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Title: Not Without You: Role of Shopping Pal and Store Atmospherics in Impulse Buying
Authors: Nida Zaheer, Muhammad Arif, Ayesha Shoukat, Muhammad Rizwan
Journal: Sustainable Business and Society in Emerging Economies (SBSEE)
Publisher: Center for Sustainability Research and Consultancy Pakistan
Country: Pakistan
Year: 2022
Volume: 4
Issue: 1
Language: English
Keywords: EmotionsRetailingStore designImpulse purchasingshopping pal
Purpose: Retailers acknowledge the importance of the retail store environment as a tool for differentiation and valuable for positioning the retail store. It makes the buyer's decision to visit the store easier. Further, a pleasing retail environment improves the customer's purchasing experience and satisfaction. This paper aims to; investigate the influence of store atmospherics and marketing stimuli on impulse buying behavior among females. Shopping pal provides a boundary condition between the influence of store environment, emotional response, and impulse buying.
Methodology: This is a quantitative study and data was collected using surveys. The investigation was conducted using Amos and SPSS version 21, and the results were within an acceptable range.
Findings: The findings of the study suggest that an impressive store environment with marketing stimuli such as price discount leads to positive emotions and impulse purchase behavior. Further, a shopping pal provides boundary conditions between the influence.
Implications: Retailers must focus on creating a retail experience that is clean, relaxing pleasant, and has an excellent interior design, and they must encourage to group shopping. They might concentrate on promotional activities that encourage group shopping, such as group purchasing coupons and family prizes.
To investigate the influence of store atmospherics and marketing stimuli on impulse buying behavior among females, with a focus on the moderating role of a shopping pal and the mediating role of emotional response.
Quantitative study using surveys. Data was collected from female shoppers and analyzed using SPSS version 21 and Amos. Convenience sampling and the mall intercept technique were employed.
graph TD
A["Data Collection via Surveys"] --> B["Data Cleaning"];
B --> C["Reliability and Validity Assessment"];
C --> D["Structural Equation Modeling"];
D --> E["Hypothesis Testing"];
E --> F["Mediation Analysis"];
F --> G["Moderation Analysis"];
G --> H["Discussion and Conclusion"];
The study confirms the importance of physical retail environments in the digital age. Retailers can enhance customer satisfaction and impulse buying by creating positive emotional responses through store atmospherics and marketing stimuli. The findings also highlight the positive impact of shopping pals, particularly in collectivist cultures like Pakistan, where females tend to shop with companions.
An impressive store environment combined with marketing stimuli like price discounts leads to positive emotions and impulse purchase behavior. A shopping pal acts as a boundary condition between the influence of store environment, emotional response, and impulse buying.
Retailers should focus on creating pleasant, well-designed retail experiences and implement promotional activities that encourage group shopping to stimulate impulse purchases. The study contributes to understanding female impulse buying behavior in apparel stores by applying the SOR model and incorporating situational factors.
- The study was conducted on female shoppers, as literature suggests women tend to buy more impulsively.
- A sample size of 350 was targeted, with 325 questionnaires usable after data cleaning.
- The study utilized SPSS version 21 and Amos for data analysis.
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