Consumer impulse buying behavior in the evolving marketplace: An integrated quantitative and qualitative approach

In the fast-changing consumer world that we live in today, the research of the specifics of impulse buying behavior is central to both business and academia. With the transformation of the purchasing patterns caused by the emergence of digital platforms and transforming market dynamics, the holistic discussion of the underlying determinants is a must. The research is a meticulous exploration of the factors that affect Consumer Impulse Buying Behavior (CIBB) based on a combination of systematic literature review, quantitative surveys, and qualitative interviews. The questionnaire data were collected from 405 participants, and intensive interviews were conducted with 396 participants. The study unravels the complex aspects of impulse buying, focusing on the social, emotional, technological, personality, and economic influences. One of the major contributions of this research is its approach to the study, which is a perfect combination of both quantitative and qualitative methods of analysis. The analysis further enhances the knowledge of the complex association of emotional conditions and CIBBs. In the period of a fast technological transformation, this study highlights the role of innovations and digital platforms in shaping consumer choices, which can be followed by the strategy of tailored marketing and consumer engagement techniques. Also, the novelty of the study in its holistic approach to several determinants is highlighted, unlike previous studies that tended to examine them separately. The research provides a comprehensive framework by combining both literature and real-time consumer perceptions to enhance both theoretical knowledge and practical implications, especially to the academic, practitioners, and policy makers of the modern world struggling with the dynamics of consumer behaviors in the contemporary dynamic environments.