A STUDY ON THE INFLUENCE OF MOBILE ACCESSORIES PURCHASED IMPULSIVELY, WITH SPECIAL REFERENCE TO CHENNAI CITY

ABSTRACT

Earlier were the days when it was difficult to find out a cellular phone with any one person among the

100. But, today it is difficult to find a person without the cellular phone or a smart phone. Not, only a

Smartphone nowadays we can see n number of accessories tied up to a particular Smartphone or a

cellular phone. The R & D in the accessories market is so vigilant in order to change according to the

consumers wants. Perhaps we can say that the Mobile Accessories market rolls out a new accessory every

month creating a wow factor. The wow factor created by the Smartphone’s is in the maturity stage

whereas the accessories market is growing in an upward trend. A study which was conducted recently

stated that the accessories market is growing directly proportional to that of the Smartphone market.

The unplanned purchases made by an individual due to the influences of various factors can be termed as

Impulsive Buying. The effect of impulsive buying exists in almost all the areas of the business irrespective

of the industries.

This paper aims to study whether there is an impulsive purchase in the mobile accessories market, if

sowhat are the factors which influence the impulsive purchase whether it is internal factors or it is

external factors. A sample of 250 respondents was collected across the Chennai city for the study. The

responses collected from the respondents were analyzed using ANOVA with the help of SPSS.

Keywords: Mobile Accessories market, Impulsive Buying, Online stores, Offline stores.

INTRODUCTION

As the number of smart phones sold in the country goes on in an upward trend vice versa the accessories

markets also grow in an upward trend.The n number of features provided by the Smartphone enables us to

have a supporting accessory for its better performance. In the olden days the cellular phones just had a

feature to call and message and as the years passed the features in these phones flourished enormously. In

order to have a great experience of each feature in the Smartphone the companies started to manufacture

different kinds of accessories which will suit to the features of the phone as well as to the consumer. The

global mobile accessories market will achieve $ 255,149 million by the year 2023. The mobile

accessories market is currently growing at 2.3% CAGR annually; which shows that the market has many

potential customers. The revenue contributed from the Asia – Pacific region during the year 2016 is

around 46.5% of the market share. (Allied Market Research)

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The Global Mobile Accessories Market can be segmented as below:

There are so many companies who does their business in the field of Mobile Accessories. To list a few;

 Panasonic Corporation.

 Sennheiser Electronic GmbH & Co.

 Sony Corporation.

 Samsung Electronics Co. Ltd.

 Apple Inc.

 Bose Corporation.

 Plantronics Inc.

 Energizer Holdings.

 JVC Kenwood.

The increase in the number of Smartphone users and the increase in the number of network service

providers has paved the way for the Accessories Market to be developed. As the technology develops the

accessories market also upgrades to the latest technology. When the accessories market is segmented into

each product type which offers a unique experience that a customer expects is produced by the

companies. Each accessory purchased by a customer varies according to his needs, tastes and preferences.

A decade back the market for the accessories was in a snail’s state. But, now that’s not the case

accessories market does share equal weightage as that of the Smartphone market. Earlier days it was very

rare to find out a power bank or a selfie stick; but today it is very common.

The reasons for such a growth in the Mobile Accessories market can be listed down as:

 Long distance travelling and travelling without a companion has changed the preferences of the

consumers to listen to the music while on the go.

 Changes in the lifestyle and purchasing power of the individuals.

 Rapid increase in the demand for wireless accessories.

 Increase in the adoption of Smartphones.

 The lightning growth of the technological advancements like noise cancellation features and more

introductions into the selfie sticks will offer a great scope for the rapid growth of the accessories

market.

The evolution of some Mobile Accessories into the market can be traced out as follows:

Mobile Accessories Market

 Battery

 Headphone /

Earphone

 Portable

Speaker

 Chargers

 Memory Cards

 Power banks

 Battery Case

 Protective Cases

 Others

 On – line

 Off line  Premium

 Mid

 Low

Type of Product Channels of Distribution Price Range

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 Power banks – in the past decade or more the development of power bank had a gradual shift

from AA batteries to the modern power banks which support a Wi-Fi and a flash light. The power

banks were introduced in the market by the year 2011. Before that the development of

Smartphone was in a stagnant stage. The initial mobiles which almost everyone has used might be

a Nokia or Motorola which had a 1000 mAh battery which could last for a week, but as the

memory increases the performance of the battery reduces. When the Smartphone was introduced

with a non – removable batteries it was difficult to have a good batter life. The maximum batter

life of an Apple iPhone was 4 hrs. which all together led to the development of the power banks.

And, not only that the frequent power variations also lead to the development of power banks.

 Protective Cases –Keeping the Smartphones safer is the main objective behind developing the

protective cases. Earlier days when the cellular phones were made up with robust materials the

usage of protective cases didn’t work out well. But when the Smartphones was built up with

metals, glasses etc… then the need of protective cases raised.

 Headphones / Earphones – The development of the first headphone can be traced back to the year

1919’s. When the mobiles were introduced in the market, the manufacturers used to give the

headphone along with the product. But nowadays the customers tend to purchase a separate

earphone / headphone apart from the one which is provided by the mobile manufacturer. Even the

headphone has gone several transformations over these years from the wired to the wireless,

bulky to the lighter; then to the modern.

 Selfie sticks – The evolution of front cameras in the Smartphones paved the way for the Selfie

sticks. When the mobile manufacturers started to manufacture the Smartphones with great front

camera qualities; then the selfie stick as an accessory was developed.

The contribution by India to the Mobile Accessories market is also growing in an upward trend. It is

estimated that the revenue alone from the Accessories market will reach around $3545 million by the end

of 2026; with an annual growth rate of 10.4%. (Indian Power Sector).

The unplanned purchases done by an individual or a spontaneous decision to purchase a product can be

termed as an Impulsive Buying. There are n number of factors which influences a customer to purchase

the product impulsively. The impulsive buying is considered as an increasing trend among the people

nowadays. The changing life style and the increase in the income leads to the increase in the Impulsive

Purchases. The process of the Impulsive Purchases starts with the awareness about that product or service

by the Consumer and it might end up with an impulsive purchase or not, its purely relied upon the

consumer.

This paper aims to identify whether there is an impulsive purchase for the Mobile Accessories; by

collecting the samples from the 250 respondents in Chennai.

REVIEW OF LITERATURES

As per Parboteeah (2005) The unplanned purchases which are made due to the influence of a stimulus, on

the spot decision, the peer group influences, the cognitive reactions etc… can be put together as Impulsive

Buying. Impulsive buying is a behavior which is not at all associated with thinking and functional

benefits but there is an association of feelings and psychosocial motivations. (Sharma et al; 2010).

Schiffman &Kanuk (2010) states that the non-verbal communications such as music, sound or even

pictures influence the external stimuli of a potential customer to go for an impulsive buying. Along with

that the urge for impulsive buying must be created by the marketing Managers by filling the fun factors

along with the advertisement. Only if a fun factor is included or an important message is delivered the

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people go for the impulsive purchase. The impulsivity mostly happens for the new products which is

released in the market and due to the influence of the social and peer groups. (Harmancioglu, 2009)

Dave (2011) pointed out that the retail stores in Indian settings and the measures taken up by the in – store

advancements results out in the impulsivity, but actually promotional mix is the one which creates

impulsivity.

The rise of self-service stores has paved the path for the growth of impulsive buying. The settings inside a

store, the promotional offers given, the products given as sample, the dealings of the sales person etc…

influences a customer to urge for an impulsive purchase. (Yu and Bastin, 2010).

Shen and Khalifa (2012) explains that In today’s world the Globalization has paved the way for the

consumers to purchase the global products. The willingness of a consumer to spend and the adoption and

availability of the western products has urged the consumers to try impulsive buying. The retailers as well

as the Marketers have a lot many opportunities to make the consumer purchase impulsively.

When there are different products accordingly the rate of impulsivity also differs. It wont remain constant

over all the products. {Yu and Bastin (2010)} The most purchased item impulsively is the confectionary.

Across the product categories there is an impulsive purchase which includes clothes, books for exercises,

groceries etc… but the level of Impulsivity purchase differs according to the products.

Age: Age plays a vital role in the impulsive purchases. Younger the age the level of impulsivity is more

older the age the level of impulsivity is less. The impulsivity of Generation Y purely depends upon the

level of income of the family.

Gender: The gender of a person influences the purchase impulsively. When compared to Men Women

purchases more on impulsively, but at the same time some studies states that it happens vice versa

too.(Priyanka &Rooble, 2012; Virvilaite, 2009).

Income: if the level of disposable income is higher the impulsivity happens, but if the disposable income

is low then the level of impulsivity is also low or there is none.

Store Layout: Every retail is arranged in such a manner that it gives a peaceful and convenient shopping

experience. More time the customer spends inside a retail, there is a more chance for him to go for

impulsive purchase. Not only that, the items arranged in a store must be arranged in such a manner that it

attracts the customers and in turn they purchase it impulsively. (Mohan et al., 2013).

Store Atmospherics: Recent researches has displayed that the atmosphere inside the shop viz, sounds,

appearances and odors are the major stimulant factors that influences a consumer to go for an impulsive

purchase (Graa et al., 2014). The shop owners are looking at various new techniques to grab the attention

of the consumers it could be in the form of structure or in the form of music with high volume and beat

music or with some good melodious songs, the ambience or the warm colors inside the store boosts up the

consumer to go for impulsive buying (Mattila and Wirtz, 2008).

Store Type: According to the findings in Noohasbadi’s research (2012) the type of the store influences the

consumer to go for impulsive buying. Because the type of the store creates a brand value and loyalty

which the consumer always believes. Thus, it in turn increases the impulsive buying capacity of the

consumer.

Salesperson: The role of Sales person is important , so that a well versed and efficient sales person can

always decrease the frustration of the customer and can aid him in purchase and activates the consumer to

go for impulse buying (Tinne, 2010). The friendly approach of the store employees does enable the

consumer to have a positive feeling and that in turn helps the consumer to go for an impulsive purchase.

The helping mentality of the store employees and their friendly approach creates a positive stimulus in the

consumers (Mattila and Wirtz, 2008).

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OBJECTIVES OF THE STUDY

1. To examine the share of impulsive purchases in the Mobile Accessories market in Chennai.

2. To study the external & internal factors affecting the impulsive purchase of Mobile Accessories.

3. To assess whether online impulsive purchase is more than the offline one.

RESEARCH GAP

So far there are no researches taken place in the area of identifying the impulsive purchases of Mobile

Accessories Market in Chennai. Usually the impulsive purchases are studied on the cosmetics or textiles

or food products; but a study on the mobile accessories market is first of its kind.

LIMITATIONS OF THE STUDY

1. The study on the impulsive purchases on the Mobile Accessories was limited only to the Chennai

City.

2. The duration of the study was from January 1 to January 31st.

3. The historical data for this topic was very few which makes it difficult to arrive in a conclusion.

RESEARCH METHODOLOGY

As per the above said objectives an un biased structured questionnaire was developed to collect the data

from the respondents for the study. The data was collected from 250 respondents using Google Forms

(Primary data) in Chennai City. Based upon the objectives of the present study, the data was collected

with the help of structured questionnaire with regarding to the Consumers impulsive buying behavior on

Mobile Accessories. The data was collected from 250 respondents using primary data in Chennai city.

Both primary data as well as secondary data was used in this research. The factors affecting the impulsive

purchase of Mobile Accessories was analyzed with the help of the demographic factors of the

respondents.The preference of the Online stores over the Offline stores was also analyzed in this study.

The responses from the primary data was analyzed using SPSS and simple percentages. The results from

the primary data was picturized through charting and tabulation to understand the behavior of the

respondents.

ANALYSIS & INTERPRETATION

The following tables and charts depict the data’s collected from the respondents. The data collected do

have some interesting facts. It picturizes the amount of Impulsivity of Consumers towards Mobile

Accessories.

The following table depicts the demographic profile of the respondents:

Table No. 1 Demographics of the Respondents

Demographical Features No: of Respondents Percentage (%)

GENDER

Male 135 54.00

Female 115 46.00

AGE

Below 20 38 15.2

20 – 40 170 68.0

40 – 60 40 16.0

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Above 60 2 0.8

EDUCATIONAL LEVEL

School Level 8 3.2

College Level 78 31.2

Post-Graduation 116 46.4

Others 48 19.2

MARITAL STATUS

Un Married 141 56.4

Married 109 43.6

MONTHLY INCOME

Less than Rs. 20,000 64 25.6

Rs. 20,000 – Rs. 40,000 62 24.8

Rs. 40,000 – Rs. 60,000 47 18.8

Rs. 60,000 – Rs. 80,000 39 15.6

Above Rs. 80,000 38 15.2

AVERAGE Amt. SPEND IMPULSIVELY on PURCHASE of MOBILE ACCESSORIES

Below Rs.200 69 27.6

Rs. 201 – Rs. 500 77 30.8

Rs. 501 – Rs. 1,000 43 17.2

Rs. 1,001 – Rs. 1,500 36 14.4

Rs. 1,501 – Rs. 2,000 13 5.2

Above Rs. 2,001 12 4.8

Inferences:

Looking at the above table, it can be summarized that Male respondents (54%) outstands the Female

respondents (46%). Majority of the respondents falls under the Youth category ie between the age group

of 20 – 40 years; whereas only 0.8% of the respondents falls under the age group of Above 60.

46.4% of the respondents have Post Graduation Level of education; whereas 3.2% of the respondents falls

under the School Level of education. 56.4 % of the respondents falls under the category are Singles and

the remaining 43.6% of the respondents are Married.

Majority of the respondents (25.6%) do earn a Monthly Income which is under Rs. 20,000.15.2 % of the

respondents do receive a Monthly Income of Above Rs. 80,000.

30.8% of the respondents do spend Rs. 201 – Rs. 500 on an average for the impulsive purchase of Mobile

Accessories. Whereas only 4.8% of the respondents do spend Above Rs. 2,001 on an average for the

impulsive purchase of Mobile Accessories.

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Inference:

The above chart depicts that out of 250 respondents 218 of them have purchased their Headphones /

Earphones impulsively through different mediums. 170 of the respondents from the sample have

purchased the Protective Cases impulsively to protect their phones. 151 of the respondents among the

group have purchased Power banks impulsively to avoid draining of battery. 125 of the respondents have

purchased USB Cables & Dongles impulsively. Only 36 out of 250 respondents have purchased Selfie

sticks impulsively.

ANOVA TEST

H0 – There is no significant difference among Gender and Impulsive Buying Behavior Scale.

H1 – There is a significant difference among Gender and Impulsive Buying Behavior Scale.

Table No.2 ANOVA to measure the influence of Gender in the Impulsive Buying Behavior Scale.

ANOVA

Sum of

Squares

df Mean Square F Sig.

IBBS - thinks carefully

before purchase

Between Groups 1.109 1 1.109 1.311 .253

Within Groups 209.791 248 .846

Total 210.900 249

IBBS - Intention

Purchases

Between Groups 8.459 1 8.459 6.283 .013

Within Groups 333.925 248 1.346

Total 342.384 249

IBBS - Spontaneous

Between Groups .459 1 .459 .336 .563

Within Groups 339.177 248 1.368

Total 339.636 249

IBBS - Comparison

Between Groups 22.766 1 22.766 18.768 .000

Within Groups 300.834 248 1.213

Total 323.600 249

IBBS - Control of feelings Between Groups .012 1 .012 .008 .930

218

121

151

170

125

Accessories Purchased Impulsively

Headphones / Earphones

Portable Speakers

Memory Cards

Power Banks

Protective Cases

USB Cables, Dongles

Selfie Sticks

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Within Groups 395.252 248 1.594

Total 395.264 249

IBBS - Prices

Between Groups .079 1 .079 .080 .777

Within Groups 244.725 248 .987

Total 244.804 249

IBBS - Extra Money

Between Groups 1.213 1 1.213 1.011 .316

Within Groups 297.731 248 1.201

Total 298.944 249

IBBS - Guilty

Between Groups 15.555 1 15.555 14.202 .000

Within Groups 271.629 248 1.095

Total 287.184 249

IBBS - Reckless

Between Groups 4.352 1 4.352 4.202 .041

Within Groups 256.864 248 1.036

Total 261.216 249

The above table depicts that the p value is not significant at 5% level for some of the Impulsive Buying

Behavior Scale. Hence the null hypothesis is accepted and it shows that the Gender does not influence the

impulsive buying behavior scale.

H0 – There is no significant difference among Monthly Income and External Factor Scale.

H1 – There is a significant difference among Monthly Income and External Factor Scale.

Table No.3 ANOVA to measure the influence of Monthly Income with External Factors Scale.

ANOVA

Sum of

Squares

df Mean Square F Sig.

EFS - Ambience

Between Groups 8.367 5 1.673 1.635 .151

Within Groups 249.649 244 1.023

Total 258.016 249

EFS - Background

Music

Between Groups 32.304 5 6.461 5.409 .000

Within Groups 291.460 244 1.195

Total 323.764 249

EFS - Perfume

Between Groups 19.934 5 3.987 4.163 .001

Within Groups 233.650 244 .958

Total 253.584 249

EFS - Layout

Between Groups 9.981 5 1.996 2.389 .039

Within Groups 203.895 244 .836

Total 213.876 249

EFS - Display

Between Groups 16.952 5 3.390 2.967 .013

Within Groups 278.824 244 1.143

Total 295.776 249

EFS - Sales Person

Between Groups 1.685 5 .337 .260 .935

Within Groups 316.559 244 1.297

Total 318.244 249

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EFS - Promotions

Between Groups 11.431 5 2.286 1.867 .101

Within Groups 298.765 244 1.224

Total 310.196 249

EFS - Price

Between Groups 5.504 5 1.101 1.295 .267

Within Groups 207.392 244 .850

Total 212.896 249

EFS - MNC

Between Groups 14.070 5 2.814 2.353 .041

Within Groups 291.854 244 1.196

Total 305.924 249

The above table depicts that the p value is not significant at 5% level for some of External Factor Scale.

Hence the null hypothesis is accepted and it shows that the Monthly Income does not influence the

External Factor Scale.

FINDINGS

 All the respondents have tried Impulsive Buying at least once in their life time for purchasing the

Mobile Accessories.

 54% of the respondents are Male whereas 46% of them are Females.

 68% of the respondents falls under the age group of 20 – 40 years of age.

 46.4% of the respondents have Post Graduation Level of education.

 30.8% of the respondents do spend Rs. 201 – Rs. 500 on an average for the impulsive purchase of

Mobile Accessories.

 218 respondents have opted for the impulsive purchase of Headphones / Earphones.

 119 respondents use Online Web Store for impulsive purchase of Mobile Accessories.

 The Monthly Income doesn’t have an influence on the External Factors Scale.

 The Gender doesn’t have any influence on the Impulsive Buying Behavior Scale.

SUGGESTIONS

 The Mobile Accessories Market is growing in an upward trend. It is evident that it will achieve a

CAGR of 10.26% by the year 2026. So, there is always a scope for this industry.

 The consumers opting for Mobile Accessories do purchase it over the online modes. If the brick

and mortar shops are not competing with the online stores then it will face a shut down in the near

future.

 The impulsive buying behavior scale and external factors scale do influence the purchase of the

respondents. So, it will be easier if more studies are conducted on this area.

SCOPE FOR THE FURTHER RESEARCH

The present study covers only the impulsive purchases of the Mobile Accessories Market. Whereas there

is a large scope for conducting the study in each product type of the Mobile Accessories Market and not

only that the study of the Impulsive Purchases on Smartphones may also be conducted in the future.

COCNCLUSION

 The Mobile Accessories Market do have a wider scope in the near future. More than the

Smartphone industry, the Mobile Accessories Industry will flourish by the year 2026.

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 The Impulsive Buying Behavior of the Consumers towards the Mobile Accessories is increasing

due to many factors. The factors which influences the impulsive purchases are due to internal as

well as external factors.

 The increasing income and the awareness of the social status, makes a person to do the impulsive

purchase. Not only that the media do have an influence upon the customer to purchase a product

impulsively.

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A STUDY ON THE INFLUENCE OF MOBILE ACCESSORIES PURCHASED IMPULSIVELY, WITH SPECIAL REFERENCE TO CHENNAI CITY

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