Chinese New Year Market and Impulse Purchase

What is it about?

The flower market is a traditional event during the Chinese New Year Festival in Macau. Many unplanned purchases are made in such an environment. This study attempts to investigate what factors influence impulse purchase intention at the flower market. A total of 250 respondents were interviewed at various popular flower market venues. The results indicate that distinct packaging has the highest influence on impulse purchase intention, followed by healthy product, price offer.

Featured Image

Why is it important?

The study provides insight for booth retailers in budget allocation for a festival event held once a year and estimation of impulse purchase in accordance with the effect of each marketing mix strategy.