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Exploring the Impact of Sensory Marketing on Impulsive Buying Behaviour of Millennials in Mthatha, Eastern Cape, South Africa

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  • Thandazile Samukelisiwe Ntobela
  • Ifeanyi Mbukanma

Abstract

The objective of this study was to explore the impact of sensory marketing on millennial impulsive buying behaviour in Mthatha, Eastern Cape, South Africa. This objective is motivated based on the trend of millennial participation in the retail market both local and international in recent time. To achieve the objective of this study, a quantitative research method was employed, where data was collected from 240 millennials within Mthatha purposively. Inferential analysis was conducted using SmartPLS, and structural equation modeling was used to test and evaluate multivariate causal relationships among the variables. The findings of the study show a positive and significant impact of core domain variables, which include Store Environment and Floor Merchandising on millennial impulsive buying behaviour, while Promotions had an insignificant positive impact on millennial impulsive buying behaviour on three most patronised retail stores in Mthatha, South Africa. In conclusion, Store Environment and Floor Merchandising are key variables that positively influence the impulsive buying behaviour of millennials as compared to Promotions. This study recommends that marketers who focus on millennial goods and services should employ the findings of this study to increase impulse purchases. On the side of the millennials, they should familiarise themselves with different marketing strategies to critically manage their buying pattern.

Suggested Citation

  • Thandazile Samukelisiwe Ntobela & Ifeanyi Mbukanma, 2023. "Exploring the Impact of Sensory Marketing on Impulsive Buying Behaviour of Millennials in Mthatha, Eastern Cape, South Africa," Academic Journal of Interdisciplinary Studies, Richtmann Publishing Ltd, vol. 12, September.
    • Handle: RePEc:bjz:ajisjr:2470
    DOI: https://doi.org/10.36941/ajis-2023-0137
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    References listed on IDEAS

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    1. Karim Errajaa & Patrick Legohérel & Bruno Daucé & Anil Bilgihan, 2021. "Scent marketing: linking the scent congruence with brand image," Post-Print hal-03278287, HAL.
    2. Badgaiyan, Anant Jyoti & Verma, Anshul, 2014. "Intrinsic factors affecting impulsive buying behaviour—Evidence from India," Journal of Retailing and Consumer Services, Elsevier, vol. 21(4), pages 537-549.
    3. Ioana-Octavia BRÃTULESCU & Simona VASILACHE, 2014. "A Cluster Analysis of Senses Effects on Consumer Behavior. Lessons for Businesses," REVISTA DE MANAGEMENT COMPARAT INTERNATIONAL/REVIEW OF INTERNATIONAL COMPARATIVE MANAGEMENT, Faculty of Management, Academy of Economic Studies, Bucharest, Romania, vol. 15(3), pages 343-359, July.
    4. Marko Sarstedt & Jun-Hwa Cheah, 2019. "Partial least squares structural equation modeling using SmartPLS: a software review," Journal of Marketing Analytics, Palgrave Macmillan, vol. 7(3), pages 196-202, September.
    5. António C. Moreira & Nuno Fortes & Ramiro Santiago, 2017. "Influence of sensory stimuli on brand experience, brand equity and purchase intention," Journal of Business Economics and Management, Taylor & Francis Journals, vol. 18(1), pages 68-83, January.
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