The Impact of Shelf Position on Impulse Buying Among Millennials

Abstract

One of the most crucial consumer behaviors needed to be well understood by the retailer is impulse buying. Customers at impulse are prone to buying beyond their shopping mission, which, in turn, may lead to an increase in sales of the store. This study presents the effects of shelf position in a supermarket on impulse buying among Filipino Millennials. It focuses on comparing the Filipino consumers’ buying behavior based on their demographic characteristics and how relevant these are to impulse buying. The study led to the following outcomes: Horizontal and vertical shelf positions influence impulse buying. In addition, gender, civil status, and income do not have an effect between shelf position and impulse buying. Age, however, positively moderates the effect of horizontal shelf position and negatively moderates the effect of vertical shelf position on impulse buying. Educational attainment also positively moderates the effect of vertical shelf position on impulse buying. Thus, the influence of horizontal and vertical shelf position on impulse buying among Filipino Millennials is moderated to some extent by their demographic characteristics. The study used descriptive and inferential statistics covering the relationship between impulse buying, shelf position, and demographics through snowball sampling. The study has a sample size of 225.