||Due to the saturation of the market and the economic downturn in 2008, the expansion rate of shops of convenience store chains in Taiwan has shrunk rapidly. In coping with this harsh external environment, all of the proprietors strive to implement varieties of promotion activities to boost their revenue. One of the most popular schemes is the "Whole Store Integrated Promotion Strategy" initiated by 7-Eleven in 2007. That is, by means of point collecting, customers can exchange for exclusive gifts or get a discount on certain products. The market response toward this activity is so strong that makes other competitors to follow suit immediately. Hence, this promotion skill has become the panacea for lifting sales. |
Thus, this study uses customers of convenience stores as the subject to analyze the impacts on impulsive buying behavior on different promotion activities and to understand the degree of customers’ satisfaction after they finish their shopping. Meanwhile, the impulsivity traits and the social demographic variables of customers are included in this survey as well in order to find out their relationship with the impulsive buying behavior.
The result reveals that the traditional price-discount promotion activity is favored and easier to induce impulsive buying behavior than the novel point collecting one. Besides, this study also finds out that the higher impulsivity trait the customer possesses the more possibility for them to conduct impulsive buying. As for customers' satisfaction, it shows that the higher degree of impulsive buying, the more satisfy the customer is.