Detecting the In-Store Stimulating Factors That Generate Egyptian Consumers’ Impulsive Buying Desire in Large Retail Stores

Abstract

Impulse buying is a common phenomenon among all consumers; it is getting great attention from researchers, economists as well as marketers. Globally, more than half of large mall shoppers were found to purchase on impulse, indicating the impulse buying is a critical issue that should be studied and find out its causes and motives. This study aims to 1) identify the in-store stimulating factors that influence Egyptian consumers' impulsive buying desire in large retail stores and the relative importance for each one and 2) develop a mathematical model to predict the ability of large Egyptian retail stores to generate an immediate desire for the consumer to make an impulse purchase. In this regard, this study proposes five in-store stimulating factors that may influence impulse buying for Egyptian consumers in retail stores which are: store environment, store layout, shelf design, sales promotion, and salespersons effectiveness. The researcher used the quantitative approach to collect data from a sample of 400 respondents from customers of the largest retail stores in Alexandria city. To reach our results, correlation analysis and linear regression were used. The importance of this research lies in the fact that it provides a comprehensive explanation of the impact of in-store stimulating factors on impulsive buying for Egyptian consumers and hence, the results of this research will provide marketing and management experts with useful insights that help them to design the appropriate marketing strategies to increase their sales. Results indicated that there is a significant and positive relationship between all proposed stimulating factors and generating impulse buying desire. Furthermore, the study revealed that the sales promotion factor is the most influential in Impulsive buying process for Egyptian consumers and shelf design is the lowest.