RETAIL OUTLET FACTORS TRIGGERING IMPULSE BUYING BEHAVIOUR: A CRITICAL STUDY IN KARACHI

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.