RIM ASSIGNMENT Essay

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FACULTY OF BUSINESS, ECONOMICS AND LAW
GROUP COURSEWORK COVERSHEET
Coursework Details
Module Name and Code
RESEARCH IN MARKETING (MAN3087)
Coursework Title
IMPULSE PURCHASING BEHAVIOUR IN TOPSHOP/TOPMAN CUSTOMERS
Deadline
1/12 BY 4PM
Word Count
1891

Student Details
Student URNs
(7 digit number on Uni card)
6295130
6196996
6212782
6185230
Student Names
XUAN WANG
SHIWEN HUANG
POU ZHOU
KYUNG JUNG
Programme(s)
BUSINESS MANAGEMENT

Student Declaration
To be agreed by Students
Please refer to the University of Surrey Regulations for the Conduct of Examinations and Other Forms of Assessments and your departmental Student Programme Handbook for more information on Academic Misconduct and Plagiarism.

Declaration:
We confirm that the submitted work is our own work and that we have clearly identified and fully acknowledged all material that is entitled to be attributed to others (whether published or unpublished) using the referencing system set out in the programme handbook. We agree that the University may submit our work to means of checking this, such as the plagiarism detection service Turnitin® UK. We confirm that we understand that assessed work that has been shown to have been plagiarised will be penalised.

By completing and submitting this form, all group members confirm that:
We have read and fully understand the University’s Regulations and guidance on Academic Misconduct and Plagiarism
This submission is our own work
All quotes and sources have been fully and properly attributed and referenced
This work has not been previously submitted, in full or in part, for the purpose of assessment at this or any other institution
No effort has been made to subvert plagiarism detection processes of the University
This submission may be transferred to and stored in the Turnitin Plagiarism Detection database for the purpose of plagiarism detection now and in the future
We understand that all required work must be received within the published deadline
We understand that work received after the published deadline will be penalised in line with University Regulations
We understand that any request for mitigating circumstances must be made formally via the Student Liaison Officer, using the appropriate form and including evidence; the application and associated evidence must be received by the stipulated date

Executive Summary

This report focuses on customers’ impulse purchasing behavior in Topshop/Topman. Two concepts namely impulse buying and price sensitivity are referred and discussed in the theoretical background part. The extent of impulsive purchase of consumers with different genders is compared according to the data collected. The chosen sampling strategy, Stratified random, and the design of questionnaire are also explained in the methodology part. Moreover, the report includes relevant factors like design and price that would influence customers’ impulsive decision making with different genders.
As a result, it shows that over 50% customers had unplanned purchases in Topshop/Topman and male customers are more impulsive than female customers when they are shopping. In addition, the result demonstrates that customers consider more about design and price when they make impulse purchasing in Topshop/Topman. Recommendations for Topshop/Topman such as keeping fashionable design, leading fashion trend and do more promotions or sales in the meantime are also included in the report.
Introduction

According to Palmer (2000), “marketing research is about researching the whole of a company’s marketing process”. Collecting data from customers is an important step during this process. It will help companies have a deeper understanding of customers’ purchasing psychology. Adjusting business plan based on the data collected from customers would be helpful to maximize profits and minimize risks.
This report will take investigation into the existence of impulse purchasing among Topshop/Topman customers and identify possible influential
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