Exploring the Impact of Sensory Marketing on Impulsive Buying Behaviour of Millennials in Mthatha, Eastern Cape, South Africa

Abstract

The objective of this study was to explore the impact of sensory marketing on millennial impulsive buying behaviour in Mthatha, Eastern Cape, South Africa. This objective is motivated based on the trend of millennial participation in the retail market both local and international in recent time. To achieve the objective of this study, a quantitative research method was employed, where data was collected from 240 millennials within Mthatha purposively. Inferential analysis was conducted using SmartPLS, and structural equation modeling was used to test and evaluate multivariate causal relationships among the variables. The findings of the study show a positive and significant impact of core domain variables, which include Store Environment and Floor Merchandising on millennial impulsive buying behaviour, while Promotions had an insignificant positive impact on millennial impulsive buying behaviour on three most patronised retail stores in Mthatha, South Africa. In conclusion, Store Environment and Floor Merchandising are key variables that positively influence the impulsive buying behaviour of millennials as compared to Promotions. This study recommends that marketers who focus on millennial goods and services should employ the findings of this study to increase impulse purchases. On the side of the millennials, they should familiarise themselves with different marketing strategies to critically manage their buying pattern. 
 
 Received: 06 April 2023 / Accepted: 23 July 2023 / Published: 5 September 2023