CHAPTER V
Summary, Conclusions and Recommendations

Summary The purpose of this study is to determine the significance of the Demographic, Psychographic and Situational factors that affect the impulse buying behavior of the mall shoppers. The researchers, being enrolled in the marketing management program, aim to determine which among of the factors best trigger the impulsiveness of the consumers in order to provide and come up different strategies to make advantages of this particular consumers’ behavior. These variables assume a high importance to the study. The researchers developed a survey questionnaire and disseminated to the 200 mall shoppers which were divided into four. All the respondents were asked to answer 13 questions in the questionnaire. 50 respondents were taken from four chosen malls around Metro Manila. The data collected from the respondents represents their perception regarding to the different variables. Two statistical tools were used in the study. First is the percentage distribution of the variables according to the answers of the respondents using the frequency table. Second is the chi-square statistics that determined the validity and significance of the null hypotheses using the contingency table.

Conclusions Each of the factors were observed and studied thoroughly by the researchers. Answering the research question number two wherein it asked if the mall shoppers are impulsive buyers with the question to the survey questionnaire that to what extent can the respondents say that they make unplanned purchases. Respondents were given the choices “Not At All”, “Sometimes”, “Very Much” and as observed, 55% of the total number of respondents said that they do sometimes make unplanned purchases. In the chi-square statistics wherein the researchers made an assumption that H01 mall shoppers were not impulsive buyers. The researchers gave fair scores in the expected value as it is the rule of chi-square statistics, and the observed data were obtained through the dissemination of the survey questionnaires. According to the results, the value calculated exceeded the critical value of alpha level that accepts the null hypothesis which means H01 is rejected and that mall shoppers are impulsive buyers. The significance of the gender of the shopper was said to play an important role in the buying decisions of shoppers (Dittmar, et al. 1995). It contributes to the person’s affective and cognitive traits in purchasing. As observed throughout the study, 54% of the respondents are females and calculated using the chi-square statistic, it said that the null hypothesis is accepted which means, gender differences have no significant effect on the purchase decision of the consumers. The researchers assumed that because the gap between the number of respondents who are females and males is low. Demographic factors of consumers are important in making purchase decisions. According to past studies about purchase decision, consumer’s socio-demographic status determines his reaction to the environment, and probability to buy impulsively (Virvilaite & Saladiene, 2012).