Relationship between Sensory Elements and Impulsive Buying Behavior of Customers: A study of Clothing Brand Stores in Islamabad, Pakistan

Abstract

The purpose of the study is to analyze the relationship of sensory elements and impulsive buying behavior of customers at clothing brand stores in Islamabad Pakistan. The research comprises of the audience from Pakistan and specifically in Islamabad, who visit clothing brand stores for their shopping. Interviews were being conducted of three prospective respondents in addition with personal observation at two clothing brand outlets in Islamabad Pakistan. The overall result comprises of leaning towards the positive relationship between sensory elements and impulsive buying behavior. Research has enabled us to look right in the direction of impulsive factors that influence consumer behavior while purchasing at clothing brand stores in Islamabad Pakistan. It has been observed that the relationship carries more favorable and least unfavorable attitude in the mind of the customers when it comes to sensory application and impulsive buying behavior of consumers. Negative impact of these sensory cues has been criticized, but to a very smaller extent. As they have been viewed by some customers, the unnecessary purchase influencers.