GROUP COURSEWORK COVERSHEET
Module Name and Code
RESEARCH IN MARKETING (MAN3087)
IMPULSE PURCHASING BEHAVIOUR IN TOPSHOP/TOPMAN CUSTOMERS
1/12 BY 4PM
(7 digit number on Uni card)
To be agreed by Students
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This report focuses on customers’ impulse purchasing behavior in Topshop/Topman. Two concepts namely impulse buying and price sensitivity are referred and discussed in the theoretical background part. The extent of impulsive purchase of consumers with different genders is compared according to the data collected. The chosen sampling strategy, Stratified random, and the design of questionnaire are also explained in the methodology part. Moreover, the report includes relevant factors like design and price that would influence customers’ impulsive decision making with different genders.
As a result, it shows that over 50% customers had unplanned purchases in Topshop/Topman and male customers are more impulsive than female customers when they are shopping. In addition, the result demonstrates that customers consider more about design and price when they make impulse purchasing in Topshop/Topman. Recommendations for Topshop/Topman such as keeping fashionable design, leading fashion trend and do more promotions or sales in the meantime are also included in the report.
According to Palmer (2000), “marketing research is about researching the whole of a company’s marketing process”. Collecting data from customers is an important step during this process. It will help companies have a deeper understanding of customers’ purchasing psychology. Adjusting business plan based on the data collected from customers would be helpful to maximize profits and minimize risks.
This report will take investigation into the existence of impulse purchasing among Topshop/Topman customers and identify possible influential