Impulse buying behavior of Vietnamese consumers in supermarket setting

2014 IJRSM – Volume 3 Issue 2


Cho, James
Department of Business Administration, Lunghwa University of Science and Technology, Taiwan (

Ching, Gregory S.
Graduate School of Educational Leadership and Development, Fu Jen Catholic University, Taiwan (;

Luong, Thai-Ha*
Graduate School of Business and Management, Lunghwa University of Science and Technology, Taiwan (


The goal of this paper is to identify factors affecting consumer impulse buying behaviors at supermarkets in Vietnam. Impulse purchase or impulse buying portrays purchases that shopper makes without any intention planned before shopping trip.  This study attempts to analyze the impact of various variables extracted from internal, external, demographics, social perspectives on consumer impulse buying behavior. Quantitative questionnaire is used to measure responses of participants. The statistical analysis method employed in this study is Factor Analysis using SPSS software. This consumer behavior is on a great rise due to pricing strategies, store characteristics, situational factors and promotional activities. At the end of this paper, a set of suggestions is outlined to be investigated in the subsequent research works.

Keywords: impulse buying behavior; unplanned purchase; consumer behavior; supermarket; Vietnam



*Corresponding Author