This document summarizes a research study that examined the effect of store environmental factors and individual factors on impulse buying behavior among Pakistani consumers. Specifically, it investigated how the store environment, reference group influence, and time pressure impact impulse purchases, and whether mood acts as a mediator. The study used survey responses from 279 participants and analyzed the data using regression and correlation. The results showed that the store environment and reference group influence positively impacted impulse buying, while time pressure did not. Mood was found to partially mediate the relationship between the store environment and impulse purchases. Food items and accessories were the most common products purchased impulsively.
This document summarizes a research study that examined factors influencing consumer buying behavior for DTH (direct-to-home) brands in Jodhpur City, India. The researchers conducted a survey of 500 consumers to identify key variables that impact consumer purchasing of DTH services. Multiple regression analysis identified 10 variables that influence consumer buying behavior for DTH brands, including awareness of products, picture quality, expectations, preference for bestselling brands, interest in new brands, searching for good packages, carefully selecting providers based on value, spending habits, brand loyalty, and changing providers regularly. The study aims to understand how celebrity endorsements directly or indirectly impact consumer buying behavior for DTH services in Jodhpur City.
This document discusses assessing the constructs of sport sponsorship effectiveness and theoretical relationships between them among football fans in Iran. It examines the relationships between key variables of sport sponsorship effectiveness: sports involvement, sponsor awareness, corporate image, and future purchase intention. A study was conducted among fans of the Persepolis and Esteghlal football clubs in Iran using questionnaires to assess these relationships. The results found that sports involvement positively impacts sponsor awareness, corporate image, and purchase intention. Sponsor awareness also positively impacts corporate image and purchase intention.
This document summarizes a research study that analyzed the mediating effects of variables in a sports consumer behavior model in the context of non-sporting brand sponsorship in the Philippines. The study used a survey of 338 university students to examine how involvement, sports attachment, brand image, word-of-mouth, and purchase intentions interact. Mediation analysis found that sports attachment mediated the relationships between involvement and both brand image and word-of-mouth. Brand image also mediated the relationships between sports attachment and both word-of-mouth and purchase intentions. Finally, word-of-mouth mediated the relationship between sports attachment and purchase intentions. The results indicate the sports consumer behavior model can be effective for non-sporting brands in the Philippine
This document summarizes a research study on the role of celebrity endorsements on consumer buying behavior. It provides background on celebrity endorsements and defines key terms. The study aims to design a conceptual framework of celebrity qualities that affect consumer purchasing. A literature review finds that celebrity ads are more effective than non-celebrity ads, especially on TV. Qualities like trustworthiness, familiarity, flexibility, reliability, and congruency with the product influence purchase intent. The study uses qualitative research methods like literature review to propose a conceptual framework of how celebrity endorsements impact consumer buying behavior.
VR scenarios in online shopping can provide an immersive shopping experience through interactivity, immersion, and imagination. This study examines how VR scenarios may influence consumer impulsive purchase behavior. It constructs a theoretical framework using S-O-R theory, with VR scenarios as the stimulus, flow experience as the organism response, and impulsive purchase as the behavioral response. The study also considers the moderating role of self-control. Literature review and analysis suggest that VR scenarios positively impact flow experience and impulsive purchases, with flow experience mediating this relationship, and self-control moderating it. The study contributes to understanding the impact of new VR shopping technologies on consumer behavior.
This article examines the effect of perceived motivation of sports sponsorship from the perspective of basketball fans. It studies how three key variables in sports sponsorship - team achievement, sponsor recognition, and sponsor altruism - impact fans' purchase intentions and word-of-mouth communication. The researchers conducted a quantitative study with a survey of 801 fans of a prominent Greek basketball team. The results supported the model and hypotheses, finding that the key variables positively influenced fans' behavioral outcomes, with the exception of one dimension that was not fully confirmed. However, the study was limited by only examining one sport and team, so generalizability may be limited.
A Study on Students Buying Behavior towards LaptopsShashank Tripathi
This document provides a summary of a study on student buying behavior toward laptops. It discusses key concepts in consumer behavior like the factors that influence consumer decisions. The study aims to identify the most important factors in students' laptop purchasing decisions. It also seeks to understand if there are differences in these factors between groups of customers like those who have always purchased the same brand versus those who switched brands. The methodology section outlines the research objectives, scope, design, and limitations of the study.
This study aims to prove and analyze the effect of consumer attitudes and physical
environment on purchasing decisions mediated by brand equity. The number of samples in this study
were 133 respondents, to answer the problem formulation in this study path analysis was used and
assisted by the SPSS version 17 statistical program
This document summarizes a research study that examined factors influencing consumer buying behavior for DTH (direct-to-home) brands in Jodhpur City, India. The researchers conducted a survey of 500 consumers to identify key variables that impact consumer purchasing of DTH services. Multiple regression analysis identified 10 variables that influence consumer buying behavior for DTH brands, including awareness of products, picture quality, expectations, preference for bestselling brands, interest in new brands, searching for good packages, carefully selecting providers based on value, spending habits, brand loyalty, and changing providers regularly. The study aims to understand how celebrity endorsements directly or indirectly impact consumer buying behavior for DTH services in Jodhpur City.
This document discusses assessing the constructs of sport sponsorship effectiveness and theoretical relationships between them among football fans in Iran. It examines the relationships between key variables of sport sponsorship effectiveness: sports involvement, sponsor awareness, corporate image, and future purchase intention. A study was conducted among fans of the Persepolis and Esteghlal football clubs in Iran using questionnaires to assess these relationships. The results found that sports involvement positively impacts sponsor awareness, corporate image, and purchase intention. Sponsor awareness also positively impacts corporate image and purchase intention.
This document summarizes a research study that analyzed the mediating effects of variables in a sports consumer behavior model in the context of non-sporting brand sponsorship in the Philippines. The study used a survey of 338 university students to examine how involvement, sports attachment, brand image, word-of-mouth, and purchase intentions interact. Mediation analysis found that sports attachment mediated the relationships between involvement and both brand image and word-of-mouth. Brand image also mediated the relationships between sports attachment and both word-of-mouth and purchase intentions. Finally, word-of-mouth mediated the relationship between sports attachment and purchase intentions. The results indicate the sports consumer behavior model can be effective for non-sporting brands in the Philippine
This document summarizes a research study on the role of celebrity endorsements on consumer buying behavior. It provides background on celebrity endorsements and defines key terms. The study aims to design a conceptual framework of celebrity qualities that affect consumer purchasing. A literature review finds that celebrity ads are more effective than non-celebrity ads, especially on TV. Qualities like trustworthiness, familiarity, flexibility, reliability, and congruency with the product influence purchase intent. The study uses qualitative research methods like literature review to propose a conceptual framework of how celebrity endorsements impact consumer buying behavior.
VR scenarios in online shopping can provide an immersive shopping experience through interactivity, immersion, and imagination. This study examines how VR scenarios may influence consumer impulsive purchase behavior. It constructs a theoretical framework using S-O-R theory, with VR scenarios as the stimulus, flow experience as the organism response, and impulsive purchase as the behavioral response. The study also considers the moderating role of self-control. Literature review and analysis suggest that VR scenarios positively impact flow experience and impulsive purchases, with flow experience mediating this relationship, and self-control moderating it. The study contributes to understanding the impact of new VR shopping technologies on consumer behavior.
This article examines the effect of perceived motivation of sports sponsorship from the perspective of basketball fans. It studies how three key variables in sports sponsorship - team achievement, sponsor recognition, and sponsor altruism - impact fans' purchase intentions and word-of-mouth communication. The researchers conducted a quantitative study with a survey of 801 fans of a prominent Greek basketball team. The results supported the model and hypotheses, finding that the key variables positively influenced fans' behavioral outcomes, with the exception of one dimension that was not fully confirmed. However, the study was limited by only examining one sport and team, so generalizability may be limited.
A Study on Students Buying Behavior towards LaptopsShashank Tripathi
This document provides a summary of a study on student buying behavior toward laptops. It discusses key concepts in consumer behavior like the factors that influence consumer decisions. The study aims to identify the most important factors in students' laptop purchasing decisions. It also seeks to understand if there are differences in these factors between groups of customers like those who have always purchased the same brand versus those who switched brands. The methodology section outlines the research objectives, scope, design, and limitations of the study.
This study aims to prove and analyze the effect of consumer attitudes and physical
environment on purchasing decisions mediated by brand equity. The number of samples in this study
were 133 respondents, to answer the problem formulation in this study path analysis was used and
assisted by the SPSS version 17 statistical program
E satisfaction e-loyalty of consumers shopping onlineAbu Bashar
With the advent of information technologies and emergence of online stores, the
online shopping has not been the same as it was in the past. Now in order to strive
in this cut throat competition it is of vital importance for the organizations to
understand the factors that matter for consumers when they shop online. As the
competition in e-commerce is intensified, it becomes more important for online
retailers to understand the antecedents of consumer acceptance of online
shopping. Such knowledge is essential to customer relationship management,
which has been recognized as an effective business strategy to achieve success
in the electronic market. The current research study is an effort to understand
the satisfaction and loyalty pattern for the consumers shopping online. The objective
of this research is to study the impact of emotional state and perceived risk of
remote purchase on e-satisfaction during the Internet shopping. As well, it aims
to study the influence of e-satisfaction on e-loyalty. The data gathering was carried
out by a questionnaire. The results show that three dimensions of the emotional
state during Internet shopping (the pleasure, stimulation and dominance) have a
significant positive impact on e-satisfaction. Dimensions of the perceived risk of
remote purchase, (the total risk, the financial risk, the social risk, the
psychological risk, the functional risk, and the physical risk) don't have a significant
impact on e-satisfaction, except the risk of loss of time has a negative impact.
Finally satisfaction influences positively and significantly the e-loyalty of the cyber
consumers.
This document provides details on the research methodology for a study investigating the effects of brand loyalty on consumer purchasing patterns. The study will use a qualitative questionnaire in the form of a cross-sectional survey of students at Varsity College Durban North. The research paradigm is interpretivism, aiming to understand consumer behaviors and purchasing decisions from the consumer's point of view. A literature review found that relationships, customer satisfaction, brand equity, and corporate social responsibility can influence purchasing patterns and promote brand loyalty. The study aims to identify what factors students consider when choosing brands and if they use the same criteria for different product types.
Attractiveness in Retail examines the impact of attractive sales staff on consumer behavior through an online survey and in-store observations. The survey found that consumers report feeling increased pleasure, arousal, and positive emotions when interacting with attractive salespeople. The observations showed that more customers approached and engaged with attractive sales staff compared to less attractive staff. The research concludes that attractive salespeople can create a more positive shopping experience for consumers and increase their purchase intentions.
A project report_mba final year "A STUDY ON THE PREFERENCES TOWARDS VARIOUS B...blogger at indiandswad
This document is a project report submitted by Akshita Varshney to A.K. Technical University for their MBA program. The report studies the preferences of laptop brands in Bareilly, India. It includes an introduction on consumer buying preferences and organizational buying behavior. The introduction discusses key concepts like perception, learning, personality, and the organizational buying decision process which involves problem recognition, information search, and evaluation/selection. The report will analyze data collected through a questionnaire to understand consumer preferences for laptop brands in Bareilly.
This document provides an introduction to consumer behavior and its applications. It defines consumer behavior as the study of how individuals, groups, and organizations select, purchase, use, and dispose of products and services. The key points made are:
1) Consumer behavior involves the entire process from pre-purchase research to post-purchase use and disposal.
2) It examines how consumers are influenced by their environment, including culture, family, and media.
3) Studying consumer behavior helps marketers improve their strategies by understanding psychology, decision-making, and how to most effectively reach target consumers.
4) There are four main applications - improving marketing, informing public policy, conducting social marketing, and making consumers more informed decision
A Study on Customer Purchasing Behaviour on Durable Goods in Kukatpally, Hyde...ijtsrd
The consumer durable goods industry is operating in a highly competitive, complex and rapidly changing business environment. The consumer buying preferences are rapidly changing and moving towards high-end technology products. Products which were once considered luxury items have become a necessity because of the changing lifestyle and rising income levels. The consumer is brand-conscious, but not necessarily brand-loyal. Buyers tend to exhibit different types of buying behavior when they are in the process of purchasing goods and services and the behaviors witnessed are influenced by the type of product he she wants to buy. It is a very long process where the consumer makes the final decision whether or not to buy the product. This is called buying decision making. There are various factors which influence consumer decision making which include demographic socio-economic and cultural status etc. The major factors that affect consumer buying behavior are age, gender, income, social influence. In addition, from the product side price, durability, brand name, product features, after sales service etc., may also have a great impact on decision making. This project deals with the study on the factors that affect the consumer purchase behavior on Durable goods. This study is helpful for both business firm to maintain good customer relationship and for the consumer also as he need not look for more alternatives. Dr. E. Murali Darshan | Boosa Ravi Teja "A Study on Customer Purchasing Behaviour on Durable Goods in Kukatpally, Hyderabad" Published in International Journal of Trend in Scientific Research and Development (ijtsrd), ISSN: 2456-6470, Volume-3 | Issue-2 , February 2019, URL: https://www.ijtsrd.com/papers/ijtsrd21493.pdf
Paper URL: https://www.ijtsrd.com/management/consumer-behaviour/21493/a-study-on-customer-purchasing-behaviour-on-durable-goods-in-kukatpally-hyderabad/dr-e-murali-darshan
International Journal of Business and Management Invention (IJBMI) is an international journal intended for professionals and researchers in all fields of Business and Management. IJBMI publishes research articles and reviews within the whole field Business and Management, new teaching methods, assessment, validation and the impact of new technologies and it will continue to provide information on the latest trends and developments in this ever-expanding subject. The publications of papers are selected through double peer reviewed to ensure originality, relevance, and readability. The articles published in our journal can be accessed online.
Consumer behaviour notes full @ mab marketing Babasab Patil
The document discusses various topics related to consumer behaviour, including the positivist and interpretivist approaches to studying consumer behaviour, the difference between consumers, buyers and customers, factors that influence consumer behaviour, and approaches to market segmentation such as demographic, psychographic, and benefit segmentation. It also covers topics like developing new products, the total product concept, diffusion of innovations, and the product lifecycle.
Consumer behavior and factors influencing consumer behaviorWish Mrt'xa
The document discusses factors that influence consumer behavior, including cultural, social, personal, and psychological factors. Cultural factors encompass elements like culture, subcultures, and social classes that shape consumer values and preferences. Social factors include reference groups, family influences, and social roles/status. Personal factors pertain to individual characteristics like age, lifestyle, and income that affect purchasing decisions. Psychological factors are motivations, perceptions, learning, and beliefs/attitudes that drive consumer behavior at a subconscious level. Understanding these various influences is important for analyzing consumer decision-making processes.
The document is a research report submitted to Jiwaji University in Gwalior, India. It examines the impact of advertisements on consumer buying behavior in the laptop industry in the Gwalior region. The report includes an introduction, literature review, research methodology, results, and conclusion sections. It uses a survey methodology with a sample size of 100 respondents to understand how advertisements influence consumer decision making when purchasing laptops.
1) The document discusses how cultural changes can impact marketers. Understanding differences in areas like values, symbols, colors, and family structures is important for success globally and locally.
2) Cultural trends that may affect marketing strategies include concern for the environment, time saving techniques, technology advancements, leisure activities, and self-actualization. Marketers can address these trends through practices like sustainable packaging, online shopping options, improved products, customer experience programs, and quality products.
3) Capturing customer information through new technologies allows customization, while globalization created by the internet reduces distances between businesses and consumers.
This study examined how spectators' motives for attending basketball games differ based on their level of involvement in playing basketball. A survey of 481 spectators at a professional basketball game in Japan found that:
1) Spectators with experience regularly playing basketball had higher motives related to gaining knowledge of the sport, while those with no playing experience had higher motives related to spending time with family.
2) Spectators who currently belong to basketball teams had higher motives related to gaining knowledge and appreciating physical skills than those not on teams.
3) The most important motives overall were aesthetics, physical skills, drama, and knowledge of the sport. Family ties, team affiliation, and escape were less important motives.
This document provides an overview of consumer behaviour concepts including definitions of consumer behaviour, differences between consumers and customers, factors influencing consumer behaviour in India, and the consumer movement and protection in India.
Some key points covered are: the meaning of consumer behaviour is defined as activities people undertake when purchasing goods for personal use; a consumer uses products while a customer purchases products; factors influencing Indian consumers include changing demographics, westernization and celebrity influence; the consumer movement originated due to issues like food shortages and adulteration and led to the establishment of consumer protection laws and agencies in India.
The study aims to measure the customers’
expectation levels of service quality in the food retail sector
against their perceptions levels of the service quality at
Nakumatt hypermarkets and to determine the gap
between customers’ expectations and their perceptions of
the service quality.
A descriptive research design was adopted to carry out
the research. Using a SERVQUAL survey instrument
based on the Dabholkar RSQS model this study was
conducted with customers from Nakumatt stores in
Nairobi Kenya. . Through a self reported questionnaire,
150 respondents were approached using a convenience
sampling method from the store locations.
Key findings include confirmation that customers have
higher expectations for service quality in retail
supermarkets than is anticipated. Gap 5, which is a gap
between customers’ Expected Service and customers’
Perceive This study does not differentiate applicability of
the RSQS in the different formats of the retail store.
Future research should examine the impact of the different
retail formats in using the scale for measuring retail
service quality. Also the customers were a little reluctant
in revealing the information because of the lengthiness of
the questionnaire.
This is one of the few studies which attempted to
investigate customers’ expectations of service quality in
retail supermarket in Kenya. d Service, was identified.
This document provides an overview of factors that influence consumer buying behavior in international markets. It discusses cultural, social, personal, and psychological influences. Cultural influences include values that are shared within a society. Social influences come from reference groups, family, and social class. Personal factors relate to demographics like age, gender, and lifestyle. Psychological influences include motivation, perception, learning, and memory. Understanding how these various factors differ between cultures and impact decision making is essential for marketers developing strategies in global consumer markets.
The Impact of Consumers Perception of Environment and Technology in Redeeming...CSCJournals
This document proposes a new model called the Technology & Environment Mediation Model (TEMM) to explain consumers' willingness to redeem e-coupons. The model combines aspects of the Theory of Reasoned Action and Technology Acceptance Model. It predicts that perceived usefulness of e-coupons' environmental benefits will be mediated by perceptions of technology ease of use. Perceived ease of accessing e-coupons online is also expected to be mediated by perceptions of technology. The paper reviews previous coupon and e-coupon literature, introduces the proposed TEMM model and potential research propositions, and suggests using structural equation modeling to test the model.
This document discusses impulse buying behavior among Indian consumers. It begins by providing context on the growth of organized retailing in India and changing consumer behaviors and lifestyles. The purpose is to understand how hedonic shopping value influences impulse buying intentions in India. It reviews literature on impulse buying definitions and classifications. Key factors influencing impulse buying that are discussed include external store stimuli, product characteristics, and individual traits like materialism. The relationship between hedonic shopping value dimensions like novelty seeking and impulse buying is also examined.
IMPACT OF DEMOGRAPHIC DIFFERENCES AND OTHER FACTORS ON IMPULSE BUYING IAEME Publication
Impulse Buying has a prominent role to play in today's lifestyle pattern. This studygives a view of the factors that affect various behaviour related aspects that leads toimpulse buying. It also discusses about the variation in impulse buying behaviour due
to demographic differences. The study is focused on the consumers belonging to Bangalore city. A wide range of research in this area was referred to review the work
done by various researchers, which lead to the development of research framework. The statistical tools used in the research paper are average, percentages, standard deviation and chi sq test.
IMPACT OF DEMOGRAPHIC DIFFERENCES AND OTHER FACTORS ON IMPULSE BUYINGIAEME Publication
This document summarizes a research paper that studied the impact of demographic differences and other factors on impulse buying behavior. The study focused on consumers in Bangalore, India. It reviewed previous research on impulse buying and identified internal factors like emotions and situational factors, and external factors like promotions, product displays, and store environment that can trigger impulse purchases. Survey data was collected from 130 respondents and analyzed using statistical tools. The results found significant differences in impulse buying based on age, gender, and income level, with those aged 26-35, females, and higher income groups more likely to buy impulsively. The study provides insights into influences on impulse purchasing across demographic segments.
Intrinsic and Extrinsic Factors in Impulsive Buying Behavior in Organized Ret...ijtsrd
This research examines the effect of different intrinsic and extrinsic factors influencing the impulsive buying behavior. Researcher presents the frameworks which demonstrate the interplay between intrinsic and extrinsic factors and its impact on purchase decisions. The grocery shopper people from Mumbai region were surveyed for this purpose. The results indicate that the product characteristics are dominant over retail characteristics. The intrinsic factors like culture which consists of collectivism and individualism, self esteem and personality were having moderate effect on impulsive buying behavior. Materialistic people were having significant impact on impulsive buying behavior. The product characteristic like product mix design, price and discounts, hedonic nature of product and store atmosphere were having significant impact on impulsive buying behavior. The special display of the product was having less significance in impulse buying behavior. Different promotional activities and choosing the right product mix were crucial to increase the fruit fall through consumer buying behavior. Kuldeep D. Ghorapade "Intrinsic and Extrinsic Factors in Impulsive Buying Behavior in Organized Retail Context" Published in International Journal of Trend in Scientific Research and Development (ijtsrd), ISSN: 2456-6470, Volume-6 | Issue-1 , December 2021, URL: https://www.ijtsrd.com/papers/ijtsrd47788.pdf Paper URL: https://www.ijtsrd.com/management/retail-marketing/47788/intrinsic-and-extrinsic-factors-in-impulsive-buying-behavior-in-organized-retail-context/kuldeep-d-ghorapade
Dissertation investigation into the factors motivating impulse shopping behav...WritingHubUK
This research attempt to explore the concept of impulse purchasing rise among the consumers in this competitive world. Here the study explores with some surveys, how impulse purchasing is related to special price, what are the different factors leading it. The major outcome of the study proves out that this behaviour which was common among high class society is no longer, as more consumers are looking for the profit from spontaneous buy. And apparel purchasing is a good example supporting it.
E satisfaction e-loyalty of consumers shopping onlineAbu Bashar
With the advent of information technologies and emergence of online stores, the
online shopping has not been the same as it was in the past. Now in order to strive
in this cut throat competition it is of vital importance for the organizations to
understand the factors that matter for consumers when they shop online. As the
competition in e-commerce is intensified, it becomes more important for online
retailers to understand the antecedents of consumer acceptance of online
shopping. Such knowledge is essential to customer relationship management,
which has been recognized as an effective business strategy to achieve success
in the electronic market. The current research study is an effort to understand
the satisfaction and loyalty pattern for the consumers shopping online. The objective
of this research is to study the impact of emotional state and perceived risk of
remote purchase on e-satisfaction during the Internet shopping. As well, it aims
to study the influence of e-satisfaction on e-loyalty. The data gathering was carried
out by a questionnaire. The results show that three dimensions of the emotional
state during Internet shopping (the pleasure, stimulation and dominance) have a
significant positive impact on e-satisfaction. Dimensions of the perceived risk of
remote purchase, (the total risk, the financial risk, the social risk, the
psychological risk, the functional risk, and the physical risk) don't have a significant
impact on e-satisfaction, except the risk of loss of time has a negative impact.
Finally satisfaction influences positively and significantly the e-loyalty of the cyber
consumers.
This document provides details on the research methodology for a study investigating the effects of brand loyalty on consumer purchasing patterns. The study will use a qualitative questionnaire in the form of a cross-sectional survey of students at Varsity College Durban North. The research paradigm is interpretivism, aiming to understand consumer behaviors and purchasing decisions from the consumer's point of view. A literature review found that relationships, customer satisfaction, brand equity, and corporate social responsibility can influence purchasing patterns and promote brand loyalty. The study aims to identify what factors students consider when choosing brands and if they use the same criteria for different product types.
Attractiveness in Retail examines the impact of attractive sales staff on consumer behavior through an online survey and in-store observations. The survey found that consumers report feeling increased pleasure, arousal, and positive emotions when interacting with attractive salespeople. The observations showed that more customers approached and engaged with attractive sales staff compared to less attractive staff. The research concludes that attractive salespeople can create a more positive shopping experience for consumers and increase their purchase intentions.
A project report_mba final year "A STUDY ON THE PREFERENCES TOWARDS VARIOUS B...blogger at indiandswad
This document is a project report submitted by Akshita Varshney to A.K. Technical University for their MBA program. The report studies the preferences of laptop brands in Bareilly, India. It includes an introduction on consumer buying preferences and organizational buying behavior. The introduction discusses key concepts like perception, learning, personality, and the organizational buying decision process which involves problem recognition, information search, and evaluation/selection. The report will analyze data collected through a questionnaire to understand consumer preferences for laptop brands in Bareilly.
This document provides an introduction to consumer behavior and its applications. It defines consumer behavior as the study of how individuals, groups, and organizations select, purchase, use, and dispose of products and services. The key points made are:
1) Consumer behavior involves the entire process from pre-purchase research to post-purchase use and disposal.
2) It examines how consumers are influenced by their environment, including culture, family, and media.
3) Studying consumer behavior helps marketers improve their strategies by understanding psychology, decision-making, and how to most effectively reach target consumers.
4) There are four main applications - improving marketing, informing public policy, conducting social marketing, and making consumers more informed decision
A Study on Customer Purchasing Behaviour on Durable Goods in Kukatpally, Hyde...ijtsrd
The consumer durable goods industry is operating in a highly competitive, complex and rapidly changing business environment. The consumer buying preferences are rapidly changing and moving towards high-end technology products. Products which were once considered luxury items have become a necessity because of the changing lifestyle and rising income levels. The consumer is brand-conscious, but not necessarily brand-loyal. Buyers tend to exhibit different types of buying behavior when they are in the process of purchasing goods and services and the behaviors witnessed are influenced by the type of product he she wants to buy. It is a very long process where the consumer makes the final decision whether or not to buy the product. This is called buying decision making. There are various factors which influence consumer decision making which include demographic socio-economic and cultural status etc. The major factors that affect consumer buying behavior are age, gender, income, social influence. In addition, from the product side price, durability, brand name, product features, after sales service etc., may also have a great impact on decision making. This project deals with the study on the factors that affect the consumer purchase behavior on Durable goods. This study is helpful for both business firm to maintain good customer relationship and for the consumer also as he need not look for more alternatives. Dr. E. Murali Darshan | Boosa Ravi Teja "A Study on Customer Purchasing Behaviour on Durable Goods in Kukatpally, Hyderabad" Published in International Journal of Trend in Scientific Research and Development (ijtsrd), ISSN: 2456-6470, Volume-3 | Issue-2 , February 2019, URL: https://www.ijtsrd.com/papers/ijtsrd21493.pdf
Paper URL: https://www.ijtsrd.com/management/consumer-behaviour/21493/a-study-on-customer-purchasing-behaviour-on-durable-goods-in-kukatpally-hyderabad/dr-e-murali-darshan
International Journal of Business and Management Invention (IJBMI) is an international journal intended for professionals and researchers in all fields of Business and Management. IJBMI publishes research articles and reviews within the whole field Business and Management, new teaching methods, assessment, validation and the impact of new technologies and it will continue to provide information on the latest trends and developments in this ever-expanding subject. The publications of papers are selected through double peer reviewed to ensure originality, relevance, and readability. The articles published in our journal can be accessed online.
Consumer behaviour notes full @ mab marketing Babasab Patil
The document discusses various topics related to consumer behaviour, including the positivist and interpretivist approaches to studying consumer behaviour, the difference between consumers, buyers and customers, factors that influence consumer behaviour, and approaches to market segmentation such as demographic, psychographic, and benefit segmentation. It also covers topics like developing new products, the total product concept, diffusion of innovations, and the product lifecycle.
Consumer behavior and factors influencing consumer behaviorWish Mrt'xa
The document discusses factors that influence consumer behavior, including cultural, social, personal, and psychological factors. Cultural factors encompass elements like culture, subcultures, and social classes that shape consumer values and preferences. Social factors include reference groups, family influences, and social roles/status. Personal factors pertain to individual characteristics like age, lifestyle, and income that affect purchasing decisions. Psychological factors are motivations, perceptions, learning, and beliefs/attitudes that drive consumer behavior at a subconscious level. Understanding these various influences is important for analyzing consumer decision-making processes.
The document is a research report submitted to Jiwaji University in Gwalior, India. It examines the impact of advertisements on consumer buying behavior in the laptop industry in the Gwalior region. The report includes an introduction, literature review, research methodology, results, and conclusion sections. It uses a survey methodology with a sample size of 100 respondents to understand how advertisements influence consumer decision making when purchasing laptops.
1) The document discusses how cultural changes can impact marketers. Understanding differences in areas like values, symbols, colors, and family structures is important for success globally and locally.
2) Cultural trends that may affect marketing strategies include concern for the environment, time saving techniques, technology advancements, leisure activities, and self-actualization. Marketers can address these trends through practices like sustainable packaging, online shopping options, improved products, customer experience programs, and quality products.
3) Capturing customer information through new technologies allows customization, while globalization created by the internet reduces distances between businesses and consumers.
This study examined how spectators' motives for attending basketball games differ based on their level of involvement in playing basketball. A survey of 481 spectators at a professional basketball game in Japan found that:
1) Spectators with experience regularly playing basketball had higher motives related to gaining knowledge of the sport, while those with no playing experience had higher motives related to spending time with family.
2) Spectators who currently belong to basketball teams had higher motives related to gaining knowledge and appreciating physical skills than those not on teams.
3) The most important motives overall were aesthetics, physical skills, drama, and knowledge of the sport. Family ties, team affiliation, and escape were less important motives.
This document provides an overview of consumer behaviour concepts including definitions of consumer behaviour, differences between consumers and customers, factors influencing consumer behaviour in India, and the consumer movement and protection in India.
Some key points covered are: the meaning of consumer behaviour is defined as activities people undertake when purchasing goods for personal use; a consumer uses products while a customer purchases products; factors influencing Indian consumers include changing demographics, westernization and celebrity influence; the consumer movement originated due to issues like food shortages and adulteration and led to the establishment of consumer protection laws and agencies in India.
The study aims to measure the customers’
expectation levels of service quality in the food retail sector
against their perceptions levels of the service quality at
Nakumatt hypermarkets and to determine the gap
between customers’ expectations and their perceptions of
the service quality.
A descriptive research design was adopted to carry out
the research. Using a SERVQUAL survey instrument
based on the Dabholkar RSQS model this study was
conducted with customers from Nakumatt stores in
Nairobi Kenya. . Through a self reported questionnaire,
150 respondents were approached using a convenience
sampling method from the store locations.
Key findings include confirmation that customers have
higher expectations for service quality in retail
supermarkets than is anticipated. Gap 5, which is a gap
between customers’ Expected Service and customers’
Perceive This study does not differentiate applicability of
the RSQS in the different formats of the retail store.
Future research should examine the impact of the different
retail formats in using the scale for measuring retail
service quality. Also the customers were a little reluctant
in revealing the information because of the lengthiness of
the questionnaire.
This is one of the few studies which attempted to
investigate customers’ expectations of service quality in
retail supermarket in Kenya. d Service, was identified.
This document provides an overview of factors that influence consumer buying behavior in international markets. It discusses cultural, social, personal, and psychological influences. Cultural influences include values that are shared within a society. Social influences come from reference groups, family, and social class. Personal factors relate to demographics like age, gender, and lifestyle. Psychological influences include motivation, perception, learning, and memory. Understanding how these various factors differ between cultures and impact decision making is essential for marketers developing strategies in global consumer markets.
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IMPACT OF DEMOGRAPHIC DIFFERENCES AND OTHER FACTORS ON IMPULSE BUYING IAEME Publication
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done by various researchers, which lead to the development of research framework. The statistical tools used in the research paper are average, percentages, standard deviation and chi sq test.
IMPACT OF DEMOGRAPHIC DIFFERENCES AND OTHER FACTORS ON IMPULSE BUYINGIAEME Publication
This document summarizes a research paper that studied the impact of demographic differences and other factors on impulse buying behavior. The study focused on consumers in Bangalore, India. It reviewed previous research on impulse buying and identified internal factors like emotions and situational factors, and external factors like promotions, product displays, and store environment that can trigger impulse purchases. Survey data was collected from 130 respondents and analyzed using statistical tools. The results found significant differences in impulse buying based on age, gender, and income level, with those aged 26-35, females, and higher income groups more likely to buy impulsively. The study provides insights into influences on impulse purchasing across demographic segments.
Intrinsic and Extrinsic Factors in Impulsive Buying Behavior in Organized Ret...ijtsrd
This research examines the effect of different intrinsic and extrinsic factors influencing the impulsive buying behavior. Researcher presents the frameworks which demonstrate the interplay between intrinsic and extrinsic factors and its impact on purchase decisions. The grocery shopper people from Mumbai region were surveyed for this purpose. The results indicate that the product characteristics are dominant over retail characteristics. The intrinsic factors like culture which consists of collectivism and individualism, self esteem and personality were having moderate effect on impulsive buying behavior. Materialistic people were having significant impact on impulsive buying behavior. The product characteristic like product mix design, price and discounts, hedonic nature of product and store atmosphere were having significant impact on impulsive buying behavior. The special display of the product was having less significance in impulse buying behavior. Different promotional activities and choosing the right product mix were crucial to increase the fruit fall through consumer buying behavior. Kuldeep D. Ghorapade "Intrinsic and Extrinsic Factors in Impulsive Buying Behavior in Organized Retail Context" Published in International Journal of Trend in Scientific Research and Development (ijtsrd), ISSN: 2456-6470, Volume-6 | Issue-1 , December 2021, URL: https://www.ijtsrd.com/papers/ijtsrd47788.pdf Paper URL: https://www.ijtsrd.com/management/retail-marketing/47788/intrinsic-and-extrinsic-factors-in-impulsive-buying-behavior-in-organized-retail-context/kuldeep-d-ghorapade
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The main purpose of the paper is to determine the correlation of consumers’ demographic factors on
the impulse buying behavior with respect to a number of single impulsivity indicators and one collective
indicator. The paper consists of theoretical and research aspects. The first part encompasses theoretical
insights into the secondary research regarding impulse buying while the practical part presents the
methodology and primary research results. With respect to the subject matter, research goals as well as
previous findings and primary research results, corresponding hypotheses were set and mainly confirmed.
Inter variable correlation and regression analysis has been performed to test the hypothesis. The results
showed that demographic factors, such as the disposable income and age, are related to most impulse
buying indicators and to the impulsivity collective indicator. However, educational qualification and
gender produced marginal association with impulsive buying behavior. The paper also summarizes
research limitations as well as the work contribution and future research guidelines.
Planned Versus Unplanned Groc ery Shopping Behaviour- An Empirical Study Jessica Sangster
This document summarizes a study that examined planned and unplanned grocery shopping behavior. The researchers conducted surveys of 100 grocery shoppers before and after their shopping trips to identify planned purchases and reasons for unplanned purchases. They found that most shoppers planned to buy only a few items but made more purchases overall. Factor analysis identified five key factors that influenced unplanned purchases: checkout queue times, availability of popular brands, value for money, availability of store brands and loyalty programs. The study aims to provide insights into marketing strategies to influence consumer purchasing behavior.
This chapter reviews literature and studies related to consumer purchasing habits and decision-making processes. It discusses several theories that help explain consumer behavior, including reinforcement theory and diffusion of innovation theory. Previous related studies examined factors like brand, price, quality, and promotion that influence purchasing decisions. However, no study specifically investigated the purchasing habits of coffee drinkers in terms of frequency, brand switching, and purchase volume. This study aims to address that gap.
This document summarizes a study that examined the relationship between situational factors and impulsive buying behavior. The study aimed to determine if situational factors stimulate impulsive purchases, identify consumer segments based on the perceived impact of situational factors, and see if segments differ demographically. The results identified three segments - markedly rational consumers immune to influences, impulsive consumers sensitive to some situational stimuli, and mostly rational consumers generally immune to influences. Promotional activities, friendly staff, store location, and aromas generally stimulated impulsive purchases for the second segment. Employment status somewhat affected how much situational factors influenced impulsive buying.
Consumer behavior and decision making processes are complex. There are typically five stages: 1) need recognition where a consumer identifies a problem or need, 2) information search where a consumer gathers information about products, 3) alternative evaluation where a consumer evaluates and ranks options, 4) purchase decision, and 5) post-purchase evaluation where a consumer compares expectations to the actual product experience. Understanding these stages helps marketers develop effective strategies to meet consumer needs and influence decisions at each phase. The success of firms relies on effectively meeting diverse consumer wants through customized offerings and long-term relationships.
The document discusses consumer behavior and the factors that influence purchasing decisions. It outlines the stimulus-response model of consumer behavior and lists psychological, personal, cultural, and social factors. It explains the buyer decision process, including need recognition, information search, evaluation of alternatives, purchase, and post-purchase behavior. It also discusses the adoption of new products and identifies stages in the adoption process.
A STUDY OF INFLUENCE OF DEMOGRAPHIC FACTORS ON CONSUMER IMPULSE BUYING BEHAVIOURTony Lisko
This document summarizes a study on the influence of demographic factors on consumer impulse buying behavior. The study examined the relationship between demographic variables like age, gender, income, education level, and profession on consumers' impulse purchasing. The results showed that age and income were most strongly related to impulse buying indicators, while education and gender had a weaker association. Previous research found impulse buying peaks between ages 18-39 and then declines with age. Men and women also relate differently to material possessions and purchasing for identity reasons. The study aimed to test these relationships to better understand impulse buying patterns among different consumer groups.
Consumer behaviour refers to how individuals make purchasing decisions regarding products and services. It is influenced by cultural, social, personal and psychological factors. The document outlines the various factors that influence consumer behaviour such as cultural factors, social factors, personal factors and psychological factors. It also discusses concepts related to consumer behaviour such as perception, buying motives, buying roles, types of buyer behaviour and the consumer decision making process.
This document discusses consumer behavior and the factors that influence it. It defines consumer behavior as how individuals make decisions to spend resources on consumer goods and services. Consumer behavior is influenced by internal factors like personal characteristics, psychology, and external factors like culture and society. The document outlines the consumer decision making process and categories it includes routine, limited, and extensive decision making. It explores how motivation, beliefs, attitudes, perception, and learning impact consumer psychology. Social factors like reference groups, family, and status also influence behavior as do cultural influences like culture, subcultures, and social class. Understanding consumer behavior is important for industries like textiles to focus on what consumers buy, where they shop, how they learn about products, and socio
Collectors seem to share unique personality traits with respect to their hobby or collection. The study found that collectors tend to be highly patient, passionate about their interest area, and able to deal with challenges in acquiring new items for their collection. They remain dedicated to their hobby despite ups and downs, are aware of trends in their interest area, and are willing to invest significant time and money to further their collection. Collecting provides meanings related to one's identity, relationships with others, preservation of history, and financial investment. However, it can also resemble addictive behavior for some. The personality traits of collectors highlight their enduring involvement and deep commitment to both the objects and process of acquiring items for their collection.
This document contains questions and answers about consumer behavior concepts. It discusses key topics like consumer behaviourism being the study of how people select, buy, use and dispose of products. It also addresses influences on consumer behavior like cultural, social and personal factors. Other concepts covered include perception, motivation theories, subcultures, memory processes, and stages of the consumer buying process.
A Critical Review Of Online And In-Store Impulse Buying Behavior (1)Kelly Lipiec
This document is a thesis submitted to Oklahoma State University in partial fulfillment of the requirements for a Master of Science degree in 2010. It provides a critical review of the relevant literature on in-store and online impulse purchase behavior. The thesis includes an introduction outlining the importance of impulse purchases and discusses how researchers have studied the concept over time. It also reviews four categories of impulse purchases and the internal and external factors that influence impulse buying in traditional stores and online. The thesis compares factors encouraging and discouraging impulse buying between offline and online environments. It discusses opportunities for further research on online impulse buying in areas like cross-cultural influences with globalization.
Consumer Decision Making ProcessThe consumer decision making is .docxdonnajames55
Consumer Decision Making Process
The consumer decision making is a complex process with involves all the stages from problem recognition to post purchase activities. All the consumers have their own needs in their daily lives and these needs make them make different decisions. These decisions can be complex depending on the consumer’s opinion about a particular product, evaluating and comparing, selecting and purchasing among the different types of product. Therefore, understanding and realizing the core issue of the process of consumer decision making and utilize the theories in practice is becoming a common view point by many companies and people.
There is a common consensus among many researchers and academics that consumer purchasing theory involves a number of different stages. Depending on the different factors and findings, numerous researchers and academics developed their own theories and models over the past years. However, according to Tyagi and Kumar (2004), although these theories vary slightly from each other, they all lead to almost the same theory about the consumer purchasing theory which states that it involves the stages of search and purchase of product or service and the process of evaluation the product or service in the post-purchase product.
Five Stage Model initially proposed by Cox et al. (1983) is considered to be one of the most common models of consumer decision making process and it involves five various stages. These stages are: recognition of need or problem, information search, comparing the alternatives, purchase and post-purchase evaluation. This simple model clearly illustrates and explains how the consumers make a purchasing decision.
Furthermore, Blackwell et al (2006) highlights the argument why this model is more precise and clear compared to the other similar models is that because this model’s core focus is on motivational factors which helps the user to understand the reasons behind the purchasing decision easier.
1. Problem/Need Recognition
Recognition of need or a problem is the first stage of the model. According to Bruner (1993) recognition of a problem arises in the situation where an individual realizes the difference between the actual state of affairs and desired state of affairs. Neal and Quester (2006) further state that the recognition of a problem or need depend on different situations and circumstances such as personal or professional and this recognition results in creation of a purchasing idea. For instance, consumer may recognize the need to buy a laptop when there is need to carry it use it in different places which is convenient compared to a desktop computer.
Solomon et al (2006) classifies the human needs into two different categories depending on their nature. The following categories are mentioned: psychological and functional or physical needs. The authors state that the psychological needs are the outcome of emotional feeling of consumers whereas functional or physical .
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622 article text-4110-2-10-20210317
1. Sir Syed Journal of Education & Social Research
Vol. 4, Issue 1, 2021 (January – March)
ISSN 2706-6525 (online), ISSN 2706-8285 (Print)
ISSN 2706-9362 (CD-ROM), ISSN 2706-6525 (ISSN-L)
DOI: https://doi.org/10.36902/sjesr-vol4-iss1-2021(416-430)
__________________________________________________________________________________
__________________________________________________________________________________________
* Department of Business Management, Karakoram International University Gilgit
** Department of Management Sciences, The University of Haripur
*** Department of Management Sciences, The University of Haripur
416
SJESR
Sir Syed Journal of Education &
Social Research
Effect of Store Environmental and Individual Factors on Impulse Buying Behaviour of
Pakistani Consumers
* Dr. Ammar Hussain, Lecturer (Corresponding Author)
** Dr. Tariq Khan, Associate Professor
*** Dr. Shiraz Khan, Assistant Professor
__________________________________________________________________________________
Abstract
The issues related to impulse buying have remained a major concern for marketing researchers as
well as practitioners. This study aims to examine the factors influencing an individual's impulsive
buying behavior. The study also aims to examine the association between independent variables
which are the environment of store and individual factors influence with impulse purchasing and to
investigate the mediating role of mood. To examine the relationship between the variables under
investigation; responses of 279 respondents were used for analysis. A self-administered questionnaire
was used for data collection. Regression and correlation analysis were conducted by using SPSS 17.
The results show that the Store environment influences an individual's impulse purchase behavior
similarly, further analysis of the data indicates that reference group influence is the aspect that
influences the impulse buying behavior of individuals, and mood play's role of a partial mediator.
Time pressure does not affect the impulse buying behavior of individuals. It was also found the
difference between men and women impulse purchases and respondents were found of impulse
purchases for food items. The study explored that mostly the food items are being purchased
impulsively by the respondents, the results of the research show that 46.4 % of the total sample have
purchased food items impulsively. The second product type which is being purchased impulsively is
accessories like Tie, Belt, and artificial jewelry. Results show that 43.1% of respondents have
purchased accessories impulsively. This study suggests some recommendations for the manager of
stores for further improvement of store atmosphere to boost impulse buying behavior among buyers
Keywords: Impulse Buying, Store Environment, Reference Group Influence, Time Pressure.
Introduction
Background
Purchasing is not a contemporary concept; selling and purchasing have been part of society from its
inception and changes along with the evolution of the societies (Solomon et al., 2014). At the start of
society, buying and selling have been linked to the needs of individuals for their satisfaction they
obtain sources from others (Hughes & Weller, 1989). Purchasing processes evolved with the
evolution of society, and now this activity considered the most important leisure time and living
strategy (Slater, 1997, Bayley & Nancarrow, 1998, Bansal et al., 2005) that might fulfill various
psychological needs of the individuals (Dittmar et al., 1996). Shopping as a means of recognition has
been used in a preferred social class by several individuals, and accordingly, it is showing the social
association instead of product's values (Escalas & Bettman, 2005). Most of the developed economies'
acquisition of goods is changing radically and a change has been observed associated with individual's
buying prerequisites to fulfill basic needs and they are using artifacts for communicating self-identity
(Dittmar, 1992). According to Levy (1981), an economy is only considered developed when
individuals acquire products not only for their functional use but also for the symbolic meaning which
is associated with such products. This growth has improved and altered the object of shopping from
simply purchasing necessities into a way of life. This has led to an increase of unintentional, needless
acquisitions of goods, this is also recognized as impulse buying (Dittmar et al., 1996).
Unplanned purchasing and impulse buying is considered to have a similar meaning, however;
there is a difference between the two, for example, Hausman (2000) stated that every purchase which
does not include any prior planning can be considered as unplanned buying, whereas impulse buying
2. Effect of Store Environmental and Individual Factors on……………...…Hussain, Khan & Khan
___________________________________________________________________________
417
is slightly different because of quick and spontaneous decisions. Nevertheless, these terms have been
used interchangeably and, in this research paper, the same will be done. Punj (2011) discussed
impulse buying when an individual realizes an unexpected urge to purchase something and does not
assess the decision any further and acting purely based on an initial urge. Due to the increased number
of researches on impulse buying, multiple definitions have been proposed by various researchers with
small differences however these small differences in definitions may lead to misinterpretation. Jeffrey
& Hodge (2007), proposed impulse buying definitions which consist of key four features:
Buying is unintended, it is the result of exposure to an external stimulus, decisions made
immediately, and it contains an emotional response.
Even though this does integrate the various elements of impulse purchasing; still it does not
provide a clear description of what impulse buying is. Park & Lennon (2006), describe impulse
purchase behavior as:
It is an unexpected, hedonically complex, and compelling buying behavior that restricts
individuals from deliberate and thoughtful consideration of alternative and information.
Even though this may seem negative to a certain extent, individuals who make impulse
purchases do not consider substitutes and do not search for more information, it has been observed
that buyers do not believe impulse purchasing is wrong and after that, they are normally feeling happy
with their purchase decision (Park & Lennon, 2006).
However, Beatty & Ferrell (1998) put forward an in-depth explanation about impulse buying,
they took help for the definition of Rook and further expend it, according to them,
Without considering certain needs and purchase plans, impulse buying is an instant and
unexpected purchase. Such behavior may occur after undergone an urge to purchase and it is likely to
be spur-of-the-moment and without much reflection (i.e. "impulsive"). Buying simple reminder items
does not include in it, these are the items that are just out of stock at home.
When individuals encounter an abrupt, often influential, and constant push for the purchase of
an item without delay, impulse buying occurs. It is multifarious, and it occurs without keeping
consequences in mind (Rook & Hoch, 1985). The purchase decision of the item is made with no prior
plans and with no shopping tasks in their mind for a specific category of product (Bellenger et al.,
1978). In this case, the shopper encounters an unexpected push for buying the product without delay
and usually does not greatly consider the outcomes of purchasing the product (Weinberg & Gottwald,
1982). Sharma et al. (2010), have described impulse buying behavior as spontaneous acquisition
differentiated by comparatively quick decision-making, and an individual prejudice in support of
abrupt ownership. Again, stress is placed on the fact that the buyer did not intend to purchase a
particular product when entering the shop. It also integrates the notion of impulsiveness, which means
that the buyer acts instinctively and without considering the outcomes (Beatty & Ferrell, 1998). This
definition is more comprehensive, describes the various elements of impulse buying in detail, and
explains how impulse buying is different from normal shopping behavior. Therefore, this definition
will be used throughout this paper.
The impulse or the unexpected purchases is one of the important characters to understand the
customers' behavior and it is not easy to understand through one reason (Wells, et al, 2011). It was
evident through various researches that consumers' impulse buying could be positive or negative.
Rock and Hoch (1985) stated that most of the consumers after impulsive purchasing feel negative and
regret their decisions. Tendai and Crispen (2009), buying impulsively resulted in dissatisfaction and
disappointment of the products. Hausma (2000) pointed out in the study, consumers found it bad after
purchases as guilt because of financial loss. Meanwhile, those who do purchases on their partial
choices they may feel less guilt and some sort of happiness after purchasing (Chen, 2005). Hultén and
Vanyushyn (2014) highlighted that consumers usually feel gratification after getting the product
impulsively.
Significance of the Study
Now a day due to the dual and contradictory actions of consumers in buying and though processing
for attaining their desirable products, impulse buying now a day grabbed the attention of wide-spread
scholars. Majorly, researches on impulsive buying have been done in developed countries e.g. USA
(Park & Lennon, 2006, Chang et al., 2014); few in Far East counties and very limited researches on
impulsive buying has been conducted in Pakistan (Mohan et al., 2013, Lin & Chen, 2013, Sharma et
3. Effect of Store Environmental and Individual Factors on……………...…Hussain, Khan & Khan
___________________________________________________________________________
418
al., 2014, Zhou & Gu, 2015). It is a major concern of the marketing researchers and practitioners on
impulse buying because very limited information presents about Pakistani consumers.
Objectives
However, the study aimed to provide the relationship of various factors involving impulse purchases
in various researches. , the objective of the study is to document the impact of the store environment,
time pressure, and reference group on the impulse buying behavior and to analyze how consumer's
mood mediates the relationship between store environment and impulse buying.
Research Question
The main research questions of the study were:
Q1: Does the environment of the store encourage individuals to buy impulsive buying?
Q2: Do the time pressure and reference group influence consumer’s intentions to purchase
impulsively?
Q3: Does the mood act as a mediator between the store environment and impulse buying?
Review of Relevant Literature
An environment of the Area
For making the environment more sophisticated various components are must inside the store, such as
lights and fragrance of store, design and variation of products, various articles, background music and
displaying tactics along with the presence of competent and active salesmen (Baker et al., 2002). It
was suggested that the environment of the store may be improved and designed in a way that
promotes positive feelings of the customer and he/she may spend more time in the store which leads
to more buying (Sharma &Stafford, 2000). The environment of the store plays a key role in enhancing
the shopping experience of customers (Adelaar et al., 2003). In physical shopping, the environment of
the store is crucial for the promotion of impulse purchasing because the physical environment of the
store possibly ignite the cognitive, physiological, and emotional responses that affect the avoidance
and retailing behavior of the customers (Mohan et al., 2013). Another study suggested that retailers
must consider the importance of displaying designs as per the practices of the customers (Tendai &
Crispen, 2009). The internal environment of the store may create a positive feeling irrespective of the
intentions of the customers who entered the store (Sharma & Stafford, 2000), the environment may
grasp the attention of the customers and forced their emotions to spend more money other than what
they were planning to spend (Cook, 2008). The environment of the stores provokes customers'
emotions it seems to be the forceful motive that is why various customers consume more money in
particular stores other than their wishes (Xu, 2007, Chang et al., 2011). Displaying articles/objects all
the time have been done keeping in mind the psyche of customers towards impulse buying (Zhou &
Wong, 2004). The behavior of the salesman is another factor if they behave well, in good manners,
customers may enjoy shopping (Akram et al., 2016). Jones (1999) stated salesmen most of the time
made the shopping experience more delightful giving so much time to particular customers, but
consumers feel more comfortable when they are assisted by a sales assistant.
Various studies all the elements discussed at the start of the heading, operationalized
separately like layout (Ang et al., 1997), presence of salesman and various articles (Sharma &
Stafford, 2000) music in the store place (Dubé & Morin, 2001, Beverland et al., 2006), lighting inside
the store (Summers & Hebert, 2001), and fragrance (Mattila & Wirtz, 2001, Chebat &Michon, 2003).
Baker et al. (2002) in the study discussed various components e.g. store design, employees, and music
views separately in the study rather than the combined influencing factors of the store environment.
Therefore, in the study store environment have been discussed and under the association of various
elements like arrangements, lighting, employee/salesman, and music.
Salesperson Behaviour
The salesperson is the most important part of physical shopping because their assistance and
conversation along with suggestions if someone asked about any product made the time of consumers
more joyful and pleasant (Park & Lennon, 2006). How a salesperson may behave is the most
important aspect of discussion because an over-enthusiastic salesperson may make lessen their
shopping than those who assist with shopping and making the process more joyful (Ellis, 1995).
Conclusive and joyful validation can develop the capability of impulse purchases among customers
(Tendai & Crispen, 2009). From searching a product for customers' need, assessment of the customers
according to their need, initial contact with the customers, building social capital with the help of
joyful and responsible marketing techniques are some of the responsibilities of the salesperson to
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complete their sales targets and another way round beneficial for the businesses' development and
promotion (Pornpitakpan & Han, 2013). It is common practice that venders/retailers depend upon
their methods of profitable business, salespersons only have access to the customers and they try to
convince the customers upon their requirement and need satisfaction towards particular products
through conversation and making them understood about various products (Mohan et al., 2013).
During purchase, bargaining is a very common practice of customers and salesperson play very
important role (Reynolds & Arnold, 2000), because they were advising and providing details to the
customers and encourage their decision making process faster than their particular choices about
various products (Yu & Bastin, 2010).
According to Stern (1962), impulse purchasing takes place once an individual feels motivated
as a result of suggestions to purchase new products without having prior information about the
product. It happens most of the time when the usefulness, quality, and function of the item for
consumption are assessed by a salesperson or a customer. Salespeople often encourage or persuade
consumers to buy additional products, as Han et al. (1991), found that amount of interactions with a
sales assistant influenced impulse buying during in-store shopping, and shop assistant can encourage
customers to accept unexpected and sudden purchase intentions while shopping (Ali & Hasnu, 2013).
Salespeople perform several roles among these they perform marketer's role and they demonstrate the
product physically and from a promotional point of view they are walking billboards and they are
considered as eyes of the company (Brady & Cronin, 2001).
Shelf Placement of the Products
Placement of the products on the shelf is another important variable that influences the purchasing
behavior of the customers (Abratt & Goodey, 1990). Shelves' management and placement of products
is one method that was used to identify the consumers' behaviors (Zhou & Wong, 2004). Placement of
the products on various shelves is the method used by successful vendors/retailers for understanding
the customer's behaviors (Park et al., 1989). Intentional placement of products may enhance the sales
of any particular product which unintentionally provokes customers to opt for that product (Kerfoot et
al., 2003). The strategy may be displaying the popular products in the back of the store, by doing this
the retailer will force the buyer to walk through different shelves and be confronted with many other
products first. Product display comprises of an intentionally planned presentation of products in a
specific place in a store by highlighting the product and influencing mood to positively influence
customers’ purchase intentions (Mohan et al., 2013). Placement of the products may get the attention
of customers and they are desired to purchase the displayed items (Tendai & Crispen, 2009).
Instinct purchases of the products can be increases through various displaying techniques of
products for their again and again purchases rather than interval purchases (Kacen et al., 2012).
Displaying products in various stores is the prominent influencing factor for impulse purchasing, it
may influence the emotional state of customers and increase the level of impulse purchasing (Mattila
& Wirtz, 2001). With the passage of time and the inclusion of new products, retailers try attractive
displaying techniques to attract more impulse buying (Kacen & Lee, 2002). The exact place for
displaying the product is always a little beneath the eye level and at the entrance point of the shelves,
but it is not possible for placing every product in that location (Inman et al., 2009).
In-store Advertisements
In today's competitive world of marketing, retailers need to think differently from others and turn their
retail outlets into attractive destinations for consumers (Tendai & Crispen, 2009). If retailers want to
increase the occurrence of impulse purchases, they must develop and change the nature of store
advertisement by considering the ultimate purpose of increasing impulse purchasing (Hausman,
2000). Similarly, according to Youn and Faber (2000) magnitude of impulse purchase behavior of
customers is increased by in-store advertisements and promotions. Apart from the store environment,
stores also provide consumers promotions as another form of stimuli that are influencing impulse
buying which encourages customers to obtain products impulsively (Stern, 1962). As compare to
outdoor advertising, there are no mediators among consumer's involvement and their response, and
the impact of in-store advertisement is measured through the sales as a result of these activities
(Mattila & Wirtz, 2008). Most of the time customers enter stores with a plan to purchase a particular
brand, but in-store advertisement might influence them to become 'inclined users' from committed
users (Jeffrey &Hodge, 2007).
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Impulse buying behavior can be developed by exposing customers to in-store marketing
stimuli i.e. in-store advertisement and promotion (Gutierrez, 2004). Advertisement complaints within
the store have a powerful influence on the buyer's purchase decision, which is why marketers are
switching a major amount of their financial resources from conventional out-of-store promotions to
in-store marketing (Coley & Burgess, 2003). In-store advertisements significantly influence a store's
performance and operations (Coley & Burgess, 2003), by introducing in-store such activities there is
an enormous chance to twist an uninteresting store into an enjoyable store, which will help to attract
customers and generate curiosity towards products (Sigurdsson et al., 2010).
Unexpected Cheaper Price
Less pricing has its type of influence on impulse purchasing from various other factors. Promotional
prices or the less pricing of the products can attract more consumers for impulse purchases (Abratt &
Goodey, 1990, Youn & Faber, 2000, Virvilaite et al., 2009). The same case was discussed by Bell et.
al. (2011), in-store low pricing pushed customers towards impulse purchases. Low pricing resulted in
higher purchases of optional products (Karbasivar & Yarahmadi, 2011). One of the promotional
strategies is price negotiation for the promotion of market and product purchases, which motivated
customers for more buying (Hultén & Vanyushyn, 2014). Generally, all the services and products for
the consumers used sales promotion techniques e.g. affordable prices for a particular time that directly
encourage the sales of products (Virvilaite et al., 2009). For the promotion of the products, the
promotional plans and various special offers encourage post-purchase reactions for the additional
benefits of the business (Kollat & Willett, 1969). Such an increase in the behavior may be suitable for
the short-term boost in market share (Ali & Hasnu, 2013). Promotional competitions of stores and
vendors surrounded by various products and innovative ideas and placement of the products may
increase the sales and the brand value (Gutierrez, 2004).
It is not confirmed that all the time promotions have positive outcomes, sometimes they
promote negativity and various effects on the product (Dittmar et al., 1996). And one negative aspect
is the price discounts, it may increase the negative impression regarding the planned purchases of the
products and may raise the question of quality of the products (Hartley & Cross, 1988).
Mood
Generally, moods are influenced by the situations, external environment, and the various factors
which temporarily or permanently affect the customers' exposure of purchases (Rook & Gardner,
1993). Individuals are generally act as per their emotional strength other than their cognitive
development (Fagerstrøm, 2010). Happy feelings are directly linked to the emotional stability of the
consumer which is directly linked to the surroundings and directly linked to the longer stays and more
purchases from stores (Sigurdsson et al., 2010). It was evident that customers' mood did positive
effects on impulse purchases as discussed by Rook and Gardner (1993) in their study, customers with
positive mood are more inclined to more impulse purchases than with negative mood, even both
emotions could be considered for impulse purchases. Generally, Beatty & Ferrell (1998), stated
positive mood of customers directly linked to impulsive purchases, and customers of impulse
purchases are more emotional than average regular customers (Weinberg & Gottwald, 1982).
According to the study of Verplanken and Herabadi (2005), impulse purchases reduce the negative
feeling, principally when people have under the impression of low self-esteem.
Time Pressure
Time is the most limited social resource, consumers try to enlarge their time for attaining the desired
goals of daily routine life by allotting time to various activities (Sharma & Stafford, 2000). Lin &
Chen (2013) discussed that time and emotions are the two major elements that influence the behavior
of customers. Overall, time is considered the situational factor which influences the buying decision
of the consumers inside the market (Iyer, 1989, Herrington & Capella, 1995, Vermeir & Van
Kenhove, 2005). Time pressure usually negatively influence impulse purchasing because limited time
may promote frustration among the customers (Beatty & Ferrell, 1998). There is another factor e.g.
browsing in the store for the products during shopping, it was evident that majorly browsing directly
impacts impulsive behavior and increases it when customers have more time for browsing (Gültekin
& Özer, 2012). Under the influence of time customers, most of the time inclined towards quick
decisions that are not favorable for impulse buying, in the other way time is the most critical factor
which significantly influence the decision of impulse buying (Shannon & Mandhachitara, 2008).
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Time pressure can alter the shopping behavior significantly; as the availability of limited time
during a shopping trip will influence an individual's buying behavior negatively (Vermeir & Van
Kenhove, 2005). While confronting the issue of time pressure, a well-organized shopping
environment, such as helping the buyer in discovering their products swiftly can play key roles in
reducing time pressure (Kidwell & Jewell, 2003).
Reference Group’s Influence
Individuals are expected to have a higher urge to purchase impulsively and show greater intend to do
so when buying impulsively is appropriate and rational socially (Rook & Fisher, 1995). It has been
observed that the normative effect on impulse purchase behavior may be influenced by norms and
values of the specific reference group such as peers versus parents (Luo, 2005). Most of the parents
make an effort to develop an awareness of the obligations among their children by discouraging
impulse purchasing as they consider it as wasteful; however, members of the peer group may perhaps
encourage impulse purchasing for the reason that it symbolizes spontaneity regardless of the possible
undesirable consequences for a long period (Coley & Burgess, 2003). Reference group serves as a
source of information from where individuals acquire opinion to make sure they are purchases are
following the norms of their group, such groups often consist of family members, friends, and co-
workers (Bearden & Etzel, 1982). Reference groups have been recognized as an essential determining
factor, its effect can be informational, utilitarian, and value-expressive (Bearden & Etzel, 1982).
Informational effects convey valuable information regarding products, services, brands, and
stores, this knowledge may perhaps be transferred either directly i.e. direct demo by close relatives
and friends, or indirectly by observing others consuming the product (Kinley et al., 2000). Functional
influence occurs when the reference group has the vital authority of rewards or punishments, which
can be either physical or emotional (Sharma et al., 2010). Consumers will obey the reference group's
choice in a product acquiring state of affairs when they have faith that it can control rewards that are
important for them, particularly when their actions to the group (Mallalieu & Palan, 2006).
Individuals make use of a reference group to prompt themselves with the beliefs, values, and social
standards that it characterizes to strengthen their self-esteem and accept their influence because they
simply like the group (Punj, 2011). As a result, these will influence the customer's choice of product
and brand according to the symbolic meanings and images. According to Luo (2005), all product and
brand purchases are not influenced by the reference groups in a similar way it looks as to be superior
to goods that are more prominently used in public rather than in private.
Impulse Buying
Impulse buying behavior comprises of internal and external forces guiding individual's purchases of
and buying are usually unintended, unexpected, and unintentional (Rook & Hoch, 1985). Strong
emotional responses often go together with impulse buying by creating an influential desire to
purchase or provoke feelings of enjoyment. It gives an impression that only hedonic objects are being
served by impulse buying. Although there is a factor of fun associated with impulse buying, it has
been evidence that impulse buying assists the task of improving the state of mind. For example, to
uplift them from bad mood people sometimes value themselves through self-gifts. People decide to
sacrifice self-control and permit themselves to be involved in impulse buying if they believe that such
purchases might make them feel better. However, Rook & Gardner (1993) establish that both positive
and negative states of mood with impulse buying. This means individuals will get involved in impulse
buying not only to lift their mood, but they will purchase even they are in a good mood to maintain
that mood.
Although impulse buying is usually measured in the perspective of a purchase environment,
furthermore, there is a strong indication for individual variations in buyers’ propensity to purchase on
impulse (Laforet, 2011).
Verplanken and Herabadi (2005) a cognitive aspect is associated with the absence of planning
in buying decisions, and an emotional aspect is related to feelings of enjoyment and uncontrollable
desires to purchase. Unintended purchasing propensities are associated with several personality
aspects, individuals with a high likelihood of impulse buying are low in carefulness and self-rule, but
high action-oriented.
Theoretical Framework
After the selection of the variables, their direct and indirect relationship along with various directions
that identify the consumers' buying intentions, a theoretical model has been developed. For the present
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research study, store environment, time pressure, reference groups have been examined to identify the
impulse purchases. For the study Mood was used as the mediator for the environment of the stores.
H1
H4
H2
H3
Hypothesis
H1: There is a significant relationship between store environment and impulse buying.
H2: There is a significant relationship between time pressure and impulse buying.
H3: There is a significant relationship between reference group influence and impulse buying.
H4: There is a significant relationship between store environment and impulse buying based on
mood as a mediating variable.
Methods of the Research
Selection of Sample
The convenience sample method was used for data collection from both male and female respondents.
The study was conducted in Islamabad city, keeping in mind when and why impulse buying takes
place. Due to the greater and easy access to shopping malls, retail stores, and internet technology,
modern societies are providing increasing openings for impulse buying. On the other hand,
technology such as ATM, twenty-four-seven (24/7) accessibility, and shop at home TV programs are
the main causes of performance more impulsively and buy around the clock. A self-administered
questionnaire was developed for the study. A total of 300 questionnaires were distributed out of which
287 responded, and 279 were found to be useable.
Instrumental Development
The development of instruments and selection from the available methods is an important step for
conducting research. Appropriateness of the instrument may reduce the bias of data collection. From
various research papers, a questionnaire has been developed and administered. The Likert-scale
method has been adopted by using five scales i.e. 1-5 as strongly disagree/ disagree/ neutral/ agree/
strongly agree with a variation. It is most of the time used for assessing the attitude and reliability as
discussed by Crouch and Housden (1996); Chisnall, (2005) in their studies.
Various research articles have been consulted for developing questionnaire e.g. impulse
buying was adopted from the work of Rook & Fisher (1995); for the store environment Wirtz et. al.
(2008) work was consulted, for mood-related questions, the work of Baker et al (2002) have been
consulted and their variables were adopted. The work of Carpenter & Moore (2006) was used for the
questions of time pressure and the work of Bearden et al (1989) was used to identify the influence of
reference groups on impulse purchases.
Data Collection and Analysis
The collection of data is the second important aspect in research that directly influences the outcomes
of the study. For the study, self-administered survey questionnaires were used, which containing
close-ended structured questions. For documentation of the relationships, descriptive statistics have
Theoretical Model of the Study
Impulse
Buying
Store Environment
Salesperson Behavior
Product Shelf Placement
In-store Advertising
Unexpected cheaper Price
Time Pressure
Reference Group Influence
Mood
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been used. Impact of independent and dependent variables along with mediator have been observed
through multiple linear regressions, and for testing the hypotheses correlation was used with the help
of SPSS software.
Results and Discussions
Reliability
For assessment of the variable's reliability, the reliability analysis was used. Cronbach's alpha was
commonly used to measure the internal reliability, usually, this method has been used to verify the
scales' consistency when anyone administered Likert's scale questions, which showed how questions
were related like a group. DeVellis (2003) stated that the value of Cronbach's Alpha must be greater
than 0.6. Factor analysis has been done to find out the coherence and the rightfulness of variables,
which identity as well as filter the weak variables. Factor analysis and reliability have been conducted
to make sure that the results are factual, reliable, and indicate the true situation. The results of the
study showed the estimate of Cronbach's alpha was greater than 0.7.
Table 1
Reliability
Variable Number of Items Cronbach' Alpha
Salesperson Behavior 5 .758
Product Placement 5 .708
In-store Advertisement 5 .723
Cheaper Price 5 .720
Time Pressure 4 .740
Mood 6 .723
Reference Group 5 .764
Impulse Buying 6 .765
Demographics
There was a total of 276 respondents out of which 147 were males and 129 were females. The
maximum number of respondents was in the 20-30 years of age bracket which makes up 81.5% of all
the respondents. The sample which was selected for the current study has a different level of
education out of which most of them are at master’s level and they make up 51.4% of the total
sample. 66% of respondents were students while 29 % were employees and 5% were self-employed.
24 % of the respondents in the sample have a family monthly income between Rs. 25- 50 thousand.
Correlation
Table 2
Correlations
Mood
Time
Pressure
Reference
Group
Store
Environment
Impulse
Buying
Mood 1 - - - -
Time Pressure .225**
1 - - -
Reference Group .494**
.203**
1 - -
Store Environment .434**
.370**
.386**
1 -
Impulse Buying .232**
.126*
.278**
.415**
1
**. Correlation is significant at the 0.01 level (2-tailed).
*. Correlation is significant at the 0.05 level (2-tailed).
The analysis of correlation was used to discuss the relationship among variables, which shows
a direct relationship of dependent variables caused by the independent variable. “Pearson correlation
coefficient” table suggested a statistically significant relationship among the dependent variable (i.e.,
impulse buying) and independent variables (Mood, Store Environment and Reference Group) (.23,
.27, and .41) at .01 while Time Pressure shows significance (.12) at .05. All the relationships were
positively significant relationship with each other.
Regression
The R2 measures the variance caused in the dependent variable by the independent variables this also
determines the strength of the relationship between the variables.
Table 3: Model Summary
Model R R Square Adjusted R Square Std. Error of the Estimate
.736a
.542 .535 .57395
a. Predictors: (Constant), Store Environment, Time Pressure, Reference Group, Mood.
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The value of R2 in table 3 indicates that 54.2% of the variance impulse buying can be
predicted from the variables Store Environment, Time Pressure, Reference Group, Mood. This value
of R2 also indicates the overall strength of correlation and it does not show the degree to which any
specific independent variable is linked with the dependent variable.
Table 4: ANOVA
Model Sum of Squares df Mean Square F Sig.
Regression 20.474 3 26.825 71.265 .000a
Residual 87.295 272 .321
Total 107.769 275
a. Predictors: (Constant), Time Pressure, Reference Group, Store Environment, Mood.
b. Dependent Variable: Impulse Buying
Table 4 depicts the significant value of ANOVA at .000 which endorse the model as fit for analysis.
There is another mandatory value 'F' which must be more than .50 to predict the fitness of the model
as a benchmark for the study. The significance of values in ANOVA should be less than .05 which is
less than .05 which suggests that the overall model is fit for analysis.
Table 5: Coefficients
Model
Unstandardized
Coefficients
Standardized
Coefficients
t Sig
Hypothesis
B Std. Error Beta
(Constant) 1.102 .354 3.110 .002
Store Environment .515 .086 .376 6.010 .000 H1 supported
Time Pressure -.044 .061 -.042 -.715 .475 H2not supported
Reference Group .196 .082 .142 2.394 .017 H3 supported
a. Dependent Variable: Impulse Buying
It is proven that the Store Environment and reference group influence have a significant
relationship with impulse buying. Hypothesis (1) suggested that the store environment affects impulse
buying. There was a significant relationship between store environment and impulse buying (p = .000,
t = 6.010) therefore hypothesis (1) is accepted. Whereas hypothesis (2) proposed that time pressure
has a significant relationship with impulse purchasing. However, the relationship was not found
significantly found between time pressure and impulse buying (p = .475, t = -.715) consequently the
hypothesis (2) is rejected. Furthermore, hypothesis (3) suggests that reference group influence affects
the impulsiveness of purchase, a significant relationship between reference group influence and
consumers' impulse buying was found (p= .017. t = 2.394) as a result hypothesis (3) is accepted.
Testing Mediation
In this study, mediation was tested by using the regression technique by following the four steps
mentioned by Baron and Kenny (1986). In this proposed technique the first three steps are to (1-3)
determine that the relationship exists between the variables. This relationship must be significant, if it
is not significant it shows that mediating is impossible
Table 6
Steps R2
β T Sig
Step 1
S.E IVImp DV 0.172 0.569 7.545 0.000
Step 2
S.E IV Mood MV 0.189 0.43 7.98 0.000
Step 3
Mood MVImp DV 0.054 0.32 3.939 0.000
Step 4
S.E IV DV
Mood
0.175 0.531 6.346 0.000
At the first three steps, statistically significant relationships were found between (i) Store
Environment (IV) and Impulse Buying (DV) (β = .0.569, t = 7.545, p <.01), (ii) store environment
(IV) and Mood (MV) (β = 0.43, t = 7.98, p < .01), (iii) Mood (MV) and Impulse buying (DV) (β =
0.32, t = 3.939, p < .01), this shows that mediating analysis terms were fully met. To conclude the
mediation, in the fourth and last step, when MV (Mood) was entered in the equation, the effect of
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Store Environment (IV) was changed. Despite significant relationship (p < .01), both the degree of
estimated coefficient for Store Environment (IV) and t-statistic were lessened (β =.569 vs. β = .531
and t = 7.545 vs. t = 6.346). Moreover, R2 = .175 indicates that both variables explain a 17.5 %
variance in impulse buying. Therefore, hypothesis H4 is partially supported. The results in Table 6
indicate that mood acts as a mediator between Store Environment and Impulse Buying however, it
mediates partially.
Various categories of the product were included in the questionnaire to find the product category,
which is being purchased impulsively. The study explored that mostly the food items are being
purchased impulsively by the respondents, the results of the research show that 128 respondents
which make 46.4 % of the total sample have purchased food items impulsively. The second product
type which is being purchased impulsively is accessories like Tie, Belt, and artificial jewelry. Results
show that 119 respondents have purchased accessories on impulse this makes 43.1% of the total
sample.
Discussion
The present study was planned to examine the relationship of various variables as discussed earlier.
Various studies have been conducted and various effects of impulse purchases have been identified
but, in this study, all the outputs joined together and a multi-factor was used to conclude the impact of
each variable.
Findings suggested that the store place/internal environment (attitude of salespersons, cheaper
price, placement of the product, and the overall environment of the store) is the important determinant
among the impulse purchasing behaviors, the finding are similar to Tendai and Crispen, (2009). The
relationship between time pressure and impulse buying was found not significant in the current study
as these results are similar to the finding of Yarahmadi and Karbasivar (2011), in their scholarly study
they found that the availability of time and time pressure is not related to impulse buying.
Theory of Planned Behaviour given by Ajzen (1991) stated that there are three important
aspects for the guidance of human actions; (behavioral beliefs) possible results of the certain
behavior; (normative beliefs), expectation and copying strategies for that expectation (control beliefs)
may assist or lower down the functioning of behavioral believes in the favorable or unfavorable for
the said research objective. Normative believes and social influence which controls the perceived
behavioral control. For the present research study, the reference groups' influence was used as the
independent variable. And the results of the study showed a significant relationship of reference's
group's influence on impulse purchases as discussed in Planned Behaviour's theory. The results of the
study also showed that mood plays a partial mediating role between the environment of the store and
impulse buying and the finding is like Mustafa (2012). In his study Mustafa, found between personal
characteristics and situational influences for impulse buying that mood partially mediating effect on
such purchases.
Conclusion
A behavior that motivates individuals to act accordingly when they see a particular product on a shelf
in a store is known as impulse buying that considered a divergence from rational or planned-to-buy
behavior. This state of mind is considered as the psychological imbalance in which the customer feels
out of control for a specific shorter period. Customers may get involved in the long-term
consequences of such purchases and immediate satisfaction when they engaged in psychological
balancing the satisfaction. Most of the time consumers' impulse purchasing done without any future
consequences. The goal of the study was to identify the effects on the impulse behavior of customers
through various variables e.g. environment of the store, time pressure, and influence from reference
groups, and most important was the mediating variable that was the mood of the buyer of Rawalpindi
and Islamabad. A sample of 276 customers has been interviewed through the questionnaire to find out
the stated variables' impacts on impulse purchasing. The study found a significant effect of reference
groups and the environment of the store on the impulse purchases while time was not effective, and
the mood of the customer was partially mediating. It was also found the difference between men and
women impulse purchases and respondents were found of impulse purchases for food items.
After concluding the findings of the study, some of the recommendations have been made of
impulse buying. It was evident that promotional activities and the placement of the products could be
influencing elements of impulse purchasing. Various marketing strategies associated with the sales,
placement, or displays of products and the friendly salespersons are some of the techniques which
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must be considered. It was also recommended that the venders must invest in the environment of
favorable shopping, as it was evident that the environment of the stores motivated customers for
shopping. Placement of the products is the most important element for promoting impulse purchase.
Monitory beneficial and more mobile and acceptable resources e.g. credit-cards, as well as money-
back assurance, boost the impulse buying, it is also recommended for the shop owners to accept that
type of money plans. It was also suggested that the point of purchase may be encouraged for the
promotion of impulse purchasing.
Limitations and Future Research Direction
However, the collected data was quite dull. Majorly respondents were reluctant, and the major issue
was the time constraint. The time was the exam season which is why the data collection process was
hindered, for overcome these issues convenient sampling method was adopted which was appropriate
for the study. The customers belonged to the urban areas of Rawalpindi and Islamabad. If the same
findings hold as constant for the urban areas' behavioral change for impulse purchases it may come
with meaningful findings. Limited factors e.g. reference group influence, the environment of the store,
a mood of the customers, and time pressures were identified for the study, and the findings of the
study in this context are not generalized to the whole society because the sample was small and the
majority of the students were university students.
For a generalization of the results, many other segments of society may be considered, and a
much bigger size must be adopted. For future researches quantitative research designs may be used
for research for survey questionnaires, it was also suitable and suggested for future researches that the
more structured researches e.g. experimental designs, controlled customer behavior to overcome any
external interruption. Interpretation techniques for the Mall studies and first-hand information may be
conducted after their impulse purchases. And for the validation of findings of the study, it was also
recommended that future researches may be included with various variables majorly purchasing and
self-control, and plastic money.
Academic Implication and Future Research Direction
The impulse purchasing behavior of the customers has been added in the academic research with
major emphasis on the relationship of different factors such as reference group influences, mood,
store environment, and time pressure to understand the impulse buying behavior. This research also
contributed to the existing literature regarding the Pakistani consumers' behavior along with different
associated factors. It will also beneficial for the existing vendors to promote their impulse buying
behaviors. For the first time in Pakistan time pressure and reference groups for influence on impulse
buying were studied. Replication of the study in different socio-economic contexts may validate the
results of the study.
The study highlighted the environment of the store and the reference groups which influence
the impulse buying and mood of the customer plays a partial mediating role in such buying. The
environment of the store plays its important role which increases sales as well as profits of the
retailers. They are suggested to decorate their stores in a way that may increase the comfort of
customers.
Active and friendly behavior of the salesperson, promotional activities like the price are some
of the activities which increase the tendency of impulse buying. If the environment is not appropriate
then the customer may reduce the shopping time and the tendency of impulse buying may reduce and
may customers postpone the purchases. It was suggested and documented that if stores are attractive
and have very prominent placement of products their purchases increase and the tendency of impulse
buying increases than those which have less attractive inside environment. Social influence for buying
a particular product in the society is common which increases the vulnerability of the customers'
future purchases. It was also suggested that making the various marketing campaigns and promotional
activities may influence the community which positively engaged the customers and impact them
presently. These tactics may change the attitude of customers towards more impulse buying.
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