Impulsive buying behaviour of spanish millennials : buyers´ profile, brands´ strategies and Covid 19 impact

Abstract

The understanding of impulsive buying behaviour is essential for brands to maximize the scope of their potential clients. This phenomenon has become increasingly popular in the field over the last decade due to the complexity of factors that can trigger it. This research examines the role of both internal and external factors with a specific focus on the main performers of the phenomenon as of today. In an attempt of achieving a true topical picture of the phenomenon, the impact of COVID 19 on the consumer process will also be addressed, determining how its presence has affected the triggering considerations. The study goes further, narrowing down the topic focusing on the main target of marketing strategies: Millennials, identified as the more prone cohort to this type of consumer behaviour. To reach consistent conclusions and answer all research questions a qualitative phenomenological research has been conducted, choosing semi-structured interviews that raise questions to the participants according to the pre-established set of main concepts of the study: buyer´s profile, brands´ strategies effectiveness and COVID 19 impact. An abductive approach has been adopted in order to combine empirical and cognitive analysis, comparing observations gathered with existing literature. The results of the research identify factor positively associated with impulsive purchases such as negative emotions, millennials´ social character and atmospheric and promotional stimuli, enhancing young adults ‘fear of missing out’ and digital convenience and popularity as brands main focus for their strategies.