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Personal and In-store Factors Influencing Impulse Buying Behavior among Generation Y Consumers of Small Cities

Author

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  • Mudassir Husnain
  • Bushra Rehman
  • Fauzia Syed
  • Muhammad Waheed Akhtar

Abstract

For decades, impulse buying is considered to be one of the significant factors to increase sales volume in the retail sector. Past studies have investigated the impulsive buying behavior of generation Y consumers in retail settings of somewhat medium- and large-sized cities. Therefore, how certain situational or in-store factors can propagate impulse buying in the retail settings of small cities has been widely ignored. This article explores the influence of situational variables categorized as personal factors (time availability, family influence, money availability) and in-store factors (store environment, sales promotions, and friendly store employees) on generation Y impulse buying behavior in the Pakistani context in general and the country’s small cities in particular. A self-administered survey was used to elicit information from 422 purposively selected respondents (living in various cities of Punjab, Pakistan). Data have been analyzed by using Statistical Package For Social Science (SPSS) and Analysis of Moment Structure (AMOS) for structural equation modeling (SEM). Results revealed that personal factors, that is, time availability and family influence has significant and positive impact on the impulse buying behavior of generation Y consumers in Pakistan, also in-store factors except money availability has significant impact on impulse buying behavior. Recommendations for retail management have been given at the end of the article.

Suggested Citation

  • Mudassir Husnain & Bushra Rehman & Fauzia Syed & Muhammad Waheed Akhtar, 2019. "Personal and In-store Factors Influencing Impulse Buying Behavior among Generation Y Consumers of Small Cities," Business Perspectives and Research, , vol. 7(1), pages 92-107, January.
    • Handle: RePEc:sae:busper:v:7:y:2019:i:1:p:92-107
    DOI: 10.1177/2278533718800625
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    References listed on IDEAS

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    Cited by:

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    2. Hu, Xiaojian & Qiu, Ju & Zhao, Ju & Li, Yang, 2023. "Can in-store recommendations for online-substitutive products integrate online and offline channels?," Journal of Retailing and Consumer Services, Elsevier, vol. 70(C).
    3. Abdul Rauf & Dr. Azeem Ahmad & Dr. Arshia Hashmi, 2019. "The Impact of Personal Traits of the Consumers on their Impulsive Buying Behavior of Pakistan," iRASD Journal of Management, International Research Alliance for Sustainable Development (iRASD), vol. 1(1), pages 46-62, June.
    4. Mirza Mohammad Didarul Alam & Nor Azila Mohd Noor, 2020. "The Relationship Between Service Quality, Corporate Image, and Customer Loyalty of Generation Y: An Application of S-O-R Paradigm in the Context of Superstores in Bangladesh," SAGE Open, , vol. 10(2), pages 21582440209, May.
    5. Zam, Milad & Rezasoltani, Amin & Ramezanian, Hasan & Tavakoli, Mohammadhosein, 2023. "Investigation of Consumer Attitude Impacting Parameters in Online Shopping," OSF Preprints dmqfr, Center for Open Science.
    6. Faisal Khan & Abdul Qayyum & Tehmeena Hanif, 2022. "Relationship between Store Environment, Urge to Purchase and Impulsive Buying Behavior," Journal of Policy Research (JPR), Research Foundation for Humanity (RFH), vol. 8(4), pages 462-491, December.
    7. Zam, Milad & Ramezanian, Hasan, 2023. "An examination of the factors that influence consumer attitude in online shopping," OSF Preprints yv5fx, Center for Open Science.

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