IDEAS home Printed from https://ideas.repec.org/a/ids/ijemre/v14y2023i2p202-224.html
   My bibliography  Save this article

Stimulators of impulse buying behaviour: an analysis of Pakistan's readymade garment buyers

Author

Listed:
  • Nainan Nawaz
  • Hina Rehman
  • Sadaf Kashif

Abstract

The purpose of the current research is to explain the effect of in-store sales promotion (marketing stimuli), impulsive buying tendency, and shopping enjoyment tendency (traits) upon the impulsive buying behaviour of buyers (response) after feeling positive affective states and the urge to buy impulsively (affect). The deductive approach and survey strategy were used in the research. A total of 220 questionnaires were distributed, out of which only 205 were recollected and were used for the study. The structural equation modelling technique was used for data analysis. The findings showed that in-store sales promotion, shopping enjoyment tendency, and impulsive buying tendency impact buyer's impulse buying behaviour. Therefore, the retailers can consider paying more attention to in-store sales promotion along with other promotional activities. In-store sales promotion is not a new concept for the retailers and the buyers, so it will be easy for the buyers to get it.

Suggested Citation

  • Nainan Nawaz & Hina Rehman & Sadaf Kashif, 2023. "Stimulators of impulse buying behaviour: an analysis of Pakistan's readymade garment buyers," International Journal of Electronic Marketing and Retailing, Inderscience Enterprises Ltd, vol. 14(2), pages 202-224.
    • Handle: RePEc:ids:ijemre:v:14:y:2023:i:2:p:202-224
    as

    Download full text from publisher

    File URL: http://www.inderscience.com/link.php?id=129951
    Download Restriction: Access to full text is restricted to subscribers.
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:ids:ijemre:v:14:y:2023:i:2:p:202-224. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Sarah Parker (email available below). General contact details of provider: http://www.inderscience.com/browse/index.php?journalID=43 .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.