Factors Affecting In-store Impulse Buying Behavior: An Analysis of Personal Care Products

Abstract

Impulse Buying is considered the most common buying behaviour nowadays and has a significant influence on buying decisions of the consumers. This behaviour is influenced by many factors, these factors can be internal as well as external and many researchers have contributed in this area by determining these factors and describing their significance. Today, the competition has increased and marketers are constantly trying to trigger the Impulse Buying behaviour of consumers to increase their sales through these factors; both internal and external. This study revolves around analyzing the impact of 10 external/store environment factors – retail store offer, promotions, in-store advertisements, in-store displays, store traffic, product price, popularity of the product, packaging of the product, behavior of salesperson and store atmospherics- on the Impulse Buying behavior of both the genders as applied to three personal care product categories (Hair Care, Facial Care and Hand & Body Care) This study is limited to the cities of Sindh only. The population for this study is defined as the people who visit megastores to buy personal care products and the sample size for this study is 300, out of which 150 are males and 150 are females. For sampling, random sampling technique will been used. The choice for the method to be used for the data collection depends on various factors like budget, time and the number of respondents. For this study, data will be collected through primary sources; hence the data can be tailored and is best to test the hypotheses. The instrument that will be used for data collection is questionnaire (adapted). To test the hypothesis, SPSS shall be used. There are two techniques that have been used to test the hypotheses, the Chi- square Test and T-test while the findings of the research question are expressed through clustered bar chart.