Impact of Sales Person’s Customer Orientation, In-Store Promotions and In-Store Environment on Impulsive Buying Mediated by Urge: The Moderating Role of Impulsive Buying Tendency

Muhammad Bilal Gulfraz and Xiong Wei

International Journal of Science and Business, 2019, vol. 3, issue 6, 99-117

Abstract: The purpose of this study is to examine the Impact of Sales Person Customer orientation, in-store promotions and in-store environment on impulsive buying mediated by urge and the moderating role of impulsive buying tendency. The data was collected through a survey questionnaire on likert rating scale using a sample of 201 consumers from Pakistan and China. Questionnaire data was then analyzed & passed through different statistical analysis on SPSS & different relationship between key variables were observed. Research result indicates that there is a strong impact of sales person’s customer orientation, in store promotions and in store environment on impulsive buying. The mediating role of urge has also been approved, and the moderating role of impulsive buying tendency. The sample mainly contained consumers of low income people of Pakistan which possibly limits the generalization of the findings. Future research should include consumers from other income classes. The findings are not only useful to retailers & marketers but also to consumers & product manager’s as well. This study will find new ways to predict consumer’s decision making specifically in impulsive buying. It will suggest new considerations for the marketers to market their products to the target audience. Further, it will also enrich the existing literature on the subject.

Keywords: Sales Person’s customer orientation; in store environment; in store promotions; Impulsive buying tendency; Urge to buy; impulsive buying behavior (search for similar items in EconPapers)
Date: 2019
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