Toward a better understanding of deferred purchase and impulse purchase of discounted products: Proposing a conceptual model

This research aims to explore the behaviors of deferred purchase and impulse purchase during sales periods. An exploratory qualitative approach is adopted in order to lead to the proposal of a conceptual model. The results allow us to delve deeper into the motivations for buying during sales, as well as the components affecting impulse purchase and deferred purchase behaviors. Impulse buying is mainly driven by emotional and utilitarian factors related to sales shopping value. Nevertheless, other factors minimize impulse buying, leading to a postponement of purchase. This article concludes with managerial recommendations, as well as limits and avenues of research.