Impulsive Buying Behaviour of Omani Women in Apparel Industry

Abstract

Human behaviour is always based on impulses towards buying and purchase decisions, it is much observed, extensively researched but still not fully explained. Impulse buying has been the subject of researchers for more than six decades and the research conducted in many parts of the world has followed the evidence results derived from U.S culture. Tuyet Mai et al. (2003), however mentioned that impulsive buying behaviour is a universal phenomenon, which is thought to be influenced by local market conditions, as well as social and cultural forces. Many factors contributed towards impulsive buying behaviours of the purchasers. The objective of this research is to identify, measure and evaluate the relationship and impact of internal and external factors on impulsive buying behaviour of Omani women in the apparel industry. The research is exploratory in nature and a verified research instrument was adapted for factors and items. According to the findings two internal factors self-esteem and social desirability and two external factors, price and TV/Media significantly influences the impulsive buying behaviour of the Omani women in the apparel industry. Keywords: Buying Behaviour, Internal & External Factors, Impulsivity, Self Esteem, and Product Promotion. DOI: 10.7176/EJBM/15-2-03 Publication date: January 31 st 2023