Impulse Buying in the DIY Segment: Behavior of Russian Consumers

The research paper is to shed light on the existence and the specifics of impulse buying behavior on DIY-market – repair materials and home improvement goods market. Impulse buying is an effective tool for the sales growth stimulation, which is important in the era of strong retail competition. The theoretical basis of research methodology may be explained through the works of foreign and Russian authors according the considered phenomenon reviewed in FMCG, so as the research hypothesizes similarly. One of our objectives is to check the FMCG statements established whether it is right or wrong regarding Russian DIY-market. The width of thoughts about factor influencing impulse purchase classifications made us to concentrate on external visual merchandising triggers. The retail marketing expert was interviewed to deepen into the specifics of repair market and the DIY-consumer study conducted to find out the impulse purchase probability and the main factors affecting this probability if it exists. As a result of the study conducted, the features of impulse buying were formulated and the key impulse triggers were highlighted. According the analysis, the list of practical recommendations was compiled in order to increase the trade marketing efficiency towards impulse buying stimulation.