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The Perceived Impulse Buying Behavior of Online Shoppers in Qatar: Basis for Creating a Business Plan

Volume: 147  ,  Issue: 1 , April    Published Date: 25 April 2024
Publisher Name: IJRP
Views: 207  ,  Download: 73 , Pages: 245 - 270    
DOI: 10.47119/IJRP1001471420246350

Authors

# Author Name
1 Dr. Julie Ann B. Real
2 Faith Nadine D. Feleo
3 Samantha Fianne M. Medina
4 Naz M. Tamayo
5 Louis Joshua A. Ronquillo
6 Khaleel P. Bacrang

Abstract

This study explores impulse buying in Qatar, shaped by demographic factors and accelerated by the growth of e-commerce. Amid Qatars rapid development, the evolution of its retail sector and the global surge in e-commerce highlight the growing significance of understanding consumer behaviors. Quantitative descriptive research design was used, wherein a survey questionnaire was made and validated. 100 online shoppers living in Qatar were selected using purposive and quota sampling techniques. The study primarily comprised younger participants aged 39 and below, and a balanced ratio of male and female, indicating their greater familiarity with technology. A significant portion were married individuals (76%), suggesting that combined household income may influence impulse buying behaviors. The study revealed that external trigger cues were the most influential factor in impulse buying among online shoppers in Qatar, followed by normative evaluation, impulse buying tendency, and internal trigger cues. While age did not affect the impulse levels of shoppers, it was shown that sex, and marital status influence normative evaluation. It is concluded that the young respondents are more likely to make online impulse purchases than adult online shoppers. Also, shoppers are more likely influenced by marketing stimuli seen online. The result of this study can be used as a basis for a strategic business plan for the business owners

Keywords

  • business plan
  • consumer
  • impulse buying
  • online shopping
  • promotion