尼尔森IQ：2024年消费者冲动购买行为研究报告（英文版）（20页）.pdf

1、 2024 Nielsen Consumer LLC.All rights reserved.Understanding consumers Impulse Buying BehaviourA Thought Leadership ResearchThailandFebruary 2024 2024 Nielsen Consumer LLC.All rights reserved.2024 Nielsen Consumer LLC.All rights reserved.Explore a detail consumer impulse buying behavior,a critical a

2、spect of modern marketing strategies.This report aims to uncover the psychological triggers and environmental factors that influence spontaneous purchasing decisions,providing insights into how marketers can enhance their engagement strategies to capitalize on these behaviors.Impulse buying represen

3、ts a fascinating area of consumer behavior characterized by unplanned purchases driven by emotional responses rather than deliberate decision-making.These purchases are often triggered by various stimuli in the shopping environment,which we will explore to understand how they can effectively be used

4、 to increase sales and customer engagement.See how the significant role of marketing tactics in influencing impulse purchases.From in-store layouts to online advertisements,marketing strategies are designed to tap into the consumers subconscious,encouraging them to make spontaneous purchases through

5、 carefully crafted emotional and visual triggers.2Consumer Impulse Buying BehaviorImpulse purchase behavior captivates marketers for its ability to shape consumer decision-making in ways that are dynamic,emotional,and often spontaneous.This phenomenon involves unplanned buying actions,typically driv

6、en by emotions rather than careful consideration.This captivation arises from several key factors:The unpredictability of impulse buying makes it a compelling area of interest.Consumers engaging in impulse purchases often deviate from traditional decision-making patterns,presenting a challenge and a