Understanding nature of store ambiance and individual impulse buying tendency on impulsive purchasing behaviour: an emerging market perspective

Chandan Parsad (), Sanjeev Prashar () and Vijay Sai Tata ()
Additional contact information
Sanjeev Prashar: Indian Institute of Management (IIM) Raipur
Vijay Sai Tata: Indian Institute of Management (IIM) Raipur

DECISION: Official Journal of the Indian Institute of Management Calcutta, 2017, vol. 44, issue 4, No 6, 297-311

Abstract: Abstract The paper investigates the influence of store ambiance factors like music and light, sales personnel, display and colours, and instore crowd, impulse buying tendency and urge to buy on impulse buying. In the process, this study also validates the scales of these select variables in Indian context. The work has been divided into three parts—the study scales were developed and tested in the Indian context, followed by undertaking of test–retest and establishment of predictive validities in the second and third parts, respectively. The results reveal a positive relationship of shoppers’ impulse buying tendency and urge to buy with impulse buying. Also, two of the store-related environment factors—sales personnel and display and colour schema—have influence on impulsive buying among shoppers. However, contrary to the finding of earlier studies, the present paper noted no role of instore crowd and music and light in triggering and encouraging such behaviour. This contradiction in the findings of this paper is major contribution to the existing literature on antecedents influencing impulsive buying.

Keywords: Impulse buying; Impulse buying tendency; Urge to buy; Store ambiance; Hierarchal regression (search for similar items in EconPapers)
Date: 2017
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (4)

Downloads: (external link)
http://link.springer.com/10.1007/s40622-017-0168-2 Abstract (text/html)
Access to the full text of the articles in this series is restricted.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:spr:decisn:v:44:y:2017:i:4:d:10.1007_s40622-017-0168-2

Ordering information: This journal article can be ordered from
http://www.springer.com/journal/40622

DOI: 10.1007/s40622-017-0168-2

Access Statistics for this article

DECISION: Official Journal of the Indian Institute of Management Calcutta is currently edited by Rajesh Babu

More articles in DECISION: Official Journal of the Indian Institute of Management Calcutta from Springer, Indian Institute of Management Calcutta
Bibliographic data for series maintained by Sonal Shukla () and Springer Nature Abstracting and Indexing ().