Relationship between Store Environment, Urge to Purchase and Impulsive Buying Behavior

Abstract

The store environment greatly influences impulsive buying behavior. Consumers mainly consider product attributes or functions when choosing a shopping destination, whereas, recently, the consumer has wanted to search for additional benefits. For consumers, the store's physical layout, lighting, music, and other sensory cues affect a customer's mood and influence their purchasing decisions. The current study aims to identify the relationship between the store environment with the urge to purchase and the urge to purchase with impulsive buying behaviour. Data were collected through a survey questionnaire from a sample of faculty members. Researchers have found that a pleasant store environment can increase customers' positive mood, leading to a greater urge to purchase and impulsive buying. Alternatively, an unpleasant store environment can negatively influence mood and reduce the likelihood of impulse purchases. The study findings revealed that the store environment positively correlates with the urge to purchase and the urge to purchase with impulsive buying behavior. Product placement, promotions, and pricing can influence the urge to purchase and impulsive buying behavior. Products placed strategically in high-traffic areas, on eye-level shelves, and at checkout, counters may increase impulse purchases. Limited-time offers and discounts, among others, can create an urgency that leads to impulse purchases. Therefore, retailers must understand the relationship between the store environment, the urge to purchase, and impulsive buying behavior to enhance their store design and marketing strategies. By creating a positive store environment and strategically placing products, retailers can increase the likelihood of impulse buying and ultimately improve their bottom line.