External Factors that Affects the Impulsive Buying Behavior in Karachi

Abstract

In recent years, the patterns of Impulse Buying is showing dramatically change, as a result of the advancement in economic era, technology, and overall development, Consumers are progressively shifting towards wholesale centers & the supermarkets. Hence, all these developments and changes in the consumers buying patterns create a need to identify the elements, which results in stimulating Impulse Buying Behavior among consumers in metropolitan cities. Therefore, the aim of this study is to identify external elements (includes sales personnel behavior, in-store display, window display and in-store Promotional signage) that affect the impulse purchase behavior in Karachi. In order to achieve the objectives, the survey had been conducted using a Self-Administered Questionnaire & the data was collected from 230 respondents who preferred to shop at supermarkets & malls. Using the correlation & regression techniques, the results of present study showed that all four factors have positive correlation with impulse buying behavior of consumers & all these factors excluding sales personal behavior have direct impact on impulse buying. This research will be beneficial for the marketers and store owners to create effective strategies regarding Sales personnel behavior, in-store display, Window Display, and in-store Promotional signage to attract more and more customers and in return increase in their sales turnover.