In-Store Stimuli and Impulsive Buying Behaviour

Abstract

The objective of this article is to investigate the influence of retail shopping environment and impulsive buying tendency on unplanned buying. With this objective, this research examines how display of the goods inside the store, appearance and helpfulness of store employees and crowd inside the retail store affect impulsive buying and such buying tendency among Indian shoppers. Using multiple regression analysis, it is observed that retail shopping environment considerably influences the impulsive buying tendency of the shoppers and this tendency leads to spontaneous buying. The results reveal that retail shopping environment and consumer impulse buying tendency encourage impulse buying positively. In addition, it is found that store employees have no influence on impulse buying tendency among Indian shoppers.

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