Influential Factors of Impulsive Buying Behavior: Analyzing Retail Dynamics at Hyperstar Shopping Mall in Pakistan

Abstract

In the perpetually shifting and dynamic realm of retail, the pivotal elements of differentiation and ensnaring customer trustworthiness stand as paramount imperatives.  The crucial strategy for retailers in steadfast customer retention and captivating is to understand the complex factors behind impulse buying behavior. Henceforth, this study explores the influential factors guiding impulse buying and their dominancy in securing customer loyalty. Our primary goal was to differentiate influential factors of impulse buying behavior and then discover their adeptness potential for customer acquisition. More importantly, our focus gravitated towards dissecting the shopping environment encasing Hyperstar, Karachi, to extract empirical data through a meticulously targeted survey mechanism. A quantitative approach was implemented, surveying 382 respondents within the boundaries of Hyperstar. Employing a 5-point Likert scale questionnaire, the scrutinization leveraged a conventional tool, ensuring an unwavering reliability quotient exceeding 0.7 thresholds for each differentiated factor. The survey questionnaire was borrowed from antecedent researchers to seamlessly align with the context while ensuring robustness.The research culminated in the discernment of distinct factors; sensation cues, promotional approaches, and window displays. Exhibiting a positive correlation with impulse buying bents for retail commodities. Most notably, sensation cues appeared as the foremost catalyst, exerting a strangely profound influence on impulse buying behavior.The research steadfastly emphasizes the pivotal role played by sensory stimuli in direction-finding impulse purchases. By purposefully managing sensation cues line-up promotional strategies and window displays, retailers can efficiently attribute impulse buying behaviors to adoptive customer engagement and customer loyalty, to fortify the market standing in the dynamic retail domain.