The Influence Of Store Characteristics On Consumers’ Impulse Buying Behaviour

Abstract

The current research aims to explore the influence of in store characteristics on consumer impulse buying behaviour. Precisely, this paper investigated the impact of window display, promotional signage, store layout, music and store smell on consumer impulse buying behaviour. The research was conducted among 117 customers of korzinka.uz supermarket using questionnaire which was formulated based on the previous literature. The collected data was analyzed using factor analysis and linear regression tests. The research findings suggested that store characteristics including window display, promotional signage and scent play crucial role in stimulating the impulse buying behaviour of customers. Final chapter of the current research provides some recommendations for store managers on further improvement of store atmosphere to encourage impulse buying among customers. This is the first study conducted in Uzbekistan to understand the importance of factors influencing consumer impulsive buying behaviour using the case of local supermarket Korzinka.uz.