Unintended Buying and Post-purchase Buyers Remorse: A Study of Consumer Perceptions

Abstract

Over a last few decades, unintended or unplanned buying has been a heated topic under study owing to its constructive and unconstructive impacts on buyers. Many authors concluded regret and switching intentions as after effects of post-purchase retaliation. So, considering the importance of the consumer loyalty and gratification in sustainability of players in the market, the focus of research on this topic is vital. This study has examined empirically certain aspects of the relationship between impulse or unintended buying and buyers remorse in context of Indian consumers. The present study has also studied the association of sales promotion and bank-card usage with urge to buy impulsively. For this purpose, the paper employed empirical analysis utilizing a quantitative approach by conducting survey among 94 respondents from Chandigarh and Mohali region. Results indicated significant relationship of unintended buying with other variables except bank-card use. Thus, this study provided useful insights for the marketers which can be used while designing the various marketing strategies for their consumers.

Keywords: Unintended/Unplanned Buying, Buyer’s Remorse/Cognitive Dissonance, Sales Promotion, Bank-Card Use

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