Store Environment and Impulsive Buying: The Changing Dynamics of Consumer Behavior

Abstract

The objective of this study is to identify the contribution of a store environment—through the urge to buy impulsively—to impulse buying. A “survival of the fittest” approach is reaching its peak in business; therefore, this competitive attitude is pushing businesses and markets to be optimally attractive. A majority of brand-conscious people are attracted to the ambiance of shopping places in addition to product features and prices. Dubai-UAE is emerging into the global limelight as the top retail shopping destination in the Middle East North African region because 62% of the world’s leading retail brands are present there. Primary data, using a closed-ended, 5-point Likert scale questionnaire, was collected from the customers of the prominent shopping malls operating in Dubai. This data was intended to explore the role of store environments and their antecedents (e.g., music, light, layout, and employees) in impulsive buying. The analysis used structure equation modeling, which revealed that there exists a significant connectivity amongst store and mall environments, impulsive buying, and the urge to buy impulsively. Furthermore, mediation of the “urge to buy impulsively” is explored. Based on these findings, conglomerates, Small and Medium Enterprises should focus on the ambiance of the stores and malls rather than merely focusing on the product pricing and functionality.

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