Modelling the Decision of Impulse Purchase: Dreamies Case Study

Adaptation to various types of consumer behavior is an important task for business, especially for FMCG market, where an extremely high level of competition is observed. Usually making the decision about purchase consumer goes through the stages of understanding the need, searching for information and evaluation of alternatives. However, there are several types of behavior that are significantly different, for example, impulse consumption, which is common for such emotional types of goods as Dreamies cat treats. The problem consists of insufficiently studied process of impulse purchase decision-making. Hence, the goal of the study is to create a decision-making model for impulse purchase in the category of cat treats and determine the factors that affect this process. To achieve the goal, the models of consumer behavior and the features of impulse consumption were studied in the work, also based on the results of 5 in-depth interviews and a survey of 211 respondents the unique model of impulse purchase was developed, and then, based on regression analysis, significant factors for cat treats purchase were revealed. Finally, proposed recommendations for Dreamies communication strategy on the Russian market include: 1. Stimulating the growth of sympathy for the brand (transition to digital support, sampling, advertising within thematic holidays); 2. Attracting the consumer's attention in the trading space; 3. Conversion of potential consumers via discounts and other profitable propositions; 4. Creating an additional value for the product; 5. Increase the perceived quality of Dreamies products by building a sustainable association. This work contributes to the study of impulse consumption models. Also, it can influence the effectiveness of the Dreamies communication strategy and, as a result, drive the cat treat category growth in general.