Impulse Buying

The impact of situational factors and consumer traits on impulse buying at 1
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The Impact of Situational Factors and Consumer Traits on Impulse Buying
A thesis submitted
By
ShahrozNayyer (7086)
To
Department of Business Administration
In fulfillment of
The requirement for the
Degree of
BACHELORS OF BUSINESS ADMINISTRATION
This thesis has been
Accepted by the faculty
FACULTY OF BUSINESS ADMINISTRATION
Ms. Nida Shah

Advisor
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Acknowledgement
Primarily, we would like to thank to almighty Allah and our parents for giving us the confidence,
and strength to complete my research work from start till end. However, I like to special thanks to
Ms. Nida Shah for supervising our research and certainly without the support and guidance of Ms.
Nida Shah, it was not possible to complete this study.
Moreover, i am also thankful to my friends and family to support me throughout my university
career, without their ethical and financial support and guidance it would be only a dream to
complete this study from Iqra University.

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Table of contents
Abstract..........................................................................................................................06
Chapter No 1 Introduction................................................................................................07
1. Introduction................................................................................................................07
1.1 Background of the study:.........................................................................................08
1.2 Problem statement:...................................................................................................13
1.3 Research Objective:.................................................................................................15
1.4 Research Question:..................................................................................................15
1.5 Significance of the study:.........................................................................................15
1.6 Limitations and delimitations:.................................................................................16
1.7 Organization of the study:........................................................................................16
Chapter No 2 Literature Review.......................................................................................17
2. Literature Review.......................................................................................................17
2.1 Theoretical background:..........................................................................................18
2.2 Hypothesis Development:........................................................................................19
2.2.1 Impulse buying tendency:.................................................................................19
2.2.2 Shoping enjoyment tendency:...........................................................................20
2.2.3Interpersonal influence:......................................................................................20
2.2.4 Materialism:.......................................................................................................21
2.2.5 Emotional Attachement:....................................................................................22
2.2.5 Time Availability:.............................................................................................23
2.2.5 Person’s situation:.............................................................................................24

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2.2.5 Motivational Activities by Retailers:................................................................25
2.2.5 Product Attributes:............................................................................................26
2.2.5 Store Environement:..........................................................................................28
2.3 Empirical studies:.....................................................................................................29
2.4 Conceptual model:...................................................................................................43
Chapter No 3 Research Methodology...............................................................................44
3. Research Methodology..............................................................................................44
3.1 Research purpose:....................................................................................................45
3.4 Research approach:..................................................................................................45
3.5 Research design:......................................................................................................45
3.6 Sampling technique:.................................................................................................45
3.7 Target audience and population:..............................................................................45
3.8 Sample size:.............................................................................................................46
3.9 Statistical techniques:...............................................................................................46
3.10 Questionnaire and measurement instrument:.........................................................46
3.11 Ethical consideration:.............................................................................................47
3.12 Demographic :........................................................................................................47
Chapter No 4 Data Analysis.............................................................................................51
4.1 Data Analysis:..........................................................................................................51
4.1.2 Measurement Model.............................................................................................51
4.1.4 Descriminatory validity:..................................................................................54
4.1.3 Cross Loading:................................................................................................56
4.1.5 HTMT:.............................................................................................................57
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4.1.3 Structural Model:.............................................................................................58
4.2 Discussion:...............................................................................................................59
Chapter No 5 Conclusion and Recommendations............................................................64
5. Conclusion and Recommendations............................................................................65
5.1 Conclusion:..............................................................................................................65
5.2 Recommendation:....................................................................................................65
5.3 Future Recommendations:.......................................................................................68
4.1.3 Refrences:........................................................................................................69
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Abstract
The aim of this research is to identify the effect of Situational Factors and Consumer Traits on
impulse Buying in retail store. [Situational factors] (Person’s situation, store environment, product
attributes, time availability, motivational activities by retailers) and [consumer traits] (impulse
buying tendency, shopping enjoyment tendency, emotional attachment, materialism, interpersonal
influence) are used as independent variables and Impulse buying as a dependent variable.
However, the relevant information for this research was collected from the 400 consumers of
K&N’s Chicken Store. Moreover, the collected data were tested through the PLS-SEM (partial
least square - Structural Equation Modeling) software in order to analyze the impact of Situational
Factors and Consumer Traits on Impulse Buying. Hence, the result concluded that [situational
factors] (store environment, product attributes, , motivational activities by retailers has significant
impact on impulse buying except person’s situation and time availability) and [consumer traits]
(shopping enjoyment tendency, emotional attachment, materialism, interpersonal influence has
significant impact on impulse buying except impulse buying tendency). This study provides
valuable insights to Retail Managers about variables which influence on impulse buying and helps
store to generate sales. Furthermore, this research helps the overall retail industry to improve its
position by working on variables which are significantly impact on impulse.
Keywords: Situational Factors, Consumer Traits, Retail stores, and Impulse Buying.
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Chapter No#01
Introduction
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1.1 Background
In past, impulsive has increased accompanied progress of productive position as well as
personal-principle. It’s normally described like an unexpected purchase behavior of the consumers
(Kollat and Willett, 1967). Impulse buying happens when a consumer involves in unexpected,
unintentional, many time powerful as well as consistent desire to buy something at once
Rook (1987:191) ,as explained mentioning to buy exceptional, leaving, hedonic complex and
compelled. IB is profitable for businesses as additional products are being purchased by customers
while shopping (Babin&Attaway, 2000). IB is described as purchases are to be made without any
prior planning (Beatty & Ferrell, 1998) and customers do not considered it as wrong matter for them
(Hausman, 2000). It has been noticed that children are always being prevented by parents for IB
(Sharma et al., 2010) thinking to not spend money which is earned hardly that should not be wasted
to buy things which have no intention at all. Moreover, people calculates their achievement by the
value of their possession therefore, they are possibly to make more IB, (Richins& Dawson, 1992),
Materialism has explained like “receiving worldly ownership above all 445 International Journal of
Organizational Leadership 6 (2017) other things and recognize it as a source of pleasure” (Belk, 1987;
Belk &Pollay, 1985). Materialism is something in which materialistic possession gives happiness to
individual (Richins& Dawson, 1992). However, one of the most logical definitions of Materialism is
ones from Belk and from Richins and Dawson (Graham, 1999). Belk (1985) presume that materialism
comprises upon three traits: possessiveness, non-generosity and envy while Richins and Dawson
(1992) explains materialism as asset centrality, asset as the chase of happiness and possession-defined
success. Thus,there have various studies, examining the influence of situational factor (Chavosh,
Halimi&Namdar, 2011), intrinsic factor such as materialism (Vohra, 2015). Some researchers shall
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identify materialistic reliance (Pieters, 2013) as well as tendency of enjoyment in shopping like an
integral customer attributes (Beatty & Ferrell, 1998).
Shopping enjoyment tendency has explained like a happiness individual experiences in shopping activity
(Cui, Geng and Qiming Liu,2001). Pham (2015) explained in his research that shopping enjoyment
tendency could be called as the satisfaction that a customer achieves in the shopping trip and a
customer who felt delighted shopping during the shopping time can be recognized as recreational
shoppers. The excessive amount of shopping enjoyment tendency lead to excessive amount of positive
affects (Rook D. and Hoch, S. 1985). .). Customers who are keen of shopping engage more in
unplanned purchases get emotional rewards from shopping activities (Lee, J. A. and Kacen, J. J 2008).
Moreover, Goyal and Mittal (2007), explained that excitement is a customer’s personal characteristics
at time when they spend, which motivates person to spend according to their wish and desire. .
Moreover, association of transitory emotional responses observed with shopping enjoyment just as,
excitement, satisfaction and dominance (Dawson et al., 1990; Koufaris et al., 2001–2002).
Emotional attachment to a sales people may also affect customers purchase intention (Babin et al., 1995).
Therefore, customers are being encouraged by sales people to buy more products in retail store. Han et
al. (1991) further explained that the amount of interaction along with sales people effects upon IB in
retail store. Moreover, customers make some purchases decision by internal emotional stimuli such as
mood. People who have more positive mood, so tendency of IB are more as well as they are more
excited about the shopping compared to those who have negative mood (Ozer&Gultekin, 2015;Park&
Kim, 2008). As hoarding encourages by a worry of shortage or dearth of a product (Frost and Gross
1993; Frost, Meagher and Riskind 2001; Lynn 1993; McKinnon, Smith and Hunt 1985; Ong 1999;
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Verhallen and Robben 1994), thus hoarding in store probably is to be related accompanied
psychological reactions or powerful emotional compare to common product choice attitude.
Thus, store environment and desire to buy impulsively for a particular products make you experience upon
meeting an item in the shopping environment (Rook, 1987, Dholakia, 2000), Moreover, it has been
observed that how characteristics of the retail environment can trouble customer’s emotions is
managerially relevant, therefore, determined the impact of environmental characteristics of stores on
in-store emotions. Both aim at the feature of the store atmosphere and store facility (Donovan and
Rossiter, 1982;; Ridgway, Bloch and Nelson, 1994). Whereas mainly product assortment, sales, and
assistance these features of the store might affect in-store. Moreover, there is a cultivating streamlet of
research on store environment, which identifies the influence of its several components on consumer
behavior. For instance, it depicts that the perceptiveness regarding store employees perhaps influence
customers’ attitudes towards service quality and merchandise (Hu and Jasper, 2006).
The impact of interpersonal influence has recognized (a group of friends, family and friends) on impulse
buying behavior. Some scholars has explained that one person’s sensitivity to interpersonal influence
just as ‘required to recognize along with or increase to one’s belief of, notable other through the
possession make use of products and brands and will to establish assumption of others related to
buying decisions (Bearden et al., 1989, p. 473).as a justification individual can use others buying
behavior for their own, therefore, feel newly abandoned about buying (Luo, 2005). Luo (2005)
indicated that shopping with friends and groups influences impulse buying. Consequently, a person’s
sensitivity to interpersonal influence is examined to be an antecedent that affects teens' impulse buying
tendencies.
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Impulsive buying tendency described as the level upon a person perhaps to make unplanned, spontaneous, and
unexpected purchases (Beatty, Ferrell, 1998, Rook, Fisher, 1995). The result of such urge and desire
may shift in the person’s reference point due to being physically close to the product, Hoch and
Loewenstein (1991).
Therefore, some products which are marketed well and are visible well, sales of those products are more
impulsively than others. The probability that impulse buying products will be depend on the product
category, product brand and package and product distribution (Stern, 1962:61; Harmancioglu et al.,
2009:27; Duarte et al., 2013:1237; Tinne, 2010:71).The purchasing behavior of customers affected by
several product attributes processed food comes with a wide range of product attributes. Taste and
flavor is mainly examined into Goyal&Singh,2007; Karimi-Shahanjarinietal.,2010;
Kathuria&Gill,2013; Maehle, Iversen, Hem,&Otnes,2015). However, some customers are being
attracted towards packaging of products, As stated by Rundh (2005) product’s packaging catch
consumer’s attentiveness which increases its image, sales, market share and reduces promotional
activities cost about product.
According to AMA (2012), “ Promotional activities comprised upon all those activities that add-on both
advertising and personal selling and help them and coordinate to make them attractive just as shows,
displays and, demonstrations and exhibition and further more periodic selling efforts not used in the
normal routine. Moreover, promotional activities have direct effect upon IB. in store promotional
activities, for instance: discount such as BOGO, FOC, is type of impulse techniques which triggers
customer (Hulten and Vanyushyn, 2011:378).Point-of-sales communication tools and promotional
activities (temporary price reductions, coupons, sampling) work for marketing stimuli and helps
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retailers to stimulate consumers` impulse buying behavior (Duarte et al., 2013:1238)It is examined by
various studies that consumer’s buying response relates to different kinds of motivational activities
and parts correlated with consumer deal proneness s (Shimp and Kavas, 1984; Henderson, 1987;
Lichtenstein et al., 1997). Promotional Activities are nearly always associated along with some sort of
communication (e.g., a retailer ad) that the price of item is low and the time for lowering price is
limited (promotions are offered for a limited period of time). While, lowering the prices for a long
period of time can go along with a price reduction sign (e.g., Walmart rollbacks).
Therefore, time determines customer’s impulsivity whether he or she will be buying impulsively or not. More
time availability of customers decides more time spending and browsing in stores by customers
(Beatty and Ferrell, 1998:175). If customers have not a good amount of time, they will definitely
ignore shopping. Similarly, Dholakia (2000) that customers with good finance and with free time
would be more likely to impulse buying occurs. Time constraints shows that how customer sacrifices
its time and availability (Kulviwat et al., 2004; and Vermeir and Van, 2005).Time availability explains
that the ‘degree to which assume time lacking relative to daily routine task’ (Alreck et al.,
2009).further argued that the level to which people adopt deliberation and intuition relies on their
current emotional status. Therefore, when person is under immense time pressure situation, thus, they
heavily depend on their intuition in making buying decision (De Dreu, 2003).
It has been observed that if the person is in the state of situation where he has money as well good enough
time to spend in store, thus likelihood of browsing and impulse purchasing would be high (Sharma et
al., 2010; Chavosh et al., 2011; Badgaiyan and Verma, 2015). Moreover, Beatty and Ferrell(1998)
believe , having a powerful effect of available time on sellers and in-store browsing, should strive to
influence the time consumers think that they have available in the store. The retailers make do this by
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creating shopping even more well organized, just like while assisting the customer in discover their
her or his planned stuffs more immediately.
1.2 Problem statement
Past researches are held within developing countries, study upon IB conducted in Bangladesh; they
examined elements influencing consumer’s impulse buying behavior in Bangladesh’s superstore
Tinne, W. S. (2011). Similarly, study conducted in North West Nigeria, they examined influence
of merchandise assortment display in store on consumer buying behavior Asuquo, E. E.,
&Igbongidi, P. B. (2015). In Indonesia has investigated influence of shopping enjoyment and
market experiential upon IB shopping departmental stores Handayani, W., Anshori, M., Usman, I.,
&Mudjanarko, S. (2018). Study in developed country like Singapore has examined the effect of
product attributes and consumer attributes on impulse buying in shopping centers Chavosh, A.,
Halimi, A. B., Namdar, J., Choshalyc, S. H., &Abbaspour, B. (2011, February). Further,
endowment of product and consumer attributes to consumer’s impulse buying behavior in
Singapore. Moreover study has in USA investigated directly and indirectly impact about the
characteristics of retail environment upon IB behavior Chang, H. J., Eckman, M., & Yan, R. N.
(2011).
However, few studies are conducted in Pakistan in order to examine the impact about IB at retail
stores. In which one study examined the belongingness between store atmosphere and impulse
buying behavior, Akram, U., Hui, P., Khan, M. K., Hashim, M., &Rasheed, S. (2016). Moreover,
study on impulse buying was conducted while considering FMCG’S sectors in Pakistan in which
examined whether branding has sufficient impact upon IB behavior Husnain, M., &Akhtar, M. W.
(2016). The study was conducted in Pakistan in which examined the influence of life style as well
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as cultural values of Pakistani’s customers on impulse buying behavior but irrespective
considering particular sector or industry, Bashir, S., Zeeshan, M. U. H. A. M. M. A. D., Sabbar, S.
A. B. B. A. R. D. A. H. H. A. M., Hussain, R. I., &Sarki, I. H. (2013).
However, there is no such study was conducted in Karachi, Pakistan where have been examined
the influence of two factors (Situational factors and Consumer traits) upon IB in retail stores.
Furthermore, there are few studies which were conducted in Pakistan; I observed that researchers
could check the impact of impulse buying behavior to induct some more factors and variables in
order to get the desire result or could fill out questionnaire from more respondents. However, by
viewing the need to conduct such study, I have checked the impact of IB by integrating 10
variables comprising upon two factors, situational factors and Consumer traits. Therefore, I picked
first four variables for {Situational factors}: (Person’s situation, Store Environment, Motivational
Activities by Retailors, Product Attributes) are picked from, Atulkar, S., &Kesari, B. (2018).While
5th variable (Time Availability) were extracted from (Husnain, M., Rehman, B., Syed, F., &Akhtar,
M. W. (2019). Moreover, first three variables for {Consumer Traits}: (Impulse buying tendency,
Materialism ,Shopping Enjoyment Tendency) are extracted from Atulkar, S., &Kesari, B.
(2018).Whereas 4th and 5th variables (Emotional Attachment, Interpersonal Influence) are extracted
from Atulkar, S., &Kesari, B. (2018).
As fast as this retail trend is growing in Pakistan with having around 20 lacks retail stores in
Pakistan. Thus among of these retail stores almost 8 lacks stores presenting FMCG sectors together
with (mom & pop), 'kiryana' stores (kiosks selling betel leaves and cigarettes), 'pan'
shops ,medical-cum-general stores, department stores etc. furthermore, a good chunk of population
over 207 million overall Pakistan and 16 million of Karachi population is giving best support and
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potential to these retail stores. However, by viewing the progress of retail stores in Karachi.
Hence, i worked on this study to consider the need of conducting such study which can help
retailers to evolve their policies and can provide valuable insights to manage their customers’
needs and wants accordingly. This study will help retailer to generate sales and can help them to
attaining competitive edge over others.
1.3 Research objective
An objective of this research study is to examine the influence of {Situational factors}: (.Person’s
situation, Store Environment, Motivational Activities by Retailors., product Attributes, Time
availability)and {Consumer factors}: (Impulse buying tendency , Materialism, Shopping
Enjoyment Tendency, Emotional Attachment, Interpersonal Influence) on impulse buying at
Pakistan retail stores.
1.4 Research Question
What is the influence of situational factors (factors: person’s situation, store environment,
motivational activities by retailors and Product attributes, time availability) consumer traits
(impulse buying tendency, Materialism, shopping enjoyment tendency, Emotional attachment and
interpersonal influence) on impulse buying at Pakistan’s retail stores?
1.5 Significance of the study
The beneficiary of this research will be Managers of retail stores. This study certainly will help
them to evolve retail strategies. This research can assist managers to make retail stores outlook
more elegant so that customers could pay attention. This research will be quite useful for the
Managers of retail stores to prevent from doing things, which customers dislike and can, help them
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in building an excellent image of retail stores. Moreover, it will help retailors to make customer’s
retail experience memorable, exciting and joyful so that customers would like to visit at retail
stores several times.
1.6 Limitation of study
This study has certain limitations as this study is conducted by viewing solely Karachi’s retail
store, whereas if we had access for conducting this research in all over Pakistan, so we can come
across with more bigger and better picture about retail stores. Furthermore, we could add more
variables in our study such as Money availability, sales promotion and discount effect upon IB.
Moreover, sample size of study is also limited into 400 respondents.
1.7 Organization of the Study
Layout of this study is:
Section 2 is comprised in theoretical background which is based on the past research papers. After,
empirical research comes in which relates to this topic. In the end Conceptual model and
hypothesis are developed. Section 3rd in which methodology comes in which is used to manage this
study in retail stores of Karachi. Which is supported by questionnaire based results from the
respondents. Section 4th describes the findings of the study which is managed in Section 3 rd and
explained in the detail with results. Lastly, Section 5 th will be comprised in Conclusion,
Recommendation, Future Recommendation and policies implication.

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Chapter No #2
Literature Review
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2.1Theoretical Background
Theory of reasoned action sets the base for the conceptual model of this study. The IcekAjzen
(1985) has proposed the theory of planned behavior through his article "From intentions to actions:
A theory of planned behavior." The theory was arising from the theory of reasoned action, which
has presented by Martin Fishbein together with IcekAjzen in 1980.
According to the theory of reasoned action, person social behavior accompanied rationally and
mostly impulsively from the beliefs or information person possess regarding the behavior into
consideration (Fishbein and Ajzen, 1975). Thus theory suggests, person was normally completely
logical and made organized utilize of attainable information as well as the aim were antecedent to
the genuine behavior. therefore, as correctly indicated by Hale et al. (2002), predictive capability
has been credited at very high level for the theory of reasoned action, it prior describes choice
behaviors as well as its explanatory scope keep out an extended behaviors just as those who are
impulsive and spontaneous (Bentler and Speckart, 1979). Such behaviors performance are not
voluntary therefore that are excluded or since attractiveness in the behaviors and buyer may not
require in a purposeful decision making (Hale et al., 2002). Therefore, it is been essentially a
caused that why impulsive behavior don’t lead up to by spontaneous buying purpose in the
conceptual framework. By choice, it is stated too by Hirschman (1985), person’s personal train of
beliefs were examined in triggering the want/wish to make unexpected buying as well as once it
triggered, thus desire apparently becomes so strong and consistent that it ordered immediate step.
Therefore, as per this discerning, the desire to buy spontaneously can be observed to be the stage
prior to and guiding to the stage of real impulsive buying. Even Rook (1987), whereas, aiming to
explore elements of impulsive buying behavior, realized that impulsive buying happened once the
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customer involved in an immediate as well as often strong and consistent desire to purchase
something immediately. In similar lines, Beatty and Ferrell (1998) stated as follows:
Perceive desire to purchase spontaneously is a degree of want/wish which get experience to encounter an
object in the condition. It distinctly lead up to the real impulse action and it is sudden and spontaneous”.
2.2 Hypothesis Development.
2.2 1 Impulse Buying Tendency and Impulse Buying
Impulse buying tendency is a stage to which an individual doesn’t plan and meant to purchase, but
buy things spontaneously (Beatty, Ferrell, 1998, Rook, Fisher, 1995) and response to incitation of
retail stores without having of intention because of impulse buying tendency (Beatty, Ferrell, 1998,
Rook, Fisher, 1995) Beatty, S. E., & Ferrell, M. E. (1998). The desire of quick satisfaction (Kacen
et al., 2012) for the product or services is a response to retail outlets surrounding apprehensions
(Newman and Patel, 2004; Mohan et al., 2013), for instance: store/outlet ambiance, landscape,
visual merchandising, cleanliness, attractive display of items, lights and Fragrance in-store/outlet
all these things triggered to positive feelings to buy things impulsively (Dholakia, 2000; Chang et
al., 2014). However, based on past studies, (Sunil Atulkar and BikrantKesari 2018) draw to a close
that IBT has a significant and positive impact on IB. Moreover, Sunil Atulkar and BikrantKesari
2018), concluded that IBT has a significant and positive impact on IB, therefore, consumer who
scores higher IBT, they have more possibilities of being involved in impulse buying in retail stores
(Beatty and Ferrell, 1998).
H01: There is a significant relationship between IBT and IB.
2.2 2 Shopping Enjoyment Tendency and Impulse Buying

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Shopping enjoyment tendency is described as the happiness one achieves in the shopping process.
Thus, higher degree of shopping enjoyment propensity lead up to higher degree of positive effect.
Customers who involves and enjoy shopping experience they are more in unplanned buying’s as
well as get emotional rewards from the shopping activity. In the meantime, shoppers identified
shopping as a delightful retail involvement, where the shopping enjoyment propensity observes
like an inside continuous propensity and gives affection of joy and motivation. Al (Chavosh et al.,
2011) in the consumerAtulkar, S., &Kesari, B. (2018). Moreover, shopping enjoyment tendency
can be described as the pleasure, which customer receives in shopping process (Beatty and Ferrell,
1998) Mohan, G., Sivakumaran, B., & Sharma, P. (2013).However, in retail side shopping
enjoyment has become a prominent theory, it tells customers experience entertainment, Music,
playing ads on LED’s, play area for kids as well as Refreshment facilities Shephard, A. J., Kinley,
T. R., &Josiam, B. M. (2014). However, Arnold and Reynolds (2003) advise that the competitive
tool of any retail store has always been its immense enjoyable part, triggered shoppers to spend
enough time and gives time to think of purchasing more( Sharma et al., 2010)Kotzé, T., North, E.,
Stols, M., & Venter, L. (2012).
H02: There is a significant relationship between SET and IB.
2.2 3 Interpersonal Influence and Impulse Buying
Interpersonal influence is a kind of social influences those outcomes from group persons forcing,
or encouraging, conformity while demoralizing, and likely penalizing, disaffection. However, this
is one among of three kinds of social influences that take people to substantiate to the majority, or
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the group's norms. Rook and Fisher (1995) exhibits that the worth of the reference group
dependent through interpersonal influences on impulse buying behavior (jhones et al., 2003)
within the middle of, customer sustain particularly like a parents and peer group members (Luo,
2005)Atulkar, S., &Kesari, B. (2018). Further, around 50 years, researchers has explained effective
parenting gives complete cooperation to their kids (Baumrind, 1971; Becker, 1981; Peterson &
Rollins, 1987) Chaplin, L. N., & John, D. R. (2010). Furthermore, one of their categories of
interpersonal influence is informational influence which affects person’s decision making
regarding product attributes Khare, A., Mishra, A., Parveen, C., &Srivastava, R. (2011). Impulse
purchasing occurs more when person shops with peer, and the impact of shopping with peers on
impulse purchasing would be higher when the people are susceptible to influence when they are
not (Luo,2005) Cheng, Y. H., Chuang, S. C., Wang, S. M., &Kuo, S. Y. (2013).
H03: There is a significant relationship between IPI and IB.
2.2 4 Materialism Impulse Buying
Naturally materialism is a structure of theoretical monism which grasps that matter is the basic
substance as well as that everything, including intellectual states and awareness, are results of
material relation. Materialism is an key basic customer attribute described and justify by Belk
(1984), whereas, few researchers (Dittmar& Bond, 2010; Steven &Srinivas, 2013) explained
materialism as a worth position of material goods Atulkar, S., &Kesari, B. (2018). However, the
pool of goods is a midway of life and a reason for happiness for them. (Badgaiyan&Verma, 2014)
Atulkar, S., &Kesari, B. (2018).Consumers put importance to invest in products as an objective as
well as keep it at the center of their lives. At the time of shopping activity, money-oriented
consumers also become aware of positive feelings and trust from the not needed and irrelevant
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products and services follow the significance of their self-esteem is also being built up by social
status. In the opinion of Richens (2011) and Richins and Dawson (1992), materialism is a manner
of reasoning regarding the significance of spending and taking ownership of objects in one’s life
(Shrum, L. J., Wong, N., Arif, F., Chugani, S. K., Gunz, A., Lowrey, T. M., ...& Scott, K.
(2013).Belk (1985) described materialism to be a personality trait. Further stated it as “more
materialism, such possessions assume a central place in a peoples life and are believed to give the
greatest sources of satisfaction and dissatisfaction” [Belk, (1985), p.265] Sadiq, M. A., Ansari, L.,
& Gupta, P. Influence of intrapersonal and interpersonal religiosity on materialistic attitudes
among youths in India: a structural equation modeling approach.
H04: There is a significant relationship between ML and IB.
2.2 5 Emotional Attachment and Impulse Buying
Emotional Attachment means an attachment and hold on to people, habits, beliefs, circumstances
and possession. You like to emotionally attach to someone and are not able and reluctant to let go,
make changes, or departs of your support zone. Nowadays, customers opts to retail outlets for
shopping for having relax, fresh and for happiness (Babin& Darden, 1996) with shopping activities
Atulkar, S., &Kesari, B. (2018). Customer loyalty with the firm is censorious to attachment
development as well as sustainability, as loyalty merely belongs to evaluation about firm’s future
performance (Park et al., 2006; Selnes, 1998) Vlachos, P. A. (2012). Moreover, The study suggests
that emotionally attached customers shall be more committed to impulse buy by the retailers as
well as most probably they may recommend the retailers to other people (Carroll and Ahuvia,
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2006) Vlachos, P. A., The otokis, A., Pramatari, K., &Vrechopoulos, A. (2010). In past,Yim et al.
(2008), called for more thought of emotion-laden processes operated by sentiments, knowing that
consumers likelihood to develop fond ties in commercial relationships. Likewise, Fournier and
Paulssen (2007) presents empirical proved that a commercial relationship acts in the same ways to
personal relationships. Vlachos, P. A. (2012). Motivational activities and proper product stacking,
sorting, display and merchandising in the retail store grow consumer engagement, which lead to
more buying, discerning customers to get more from the invested money. Consequently, some
great emotions generated by a retail store in the response of IB.
H05: There is a significant relationship between EA and IB.
2.2 6 Time Availability and Impulse Buying
A given time for a phase that a quantify system can be used by its general users. Available time is
comprising on idle time and productive. Productive time, such as, in a given phase that a quantify
system is performing needful work for the users. However, studies by Donovan and Rossiter
(1982) and Heilman et al. (2002) have indicated if customer has enough time to roam in store, the
more chances of making of impulse purchasing. According to several studies, it is identified at the
shopping time activity; availability of time has an influence upon IB Santini, F. D. O., Ladeira, W.
J., Vieira, V. A., Araujo, C. F., &Sampaio, C. H. (2019). Moreover, In association with time span
of in-store browsing in the sought to seek knowledge regarding price of products and products
promotion is identified by Beatty and Ferrell (1998) and Sprott and Miyasaki (1995) that in-store
browsing has less positively correlation with time availability (Bong, S. (2016). This is just as
explained in the marketing literature; in economics one of theory has narrated the relationship
between customer demand for items that proposed convenience and time(Holbrook & Lehmann,
retail stores
1981)Husnain, M., Rehman, B., Syed, F., &Akhtar, M. W. (2019), as well as this is examined
(Foroughi et al., 2012; Underhill, 2009), as long as the customer shall stay in the retail store so the
more he/she will have chances of impulse buying). However, it is proven by several studies that
time availability has a positive influence upon IB, because due to having extra time to customer for
shopping wants to buy things which are unplanned, hence, if customers have extra time to spend in
the store along with they feel comfortable and feel good in-store, consequently they will be
triggered towards IB. Moreover, interestingly, Foroughi et al. (2012) not solely described the
significance of time impacted the positive mood, also explained that positive attitude was, in turn,
investigated significantly impacting the desire to buy impulsively Badgaiyan, A. J., &Verma, A.
(2015).
H06: There is a significant relationship between TA and IB.
2.2 7 Person’s situation and Impulse Buying
It is explained before; that the person’s situation is connected to money and time availability, as
well as having a relationship with IB. (Foroughi et al., 2012). It is revealed that consumers who
have enough amount of time of staying for long time in the retail store, browsing are anticipated
for IB. (Sharma et al., 2010; Chavosh et al., 2011; Badgaiyan and Verma, 2015)Atulkar, S., &
Kesari, B. (2018).A person’s attitude emotional state, and personal-feelings could be known as
affective state of person (Youn, 2000). Internal stimulant are streamed by the cognitively and
consumer affectively resulted in non-impulsive or impulsive behavior. Dawson, S., & Kim, M.
(2009). Dittmar, (2005) or conservative attitude states (Rook & Gardner, 1993). For instance,
retail stores
Verplanken, Herabadi, Perry and Silvera (2005) has shown that the propensity in impulsive-buying
arbitrated amid snacking habits and dispositional mood, while dispositional mood were belonged
to poor self-esteem Herabadi, A. G., Verplanken, B., & Van Knippenberg, A. (2009). This is
identified that the money availability assessed as a significant enabler in making daily and or
Impulse buying. Luo (2005) reveals that the availability of extra money shall increase the chances
and positive emotions in the customer and trigger them towards IB Jones et al. (2003) advised time
period between viewing, glimpse and purchasing the items is very short, because consumer gives
to impulse buying respond very quickly to the desire and wish to buy the items without wasting
time. Kim and Kim’s (2012) study also recognizes the human factors and their effect on customer
buying. Consequently, the higher time availability and money shall provide scope for customers to
browsing in the retail stores and buy extra than the daily purchases Chang, H. J., Yan, R. N.,
&Eckman, M. (2014).
H07: There is a significant relationship between PS and IB.
2.2 8 Motivational activities by retailers and Impulse Buying
Motivational activities by retailors are a certain attempt that is created for getting a quick impact
on sales, free sampling, discount coupons, BOGO discounts, invites celebrities in live shows, and
excellent sales force. Price promotion is the most valuable marketing activity viewed by retailors,
which triggered IB towards those items (Dittmar et al., 1995) which are good in display and
stacked in attractive manners. f (Arnold and Reynolds, 2003; Amos et al., 2014). Liao et al. (2009)
ensured that price discounts pull customers to make them IB and provide upon a comprehend items
and services (Muratore, 2016)Atulkar, S., &Kesari, B. (2018). However, there is direct effect of
Promotional activities among customers upon IB, in store promotional activities, for instance,
retail stores
discount such as “three at the price of two” is a type of impulse purchase triggers (Hulten and
Vanyushyn, 2011:378). Point-of-sales communication tools and promotional activities (temporary
price reductions, coupons, sampling)helps as retailing stimuli and retailers to stimulate consumers`
impulse buying behavior (Duarte et al., 2013:1238) Ünsalan, M. (2016).. Furthermore, Side by
side, a thorough understanding of product information and salespeople and immediately resolve
every query of customers, which encourages them in purchasing activities (Badgaiyan and Verma,
2014, 2015) Badgaiyan, A. J., &Verma, A. (2015). However, the regular promoted product’s price
in a coupon promotion is certainly the appropriate price paid by customers without coupons. Thus,
irrespective that buyer will consider quality depletion upon a coupon-promoted product (Monroe
and Chapman, 1987), thus coupon promotions must be more appropriate than rebate promotions in
managing the overall considered value of the promoted product in retail promotional activities
Chen, S. F. S., Monroe, K. B., & Lou, Y. C. (1998). Moreover, the bonus offerings and extra items
w unlike cost trigger the customer buying behavior to buy the product; as customer feels pleasure
towards such offer when it is in bigger sizes offers and thoroughly advertised. (Gardener and
Trivedi, 1998; Percy, Rossiter, and Elliott, 2001) Shamout, M. D. (2016). Therefore, chances of
customers buying behavior may increase by emphasizing upon sales and promotional activities.
H08: There is a significant relationship between MABR and IB.
2.2 9 Product attributes and Impulse Buying
Tangible features can add type of product attributes as color, size, volume, weight, taste, smell,
quantity, touch, or material formation. For instance, when you urge to purchase a new car, you
probably consider tangible features just as its color, size, and material formation. Features of raw
materials and finished goods differentiate from others, such as color, ingredients, taste, that
retail stores
influence products request or acknowledgment in the market. Analyst illustrates that consumer’s
impulse triggered for both high cost and low-cost products (Rook, 1987; Dittmar et al., 1995) if the
low-cost classification is provided by them. As stated by McGoldrick (1982), to make impulse
buying, however, price is not only important, while these days’ customers prefer amalgamation of
three things quality of the product, quantity as well as competitive price Atulkar, S., &Kesari, B.
(2018). Moreover, study by Dittmar et al. (1995) advices those products which appeals
emotionally has more probability to make impulse buying than those products who do not appeals
emotionally Kacen, J. J., Hess, J. D., & Walker, D. (2012).However, more or less several products
can be purchased impulsively (Stern, 1962, Jones et al., 2003): and shoes with extra pairs, outfits,
fashion items (Kim and Lee, 2006), LED or a valuable piece of furniture could be also
spontaneously bought just as a sweet and a snack’s pack (Rook, 1987) Hussain, A. (2018).
Moreover, it has been examined customers always make a plan to purchase highly expensive
products tactfully, however, as far as low price products are concerned, so they become quite
impulsive. ( Jones et al., 2003). Duarte et al. (2013:1237) asserts that a brand that represents
tangible items is an important stimulation factors for IB due to message conveyed by brands.
Therefore research has identified that use of snack’s brands could pleases 04 different kinds of
self-image which are friendship, belonging and well-being, enjoyment and fun, however in order
to experience to these personal-image can trigger consumer desire to buy impulsively Ünsalan, M.
(2016). Hence, this study suggests the subsequent hypothesis.
H9: There is a significant relationship between PA and IB.
2.2 10 Store environment and Impulse Buying

retail stores
The environment of store is an outlook and ambiance of retail stores with adding elements such as
light, music, layout, designs, product displays, hygienic condition, fragrance and human elements
(Atulkar and Kesari, 2017) as well as further we can classify it into two parts exterior and interior
of the store. However, these elements in store trigger customers towards IB. As explained by
Kacen et al. (2012), the desirable store designed can pull customers' attention towards items, grow
its appeal and enlarge the chances for IB Atulkar, S., &Kesari, B. (2018) identified the influence of
store environment upon IB as well as come up with result that SE has significant influence upon
IB. Khan, Hui et al. (2015) explained that situation factors SE influences IB of generation Y
consumers. Jamal and Lodhi (2015) described that controlling a suitable environment has a main
impact on IB while Xu (2007) states that SE effects consumers’ emotions, which consequently
increases in IB. Thus, this study identifies the following hypothesis. (Piron 1991)specified certain
elements which triggers for IB such as colors, sounds, persons and textures(Mitchel 1994) Santini,
F. D. O., Ladeira, W. J., Vieira, V. A., Araujo, C. F., &Sampaio, C. H. (2019). Consequently, the
design of SE is specially made in a way from which customers get excitement feelings as well as
pleasure. Many researchers suggests that purchase gives pleasant experience for buyers
(Abdolvand et al, 2011).Vazifehdoost, H., Rahnama, A., &Mousavian, S. J. (2014).
H10: There is a significant relationship between SEand IB.
2.3 Empirical study
2.3 1 Eckman, M., Chang, H. J., & Yan, R. N. (2011). The study has empirically investigated the direct
and incidental impact of environmental traits upon IB behavior. However, in this study IB has used
retail stores
as the dependent variables, whereas, traits of retail environment (i.e. ambient, design, and social),
are used as the independent variables, and single factor, hedonic motivation, and is used as a
moderator. The data was collected from locally owned retail store located in the Rocky Mountain
region of the US. The sample size of data was consisting of 237 respondents, in which 25
questionnaires found incomplete, therefore 212 respondents data used for analysis . Most of
respondents were well equalified, having accomplished at least collage or graduate school.
Exploratory research surveyed by using Varimax rotation technique was used. The result of study
has identified direct impacts of (a) consumers’ positive emotional responses to the retail
environment on IBB and. Hedonic motivation moderated the relationship between social
characteristics of the retail environment and consumers’ positive emotional responses. . This
research suggests that retailors (b) design/ ambient characteristics of the retail environment on
consumers’ positive emotional responses to the retail environment should always know that focus
and more work on these positive relation variables will help retailors to build better image of retail
stores and will help to obtained more potential customers. It also suggests that retailers/marketers
should investigate how many more factors other than these 03 factors of the retail environment
interrelate with each other as well as at the same time effect perception consumers of the retail
store environment and ultimately their impulse buying behavior.
2.3 2 Chugan, P. K. & Mehta, N. P (2013) the study examined to figure out the effect of
several feature of visual merchandising on IBB visiting “central Mall’. Here the IB is used as (DV)
and influence of Store Form/Mannequin, window display, Promotional Signage Display, Floor
Merchandising and Promotional Signage Display (IV’S). The data was taken from 84
respondents who walk out from Central Mall India Ahmedabad. Exploratory and descriptive both
designs are used in 1st and 2nd part to find out association between independent and dependent
retail stores
variables by utilizing SPSS reliability test, correlation, factor analysis and linear regression
techniques. However, results were shown, a significant correlation between IB and window display,
there is no significant correlation between IB as well as in-store form/mannequin display found a significant
correlation between IB as well as a significant correlation found between IB and floor merchandising and
promotional signage. This research suggests that retailers should more work in making window display and
floor merchandising attractive so that more customer’s impulse shall trigger as they have significant
relation on impulse buying, also improvement is required in-store form/mannequin display variable.
Furthermore, it suggests that what can be more variables and factors exist in retail stores which can be
tested to find out more relationship, sample size of this research can be extended from 84 respondents to
more; also data can be collected from different regions of India.
2.3 3Nishanov, B., &Ahunjonov, U. (2016), the study examined to identify the effect of in store
attributes upon IBB. However, store attributes: promotional signage, window display store layout,
store smell and music play are (IV’S) and impulse buying is (DV). The data for this study were
collected by 117 respondents from Korzinka.uz supermarket situated in Yuzrabod Street. The sample
size of the data was consisting upon 117 respondents. Moreover, 56% of respondents were male
whereas 44% were females. Exploratory research surveyed by using Varimax rotation technique
was used. Furthermore, we have found positive relationship of store smell promotional signage and
window display upon IB. While, Music play and store layout has not positive relation on impulse
buying. This study suggests that retail manager should evolve more such retail mix strategies,
which make customer, feel elegant and also trigger customers to buy impulsively. Moreover, in
future, the sample size of customers must be consisting on more quantity along with considering
more variables to get more accurate result.

retail stores
2.3 4 Foroughi, A., Buang, N. A., &Sadeghi, R. H. M. (2012). the study investigated the impact
situational variables (Money available and Time available) upon IB. However, situational factors:
money available and time available are (IV’S), positive effect as a mediator, desire to buy as a
moderator and IB as a (DV). The data for this survey were collected from different ethnics in
Malaysia. The sample size of data was consisting upon 98 respondents. Moreover, respondents in
Malaysia were belonging to (china, India and Malay people). However, for quantitative research
purposed we used CFA (Confirmatory Factor Analysis) and Alpha Cronbach Coefficient techniques in
order to extract result. Furthermore, we found significant relationship of time available and money
available on positive mood, money available significantly effect on impulse buying, positive affect
significantly influence on desire to buy, desire to buy significantly impact on IB, while there is no
significant relation upon IB by different ethnics. This study suggests that there is no specific ethnic
in Malaysia, who buys more impulsively than other ethnics therefore; anyone who is in the right
situation has money and times both available, their mood can trigger them to buy impulsively.
Moreover, in future this study can be conducted at some super stores or retail stores to add more
variables, where impulse buying by customers is in practice.
2.3 5 Ukpabi, D. C., Enyindah, C. W., Gwere, J. N., & Ejire, S. (2015) the study surveyed the
compatibility among impulse buying and store atmosphere. Thus, store interior, store lay out, store
display and store External environment are taken as an (IV’S) and impulse buying as a (DV). The
data for this research gathered from the city of Nigeria Port Harcourt. The sample size of data
consisted upon 209 respondents. Moreover, respondents from data collected they were the frequent
shoppers of supermarkets, marketplace and motor parks in Port Harcourt. Furthermore, majority of
them were students and females shoppers. However, secondary data research followed surveyed by
retail stores
using SPSS 21 tool used include descriptive techniques. Furthermore, we have found positive
relation between stores interior, store lay out, store display and store external environment upon
IB. consequently, this research advices that retail managers should work more to improve store
atmosphere, since it has positive impact on impulse buying. They should consistently bring
innovation in their store outlook so that customer feel attract and make impulse buying retail store.
Moreover, this research can be conducted in different cities of Nigeria in futire or can fill out
questionnaire from more numbers of respondents in order to know better understanding about
retail perspective. Furthermore, more factors can examined in order to check impact on impulse
buying just as psychological factors or social factors.
2.3 6 Chavosh, A.+et all. (2011, February).The study investigated the effect of product and
consumer features on IB. Therefore, age, gender, materialism, mood, impulse buying tendency,
shopping enjoyment, functional product and hedonic products are taken as an (IV’S) and IB as a
(DV). The data for this study were collected from Singapore (Suntec City Mall, Marina Square
Shopping Mall, and Ngee Ann City). The sample size of data consisted upon 100 respondents.
Moreover, respondents from we collected data in which 57% were females and 43% were males
and the age were amid 20-50 years old. In this study we conducted mixed approach research
primary and secondary both. Moreover, we used SPSS technique tool to know the variables
interrelation of dependent and independent variables. Furthermore, we have found significant
relation between consumer characteristics: (Gender, Age, Mood, Shopping enjoyment, IBT) upon IB
except Materialism which has no significant relation on IB However, this study has suggested that the
managers of malls should must need to expedite and evolve better strategies by classifying
customers gender, age, also work to make customers mood which trigger them to buy impulsively,
retail stores
and develop a kind of environment of malls that make customers feel enjoy in shopping with great
impulse buying tendency. Moreover, in future, managers of malls can consider more variables
other than materialism, which can have good impact on impulse buying, so that strategy could be
develop accordingly.
2.3 7 Nagadeepa, C., Selvi, T., &Pushpa, A. (2015). The study is examining several sales promotion
techniques and the order to which they influence the consumers’ decision making towards apparel.
However, coupons and loyalty programs rebate and discount offers, price packs and contest are
taken as an (IV’S) and IB as a (DV). The data for this research were gathered from the apparel
shoppers in 5 different malls of Bangalore. The sample size of data was of 125 respondents.
Moreover, most of respondents were womens and the income of respondents was less than 15000.
However, for this primary research purposed we used SPSS technique tool for analysis.
Furthermore, we found significant relationship of rebates and discount and loyalty program on
impulse buying and the relationship of coupon, contest and price packs found insignificant on
impulse buying. Therefore, it suggests that the managers of malls should develop strategies to
focus on rebates and discount and loyalty to increase customer’s impulsive buying. Managers of
mall can offer discount off and on also can introduce lucky draws for often buyers. Moreover, in
future this study can be conducted at different malls in Bangalore. It can be taken more variables
for future study which can effect on impulse buying such as signage, music and promotional
activities in malls.
2.3 8 Ahmad, M. B., Ali, H. F., Malik, M. S., Humayun, A. A., & Ahmad, S. (2019). The study investigates
direct and indirect relation between individual differences and impulse buying in shopping malls and
stores. However, hedonism, self-esteem, shopping enjoyment, impulse buying tendency, shopping
retail stores
enjoyment and fashion involvement are taken as an (IV’S), positive mood as a mediator and IB as
a (DV). The data for this study collected from 5 shopping malls and stores in Lahore. The sample
size of data comprised upon 309 respondents. Moreover, respondents were visitors of these malls
and stores. However, for this secondary research purposed we used PLS based SEM technique tool
for analyzing result. Furthermore, we found significant relationship of positive mood, IB tendency
and fashion involvement upon IB, self-esteem, shopping enjoyment and hedonism found insignificant
relationship on IB. Therefore, it suggests that the managers of malls and stores must evolve some
strategies to make customer’s mood positive to create good environment, and also make available
fashion merchandise in store, which increase customer’s impulse buying tendency. Moreover, in
future this research can be conducted at super market to focus on situational and customer factors.
2.3 9 Peck, J., & Childers, T. L. (2006).The study identified the impact of touch on impulse buying.
However, environment touch salience, autotelic NFT, buying impulsiveness traits and normative
evaluation of impulse purchase are taken as an (IV’S) and impulse buying as a (DV. The data for
this study collected from 139 shoppers of Midwestern-city in US. The sample size of data were
comprised upon 170 respondents. Moreover, the median respondents were holding bachelor’s
degree. However, for this secondary research purposed we used correlation technique tool for
analyzing result. Furthermore, we found significant relationship of environment touch salience,
autotelic NFT, buying impulsiveness traits and normative on impulse buying. Therefore, it suggests
that the shop owners should magnify attributes of these variables so that impulse buying of shops
could be more increase. Moreover, in future this research can be conducted at some malls and
super market of USA to add more relevant variables as well as with at least 400 respondents.
2.3 10 Oladipo, J. O. (2019). The study investigates the impact of personal selling on customer’s
impulse buying. However, personal selling; company representatives, product presentation,

retail stores
peoples advice, face to face advice and product display are taken as an (IV’S) and impulse buying
as a (DV). The data for this study collected food firms of Lagos, Ogun, Oyo and Ondo5 in Nigeria
The sample size of data consisted upon 400of respondents. Moreover, majority of respondents
were well educated and married. . However, for this secondary research purposed we used linear
regression and technique tool for analyzing result. Furthermore, we found significant relationship
of, personal selling; company representatives, product presentation, people’s advice, face to face
advice and product display on impulse buying. Therefore, it suggests that the managers of these
food firms should make these variables as a competitive advantage; also they should strive for the
continuous approach for these variables. Moreover, in future more factors can be adding other than
personal selling such as situational and personal factors of customers so that more clarity shall
come regarding impulse buying.
2.3 11 Badgaiyan, A. J., & Verma, A. (2014). The study empirically investigates the impact of
five inherent factors; names are personality, culture, materialism, shopping enjoyment tendency
and impulsive buying tendency upon IB. However, culture, materialism, shopping enjoyment
tendency and impulsive buying tendency as (IV’S) and IB as a (DV). The data for this study
gathered from the different parts of India’s national capital region. The sample size of data
consisted upon 508 respondents. Moreover, majority of respondents were male, employed from
bachelor’s study background. However, for this secondary research purposed we structural
equation modeling technique by using AMOS (version 20.0). Furthermore, we found that three
assembles of Materialism, shopping enjoyment tendency, and impulsive buying tendency were
positively and significantly relating with IB, the cultural assembles of collectivism and two
retail stores
personalities assembles of conscientiousness extraversion found significant relationship. .
Therefore, it suggests that the managers of retail sectors should consider these five factors in
evolving policies for their respective retail stores such as make every customer’s shopping
experience enjoyable to give them relaxing environment also make availabilities of such stocks in
their stores which make them feel relevant so that tendency in buying shall remain consistent.
Furthermore, this study with same factors can be done in more developing cities to include
demographic impact on impulse buying.
2.3 12 Chung, N., Song, H. G., & Lee, H. (2017).the study investigates the impact of impulsiveness,
hedonic and utilitarian on urge to impulse buying. However, impulsiveness is taken as (IV),
hedonic, utilitarian as a mediator and impulse buying as a (DV). The data for this research
gathered from the biggest professional internet market research firm in South Korea. The sample size of
data consisted upon 332 respondents. Moreover, majority of respondents were belongs from social
commerce experience. However, for this secondary research purposed we used PLS regression
technique tool for analyzing result. Furthermore, we found significant relationship of
impulsiveness on utilitarian, hedonic and urge to buy, further we found significant relationship of
hedonic shopping value on urge to buy and insignificant relation of utilitarian shopping on urge to
buy impulsively. Therefore, it suggests that the managers of restaurant should avoid making
impulse buying strategies for utilitarian shopping, as consumers do not trigger their impulse for
utilitarian shopping. But managers must evolve their impulse buying strategies for hedonic
shopping by making good display of these hedonic items. Moreover, we can add more variables of
hedonic shopping in future study so that we could get a better perspective and result.
retail stores
2.3 13 Kongakaradecha, S., &Khemarangsan, A. (2012). The study investigates the impact of
Demographical factor (Age, Income, male, female, younger people, older) Social factor
(individualism and collectivism), Emotion factor (positive and negative mood) and products
promotion factors on impulse buying. However, Demographical factor (Age, Income, male,
female, younger, older) Social factor (individualism and collectivism), Emotion factor (positive
and negative mood) and products promotion factors are taken as (IV’S) and impulse buying as a
(DV). The data for this study collected from department stores, general stores and small retail
outlets, in the area of Bangkok, Thailand. The sample size of data consisted upon 80 respondents.
Moreover, majority of respondents were holding lower high school degree. However, for this
secondary research purposed we used ANOVA technique tool for analyzing result of the study.
Moreover, we found significant relationship of female and older people upon IB but no significant
effect of younger people upon IB, we found significant influence of positive mood and products
promotion on IB, but insignificant impact of negative mood on IB, further we found insignificant
influence of both individualism and collectivism on IB.. Therefore, it suggests that the managers of
retail outlets must develop some retail mix strategies in which they keep varieties and such
merchandise which attract female and older people and make retail environment of retail outlet
which make customers mood positive towards impulse buying. Furthermore, study on impulse
buying can be conducted by focusing on more factors of consumer and situational traits by
targeting different retail outlets.
2.3 14 * Foroughi, A., Buang, N. A., & Sadeghi, R. H. M. (2012), The study investigates the effect of
situational variables (Time and Money availability) upon IB between different Malaysia’s ethnics.
These variables affect to urge to buy spontaneously & in the end this variable influenced to
retail stores
impulse buying. However, Time available and money available are taken as an (IV’S), Positive
affect as mediator, Feel urge to buy impulsively as a moderator and impulse purchasing as a (DV).
The data for this research were gathered from the students of UKM (National University of
Malaysia). The sample size of data consisted upon 98 respondents. Moreover, majority of
respondents were female and belongingness from Chinese ethnics. However, descriptive statistics
(Means, Frequencies and Standard deviations) technique is utilized for this secondary research by
using ANOVA. Moreover, we found that the situational variables (Money available and Time
available) has positively impacted to the felt urge to purchase spontaneously and IB. Furthermore,
that positive impact has mediating part between situation variables and impulse. However, it
suggests that retailers should persistently work at making positive shopping environments such as
proper aromas and lighting, attractive displays and events. Furthermore, study on impulse buying
can be conducted to add more situational factors variables and data can be collected from more
ethnic’s background in order to understand the wider perspective.
2.3 15 Kumar, M. R., & Narayanan, A. G. V. (2016). The study determines impulse buying of
shoppers by considering socio economic factors and retail categories at apparel multi brand outlets.
However, gender, age and income and retail categories are taken as an (IV’S) and impulse
purchasing as a (DV). The data for this study collected from multi brand outlets of Coimbatore
city, India. The sample size of data consisted upon 400 respondents. Moreover, majority of
respondents were male who make purchases from multi brands. However, for this secondary
research purposed we used ANOVA technique tool for analyzing result. Moreover, we found
insignificant relationship of age, gender and income and retail categories on impulse buying.
Therefore, it suggests that the managers of retail brands should not evolve retail strategies to focus
on these 4 variables as they are not influencing impulse buying significantly rather to should focus
retail stores
on other variables to evolve better strategies for retail brand outlets. Furthermore, research upon
IB can be done by adding up more factors and variables which directly influence on impulse
buying such as store ambiance, store design and etc.
2.3 16 Gandhi, A., Vajpayee, A., &Gautam, D. (2015). The research determines IB of beverages at
contrasting arragements of modern trade. However, age, gender, time taken and people
accompanying a shopper are taken as an (IV’S) and impulse purchasing as a (DV). The data for
this study collected from Modern trade in two metropolitan cities Mumbai and Pune to the west of
India. The sample size of data consisted upon 93 respondents. Moreover, majority of respondents
were customers who were purchasing beverages. However, for this secondary research purposed
we used CHI square technique tool for analyzing result. Moreover, we found significant
relationship of age, gender, time taken and number of people accompanying on impulse buying.
Therefore, it suggests that the managers of retail outlets must focus these variables in retail mix
and make assortments of beverages available accordingly. Furthermore, study on impulse buying
can be conducted other than beverages items such frozen food and ice creams which can certainly
help retail outlet managers to increase sales.
2.3 17.Sangalang, R. A., Siochi, J., & Plaza, M. (2017).The study identified the factors that
significantly affect upon IB. However, internal factors; age, sex, occupation, marital status,
income and external factors; in store atmosphere, shopping enjoyment, sales-person, in store
browsing, and promotional approach are taken as an (IV’S) and IB as a (DV). The data for this
study collected from fifth district of Cavite supermarkets Spain. The sample size of data consisted
upon 385 respondents. Moreover, majority of respondents were above than 42 and married.
However, for this descriptive-correlation research purposed we used purposive, quota, convenience
retail stores
and proponent techniques tool for analyzing result. Moreover, we found significant relationship of
, internal factors; age, sex, occupation, marital status, income and external factors; in store
atmosphere, shopping enjoyment, sales-person, in store browsing, and promotional approach upon
IB. Therefore, it suggests that the managers of supermarket to must consider these factors in their
retail mix strategy in order to increase sales build a better image and get patronage accordingly.
Furthermore, study on impulse buying can be conducted to induct consumer traits factors to get
better perspective which shall be even more useful for developing future strategies regarding
impulse buying.
2.3 18 Akyuz, A. (2018). The study investigates the determinants influencing consumer’s impulse
buying behavior in supermarkets. However, ages, gender, income levels, educational level marital
status, discount and sample promotion, positive mood, credit card usage, and negative mood are
taken as an (IV’S) and IB as a (DV). The data for this study collected from Turkish social media
users, respondents were reached via Facebook and Instagram. The sample size of data consisted
upon 593 respondents. Moreover, majority of respondents were female and university educated.
However, for this secondary research purposed we used ANOVA technique tool for analyzing
result. Moreover, we found significant relationship of gender, ages, educational level, income
levels, marital status, sample promotion and discount, credit card usage, positive mood and
negative mood on impulse buying. Therefore, it suggests to the managers of supermarkets that they
must consider these variables in developing supermarket strategies so that sales, image and footfall
of customers shall be increased. Furthermore, study on impulse buying can be conducted on more
retail stores
supermarkets such as where general merchandise is being sold, and more factors can be added for
analyzing better perspective.
2.3 19.Farid, D. S., & Ali, M. (2018), the study examines the effect of personality upon IB. However,
conscientiousness, openness, agreeableness, extraversion, and neuroticism are taken as an (IV’S)
and IB as a (DV). The data for this study collected from developing countries like Pakistan. The
sample size of data consisted upon 381 respondents. Moreover, majority of respondents were
female, unmarried and unemployed. However, for this secondary research purposed we used non-
probability technique tool for analyzing result. Moreover, we found significant relationship of
extraversion and openness on IB as well as insignificant relationship found between
conscientiousness and agreeableness upon IB. Therefore, it suggests to the managers of those
markets where impulse buying are in practice of customers, they should consider extraversion and
openness personality type of customers to increase impulse buying of their related business.
Furthermore, study on impulse buying can be conducted to add situational factors along with
personality factors with various variables and place to analyze the impact of impulse buying can be
specific such as retail supermarkets and supercenters can selected to check the impact of impulse
buying.
2.3 20.GRAA, A., Maachou, D. E. K., & BENHAMIDA, F. (2013). The study investigates how product
characteristics and situational factors influence various dimensions of impulse buying behavior.
However, situational factors; store environment, time pressure, perceived crowding, presence of
others, product characteristics; category of product, price promotion and involvement are taken as
an (IV’S) and impulse buying as a (DV). The data for this research gathered from food stores of
Algeria west. The sample size of data consisted upon 1357 respondents. Moreover, majority of
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respondent’s age were around 13 to 20 and male. However, for this secondary research purposed
we used SPSS technique tool for analyzing result. Moreover, we found significant relationship of
situational factors; time pressure, store environment, , presence of others, perceived crowding upon
IB, further found significant relationship of product characteristics; involvement and category of
product and insignificant relation of time pressure on impulse buying. Therefore, it suggests to the
managers of food retailers that develop retail marketing strategies in which they give such
situational to customers thereby their impulse could trigger over several product and they buy
spontaneously also they must consider category of products and involvement into their strategy in
which stock must not out of those . Furthermore, more variables in situational factors can be added
and more factors such as consumer traits can be considered in future study.
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2.4 Conceptual Model
Consumer Traits
Impulse Buying
Tendency
Shopping Enjoyment
Tendency
Emotional
Attachment
Materialism
Impulse
Interpersonal Buying
Influence
Person’s Situation
Store environment
Product Attributes
Time Availability
Motivational Activities
by Retailers
Situational Factors
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Chapter No #3
Methodology
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3.1 Research purpose:
When the objective of the study is to identify the chain of circumstances relationship
controlling which variable sources which effect, explanatory research design is needful (Yin,
1994). It assists in explaining, understanding, controlling, and predicting relationship between
variables. Therefore, in order to develop theories and hypothesis, thus, explanatory research is
used in this study to study the strength that source phenomena.
3.4 Research approach:
Malhotra and Birks (2003), when you are required to create models and statistical analysis by
using numeric data, thus, opting quantitative research is best. As in this study variables are
measuring their effect using a numeric value thus this study is considered as quantitative research.
3.5 Research design:
Ormmord and Leedy (2010), explained that stated that correlational research design is concerned
with creating relationship between either to different variables of the same sample or between two
same variables of different sample. However, goal of this research is to measure the association
between variables therefore, it chose correlational study design.
3.6 Sampling technique:
Convenience sampling is also recognized as non-random or non-probability sampling where
respondents can access with ease in a geographic region at a given time (Musa, Etikan,
&Alkassiam, 2016).
3.7Target audience
We have targeted customers of K&N’s.

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3.8 Sample size:
We have got filled questionnaire from 400 respondents.
3.9Statistical techniques:
This study uses PLS-SEM technique to measure the extent of relationship between
variables.
3.10 Questionnaire and measurement instrument:
We have 10 independent variables and each of them is comprised upon 4 items. Majority of these
items are based on positive observation and less are based on negative. We developed Likert scale
approach to know customers attitude/response on the given questionnaire with 5 options 1.
Strongly disagree 2. Disagree 3. Neutral 4.Agree 5. Strongly Agree. Further, we set two sections
into our questionnaire 1st section comprised on demographic and 2nd section comprised on
Independent variables with each of their 04 Items.
For related study purposed we picked items of our variables from different research papers IB 3 rd,
4th items picked from Buang, N. A., Foroughi, A., &Hajmisadeghi, R. S. Senik, Z. C., (2013). TA
1, 2.3 and 4 items were picked from Beatty, S. E., & Ferrell, M. E. (1998). Materialism 3 and 4
items were picked from Manolis, C., & Roberts, J. A. (2012). PA 3 and 4 items were picked from
Nugroho, W. A., &Wihandoyo, L. S. (2009). Moreover, EA 4th item was picked Jang, Y. J., Kim,
W. G., & Lee, H. Y. (2015). II 3 and 4 items were picked from Lin, Y. H., & Chen, C. Y. (2012).
MABR 4 items were picked from ABDI, A. S. (2015).Person’s situation 3 and 4th variables were
picked from Pradhan, V. (2016).

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3.11Ethical consideration:
The data collected from respondent’s voluntarily without any force and offense. However, before
filling them questionnaire, we assured them that their response will be kept confidential and shall
be used only for study purpose. Moreover, we did not convince them for getting their input
emotionally. We urged them to fill questionnaire on their own will also we have given them our
self-administration in case of any confusion during filling questionnaire. We didn’t react neither
we got disappoint over rejection from filling questionnaire by any potential respondent. Further, as
this research done by Male student therefore, maintained an ethical distance while filling out
questionnaire from female respondents.
3.12Demographic Result
Table 1 represents demographic characteristics of the data collected from 400 respondents among
them 172respondents like to shop from Imtiaz super market that makes up to 43% of the data,
while 165respondents like to shop from others super stores which is contributing 41.25% of the
data, 34 respondents preferred to shop from Aghaz super market which is contributing 8.5% of the
data and rest 29respondents consider Naheed super store which is contributing7.5% of the data in
result . According to the collected data it is obvious to say that 54% of K&N’s users aged between
26-30 numerically 216 responses, users Above-40 are 118 respondents and contributing 29.5%,38
respondents are 18-30 ages and contributing 9.5%, 36-40 age of respondents are 07 and are
contributing 1.75 in result. Furthermore, 185 users were graduate making 46.25% of the data, 120
users were belong from other education domain making 30% of data, 64 users were under-graduate
making 16% of data and the rest 31 responses making 7.75% of data came from post- graduate
background. K&N’s food products were used by 174 people making 43.25% of the data earning an
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income 35001-45000. 122 responses came from users earning between more than 55000
contributing 30.5% to data. 77 responses came from users earning 25000-35000 making 19.25% of
the data. Lastly, users earning more than 45001-55000 were only 27, making up approximately
6.5% of the data. However, 154 respondents out of 400 mostly shop were working at lower
Management position and are contributing total 38.5%, 114 respondents were from Middle
Management position who are contributing 28.5%, 67 respondents were from Upper-Management
position who are contributing 16.75% and 65 respondents were from Staff, who are contributing
16.25% in result.
Table.1
Demographic Item Frequency Percentage

Preferred stores.
Imtiaz super market 172 43
Naheed super store 29 7.25
Aghaz super store 34 8.5
others 165 41.25
Age:
18-25 38 9.5
26-30 216 54
31-35 21 5.25
36-40 07 1.75
More than 40 118 29.5
Education:
Undergraduate 64 16
Graduate 185 46.25
Post graduate 31 7.75
Others 120 30
Occupation:
Staff 65 16.25
Lower Management 154 38.5
Middle Management 114 28.5
Upper Management 67 16.75
Income:
25000-35000 77 19.25
35001-45000 174 43.5
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45001-55000 27 6.77
More than 55000 122 30.5
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Chapter No # 4
Data Analysis
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4.1 Data Analysis:
Smart PLS software is utilized to check and analyze the validity of the created hypothesis and
conceptual model in this research, (Ringleetal., 2014), Rigdon (1988) commented that SEM has
become a key factor in Academic research in a variety of fields. The Structural Equation Modeling
was first developed by Wold (1966,1982,1985) and Lohmoller (1989) and showed a great
flexibility on the proposed equations and relations between latent variables. Chin (1988)
However, The developers of Smart PLS were Wold and Joreskog (1982) and Wold (1975, 1980)
PLS-SEM is compatible to work with unobservable variables and can even find the errors at the
time of developing LV(Chin,1998)in this study, importance is given to PLS-SEM over Structural
equation model. PLS-SEM is considered over Structural equation model. PLS-SEM performs in
two steps comprising of structural model and measurement model.
4.1.1 Measurement Model
4.1.1.2: Convergent validity

As stated byFornell and Larcker (1981), PLS-SEM: determines convergent validity s
examined through four basis by PLS SEM.
1. Individual-item reliability
2. Cronbach’s alpha
3. composite reliability
4. Average variance extracted
Table 2 explains contravergent validity. However, examination of standardized loadings
or simple correlation being used in order to evaluate individual-items reliability. Tabachnick and
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Fidell (2007), set excellence and advised that if individual-item loading is at least 0.55, items are
considered reliable. Therefore, the criteria to check the Cronbach alpha should be at least 0.55.
Thus, as all items in Table 2 meet these set criteria. As suggested by Nunnally (1978).
Moreover, the excellence set for composite reliability must be greater than 0.7 thus the set criteria
is met. Lastly, the excellence set for Average variance extracted is that must be more than
0.5 according to (Fornell and Larcker, 1981). According to the above measure excellences and
criterions Table 2 meets all the benchmarks thus, all items are reliable.
Table #2
Measurement Model results
Construct ITEMS Loading Cronbach's α Composite Average
reliability variance
extracted
EA EA1 0.937 0.947 0.962 0.862
EA2 0.933
EA3 0.913
EA4 0.932
IB IB1 0.905 0.929 0949 0.824
IB2 0.891
IB3 0.906
IB4 0.929
IBT IBT1 0.946 0.943 0.959 0.855

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IBT2 0.937
IBT3 0.929
IBT4 0.885
IPI IPI1 0.937 0.943 0.959 0.854
IPI2 0.921
IPI3 0.936
IPI4 0.902
M M1 0.943 0.966 0.975 0.907
M2 0.972
M3 0.935
M4 0.958
MABR MABR1 0.936 0.951 0.964 0.871
MABR2 0.932
MABR3 0.928
MABR4 0.937
PA PA1 0.796 0.862 0.901 0.697
PA2 0.716
PA3 0.901
PA4 0.911
PS PS1 0.934 0.763 0.786 0.542
PS2 0.450
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PS3 0.965
PS4 0.596
SE SE1 0.946 0.718 0.870 0.843
SE2 0.948
SE3 0.962
SE4 0.808
SET SET1 0.899 0.940 0.957 0.848
SET2 0.951
SET3 0.903
SET4 0.930
TA TA1 0.871 0.740 0.725 0.563
TA2 0.856
TA3 0.836
TA4 0.243
Notes: EA = Emotional Attachment, IB= Impulse Buying, IBT = Impulse Buying tendency, IP = Interpersonal
Influence, M = Materialism, MABR=Motivational Activities by Retailers, PA= Product Attributes, PS= Person’s
situation, SE= Store Environment, SET= Shopping Enjoyment Tendency, TA= Time availability
4.1.2.3 Discriminant validity

Discriminant validity depends upon the following:
1. Square root of AVE
2. Cross loadings
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3. Hetrotrait-monotrait (HTMT) ratio of correlation must be greater than the correlational
of latent constructs. Table 3, depicts that set criteria is met. However, the diagonal bolds
represent square root of (AVE). The AVE square root of each construct is higher
than correlational matrix of each construct and absolute value of their correlation (Fornell
and Larcker, 1981).
IBT MAB
EA IB IP M PA PS SE SET TA
_ R
EA 0.929
IB 0.821 0.908
0.92
IBT_ 0.875 0.853
4
0.86 0.92
IP 0.866 0.895
8 4
0.88 0.89 0.95
M 0.813 0.889
0 1 2
0.85 0.89 0.89
MABR 0.828 0.876 0.933
7 8 6
0.78 0.86 0.82 0.83
PA 0.875 0.833 0.743
4 9 4 5
0.79 0.81 0.80 0.66 0.73
PS 0.866 0.855 0.760
9 9 8 1 6
0.84 0.81 0.80 0.74 0.70 0.91
SE 0.821 0.805 0.711
4 3 3 4 4 8
0.88 0.84 0.93 0.77 0.68 0.68 0.92
SET 0.858 0.867 0.872
8 5 7 7 5 5 1
0.82 0.70 0.75 0.59 0.63 0.75 0.78 0.75
TA 0.788 0.759 0.765
0 9 5 7 4 9 6 1
Notes: EA = Emotional Attachment, IB= Impulse Buying, IBT = Impulse Buying tendency,IP =
Interpersonal Influence, M = Materialism, MABR=Motivational Activities by Retailers, PA= Product
Attributes, PS= Person’s situation, SE= Store Environment, SET= Shopping Enjoyment Tendency, TA=
Time availability
Table 4depicts cross loading result of individual item. However, item must be highly
loaded in its relevant constructs. The difference of cross loadings between should also be
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greater 0.1 then accounting to Gefen and Straub (2005). All variables are fully loaded in their
relevant construct.
Table#4
Cross Loading
EA IB IBT_ IP M MABR PA PS SE SET TA

0.93 0.89 0.85
EA1 0.857 0.866 0.870 0.868 0.803 0.749 0.831 0.754
7 0 4
0.93 0.90 0.87
EA2 0.832 0.762 0.817 0.833 0.787 0.848 0.794 0.715
3 7 7
0.91 0.91 0.89
EA3 0.856 0.755 0.839 0.861 0.808 0.860 0.744 0.678
3 3 9
0.93 0.88 0.79
EA4 0.874 0.867 0.863 0.885 0.850 0.762 0.819 0.779
2 0 2
0.84 0.83 0.81
IB1 0.905 0.730 0.790 0.873 0.805 0.759 0.787 0.645
9 5 1
0.77 0.74 0.81
IB2 0.891 0.779 0.789 0.865 0.692 0.756 0.776 0.684
4 5 7
0.82 0.80 0.78
IB3 0.906 0.769 0.792 0.891 0.712 0.726 0.753 0.668
1 4 8
0.89 0.86 0.87
IB4 0.929 0.819 0.857 0.915 0.815 0.863 0.830 0.756
6 4 0
0.80 0.80 0.78
IBT1 0.774 0.946 0.913 0.771 0.696 0.787 0.824 0.791
4 4 0
0.81 0.81 0.74
IBT2 0.785 0.937 0.894 0.796 0.773 0.676 0.817 0.703
3 2 7
0.76 0.79 0.82
IBT3 0.744 0.929 0.911 0.737 0.637 0.704 0.881 0.697
8 2 8
0.84 0.80 0.76
IBT4 0.841 0.885 0.800 0.854 0.779 0.780 0.765 0.831
4 0 7
0.88 0.93 0.85
IPI1 0.781 0.784 0.839 0.766 0.752 0.781 0.793 0.654
1 7 2
0.90 0.92 0.82
IPI2 0.849 0.797 0.841 0.857 0.899 0.735 0.813 0.639
7 1 5
0.90 0.93 0.83
IPI3 0.840 0.802 0.845 0.851 0.828 0.783 0.721 0.639
0 6 8
0.88 0.90 0.86
IPI4 0.834 0.825 0.846 0.839 0.726 0.730 0.797 0.687
1 2 2
0.93 0.89 0.91
M1 0.904 0.876 0.943 0.916 0.825 0.853 0.897 0.783
4 3 9
0.86 0.87 0.86
M2 0.856 0.924 0.972 0.863 0.785 0.749 0.902 0.677
3 1 5
M3 0.84 0.795 0.896 0.87 0.935 0.796 0.727 0.725 0.84 0.883 0.692
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4 3 4
0.82 0.83 0.83
M4 0.824 0.926 0.958 0.829 0.796 0.741 0.887 0.719
9 7 0
0.90 0.89 0.85
MABR1 0.920 0.763 0.841 0.936 0.869 0.791 0.843 0.667
6 0 6
0.80 0.76 0.85
MABR2 0.902 0.827 0.832 0.932 0.733 0.776 0.818 0.730
6 9 2
0.84 0.82 0.81
MABR3 0.903 0.796 0.817 0.928 0.724 0.738 0.771 0.687
1 5 2
0.91 0.86 0.88
MABR4 0.920 0.813 0.854 0.937 0.820 0.904 0.822 0.774
1 5 0
0.54 0.51 0.43
PA1 0.510 0.365 0.445 0.515 0.796 0.311 0.443 0.252
3 8 9
0.45 0.44 0.38
PA2 0.460 0.300 0.414 0.464 0.716 0.254 0.411 0.184
9 3 8
0.88 0.87 0.74
PA3 0.849 0.874 0.854 0.861 0.901 0.774 0.791 0.738
6 6 9
0.88 0.90 0.77
PA4 0.828 0.845 0.862 0.838 0.911 0.672 0.802 0.612
3 2 2
0.86 0.80 0.82
PS1 0.841 0.771 0.770 0.846 0.779 0.934 0.755 0.798
3 9 3
0.59 0.52 0.36
PS2 0.614 0.171 0.463 0.012 0.166 0.450 0.521 0.318
8 0 7
0.83 0.82 0.90
PS3 0.835 0.770 0.797 0.834 0.651 0.965 0.777 0.786
0 4 2
0.41 0.33 0.52
PS4 0.603 0.423 0.413 0.416 0.036 0.596 0.382 0.489
6 0 4
0.85 0.83 0.94
SE1 0.908 0.852 0.899 0.921 0.720 0.849 0.916 0.756
6 1 6
0.90 0.90 0.94
SE2 0.863 0.869 0.907 0.869 0.706 0.860 0.867 0.773
3 9 8
0.91 0.91 0.96
SE3 0.872 0.790 0.884 0.876 0.820 0.849 0.856 0.659
1 5 2
0.69 0.68 0.80
SE4 0.652 0.549 0.610 0.647 0.442 0.762 0.580 0.585
1 0 8
0.67 0.64 0.80
SET1 0.746 0.703 0.795 0.753 0.562 0.719 0.899 0.667
6 8 5
0.73 0.72 0.80
SET2 0.770 0.801 0.864 0.768 0.707 0.670 0.951 0.661
4 5 3
0.90 0.89 0.81
SET3 0.870 0.907 0.918 0.880 0.820 0.723 0.903 0.756
2 9 6
0.82 0.82 0.84
SET4 0.794 0.843 0.864 0.799 0.751 0.775 0.930 0.802
8 0 6
0.69 0.64 0.68
TA1 0.683 0.757 0.660 0.682 0.530 0.814 0.735 0.871
5 5 8
0.60 0.51 0.59
TA2 0.592 0.677 0.613 0.609 0.365 0.657 0.581 0.858
8 7 1
0.55 0.49 0.55
TA3 0.551 0.614 0.542 0.557 0.330 0.636 0.570 0.836
4 8 9
0.44 0.40 0.34
TA4 0.366 0.270 0.372 0.361 0.620 0.228 0.378 0.243
2 9 5
Notes: EA = Emotional Attachment, IB= Impulse Buying, IBT = Impulse

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Buying tendency, IP = Interpersonal Influence, M = Materialism,

MABR=Motivational Activities by Retailers, PA= Product Attributes, PS=
Person’s situation, SE= Store Environment, SET= Shopping Enjoyment
Tendency, TA= Time availability
Table 5 depicts the discriminate validity values with respect to HTMT. However, the
criteria for the HTMT table have been set in standard either equal as or less than 0.85. This HTMT
criterion is a method to test whether the discrimination validity is up to mark or not, stated by
(Henseler, 2016) Table 5 meets the benchmark.
Table#5
(HTMT)
EA IB IBT_ IP M MABR PA PS SE SET TA

EA
IB 0.781
IBT_ 0.792 0.808
0.81
IP 0.822 0.755
9
0.79
M 0.753 0.836 0.655
8
0.70
MABR 0.778 0.839 0.646 0.833
2
0.78
PA 0.812 0.829 0.601 0.837 0.819
2
0.84
PS 0.767 0.762 0.608 0.848 0.768 0.710
9
0.80
SE 0.774 0.763 0.667 0.844 0.757 0.765 0.705
7
0.73
SET 0.803 0.723 0.691 0.780 0.718 0.803 0.790 0.834
9
0.70
TA 0.780 0.762 0.602 0.741 0.759 0.815 0.744 0.751 0.809
7
Notes: EA =(Emotional Attachment), IB= (Impulse Buying), IBT = (Impulse Buying tendency),IP = (Interpersonal
Influence), M = (Materialism), MABR=(Motivational Activities by Retailers), PA= (Product Attributes), PS= (Person’s
situation), SE= (Store Environment), SET= (Shopping Enjoyment Tendency), TA= (Time availability)
Table#6
Hypothesis Regression Effect type Coefficient P-value Remarks

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Path
H1 EA -> IB Direct -0.94 0.037 Supported
H2 IBT_ -> IB Direct -0.016 0.986 Not Supported
H3 IP -> IB Direct -1.281 0.006 Supported
H4 M -> IB Direct 1.172 0.044 Supported
H5 MABR -> IB Direct 0.702 0.084 Supported
H6 PA -> IB Direct 1.083 0.004 Supported
H7 PS -> IB Direct 1.150 0.853 Not Supported
H8 SE -> IB Direct 1.468 0.068 Supported
H9 SET -> IB Direct -0.753 0.088 Supported
H10 TA -> IB Direct -0.450 0.796 Not Supported
Structural Model
In statistics, it is a form of multiple regression analysis that aids in describing
the dependencies of all variables by testing the relationship between a D.Vs. and one or more
I.Vs. (Ashley Crossman, 2019). As Wixom and Watson (2001) explained, the hypothesis is
defined by the sign, size and coefficient’s significance among dependent and independent variables.
Moreover, the coefficient value represents the degree of influence of IV’s variables on
DV, whereas, p-values describes the significance of hypothesis. However, if the p-value will
remain under 0.1 so the hypothesis are significant otherwise it will be insignificant. Moreover
Table 6 depicts path analysis of the research model. Thus, it can be seen, all hypotheses are
accepted except the H2, H7 and H10 because significance of H2, H7 and H10 is above the value of
0.1.
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Discussion
The path analysis depicts the results in the table 6 that except H2, H7 and H10 other seven
hypothesis are supported. Let’s we view hypothesis (H1) that depicts the impact of Emotional
Attachment on Impulse buying.as per the data examination, hypothesis found negative but
significant and provides confident influence (P < 0.01 andβ = -0.94) Therefore, H1 found
supported and the resulted with the past research done by Atulkar, S., &Kesari, B.
(2018).However, the coefficient between variables is depicting strong negative relationship
between Emotional attachment and Impulse buying, which increased in Emotional attachment, is
caused decrease in impulse buying. Hence, the more emotional attachment will be increasing,
decreased in impulse buying. At some point when emotional attachment with object and thing
become excessive, thus it can come up with unhealthy consequences as well as it can harm and
damage reputation in case of not having such pleasure. Hence, it is justified that that impulse
buying can be decreased due to having excessive emotional attachment with object and thing.
Therefore, authors (Zhang &Shrum, 2009; Punj, 2011) suppose that internal dispute is the result
between the self-control and pleasure-seeking to refrain the impulse, which interprets onto
enhanced impulse buying when the urge to consume prevails over the determination to counter. As
stated by Silvera et al. (2008) negative psychological states may play role to make impulse buying.
The second hypothesis (H2) depicts the influence of impulse buying tendency over impulse buying
and had found negative and insignificant (P > 0.1 andβ = -0.016). Thus, second hypothesis is un-
supported and in-consistent. However, the coefficient between variables is depicting weak negative
and insignificant relationship between impulse buying tendency and Impulse buying, therefore,
IBT is not a sufficient variable to quantify the influence of impulse buying. Thus, displaying
impulse buying products with demanded items and lowering the impulse buying products is not
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useful technique to increase impulse buying. However, Young and Faber (2000) forwarded that
IBT was connected with “lack of control”, it was the buyers with low cognitive control of not
making impulse purchase.
For the third hypothesis (H3), it is depicted in the table 6 that interpersonal influence has
negative but significant impact on impulse buying (P < 0.01 and β =-1.281), thus, H3 is
supported. However, coefficient is depicting strong negative relationship between interpersonal
influence and impulse buying, which is increased in one variable, is causing decrease in other
variable. Likelihood of its occurring due to constantly growing your connection with people
through social media or through other communication channel, thus there are chances of being
associated with different mind and different thoughts of people, the one who will encourage you to
make impulse buying, and the other who will discourage from making it. As 16% from the total
population of the world people, who make impulse buying, which is quite few, therefore it is
certain that the more your social influence will be increasing, thus you may have more probability
of being associated with people who would discourage you from making impulse purchase.
Now, the fourth hypothesis (H4) is depicting the impact of Materialism on impulse buying
shows that the variable is positive and has significant association ( P < 0.01 and β = 0.172).
These results are persistent with the study carried out by (Sunil Atulkar1 Bikrant Kesari1 2017).
Consumers who are fond of materialistic things they will demonstrate favorable point of view
regaring spending (Badgaiyan & Verma, 2014) intently like to buy on spontaneously those things
which they want to obtain. This proves that such customers are naturally impulsive by receiving
environmental cognitions (Newman & Patel, 2004).
Now, the fifth hypothesis (H5) is depicting the impact of motivational activities by
retailers on impulse buying has shown that the variable is significant and has positive
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relationship (P < 0.01 and β = 0.702). These results are persistent with the study carried out by
(Sunil Atulkar1 Bikrant Kesari1 2017). The friendly behavior of salespeople and their assistance
and cooperation during customers buying most probability declines the pessimistic feelings of the
consumer and engage them into routine buying. Motivational activities, just as offers for regular
consumers, events, and support from sales staff, promotional schemes, increase self-confidence
among customers for their shopping (Richins, 2011.
Now, the sixth hypothesis (H6) is depicting the influence of product attributes on
impulse buying has shown that the variable is significant and has positive relationship (P < 0.01
and β = 1.083). These results are persistent with the study carried out by (Sunil Atulkar1 Bikrant
Kesari1 2017). However, it has been noticed that the customer most of time make rational plan for
purchasing additional costly products, but as far as lower price products are concerned so they
have been more impulsive ( Jones et al., 2003). Therefore, consumers don’t consider importance
on the product’s price solely; rather they look for are reasonable balance amid price, quality and
quantity (Badgaiyan and Verma, 2014).
Now, the seven hypothesis (H7) is demonstrating the impact of person’s situation on
impulse buying has shown that the variable is in-significant but positive relationship (P > 0.01
andβ = 1.15). These results are not consistent with the study carried out by (Sunil Atulkar1 Bikrant
Kesari1 2017). However, person’s situation carries several components in one box just as (money,
time, positive mood, negative mood), therefore, it would be logically better to evaluate these
variables individually to examined the relationship on impulse buying rather than examine to
considered several situation as one. Moreover, in many study these individual variables are
surveyed to check the relationship upon IB as well as found significant relationship upon IB
(Beatty, S. E., & Ferrell, M. E. (1998)

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Now, the eighth hypothesis (H8) is depicting influence of store environment upon IB has
shown that the variable is significant and has positive relationship (P < 0.01 β = 0.468). However,
these results consistent with the research carried out by (Sunil Atulkar1 Bikrant Kesari1 2017).
The having a decoration, soft music and aromas gives shoppers refresh, feel relaxing and make
their mood happy significantly (Jha and Singh, 2013; Mattila and Wirtz, 2001; Kesari and Atulkar,
2016) and enhances the experience of excitement and arousal from the Consumer traits and
situational factors Downloaded by Kent State University At 06:32 05 April 2018 (PT) motion
when they visited in the retail store.
Now, the ninth hypothesis (H9) is depicting effect of Shopping enjoyment tendency upon
IB has shown that the variable is significant but has negative relationship (P < 0.01 andβ = -0.753).
These results are not consistent with the study carried out by (Sunil Atulkar1 Bikrant Kesari1
2017). However, it has been understood logically the reason of increasing in shopping enjoyment
tendency caused to decrease in impulse buying. As impulse buying related to anxiety and
unhappiness which cause to become regret after making impulse buying therefore, as well as
customer’s tendency in shopping will be increasing, thus over the time, customers can get a good
control to avoid impulse buying after every next shopping and also can make their shopping
enjoyable by discouraging impulse buying.
Now, the tenth hypothesis (H10) depicts effect of Time availability on impulse buying and
has shown that the variable is Un-supported and has negative and in-significant relationship (P >
0.01 andβ = -0.450). These results are in-consistent with the research carried out by (Mudassir
Husnain1 Bushra Rehman2 Fauzia Syed1 Muhammad Waheed Akhtar 2019). g. Khan, Hui et al.
(2015).Hence, time availability variable found strong negative and insignificant relationship on
impulse buying, which suggests that increasing in time availability can cause to decrease in
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impulse buying. However, it is understood that people who have more time availability thus tend
to make their quality of time to spend with along with their families rather than spending time on
making impulse buying. Consequently, insignificance resulted suggest that variable time
availability is not right variable to measure impulse buying.

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Chapter No # 05
Conclusion and
Recommendations
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5.1 Conclusion
This study identifies what effect of [situational factors and Consumer traits] on impulse
buying behavior at retail store. However, for this objective, variables [situational factors] (person’s
situation, store environment, product attributes, time availability, motivational activities by
retailers) and [consumer traits] (impulse buying tendency, shopping enjoyment tendency,
emotional attachment, materialism, interpersonal influence) are taken as independent variables and
IB as a dependent variable. Therefore, in order to make this study successful, we collected data
from 400 K&N’s chicken store users. Moreover, PLS-SEM technique was used to run the result
and analysis. Hence, the result concluded that [situational factors] (store environment, product
attributes, , motivational activities by retailers has significant impact on impulse buying except
person’s situation and time availability) and [consumer traits] (shopping enjoyment tendency,
emotional attachment, materialism, interpersonal influence has significant impact on impulse
buying except impulse buying tendency). Thus, this study will help all the retail managers in
evolving better techniques and strategies so that customers shall feel pleasant and pleasure
meanwhile shopping in retail stores.
5.2 Recommendation
Certainly, the result of this study concluded and can contribute in the research domain and
provide useful awareness regarding the association of consumer traits and situational factors in
relation to the impulsive buying behavior of retail store users. The retail managers can utilize this
research for evolving strategies by ideally using the significant influence and assist in increasing
sales, store layouts designing and in improving the retail store performance by getting competitive
advantage over competitors which can be utilized for achieving consistent retail store’s growth.
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Moreover, this study provide suggestions to retailers for better understanding of consumer’s traits
and encourage retailers to involve in attempt to attract impulse buying by building up relation with
customers and sales staffs, offers, events, gifts, rebates, lucky draws and reward programs by
mainly focused on discussed variables, which encourage them to buy impulsively.
However, retailers should avoid creating emotional attachment with customers. Retailers should
not effort to meet with every desire of customers. Hence it is proved by this research that the more
emotionally customers will be attach with retailer, thus chances of impulse buying will be less.
Retailers should avoid keeping lower price products and displaying high demands items at store
frequently. However, it will increase impulse buying tendency but on the other hand it will
decrease impulse buying.
Retailers should avoid doing more to create Interpersonal Influence. Because if customer may not
feel good and could not get good shopping experience or encountered an unpleasant event during
shopping, thus he/she may create word of mouth among their families and friends whom they have
influence thereby, chances of impulse buying could be also compromised.
Moreover, retailers should make availabilities of such materialistic items in stores to which
customers do consider valuable in spending. Those items would make feel customers worth
spending thereby, impulse buying shall be taking place.
Retailer should encourage Sales. Promotion, discounts, rebate and should organize some events in
stores, because these Motivational Activities by retailers encourages and motivates customers to
make impulse buying.
Retailers should make available large assortments and depth varieties of different features of
products and display them in a well decorate manner at shelf. Thus, having different features,
colors of items shall trigger customers to make impulse buying at store.

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Retailers must not make effortless strategy to take for granted that if customer is happy so he/she
shall make impulse buying either if they are angry, so they do. However, this research tells us that
if happiness of customer is increasing, it is not guaranteed that impulse buying would be also
increasing. Therefore, retailer should develop some strategies which make a balance in between.
Retailers should spend time and money both to make store environment pleasant. Customers
should feel enjoyable and attached with retailers at time of shopping. The ambiance of store must
be elegant, ventilation system must be installed, salesman must be present to entertain customers
timely and aroma of store must be pleasant, all these attributes emphasize customer to spend time
and browsing in store. Thus browsing shall trigger customers to make impulse buying in store.
At some point when customer’s impulse reaches at impulse mature shopping tendency, thus it
starts to decrease. However, customer’s impulse turned into compulsive buying and rather than
spontaneous buying (impulse buying) customers will plan to shopping experience somehow to
keep away from disagreeable internal feelings. Just as anxiety.
Hence it is proved that having more time availability of customers cannot guarantee to make
impulse buying. Therefore, retailers should attend customers immediately, irrespective that if
he/she shall spend more time, so unplanned buying can be taken place.
5.3 Future Recommendations
This research has some limitations. A very first limitation in this study, we only focused on
K&N’s chicken retail store, passed over all other cities of Pakistan. Therefore, this study can be
conducted by considering other cities of Pakistan. Secondly, this study implied only on K&N’s
chicken retail store, therefore, researcher can target many other different retail stores in all over
Pakistan. Thirdly, this study has taken 2 factors with 5 variables each; however researcher can
examine retail impulse buying by considering more factors such as social and cultural factors with
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few variables lifestyle and values, education, religion, technology culture values and attitudes.
Lastly, as sample size of this study is consisting upon 400 respondents only; therefore, the size of
sample can be extended and data can gathered from large numbers of respondents which will
provide more better results

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The impact of situational factors and consumer traits on impulse buying at 1

The Impact of Situational Factors and Consumer Traits on Impulse Buying

Department of Business Administration

The requirement for the

BACHELORS OF BUSINESS ADMINISTRATION

This thesis has been

Accepted by the faculty

FACULTY OF BUSINESS ADMINISTRATION

Ms. Nida Shah

Nida Shah, it was not possible to complete this study.

Moreover, i am also thankful to my friends and family to support me throughout my university

complete this study from Iqra University.

1.1 Background of the study:.........................................................................................08

1.2 Problem statement:...................................................................................................13

1.3 Research Objective:.................................................................................................15

1.4 Research Question:..................................................................................................15

1.5 Significance of the study:.........................................................................................15

1.6 Limitations and delimitations:.................................................................................16

1.7 Organization of the study:........................................................................................16

Chapter No 2 Literature Review.......................................................................................17

2.1 Theoretical background:..........................................................................................18

2.2 Hypothesis Development:........................................................................................19

2.2.1 Impulse buying tendency:.................................................................................19

2.2.2 Shoping enjoyment tendency:...........................................................................20

2.2.5 Emotional Attachement:....................................................................................22

2.2.5 Time Availability:.............................................................................................23

2.2.5 Person’s situation:.............................................................................................24

2.2.5 Motivational Activities by Retailers:................................................................25

2.2.5 Product Attributes:............................................................................................26

2.2.5 Store Environement:..........................................................................................28

2.3 Empirical studies:.....................................................................................................29

2.4 Conceptual model:...................................................................................................43

Chapter No 3 Research Methodology...............................................................................44

3.1 Research purpose:....................................................................................................45

3.4 Research approach:..................................................................................................45

3.5 Research design:......................................................................................................45

3.6 Sampling technique:.................................................................................................45

3.7 Target audience and population:..............................................................................45

3.8 Sample size:.............................................................................................................46

3.9 Statistical techniques:...............................................................................................46

3.10 Questionnaire and measurement instrument:.........................................................46

3.11 Ethical consideration:.............................................................................................47

3.12 Demographic :........................................................................................................47

Chapter No 4 Data Analysis.............................................................................................51

4.1 Data Analysis:..........................................................................................................51

4.1.2 Measurement Model.............................................................................................51

4.1.4 Descriminatory validity:..................................................................................54

4.1.3 Cross Loading:................................................................................................56

4.1.3 Structural Model:.............................................................................................58

Chapter No 5 Conclusion and Recommendations............................................................64

5. Conclusion and Recommendations............................................................................65

5.3 Future Recommendations:.......................................................................................68

buying tendency, shopping enjoyment tendency, emotional attachment, materialism, interpersonal

(shopping enjoyment tendency, emotional attachment, materialism, interpersonal influence has

position by working on variables which are significantly impact on impulse.

integral customer attributes (Beatty & Ferrell, 1998).

psychological reactions or powerful emotional compare to common product choice attitude.

managerially relevant, therefore, determined the impact of environmental characteristics of stores on

flavor is mainly examined into Goyal&Singh,2007; Karimi-Shahanjarinietal.,2010;