The Contribution of Product and Consumer Characteristics to Consumer’s Impulse Purchasing Behaviour in Singapore

This study intends to evaluate the impact of product characteristics and consumer characteristics on Singaporean consumer’s impulse purchasing behavior. Therefore, in order to conduct the study, a sample of 100 Singaporean customers has been collected randomly in 3 major shopping centres in Singapore. Meanwhile, the SPSS tool has been used to assess the relationship between the variables. Based on the chi square analysis results , there is a significant relationship between consumer characteristics (Gender, Age, Mood, Materialism, Shopping enjoyment, Impulse buying tendency) and Singaporean consumers’ impulse purchasing behaviour except for the variable of materialism which has no significant relationship with Singaporean consumers’ impulse purchasing behavior. Moreover, there is also a significant relationship between product characteristics and consumers’ impulse purchasing behavior in Singapore