Personal and In-store Factors Influencing Impulse Buying Behavior among Generation Y Consumers of Small Cities

Abstract

For decades, impulse buying is considered to be one of the significant factors to increase sales volume in the retail sector. Past studies have investigated the impulsive buying behavior of generation Y consumers in retail settings of somewhat medium-and large-sized cities. Therefore, how certain situational or in-store factors can propagate impulse buying in the retail settings of small cities has been widely ignored. This article explores the influence of situational variables categorized as personal factors (time availability, family influence, money availability) and in-store factors (store environment, sales promotions, and friendly store employees) on generation Y impulse buying behavior in the Pakistani context in general and the country's small cities in particular. A self-administered survey was used to elicit information from 422 purposively selected respondents (living in various cities of Punjab, Pakistan). Data have been analyzed by using Statistical Package For Social Science (SPSS) and Analysis of Moment Structure (AMOS) for structural equation modeling (SEM). Results revealed that personal factors, that is, time availability and family influence has significant and positive impact on the impulse buying behavior of generation Y consumers in Pakistan, also in-store factors except money availability has significant impact on impulse buying behavior. Recommendations for retail management have been given at the end of the article.

Demografik Özellikler Açısından Tüketicilerin Plansız Satın Alma Davranış Farklılıklarını İncelemeye Yönelik Bir Araştırma

“…İlgili faktörlere göre plansız satın alma davranışı araştırmacılar tarafından farklı şekilde sınıflandırılmıştır. Bu çalışmada ise plansız satın alma davranışı üzerinde etkili olan faktörler; "dışsal tetikle-yiciler" (Mohan, Sivakumaran ve Sharma, 2013;Rasheed, Yaqup ve Baig, 2017;Tinne, 2011), "içsel tetikleyiciler" (Rook ve Gardner, 1993;Beatty ve Ferrell, 1998), "tüketicilere ilişkin durumsal faktörler" (Virvilaite, Saladiene ve Bagdonaite, 2009;Husnain, Rehman, Syed ve Akhtar, 2019) ve "tüketicilerin demografik özellikleri" (Awan ve Abbas, 2015;Ekeng, Lifu ve Asinya, 2012) şeklinde sınıflandırılmıştır.…”

The Effect of Gender Identity on Consumers Impulse Buying Behavior and the Moderating Role of Biological Sex

“…In fact, this is normally acceptable. Beyond gender identity, the consumers' impulse buying behavior is affected by many factors such as store atmospherics, sales promotions, salespersons' behaviors, pricing strategies (Tinne, 2011;Rasheed et al, 2017;Husnain et al, 2019), consumers' moods (Rook & Gardner, 1993), demographic characteristics (Ekeng et al, 2012;Awan & Abbas, 2015) and the literature supports this.…”

“…Virvilaite et al (2009) who proposed a theoretical model of impulse buying behavior found that situational factors related to consumers such as consumer time, influence group had an effect on impulse buying behavior. Husnain et al (2019) examined the generation Y consumers' impulse buying behavior in small cities and found that time availability and family influence factors positively affect impulse buying behavior but money availability negatively.…”

Impulse Buying Behaviour at the Retail Checkout: An Investigation of Select Antecedents

“…Yu and Bastin (2010) deliberated on the role of store employees in motivating and complementing customers, thus leading to impulse buying. Atulkar and Kesari (2018) and Husnain et al (2019) mentioned that friendly employees play an important role in an impulse purchase. Badgaiyan and Verma (2015) reflected on family influence on impulse buying.…”