Abstract:

This paper is centred around the results of two studies on planned and impulse purchases, by housewives, in four different super-markets. The method of the first study is similar to those of the DU PONT studies. The results emphasise factors bearing on decision behaviour, in particular: product and type of brand bought; situation of the item in the store; shopping habits of the housewife; etc. . . The other study aims at defining more precisely what is meant by an "impulse" purchase, and the reasons why some purchases, although planned are not performed. A preliminary sorting out shows how the final results will help to correct the common appraisal of planned and impulse purchases, and suggest conclusions on branding and point of sale policies.