Abstract
This study is based on applied research and investigates the effect of some vital retail marketing variables such as store environment, product display & promotional activities on consumers impulsive buying behaviour. Within this relationship, the moderating role of income is also tested. Although previously there are several studies associated with the topic, the subject matter has remained a persistent topic of interest to marketers and firms alike. To gather the data, a survey technique was employed, and the data was collected through secondary authentic sources from consumers visiting selected prominent retail shops from the study area. Thus, the ever-evolving consumers’ demand and the nature of the subject it is legitimate to consider the study as one of the pervasive in nature as the study is potent in the increase of knowledge in the area of business as well as in academia. Moreover, as with all secondary data studies, this study is also supplemented with some limitations as the data collected from developing countries like Pakistan is not coherent with the other economies although the value of the paper has not been overshadowed and this can be used for applicative reasoning. Similarly, the sample size for the study is 200 respondents and AMOS, SEM, CFA, SPSS & SMART PLS softwares are used for data analysis. The major reason for the application of the software is the theory-building approach associated with the study. Relatedly, the paper is supported by descriptive as well as inferential analysis in order to make the findings of the study potent and reliable. The use of the software indicated that there is a relationship between the store environment, product display & promotional activity. Similarly, income plays a strong moderating role in the relationship under study.
Highlights
Today instinct purchasing / buying converts in a usual behavior of customers
According to the research of (Anita, 2012) since 1950s many researchers worldwide do research studies on the topic of impulse buying behavior as it has become more interested topic among researchers and it is beneficial for marketers to understand the most influencing factors that affect impulsive buying behavior of customers, the marketers do deep investigation to find out the factors and improve that factor to create competitive advantage though which they achieve their company objective
Where as the result shows that income do not moderate between independent variable and dependent variable, which shows that all independent variable has their separate impact on impulsive purchasing ass it is concluded through research that store environment and product display do no effect impulsive buying behavior of customer which mean that comfortable and relaxed environment of superstores do not motivate them to do impulsive purchasing likewise store product display or attractive display do not influence them to do impulsive purchasing but on the other hand the third independent variable promotional activity shows a positive impact on impulsive purchasing which means people influence to do impulsive purchasing through different sales discount( buy on get one free, discount offers), advertisement, discount prices. It shows that the stores should consider different promotional activity to motivate them to do impulsive purchasing
Summary
Today instinct purchasing / buying converts in a usual behavior of customers. Customers go to market to purchase goods which they need but by chance they buy something they don’t need to buy, they feel attractive towards the product and at sudden they buy that product. The present research is on the effect of store environment, product display and promotional activities on impulsive buying behavior of customer with the moderating role of income availability. SCOPE OF RESEARCH: The present research aim is to find out the impact of different factors like store environment, product display and promotional activities on impulsive purchasing of customer with the moderating effect of income availability. The present research is done on the three external factors (store environment, product display and promotional activities) and its impact on impulsive buying behavior with the moderation of income. The statistical tools use for testing is SMART-PLS AND SPSS
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