Abstract:
In the last few years, the trends of Impulse Buying have shown a drastic change due
to the advancement (and modernization) in the economic era. Customers are now shifting
towards supermarkets and wholesale centers. This change in the customer purchasingarrays
have created a requirement to look the components that result in this Impulsive purchase
patterns of customers.
Purpose
The aim of this thesis is to identify the external variables (including in-store
promotional signage,window display,in-store display & sales personnel behavior, and) that
affect the consumetr in the city of Karachi.
Methodology
In order to succeed in the above mentioned purposes, we have conducted a survey
through the use of a questionnaire. A total of 362 respondents responded to the survey that
make up the sample size for this study. It is also important to mention here that all the
individuals that participated in the survey preferred shopping in whole-sale stores and
supermarkets.
Findings
Using the techniques learned in statistics that include (but are not limited to)
regression& Correlation, the findings of the study reveals that the four variables (mentioned
above) have a positive correlation with this impulse buying behavior of customers.
Practical Implications
This study will benefit store owners and marketers in understanding how they can
improve their strategy to attract more customers and generate greater revenue.
