FACTORS THAT INFLUENCING THE IMPULSIVE BUYING BEHAVIOUR OF CUSTOMERS IN SUPERMARKETS OF PAKISTAN

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.