Abstract:
Purpose
The main objective ot this study was to understand that which factors influence impulsive
buying behavior among the customers in Pakistan. The four factors which were selected for
further analysis are; store ambiance, product packaging,’ displayed product, and sales
promotion.
Methodology & Design
This thesis was conducted by selecting a quantitative approach and to collect data from the
respondents a questionnaire was developed with the help of Google forms. A total number of
300 responses were collected from the respondents and were analyzed through a variety of
tests. The questionnaire was circulated among family, peers, university students, and people
in shopping centers.
Findings
The finding of this thesis showed that displayed products, product packaging, and sales
promotion have a positive and statistically significant relationship with impulsive buying
behavior, and the results were also consistent with past studies. However, the findings show
that store ambiance has no significant relationship with impulsive buying behavior.
Limitations
In this study, there were some limitations such as there are only four factors that are included
in this study there are chances that some important factors may not be included in this study.
In this study convenience sampling and cross-sectional method was used which is alone not
enough to get in-depth data. Lastly, the data is gathered from big cities of Pakistan only so
results cannot be considered as the generalized view.
Recommendations
It is recommended displaying a product at a place where it is easily assessable and available
to the consumer increase the chances of the product being sold more. Impulsive buying
behavior can be triggered by making packaging unique and attractive. Brands can give
discounts, tester, or plan a contest on social media related to the product.
