

DISCUSSION:

This study only focused on limited aspects of consumer behaviour like positioning and impulsive buying behaviour, but it has many elements and a broad scope. Future research may include many other aspects of consumer behaviour and specifically reference consumer durable goods but not explain types of consumer durable goods that have a separate impact on the current study, so future research may further classify consumer durable goods.

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Received on 30.07.2024 Revised on 01.10.2024

Accepted on 11.11.2024 Published on 06.12.2024

Available online on December 31, 2024

Asian Journal of Management. 2024;15(4):321-328.

DOI: 10.52711/2321-5763.2024.00050