Abstract:
Impulsive buying is considered as an important factor in increasing the sales volume in the retail sector. Impulsive buying has been investigated in past studies in the retail settings of small cites. However, several important antecedents of impulse buying tendency earned far less than the deserved scholarly consideration. Particularly, personal and in-store factors within the context of retail sector of twin cities remained fairly overlooked. The present research thus attempts to explore and examine the impact of personal factors (money availability, time availability, and family influence) and in-store factors (sales promotions, physical surroundings) on young consumer's impulse purchases in Pakistani context. The data is collected by distributing questionnaires by self-administered approach and online google forms and the total of 292 responses were recorded by the respondents living in twin cities of Pakistan. Convenient sampling technique is used in this study as it is a cost effective and money effective approach. A series of linear regression models were estimated to determine the influence of personal and in-store factors on the impulse buying tendency using latest version of SPSS. Result revealed that in-store and personal factors that are sales promotion, physical surrounding, time availability, money availability and family influence have a significant positive impact on impulse buying. The finding of this study point towards the importance of services capes in enhancing customers purchase decision within the store environment.
