IMPACT OF IN-STORE FACTORS ON IMPULSE PURCHASING BEHAVIOUR OF SUPERMARKET CONSUMERS: EMPIRICAL EVIDENCE FROM CHENNAI CITY

Abstract

There has been a lot of discussion in the marketing literature on how in-store features affect customer impulsive buying, but surprisingly few researches have looked at how in-store elements relate to demographic profiles. Researcher conducted a field study at supermarkets in Chennai, India to understand more about the factors that influence buyers impulse purchases while they are in the store. A primary survey is conducted among supermarket shoppers in Chennai, India, to identify in-store factors (window display, visual merchandising, sales promotion, and store environment) influencing consumer impulse buying behaviours via demographic variables. A self-administered questionnaire on a Likert scale was developed, and it was used to interview 125 customers who shop at supermarkets in Chennai city. Data analysis was performed using the SPSS program, and an ANOVA was used to validate the studys stated hypothesis. The findings indicated that there is no significant relation between consumer groups impulse purchasing behaviour and their demographics (gender, age, education, and income) except visual merchandising on both male and female customers. KEY WORDS: Impulse buying behaviour, In-store factors, Window display, Store environment, Visual merchandising, Sales promotion.