Impulse buying behavior among female shoppers: Exploring the effects of selected store environment elements

  • 150 Views
  • 6 Downloads

Creative Commons License
This work is licensed under a Creative Commons Attribution 4.0 International License

This paper intends to analyze the impact of store layout, ambient factors, and employees on impulsive decision-making among female customers visiting the apparel outlets. The responses were collected through a single-stage mall intercept survey method using a structured questionnaire from 385 respondents in leading apparel stores in selected Tier I and Tier II cities in the state of Karnataka, India. The responses were analyzed using multiple regression analysis. Constructs such as store layout, ambience and employees were found to be significantly positively correlated with impulse buying behavior. The variables largely explain the variation in impulse buying under store ambiance. Except ‘attention to the window display’ and ‘friendly staff’ all other twelve variables considered in the study were found to have significant impact on the impulse buying behavior. Though store ambiance, well-structured layout, and pleasant shopping experience are essential determinants of customer satisfaction, the study results imply that the number of store staff and sales skills are critical aspects of impulse buying in the apparel business and true assets to the retail organization. Additionally, poor customer interaction, staff shortage, and high employee attrition could discourage the store’s revenue generation.

view full abstract hide full abstract
    • Table 1. Correlation between the variables of store layout
    • Table 2. Discriminant validity of store layout
    • Table 3. Correlation between the variables of store ambiance
    • Table 4. Discriminant validity of store ambiance
    • Table 5. Correlation between the variables of employee interactions
    • Table 6. Discriminant validity for employee interaction
    • Table 7. Demographic profile
    • Table 8. Reliability statistics
    • Table 9. Regression analysis of the impact of store layout on impulse buying behavior
    • Table 10. Summary of adjusted R-squared
    • Table 11. Regression analysis of the impact of store layout on impulse buying behavior
    • Table 12. Summary of adjusted R-squared
    • Table 13. Regression analysis of the impact of store ambiance on impulse buying behavior
    • Table 14. Summary of adjusted R-squared
    • Table 15. Regression analysis of the impact of store ambiance on impulse buying behavior
    • Table 16. Summary of adjusted R-squared
    • Table 17. Regression analysis of the impact of store employees’ interaction on customers’ impulse buying behavior
    • Table 18. Summary of adjusted R-squared
    • Table 19. Regression analysis of the impact of store employees’ interaction on customers’ impulse buying behavior
    • Table 20. Summary of adjusted R-squared
    • Data curation
      Vinish P, Slima Pinto
    • Formal Analysis
      Vinish P, Iqbal Thonse Hawaldar , Slima Pinto
    • Methodology
      Vinish P, Iqbal Thonse Hawaldar
    • Software
      Vinish P, Slima Pinto
    • Writing – original draft
      Vinish P
    • Writing – review & editing
      Vinish P, Prakash Pinto, Iqbal Thonse Hawaldar , Slima Pinto
    • Conceptualization
      Prakash Pinto, Iqbal Thonse Hawaldar
    • Investigation
      Prakash Pinto, Slima Pinto
    • Project administration
      Prakash Pinto
    • Validation
      Iqbal Thonse Hawaldar