Author(s): Theophile Bindeoue Nasse, Clement Nangpiire, Henry Opoku Adomako, Collin Agyemang and Rachid Abubakar
Purpose - Impulsive buying is another form of consumer behaviour that seems to be occurring more frequently today. This behaviour has positive and negative effects; therefore, caution should be taken when making consumption decisions. This study examines how branding, motivation and product price influence consumers' impulse buying behaviour. Design/methodology/approach - A combination of qualitative and quantitative research conducted to investigate the aim of the study. As part of the quantitative method, two hundred thirty-three respondents participated in a questionnaire survey with ages ranging from 10 to 40. The interviews' results assisted in forming the conceptual model of the study with the most important independent variables and the development of the study's research questions. Findings - According to the findings, branding has a significant association with impulse buying. Consumers are highly motivated to purchase impulsively, and motivation strongly influences buying. In addition, the findings show that product price is associated with impulse buying, and consumers make impulse purchases by considering the price. The research also reveals that gender and age have no significant association with impulse buying as consumers make impulse buying regardless of gender or age. Originality/value – This research paper’s interesting findings serve to remind managers and industry players to innovate in terms of branding, pricing, and customer relationship management. Practical implications – There should be a strong and a rigorous segmentation with a consideration of motivation in customer relationship management and innovative and affordable branded products to serve consumer’s expectations.