Fonte: Revista Turismo Estudos e Práticas - RTEP/UERN; No. 1 (2019): Caderno Suplementar; 1-10
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Resumo: Traditional markets grow slowly when compared with modern markets. The ease and availability of facilities enable modern market consumers to purchase without planning – to impulse buy. By understanding impulse buying behavior in modern markets, it is anticipated that impulse buying behavior can be introduced into a traditional market. To introduce impulse buying into traditional markets, research into impulse buying was conducted in both modern and traditional markets using a mixed methods approach. The research was carried out in East Java Indonesia. Samples were drawn from consumers of daily consumable products (consumer goods) at the supermarket (modern market). The sampling technique in this research is purposive sampling.The results of the study were generally the same for both markets, with the environment, discount price, and procedure shaped impulse buying, with consumers who felt pleased, happy, andshowed no signs of regret after their impulse purchases. Model testing was done in traditional markets and the result shows that stimulants, such as discount price or bonus when purchasing a specific amount, could encourage impulsive buying behavior in traditional marketconsumers.
