Abstract:
In the retail sector, the factor that is considered to be of the utmost importance for increasing the sales volume of a business is impulsive buying. In the previous studies, impulsive buying has mostly been studied in retail settings of smaller cities. However, many significant antecedents of impulsive buying tendency were given less scholarly consideration than they deserved. Mainly, these two factors, personal factor and in-store factor with respect to the retail sector of the twin cities (of Rawalpindi and Islamabad) remained somewhat overlooked. This research in unique as it studies our youngest generation which is old enough to make purchase decisions within the twin cities of Pakistan, that is Generation Y within the twin cities. for This research hence attempts to explore and investigate the influence of three personal factors (that are family influence, money availability and time availability) and two in-store factors (which are sales promotions and physical surroundings) on our young consumers’ impulse purchasing in the context of Pakistan. The process of data collection took place with the distribution of questionnaires within the twin cities using the selfadministered approach and as well as online Google forms where we were able to record a total of 350 respondents. The technique used for this is the convenient sampling technique primarily because it is the most cost effective and time saving process. We estimated several linear regression models to determine the impact of personal and in-store factors on the impulsive buying tendency by using the latest version of SPSS. The results showed that the in-store factors and personal factors that are sales promotion and physical surroundings, family influence, money availability and time availability respectively have a very prominent positive impact on impulsive buying. The findings of this study points towards the significance of services in intensifying and strengthening customer purchase decision in the store shopping environment.
