Abstract:
Purpose
The ultimate purpose of this research is to explore the determinants of impulse buying
behavior for offline beauty in Karachi.
!
Methodology & Design
This study is using deductive approach. Research type of this study is quantitative. The
sampling technique of present study is non-probability sampling. Cronbach’s alpha, is used
to measure to internal consistency and respective composite reliability of each construct has
been computed through statistical package for social sciences version 23. Present study is
cross-sectional w.r.t time horizon.
Findings
The finding of the research indicate that hedonic Motivation as an internal determinant
significantly triggers Impulse Buying Behavior. Consumer’s Mood as an internal determinant
significantly triggers Impulse Buying Behavior. Store Layout as an external determinant
significantly triggers Impulse Buying Behavior of customers of beauty products in modern
market setting. Product Promotion as an external determinant significantly triggers Impulse
Buying Behavior of customers. Person’s Situation as a situational determinant significantly
triggers Impulse Buying Behavior of customers of beauty products in modern market setting.
Materialism as a situational determinant insignificantly triggers Impulse Buying Behavior of
customers. Product Attributes as a situational determinant significantly triggers Impulse
Buying Behavior of customers of beauty products in modern market setting.
