International Journal of Marketing and Business Communication

Abstract

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.

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