In the present era, the majority of the sales in organised retail set ups rely on purchases that are unplanned and made instantly apart from the planned purchases. In this context, the present research has endeavoured to analyse the impact of in store stimuli, personal, situational, emotions, hedonism and cognition on impulse buying. The data was assembled from the respondents at the point of sales. The data was analysed employing factor analysis, multiple regression, independent t-test and ANOVA. The results of the study have divulged that in store stimuli encompass critical factors that lead to impulse buying and among them the consequential stimuli is display followed by sales promotion and packaging. Moreover, among the situational factors, all the three dimensions i.e. time and money availability as well as a shopping companion have emerged as a considerable influence on impulse buying. An in-depth analysis of the personal factors has exhibited that age, gender and income of the consumer do not have an influence on impulse buying behaviour and only impulse buying tendency has an impact on impulse buying. The results of the analysis also divulged that in addition to the in store stimuli, situational and personal factors, psychological factors i.e. emotions, hedonism and cognitions also play a role in impulse buying, although, it is very less.
Abrahams, Ben (1997), “It’s All in the Mind”,Marketing, March 27, pp. 31-33.
Abratt, R. and Goodey, D. S. (1990), “Unplanned Buying and In-store Stimuli in Supermarkets,” Managerial and Decision Economics, Vol. 11, Issue 2, pp. 111-122.
Babin, B. J.; Darden, W. R. and Babin, L. A. (1998), “Negative emotions in marketing research: Affect or artifact?”, Journal of Business Research, Vol. 42, pp. 271-285.
Banarjee, S. and Saha, S. (2012), “Impulse Buying Behaviour in Retail stores Triggering the senses”, Asia Pacific Journal of Marketing and Management Review, Vol. 1, Issue 2, pp. 1-21.
Baron, R. M. and Kenny, D. A. (1986), “The Moderator-Mediator Variable Distinction in Social Psychological Research - Conceptual, Strategic, and Statistical Considerations”,Journal of Personality and Social Psychology,Vol. 51, Issue 6, pp. 1173-1182.
Beatty, S. E. and Ferrell, M. E. (1998), “Impulse Buying: Modelling its Precursors,” Journal of Retailing, Vol. 74, Issue 2, pp. 169-191.
Chatzidakis, A.; Smith, A. and Hibbert, S. (2009), “Do I need it, do I, do I really need this?: Exploring the Role of Rationalisation in Impulse Buying Episodes”,Advances in Consumer Research, Vol. 36, pp. 248-253.
Chunling, Y. and Bastin, M. (2010), “Hedonic shopping value and impulse buying behaviour in transitional economies: A symbiosis in the Mainland China marketplace”, Journal of Brand Management, Vol. 18, pp. 105-114.
Coley, A. L. (2002), “Affective and Cognitive processes involved in Impulse Buying,” Thesis, Masters of Science, University of Georgia.
Foroughi, A.; Buang A. and Sherilou M. (2011), “Exploring impulse buying behaviour among Iranian tourists in Malaysia”, 2nd International Conference on Business and Economic Research Proceedings.
Ghani U. and Kamal Y. (2010), “The Impact of In-Store Stimuli on the Impulse Purchase Behaviour of Consumers in Pakistan,” Interdisciplinary Journal of Contemporary Research in Business, Vol. 2, Issue 8, pp. 155-162.
Gutierrez, B. P. (2004), “Determinants of Planned and Impulse Buying: The Case of the Philipinnes,” Asia Pacific Management Review, Vol. 9, Issue 6, pp. 1061-1078.
Hausman, A. (2000), “A multi-method investigation of consumer motivations in impulse buying behaviour”, Journal of Consumer Marketing, Vol. 17, Issue 5, pp. 403-417.
Herabadi, A. G.; Verplanken, B. and Knippenberg, A. V. (2009), “Consumption Experience of Impulse Buying in Indonesia: Emotional Arousal and Hedonistic Considerations,” Asian Journal of Social Psychology, Vol. 12, pp. 20-31.
Hirschman, E. C. and Holbrook, M. B. (1982), “Hedonic consumption: Emerging concepts, Methods and propositions”, Journal of marketing, Vol. 46, pp. 92-101.
Hoch, S. J. and Loewenstein, G. F. (1991), “Time – inconsistent preferences and consumer self-control,” Journal of Consumer research, Vol. 17, Issue 4, pp. 492-508.
Hoyer, W. T. and MacInnis, D. (1997), Consumer Behaviour, Houghton Mifflin, Boston MA.
Indian Retail Industry Report (2010), available at: http://www.iseindia.com/ResearchPDF/Retail_Update1.pdf.
Inman, J.; Winer, R. and Ferraro, R. (2009), “The interplay among category characteristics, customer characteristics, and customer activities on in-store decision making,” Journal of Marketing, 73, pp. 19-29.
Iyer, E. S. (1989), “Unplanned Purchasing: Knowledge of Shopping Environment and Time Pressure,” Journal of Retailing, Vol. 65, Issue 1, pp. 40-57.
Iyer, E. S.; Park, C. W. and Smith, D. C. (1989), “The effects of situational factors on in-store grocery shop”, Journal of Consumer Research, Vol. 15, Issue 4, pp. 422-433.
Jalees, T. (2009), “An Empirical Analysis of Impulsive Buying Behaviour in Pakistan”, Journal of Consumer Research, Vol. 5, pp. 298-308.
Jang, S. and Namkung, Y. (2009), “Perceived quality, emotions, and behavioural intentions: Application of an extended Mehrabian–Russell model to restaurants”, Journal of Business Research, Vol. 62, pp. 451-460.
Kacen, J. J. and Lee, J. A. (2002), “The Influence of Culture on Consumer Impulsive Buying Behaviour”, Journal of Consumer Psychology, Vol. 12, Issue 2, pp. 163-176.
Kearney, A. T. (2010), “Expanding Opportunities for Global retailers”, available at:http://www.atkearney.com/documents/10192/c00fc581-e576-4186-a18f-4eaa6defa84b.
Kim, Jiyeon (2003), “College Students Apparel Impulse Buying Behaviours in Relation to Visual Merchandising”, Unpublished Masters Theses, University of Georgia.
Kollat, D. T. and Willett, R. P. (1967), “Customer Impulse Purchasing Behaviour”, Journal of Marketing Research, Vol. 4, Issue 1, pp. 21-31.
Kumar, Atul (2011), “Demographic & Geographic Inclination towards Store Design: a Study of Shopping Mall Customers in Maharashtra-State, India”, Asian Journal of Management, Vol. 2, Issue 3, pp. 87-93.
Kumar, Atul (2012), “Store Image - A Critical Success Factor in Dynamic Retailing Environment: An Investigation”, Asian Journal of Management, Vol. 3, Issue 1, pp. 01-05.
Lee, J. A. and Kacen, J. J. (2008), “Cultural Influences on Consumer Satisfaction with Impulse and Planned Purchase Decisions”, Journal of Business Research, Vol. 61, pp. 265-272.
Lee, Y. K.; Lee, C. K.; Lee, S. K. and Babin, B. J. (2008), “Festivalscapes and patrons' emotions, satisfaction, and loyalty”, Journal of Business Research, Vol. 61, pp. 56-64.
Levy, M. and Weitz, B. A. (2004), Retailing Management, New York: McGraw-Hill.
Lewis, G. (1993), “The Impulse Zone”, National Petroleum News, Vol. 85, Issue 4, pp. 24.
Liao, S. L.; Shen, Y. C. and Chu, C. H. (2009), “The effects of sales promotion strategy, product appeal and consumer traits on reminder impulse buying behaviour”, International Journal of Consumer Studies, Vol. 33, Issue 3, pp. 274-284.
Luo, X. M. (2004), “Grouped Dynamics of Impulse Buying: An Extended Social Facilitation perspective”, Advances in Consumer Research, Vol. 31, pp. 431.
Mai, N. T. T.; Jung, K.; Lantz, G. and Loeb, S. G. (2003), “An Exploratory Investigation into Impulse Buying Behaviour in a Transitional Economy: A Study of Urban Consumers in Vietnam,” Journal of International Marketing, Vol. 11, Issue 2, pp. 13-35.
Malhotra, N. K. and Dash, S. (2009), Marketing Research: An Applied Orientation, 5th Edition, Pearson Education, Inc., pp. 261.
Mckinsey Global Institute (May 2007), “The ‘Bird of gold’: The rise of India’s Consumer Market”, available at: www.mckinsey.com/locations/india/mckinseyonindia/pdf/India_Consumer_Market.pdf.
Nicholas, J.; Li, F.; Roslow, S.; Kranendonk, C. and Mandakovic, T. (2001), “Inter-American perspectives from mall shoppers: Chile-United States”, Journal of Global Marketing, Vol. 15, Issue 1, pp. 87-103.
Nunnally, J. C. (1978), Psychometric Theory, 2nd Ed., New York: McGraw-Hill.
O’Neill, Regina M. and David, R. Lambert (2001), “The Emotional Side of Price,” Psychology and Marketing, Vol. 18, Issue 3, pp. 217-237.
Piron, F. (1991), “Defining impulse purchasing”, Advances in Consumer Research,” Vol. 18, pp. 509-514.
Piron, F. (1993), “A Comparison of Emotional Reactions Experienced by Planned, Unplanned and Impulse Purchasers”, Advances in Consumer Research, Vol. 20, pp. 341-344.
Research and Markets Report (2011), “Retail Sector in India”, available at: http://www.researchandmarkets.com/research/796f2f/retail_sector_in_i).
Rook, D. W. (1987), “The buying Impulse”, Journal of Consumer Research, Vol. 14, pp. 189-199.
Rook, D. W. and Fisher, R. J. (1995), “Normative Influences on Impulsive Buying Behaviour,” Journal of Consumer Research, Vol. 22, Issue 3, pp. 305-413.
Sherman, E.; Mathur, A. and Smith, R. (1997), “Store Environment and Consumer purchase Behaviour: Mediating Role of Consumer Emotions,” Psychology and Marketing, Vol. 14, Issue 4, pp. 361-178.
Sobel, M. E. (1982), “Asymptotic confidence intervals for indirect effects in structural equation models”, Sociological Methodology, Vol. 13, pp. 290-312.
Technopak (2011), “Emerging trends in Indian Retail and Consumer”, available at: http://www.lemoci.com/media/distributioninde2011.pdf.
Tendai, M. and Crispen C. (2009), “In- store shopping environment and Impulsive buying,” African Journal of Marketing Management, Vol. 1, Issue 4, pp. 102-108.
Verplanken, B. and Herabadi, A. (2001), “Individual Differences in Impulse Buying Tendency: Feeling and No Thinking”, European Journal of Personality, Vol. 15, pp. 71–83.
Virvilaite, R.; Saladiene, V. and Bagdonaite, R. (2009), “Peculiarities of Impulsive Purchasing in the Market of Consumer Goods,” Inzinerine Ekonomika - Engineering Economics, Vol. 2, pp. 1392-2785.
Weinberg, P. and Gottwald, W. (1982), “Impulsive Consumer Buying as a Result of emotions”, Journal of Business research, Vol. 10, Issue 1, pp. 43-57.
Wilkinson, J. B.; Mason, C. and Paksoy, C. (1982), “Assessing the impact of short-term supermarket strategy variables”, Journal of Marketing Research, Vol. 19, pp. 72-86.
Wood, M. (1998), “Socio-economic status, delay of gratification, and impulse buying,” Journal of economic psychology, Vol. 19, pp. 295-320.
Wu, W. C. and Huan, T. C. (2010), “The effect of purchasing situation and conformity behaviour on young students’ impulse buying”,African Journal of Business Management, Vol. 4 (16), pp. 3530-3540.
Yalch and Spangenberg (2000), “The Effects of Music in a Retail Setting on Real and Perceived Shopping Times”, Journal of Business Research, Vol. 49, pp. 139-14.
Youn, S. and Faber, R. J. (2000), “Impulse buying: its relation to personality traits and cues”, Advances in Consumer Research, Vol. 27, pp. 179-185.
Youn, S. H. (2000), “The Dimensional structure of consumer buying impulsivity: Measurement and validation”, Unpublished Doctoral dissertation, University of Minnesota, Minneapolis.
An Analysis of key Growth Drivers and Challenges in Organised Sector of Indian Retail Industry
Siddhant Management Review 2017 2(1): 29-40
        » Abstract (PDF)
Visual attention, buying impulsiveness, and consumer behavior
Marketing Letters March (2018) 29 (1): 23-35
      » Abstract
An Exposition of Life Insurance Policies Buying Behaviour: A Study in Hyderabad
MERC Global's International Journal of Management 2018 6(1): 01-12
        » Abstract
            »
Full text
Impulse Buying Determinants: A Review Analysis
MERC Global’s International Journal of Social Science & Management 2018 5(2): 45-56
        » Abstract (PDF)
Service Quality of the Retail Sector in India
MERC Global's International Journal of Management 2018 6(2): 32-36
        » Abstract
            »
Full text