Analyzing the Impact of Consumer Traits and Situational Factors on Impulse Buying in Retail Sector of Pakistan: Empirical Findings from Retail Sector

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.