Journal of Marketing Research

CONSUMER BUYING BEHAVIOUR A FACTOR OF COMPULSIVE

BUYING PREJUDICED BY WINDOWSILL PLACEMENT

Journal of Marketing Research

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Journal:

Manuscript ID:
Manuscript Type:

Topics and Methods:

Draft

New Submission
Physiological/neurological bases < Theoretical Foundation, Sampling/
research design < Theoretical Foundation

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Electronic copy available at: http://ssrn.com/abstract=2177187

Page 1 of 18

CONSUMER BUYING BEHAVIOUR A FACTOR OF COMPULSIVE

BUYING PREJUDICED BY WINDOWSILL PLACEMENT
The authors of this research paper are

Irfan Hameed
PhD Scholar & Lecturer, Iqra University
Business Administration Department, Main Campus, Karachi, Pakistan
E-mail: irfan_h144@yahoo.com
Tel: +92-333-550-30-36

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Yasir Ali Soomro

PhD Scholar & Lecturer, Iqra University
Business Administration Department, Main Campus, Karachi, Pakistan
E-mail: yasir.soomro@hotmail.com
Tel: +92-345-356-43-85

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Imran Hameed
PhD, Aix Marseille Universit, France
Assistant Professor, Iqra University
Business Administration Department, Main Campus, Karachi, Pakistan
E-mail: im_hameed@hotmail.com
Tel: +92-347-511-00-80

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The research has been done without getting financial support from any one instead the authors
themselves.

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In case of any query, please feel free to contact Irfan Hameed on email id:
irfan_h144@yahoo.com.

Regards,
Irfan Hameed
PhD Scholar & Lecturer,
Business Administration Department
Iqra University, Main Campus, Karachi.

This is an electronic copy, so dont require signature

Confidential

Electronic copy available at: http://ssrn.com/abstract=2177187

Journal of Marketing Research

Consumer buying behavior a factor of compulsive buying

CONSUMER BUYING BEHAVIOUR A FACTOR OF COMPULSIVE

BUYING PREJUDICED BY WINDOWSILL PLACEMENT
ABSTRACT
This empirical research investigates the impact of windowsill placement
on the compulsive buying behavior of consumers on three different types of
products i.e., convenience products, shopping products, and specialty products.
We hypothesized the positive effect of windowsill placement on all three types of
product categories. The categorical regression (Optimal scaling) was used to test

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the hypotheses. The data was collected via self administered questionnaire from
Pakistan through systematic random sampling, and the sample consisted of 500
respondents. The results of data analysis supported only the 1st hypothesis which

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highlighted that placement of products in shopping centers has an impact of

unplanned buying of consumers for convenience products.

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KEY WORDS: WINDOWSILL PLACEMENT, COMPULSIVE BUYING, CONVENIENCE PRODUCTS,

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SHOPPING PRODUCTS, SPECIALTY PRODUCTS.

INTRODUCTION

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This study is an insight into the compulsive buying pattern of individuals on the basis of
maneuvers used by marketers. The relationship between windowsill placement and the demand

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of customers have been studied with respect to different consumer product categories.
Windowsill placement has been used as independent variable and types of consumer products
have been used as dependent variables namely convenience products, shopping products, and
specialty products. Unsought products have not been used for research purpose because of its
very nature. Operational definitions of the variables have been given below:

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Consumer buying behavior a factor of compulsive buying

Consumer products are products and services bought by final consumers for personal
consumption. Marketers usually classify these products and services further based on how
consumers go about buying them. Consumer products include convenience products, shopping
products, specialty products, and unsought products. These products differ in the ways
consumers buy them and, therefore, in how they are marketed (Kotler, Armstrong, 2011).

Convenience products are consumer products and services that customers usually buy

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frequently, immediately, and with minimal comparison and buying effort. Examples include
laundry detergent, candy, magazines, and fast food. Convenience products are usually low
priced, and marketers place them in many locations to make them readily available when

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customers need or want them (Kotler, Armstrong, 2011).

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Shopping products are less frequently purchased consumer products and services that
customers compare carefully on suitability, quality, price, and style. When buying shopping
products and services, consumers spend much time and effort in gathering information and

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making comparisons. Examples include furniture, clothing, used cars, major appliances, and

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hotel and airline services. Shopping products marketers usually distribute their products through
fewer outlets but provide deeper sales support to help customers in their comparison efforts
(Kotler, Armstrong, 2011).

Specialty products are consumer products and services with unique characteristics or brand
identification for which a significant group of buyers is willing to make a special purchase effort.
Examples include specific brands of cars, high-priced photographic equipment, designer clothes,

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Journal of Marketing Research

Consumer buying behavior a factor of compulsive buying

and the services of medical or legal specialists. A Lamborghini automobile, for example, is a
specialty product because buyers are usually willing to travel great distances to buy one. Buyers
normally do not compare specialty products. They invest only the Time needed to reach dealers
carrying the wanted products (Kotler, Armstrong, 2011).

Unsought products are consumer products that the consumer either does not know about or
knows about but does not normally consider buying. Most major new innovations are unsought

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until the consumer becomes aware of them through advertising. Classic examples of known but
unsought products and services are life insurance, preplanned funeral services, and blood
donations to the Red Cross. By their very nature, unsought products require a lot of advertising,

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personal selling, and other marketing efforts (Kotler, Armstrong, 2011).

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Windowsill placement refers to the placement of the product in the shopping center also known
as shelf placement. In this study word windowsill placement denotes favorable position in the
shopping center like placing it just behind the cashier or at the entrance of the store.

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Three hypothesized statements have been made to check the relationship between dependent and
independent variable (s). Firstly the relationship of shelf placement on sales of convenience
products, secondly the relationship of shelf placement on sales of shopping products, thirdly the
relationship of shelf placement on sales of specialty products.
The impact of placement has been studied with the help of the statistical test by using Statistical
Package for Social Science (SPSS). The test used is categorical regression (Optimal scaling) to

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Consumer buying behavior a factor of compulsive buying

interpret the findings that whether placement of products in shopping centers has an impact of
unplanned buying of consumers or not. If yes then it is on which types of products.

LITERATURE REVIEW
Consumer research on compulsive buying began with work by Faber, O'Guinn, and
Krych (1987), Faber and O'Guinn (1988, 1989), O'Guinn and Faber (1989), and Valence,
d'Astous, and Fortier (1988). Faber and O'Guinn (1988) defined compulsive consumers as

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"people who are impulsively driven to consume, cannot control this behavior, and seem to buy in
order to escape from other problems". Edwards (1992) defined compulsive buying behavior as "a

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chronic, abnormal form of shopping and spending characterized, in the extreme, by an

overpowering, uncontrollable, and repetitive urge to buy, with disregard for the consequences"

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Research on compulsive consumption reveals a number of consistent findings. As discussed by

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Faber, Christenson, de Zwaan, and Mitchell (1995), compulsive consumption behaviors are
associated with low levels of self-esteem, high levels of depression, and high levels of anxiety. In

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their summary of the literature, DeSarbo and Edwards (1996) linked compulsive consumption to
a number of psychological traits, including "dependence, denial, depression, lack of impulsive

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control, low self-esteem, approval seeking, anxiety, escape coping tendencies, general
compulsiveness, materialism (envy), isolation, excitement seeking, and perfectionism" . In their
research, DeSarbo and Edwards identified two clusters of compulsive consumers. They
identified an internal compulsive buying group that they argued is driven by deep psychological
problems, their personality structure, and family upbringing. The second group ofcompulsive
consumers appeared to be driven by personal circumstances rather than such deep-seated
psychological factors. The trait of impulsiveness was significant for both groups of respondents.

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Journal of Marketing Research

Consumer buying behavior a factor of compulsive buying

d'Astous (1990) investigated compulsive consumption among a population of "normal"

consumers. She obtained evidence that the same theoretical relations found in previous studies,
in which known groups of compulsive consumers were compared to the general population, are
found in the general population

In a recent critique of contemporary personality research in consumer behavior, Endler and

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Rosenstein (1997) advocated an interactionist approach as a means ofincreasing the predictive

ability of personality traits. In another influential article, Buss (1989) made a similar argument.
He suggested that researchers investigate manipulations and traits jointly, which he proposed is

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similar to looking at the interaction between person and situation. In his article, Buss also

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distinguished between two types of traits. Borrowing ideas from Allport (1961), he distinguished

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surface traits from psychological traits. He suggested that surface traits are summaries of surface
behaviors. In contrast, psychological traits exist at a deeper level and act asthe foundation for the
more specific surface traits. Allport (1961) also used the term secondary traits to describe the

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surface orstylistic trait idea.

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In contrast to surface traits, cardinal and central traits are proposed to exist at a deeper level
(Allport, 1961). Few in number, cardinal traits identify basic dimensions on which individuals
diverge. We define cardinal traits as the basic, underlying predispositions of individuals that
arise from genetics and their early learning history. Allport (1961) proposed that the number is
likely to be between 5 and 10. If a limited set of cardinal traits can be identified, it will provide
parsimony in developing our models of individual differences in consumer behavior. As noted by

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Consumer buying behavior a factor of compulsive buying

Morgan and Hunt (1994), parsimony is an important scientific principle. Although disagreement
is found in the psychological literature as to how manycardinal traitsmay exist, we tentatively
propose that consumer researchers should first turn to the Five-Factor Model of personality to
identify them (Costa & McCrae, 1985; Goldberg, 1993; Wiggins, 1996). In this article, we
employ the traits of extraversion, agreeability, stability, openness to experience, and
conscientiousness found in the Big Five model developed by Goldberg (1992) and refined by
Saucier (1994). Central traits represent the third category of individual difference variables found

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in the hierarchical model. Based on Buss (1989) and Allport (1961), we conceptualize central
traits as narrower in application and emerging from the interplay of cardinal traits, the culture in
which an individual lives, and the learning history of the individual. These individual difference

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dimensions are more narrowly focused than the cardinal traits, and dozens may exist.

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Although music is generally thought of as an entertainment medium, it can also be used to

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achieve other objectives. In particular, music is employed in the background of production

facilities, offices and retail stores to produce certain desired attitudes and behaviors among
employees and/or customers. For example, background music is thought to improve store image,

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make employees happier, reduce employee turnover and stimulate customer purchasing. Despite

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the wide spread use of music in the marketplace, research documenting the effects of music is
limited, and the results of existing research are in conclusive regarding its effects on consumer
behavior. This is unfortunate because music is an atmospheric variable readily controlled by
management. Past decisions to use background music in the marketplace have generally been
based more on intuition or folklore rather than on strong empirical results. The purpose of this
paper is twofold: First, it critically reviews the existing literature on the subject, and second, it

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Consumer buying behavior a factor of compulsive buying

presents the results of a study examining the effects of background music on in-store shopping
behavior (Milliman, 1982).
Much of the controversy suggested in this paper and by other authors pertaining to the question
of "can background music affect behavior?" still remains (Brayfield and Crockett 1955; Jacob
1968; McGehee and Gardner1949; Smith 1947; Uhrbrock, 1961). However, one consumer
behavior study, conducted in two large supermarkets, does not suffer from the limitations of the
research previously cited. The study examined the loudness of music (as the independent

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variable) and its effects upon shopping behavior. In this case, music was varied from loud too
soft in eight counter-balanced experimental sessions.
It was found that significantly less time was spent in the stores when the music was loud

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compared to when it was soft, although there was no significant difference in sales or in the

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customer's reported level of satisfaction (Smith and Curnow 1966).

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H1: There is a positive impact of windowsill placement in supermarkets on compulsive buying

behavior of consumers for convenience products.

Convenience products = + (Windowsill placement) +

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H2: There is a positive impact of windowsill placement in supermarkets on compulsive buying

behavior of consumers for shopping products.

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Shopping goods = + (Windowsill placement) +

H3: There is a positive impact of windowsill placement in supermarkets on compulsive buying
behavior of consumers for specialty products.
Specialty goods = + (Windowsill placement) +

RESEARCH METHODS

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Consumer buying behavior a factor of compulsive buying

3.1 Method of Data Collection:

Data has been collected from the public of the most crowded city of the Pakistan (i.e.
Karachi). Instrument used was questionnaire and the sampling technique used was systematic
random sampling.

3.2 Sampling Technique:

Probability based sampling technique (i.e. systematic random sampling technique) has

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been used for selecting the sample out of the entire population. Sampling friction have been
calculated with the help of this formula

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Sampling friction = sample size / population

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On average almost one thousand individuals visit each superstore in evening and the target was

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to select one hundred respondents from each store,

Sampling friction = 500 (100 respondents from each store * 5 stores in total) / 5000 (1000

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individuals in each store * 5 stores)

=> 500 / 5000 => 1 / 10 (every tenth respondent is to be selected)

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Hence every tenth respondent have been targeted for the purpose of data collection.

3.3 Sample Size:

A sample size of five hundred respondents has been used for the research purpose.
Hundred respondents were selected from every supermarket altogether five supermarkets were
targeted.

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Consumer buying behavior a factor of compulsive buying

3.4 Instrument of Data Collection:

Self-administered closed ended questionnaires have been used for the purpose of data
collection. All questionnaires were standardized and each questionnaire was having sixteen
questions in total which were succeeding likert scale having 5 choices and they were coded in
this phenomenon. 1 for strongly disagree, 2 for Disagree, 3 for Neutral, 4 for Agree, 5 for
strongly agree.

3.5

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Proposed Research Model

WINDOWSILL PLACEMENT

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COMPULSIVE
BUYING

Convenience Products

Shopping Products

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Specialty Products

1.6 Statistical Technique

The impact of placement has been studied with the help of the statistical test by using
Statistical Package for Social Science (SPSS). The test used is categorical regression (Optimal
scaling) to interpret the findings that whether placement of products in shopping centers has an
impact of unplanned buying of consumers or not. If yes then it is on which types of products.

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Page 11 of 18

Consumer buying behavior a factor of compulsive buying

RESULTS
4.1

Findings and Interpretation of the Results

H1: There is a positive impact of windowsill placement in supermarkets on compulsive buying

behavior of consumers for convenience products.
Model Summary
Multiple R

R Square

.406

Adjusted R Square

.165

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Apparent Prediction Error

.104

.835

Dependent Variable: Convinience_Products

Predictor: Shelf_Placement
Interpretation:
Correlation Coefficient (R) is 0.406 which shows that the relationship between
windowsill placement in supermarkets and compulsive buying behavior of consumers for
convenience products is moderate. Moreover value of Correlation Coefficient (R) is above 0
hence the relationship between the variables is direct. Coefficient of Determination (R^2) is
0.165 which shows that the 16.5% model is being explained by the windowsill placement and
remaining 83.5% is being explained by unknown variables (which are not taken in to account for
the purpose of this research.

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ANOVA
Sum of Squares

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df

Mean Square

Sig.

2.713

.039

Regression

9.889

2.472

Residual

50.111

495

.911

Total

60.000

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Dependent Variable: Convinience_Products

Predictor: Shelf_Placement
Coefficients
Standardized Coefficients
Bootstrap
(1000)
Estimate of Std. Error
df

Beta
Shelf_Placement

.406

.133

Dependent Variable: Convenience_Products

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Sig.

9.294

.000

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Consumer buying behavior a factor of compulsive buying

Interpretation:
The significance value is 0.000 which is less than 0.05 so on the basis of p-value null
hypothesis that there is no relationship has been rejected and alternate hypothesis that there is
positive relationship between windowsill placement in supermarkets and compulsive buying
behavior of consumers for convenience products has been accepted.

H2: There is a positive impact of windowsill placement in supermarkets on compulsive buying

behavior of consumers for shopping products.
Model Summary
Multiple R
.368

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R
Square

Adjusted R

Square

.136

Apparent Prediction Error

.089

.864

Dependent Variable: Shopping_Products

Predictor: Shelf_Placement
Interpretation:

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Correlation Coefficient (R) is 0.368 which shows that the relationship between
windowsill placement in supermarkets and compulsive buying behavior of consumers for
shopping products is weak. Moreover value of Correlation Coefficient (R) is above 0 hence the
relationship between the variables is direct. Coefficient of Determination (R^2) is 0.136 which
shows that the 13.6% model is being explained by the windowsill placement and remaining
86.4% is being explained by unknown variables (which are not taken in to account for the
purpose of this research.

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ANOVA
Sum of Squares

df

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Mean Square

Regression

8.137

3 2.712

Residual

51.863

4 .926

Sig.

2.929

.041

96
Total

60.000

4
99

Dependent Variable: Shopping_Products

Predictor: Shelf_Placement
Coefficients
Standardized Coefficients

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df

Sig.

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Consumer buying behavior a factor of compulsive buying

Shelf_Placement

Beta

Bootstrap
(1000)
Estimate of Std. Error

.368

.283

1.691

.179

Dependent Variable: Shopping_Products

Interpretation:
The significance value is 0.179 which is greater than 0.05 so on the basis of p-value null
hypothesis that there is no relationship has been accepted and alternate hypothesis that there is
positive relationship between windowsill placement in supermarkets and compulsive buying
behavior of consumers for shopping products has been rejected.

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H3: There is a positive impact of windowsill placement in supermarkets on compulsive buying

behavior of consumers for specialty products.

Model Summary

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Multiple R

R
Adjusted
Square Square

.466

.217

.190

R
Apparent Prediction Error

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.783

Dependent Variable: Speciality_Products

Predictor: Shelf_Placement
Interpretation:

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Correlation Coefficient (R) is 0.466 which shows that the relationship between
windowsill placement in supermarkets and compulsive buying behavior of consumers for
specialty products is moderate. Moreover value of Correlation Coefficient (R) is above 0 hence
the relationship between the variables is direct. Coefficient of Determination (R^2) is
0.217which shows that the 21.7% model is being explained by the windowsill placement and
remaining 78.3% is being explained by unknown variables (which are not taken in to account for
the purpose of this research.

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ANOVA
Sum of Squares

df

Mean Square

Regression 13.027

6.513

7.9 .001
04

Residual

46.973

4
97

Confidential

.824

Sig.

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Consumer buying behavior a factor of compulsive buying

Total

60.000

4
99

Dependent Variable: Speciality_Products

Predictor: Shelf_Placement
Coefficients
Standardized Coefficients

Shelf_Placement

Beta

Bootstrap
(1000)
Estimate of Std. Error
df

Sig.

.466

.556

.702

.500

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Dependent Variable: Speciality_Products

Interpretation:
The significance value is 0.500 which is greater than 0.05 so on the basis of p-value null
hypothesis that there is no relationship has been accepted and alternate hypothesis that there is
positive relationship between windowsill placement in supermarkets and compulsive buying
behavior of consumers for specialty products has been rejected.

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Consumer buying behavior a factor of compulsive buying

4.2
S.NO.

H1

H2

Hypothesis

SIG.
2-tailed

Empirical
Conclusion

There is a positive impact of windowsill placement

in supermarkets on compulsive buying behavior of 0.000
consumers for convenience products.

Accept

There is a positive impact of windowsill placement

in supermarkets on compulsive buying behavior of 0.179
consumers for shopping products.

Rejected

There is a positive impact of windowsill placement

in supermarkets on compulsive buying behavior of 0.500
consumers for specialty products.

Rejected

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H3

Hypotheses Assessment Summary

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Consumer buying behavior a factor of compulsive buying

DISCUSSIONS, CONCLUSION, IMPLICATIONS AND FUTURE

RESEARCH
5.1 Conclusion:
There is a positive relationship between convenience products and the independent
variable which is windowsill placement. Whereas there is no relationship of windowsill
placement of shopping, as well as specialty products in supermarkets. It was proved that people
prefer

buying

specialty products

5.2 Discussions:

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Fo

such

as,

electronics

from

their

original

stores.

The points we came across through our research were how the manufacturers advertise

Re

their product (whether it be by windowsill placement or by salesperson or TV commercials).

Customers should know what they want to and do not want to buy. Customers should be aware

vi

of the strategic techniques of the manufacturers.

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5.3 Implications and Recommendations:

On

In order to attract more consumers to buy their products, manufacturers must put in a lot

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of effort to make their product eye catching by windowsill placement , stores should be clean
proper advertisement of products should be done so the consumer becomes aware of the product.

5.4 Future Research:

The further can be carried on in other countries. As this has been done by taking in to
account a city of Pakistan. Furthermore it can be done on unsought products. In which ways we
can enhance the sales of unsought products because of its very nature.

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Consumer buying behavior a factor of compulsive buying

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