This study aimed at highlighting the impact of environmental factors on the impulse buying behavior of shopper using a Stimulus and response model. In this research, it is identified and explored how factors related to the environment of purchase and emotional states may influence various dimensions of such kind of behavior at Fashion Retail Store in Lucknow, India.
According to the results; consumer's emotions cannot be a mediating factor in the impulse purchase process. The results indicate that seller guidance has a significant impact on the impulse buying. We have concluded also that perceived human crowding influence positively the behavior of Indian shoppers, whereas the time pressure was not approved.
As max is the mass brand it covers middle class and lower middle class consumers, upper middle class go for daily wear clothing’s.
Indian consumers are very much pricing sensitive, too much competition in market, so its assortment planner responsibility to understand the consumer profile of Max consumers and mood.
If consumer don’t find product as per need and taste, they go for another brand.
So right merchandising and trend forecasting .during assortment planning and replenishment ask help for merchandise selection to sale executives of particular region.
Sales people know better regarding old merchandise which is best seller during previous season.