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In-Store Stimuli and Impulsive Buying Behaviour: Modeling Through Regression Equation

Author

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  • Chandan Parsad

    (Rajagiri Business School, Kochi, India)

  • Sanjeev Prashar

    (Indian Institute of Management (IIM) Raipur, Raipur, India)

  • T. Sai Vijay

    (Institute of Management Technology (IMT) Nagpur, Nagpur, India)

  • Mukesh Kumar

    (Indian Institute of Management (IIM) Amritsar, Amritsar, India)

Abstract

The objective of this article is to investigate the influence of retail shopping environment and impulsive buying tendency on unplanned buying. With this objective, this research examines how display of the goods inside the store, appearance and helpfulness of store employees and crowd inside the retail store affect impulsive buying and such buying tendency among Indian shoppers. Using multiple regression analysis, it is observed that retail shopping environment considerably influences the impulsive buying tendency of the shoppers and this tendency leads to spontaneous buying. The results reveal that retail shopping environment and consumer impulse buying tendency encourage impulse buying positively. In addition, it is found that store employees have no influence on impulse buying tendency among Indian shoppers.

Suggested Citation

  • Chandan Parsad & Sanjeev Prashar & T. Sai Vijay & Mukesh Kumar, 2018. "In-Store Stimuli and Impulsive Buying Behaviour: Modeling Through Regression Equation," International Journal of Strategic Decision Sciences (IJSDS), IGI Global, vol. 9(3), pages 95-112, July.
    • Handle: RePEc:igg:jsds00:v:9:y:2018:i:3:p:95-112
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    Cited by:

    1. Katakam, Bharath Shashanka & Bhukya, Ramulu & Bellamkonda, Raja Shekhar & Samala, Nagaraj, 2021. "Longitudinal analysis versus cross-sectional analysis in assessing the factors influencing shoppers’ impulse purchase behavior – Do the store ambience and salesperson interactions really matter?," Journal of Retailing and Consumer Services, Elsevier, vol. 61(C).

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