Cognitive factors affecting buying decision of young consumers: role of arousal and merriment

Abstract

Arousal among young consumers plays a key role in buying decisions. One of the challenges for success in retailing is to enhance the in-store ambience to influence the young consumers for prolonged stay in the store for shopping and explore the zone of experience of new products. This paper attempts to analyse arousal and satisfaction as behavioural drivers which influence buying behaviour of young consumers and measures the extent of satisfaction on purchases made through empirical investigation in Mexico. Discussions in the study are also focused on the role of in-store recreation, ambience and point of sales strategies in influencing buying behaviour of the young consumers.