Mind the Purchasers’ Disturbance: Exploring Planned Purchasers’ Influences

The purpose of this study is to identify the disturbances that can influence to the purchaser planned behavior. A qualitative approach to data collection and interpretation was undertaken. Individual in-depth interviews were conducted with twelve participants who usually arm themselves with a shopping list (planned purchaser) before the actual purchase. Eight males and four females of various professions, aged 30–48 were selected as interviewees through purposive sampling. A semi-structured interview schedule was followed which posed open-ended questions on disturbance during planned purchasing process. A laddering analysis approach of the interview data led to the development of 10 disturbances. The degree of each disturbance and its impact to purchaser’s planned decision-making is discussed relative to their planned purchase behavior. A summary of purchaser disturbance profiles in light of Tomkin’s affect theory was developed from the laddering analysis of interview data based on attribute, consequences and Value (A-C-V) and parameter. Findings of this paper offer evidence of purchaser planned decision behavioral disturbances. The findings provide an in-depth understanding, for purchaser’s planned disturbance consequences and it offers ways to modify purchaser disturbed behavior to reconcile planned purchase process.