Résumé : |
The FMCG sector gathers big manufacturers offering alimentary and/or grocery products, as well as retailers selling those everyday life products in grocery stores, hypermarkets or supermarkets. The top 50 worldwide manufacturers in this sector earned an overall $1.18 billion income in 2014 (Consultancy report, 2014) and the global sector reached €546 billion in Europe in 2017 more precisely (Nielsen report, Q4 2017). Nevertheless, for some years this sector entered a flat growth era and had trouble reinventing itself. Many studies have been looking at the nature of these purchases to understand how to activate tools and to take measures to keep luring consumers into making purchases. They found out that impulsive buying behavior, that is to say a sudden and spontaneous urge to buy something triggering an immediate response that comes along with feeling of excitement, joy and pleasure, was in the heart of retailing. This type of purchase is based more on affect or opportunity than on rationality, and has little cognitive control. The goal of this research paper is to identify which are the factors related to this type of behavior and to understand their relationship.
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