2024, Vol. 5, Issue 2, Part C
A study on impulse buying behaviour among consumers in organized retail stores in Varanasi district
Author(s): Rajat Jaiswal and Gautam Kumar Jha
Abstract: This study examines the factors influencing impulse buying behavior among shoppers in organized retail stores in Varanasi, focusing on store layout, promotional activities, consumer mood, availability of cash, and gender differences. Utilizing a sample of eligible responses from 160 shoppers, the study employs multiple regression analysis and independent samples t-tests to investigate these relationships. Key findings indicate that store layout, promotional activities, consumer mood, and availability of cash significantly impact impulse buying behavior, exhibiting strong positive correlations. The regression models reveal that these factors explain a substantial portion of the variance in impulse buying, with R Square values of 0.429, 0.442, 0.545, and 0.531, respectively, all statistically significant at p < 0.001. Store layout and promotional activities enhance product visibility and accessibility, while consumer mood and cash availability act as psychological and financial enablers for impulsive purchases. Conversely, the analysis shows no significant difference in impulse buying behavior between male and female shoppers, as indicated by a non-significant mean difference and p-value of 0.761, suggesting similar impulsive tendencies across genders. The study concludes that retailers can leverage these insights to optimize their marketing strategies, focusing on effective store layouts, targeted promotions, and an understanding of consumer psychology and financial considerations. By doing so, retailers can create an engaging shopping environment that fosters spontaneous purchases, leading to increased sales and improved customer satisfaction. These findings provide valuable implications for retail marketing strategies that maximize impulse buying behavior.
DOI: 10.22271/27084515.2024.v5.i2c.358
Pages: 245-255 | Views: 329 | Downloads: 173
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How to cite this article:
Rajat Jaiswal, Gautam Kumar Jha. A study on impulse buying behaviour among consumers in organized retail stores in Varanasi district. Asian J Manage Commerce 2024;5(2):245-255. DOI: 10.22271/27084515.2024.v5.i2c.358