Die Rolle von Marketing-Aktivitäten zur Förderung von impulsiven Kaufentscheidungen

Abstract

This bachelor’s thesis examines the phenomenon of impulsive buying behavior in online retail and analyzes how various marketing activities can promote this behavior. With the increasing digitalization and the shift of commerce to the internet, understanding the activities that trigger impulsive buying decisions is becoming increasingly important. Studies show that about 40% of online purchases are made impulsively. The aim of this thesis is to identify which marketing activities promote impulsive buying and how companies can use these insights to increase the tendency for impulsive online purchases. The thesis is divided into a theoretical and an empirical part. The theoretical part includes a comprehensive literature review on the fundamentals of purchasing behavior. The phases of the buying process (problem recognition, information search, evaluation of alternatives, purchase decision, and post-purchase behavior) as well as the influencing factors (cultural, social, personal, and psychological) are described in detail. Special attention is given to impulsive buying behavior, defined as unplanned, spontaneous, and emotional buying decisions. In the empirical part of the thesis, a quantitative online survey was conducted to determine consumers' perceptions of various marketing activities and their impact on impulsive buying behavior. The sample consisted of 153 individuals aged 18 to 35. The questionnaire examined how different marketing strategies such as shipping costs, promotions, discount codes, social media advertising, influencer marketing, personalization, and cross-selling are perceived by the participants and to what extent these strategies promote impulsive purchases. The data were analyzed and processed using PSPP and Microsoft Excel. The results of the data analysis and literature review show that companies should continuously expand their product range to provide consumers with more options to choose from spontaneously. A user-friendly and aesthetically pleasing website fosters positive emotions and thus impulsive buying decisions. Time-limited offers and discounts create a sense of urgency and encourage spontaneous purchases. Free shipping above a certain order value encourages spontaneous buying decisions to reach the threshold. Targeted and visually appealing advertising on social media platforms increases the reach and attractiveness of the offers. Recommendations from credible influencers build consumer trust and increase their willingness to buy. Individually tailored offers increase the relevance and likelihood of impulsive purchases. Offering complementary products at checkout can encourage additional purchases. In summary, this thesis provides valuable insights for companies that aim to align their marketing strategies to promote impulsive buying decisions.

Date of Award	2024
Original language	German (Austria)
Supervisor	Harald Kindermann (Supervisor)