Abstract:
Purpose
The main aim behind doing this research work is to gather and extensive and authentic
information about emerging pattern of impulse buying. As the retail industry is growing
rapidly, it becomes very necessary to recognize the occurrence ofIB and how it get affected
by Consumer Traits and Situational Factors.
Methodology & Design
It’s an Empirical Research done by gathering the responses of 450 respondents (retail
customers) from Karachi through spreading well-constructed questionnaire data has been
collected. Gathered data statistically analyzed and validated by using the tool ofADANCO.
Findings
The study shown the significant relationship of two variables ofsituational factors, i.e. store
environment and motivational activities by retailers that impact Impulse Buying. Furthermore
rest ofthe variables have found to be insignificant on the basis ofstatistical analysis.
Limitations
Study s having various limitations as the time frame is limited and just restricted to te retail
sector. The gathered data belongs to the respondents ofKarachi and results are not necessarily
same in other region as per the mindset and cultural differences.
Recommendations
In future there will be a strong need to incorporate further factors that lies under the category
ofstore environment and motivational activities by retailers and gather their impact on impulse
buying. Similarly retail mangers can use this study to meet the promises with customers.
