A B C D E F G H I J K L M N O P Q R S T U V W X Y Z All
Lakhani, Ankita
- Impulse Purchase and Impulse Non-Purchase in Book & Stationery Retail Outlets in Shopping Malls
Authors
1 Alliance School of Business, Alliance University, Karnataka, IN
2 Acharya Bangalore Business School, Andrahalli Main Road, Bengaluru, Karnataka, IN
Source
International Journal of Marketing and Business Communication, Vol 7, No 1 (2018), Pagination: 32-37Abstract
Reading habits are changing fast. According to Majid and Tan (2007), reading was the third most preferred leisure activity among children after hobbies and playing on computer and/or the Internet. Reading habits of researchers have also changed; researchers now tend to scan the literature in a process more akin to ‘channel surfing’ than reading. This change in behaviour has also led to a change in the way a customer approaches books in physical stores. Increase in quantity and complexity of information available has transformed the decision making process of buying reading material. Environment factors like neatness, design, ambiance, staffs’ assistance, and other factors have started influencing the book purchase.
This paper examines the factors affecting impulse purchase and impulse non-purchase by shoppers in book and stationery retail outlets in shopping malls, as well as demographic patterns of the same. The variables included were the respondent demographics, along with store-related variables relating to the respondents’ perceptions of importance of visual appeal, ambience, price, discounts/promotions, service, shop floor assistance, variety, quality, in-store navigation, and operational execution in their purchase decisions in book and stationery retail stores in malls. It’s a descriptive study.
The result of this research shows that impulse non-purchase behavior is affected by shopper demographics than by store-related variables. On the other hand, impulse purchase was affected by both shopper demographics and store-related variables.
Keywords
Impulse Purchase, Impulse Non-Purchase, Book and Stationery Retails.
References
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- Impulse Purchase and Impulse Non-Purchase in Apparel Retail Outlets in Shopping Malls
Authors
1 Alliance University, Bangalore, Karnataka, IN
2 Marketing, Acharya Bangalore B School, Bangalore, Karnataka, IN
3 Alliance School of Business, Alliance University, Bangalore, Karnataka, IN
Source
International Journal of Marketing and Business Communication, Vol 7, No 2 (2018), Pagination: 9-13Abstract
The aim of this study is to examine the factors affecting impulse purchase and impulse non-purchase by shoppers in apparel retail outlets in shopping malls, as well as demographic patterns of the same. The study is a quantitative research that is based on primary data collected through a structured questionnaire. The data were collected based on a sample of 300 shoppers visiting apparel retail stores in three major malls in Bangalore, India. The variables considered were identified through literature survey, and included the respondent demographics, along with store-related variables relating to the respondents’ perceptions of importance of visual appeal, ambience, price, discounts/promotions, service, shop-floor assistance, variety, quality, in-store navigation, and operational execution in their purchase decisions in apparel retail stores in malls. The results of the study show that impulse purchase behavior is more affected by shopper demographics than the store-related variables. On the other hand, impulse non-purchase was affected by both the shopper demographics and the store-related variables.Keywords
Impulse Purchase, Impulse Non-Purchase, Apparel Retail.References
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