Abstract
The current research aims to explore the influence of in store characteristics on consumer impulse buying behaviour. Precisely, this paper investigated the impact of window display, promotional signage, store layout, music and store smell on consumer impulse buying behaviour. The research was conducted among 117 customers of korzinka.uz supermarket using questionnaire which was formulated based on the previous literature. The collected data was analyzed using factor analysis and linear regression tests. The research findings suggested that store characteristics including window display, promotional signage and scent play crucial role in stimulating the impulse buying behaviour of customers. Final chapter of the current research provides some recommendations for store managers on further improvement of store atmosphere to encourage impulse buying among customers. This is the first study conducted in Uzbekistan to understand the importance of factors influencing consumer impulsive buying behaviour using the case of local supermarket Korzinka.uz.
Highlights
The retailing business in Uzbekistan has grown rapidly in recent years
This paper aims to focus on the influence of external factors, precisely, store characteristics such as window display, promotional signage, store layout, music and scent in order to explain the process of impulse buying
The research revealed significant relationship between impulse buying and window display, which was supported by the analysis of regression
Summary
The retailing business in Uzbekistan has grown rapidly in recent years. Nowadays, majority of Uzbek consumers are choosing retail outlets, precisely, supermarkets in order to do their shopping. In response to changing consumer buying behaviour, retailers are continuously seeking for new retail strategies and using different marketing tools in order to ensure that consumers will come back to the store again and again. Store environment, design of the store, presentation and location of merchandise are considered to be important part of store characteristics Another reason for retailers to design their stores and to use different marketing tools is to give stimulus to consumers to purchase the goods impulsively. It is important for retailers to understand the impact of in-store characteristics on consumer impulse buying behaviour since impulse purchases constitute large percentage of supermarket sales. Another important reason to study the influence of in-store stimuli on consumers’ impulse buying using the case of Korzinka.uz supermarket is to provide suggestions on how to further improve store characteristics based on research outcomes
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