IMPACT OF INDIVIDUALISM, COLLECTIVISM, MOOD, PROXIMITY AND SAVINGS ON IMPULSE BUYING BEHAVIOR IN PAKISTAN

Abstract

The present study focuses on finding out the main attributes that determine the reasons of impulse buying behavior in Pakistan. The data has been gathered through questionnaires from 400 buyers of different cities of Pakistan, like Rawalpindi, Islamabad, Karachi, and Sargodha. The current study focuses on identifying people, who can be classified as “impulsive buyers”, and “non-impulsive buyers. Despite the classifications of impulsive and non- impulsive buyers, it also identifies the level of impulsiveness in reference to purchasing, varied from time to time for both the impulsive buyers and non-impulsive buyers. After reviewing the literature, five variables have been taken for the study to determine the dependent variable. Results were analyzed using ordinary least square (OLS) regression and correlation techniques, and data has been tested which appeared significant statistically. The results indicate that impulsive buying behavior is positively associated with the collectivism, proximity and mood and have negative association with savings and collectivism. Further analysis can be done on the more independent variables, such as product specific impulse buying tendency.