Impact of Store Atmospherics on Impulse Buying Behavior Regarding Shopping Goods in Pakistan

Thèse de Master , 2014 , 76 Pages , Note: 3.5

Gestion d'entreprise - marketing en ligne et marketing hors ligne

Currently all the businesses are facing cut throat competition and companies and retailers are using different components of store atmospherics to attract the customers and to get competitive edge in the market by differentiating themselves from their competitors and consequently to be successful in the market. Current research is among very few on the components of store atmospherics and Impulse Buying in Pakistan. It will be helpful for producers, retailers and marketers by providing them roadmap to develop different strategies to increase sales and ultimately getting a larger market share by influencing buying decision making process of the consumers.

Quantitative research approach has been used in this study and data has been collected through survey research method in which adapted questionnaire is used as instrument of survey. The sample size was 600 consisting of different cities (Islamabad, Lahore, Okara, Sahiwal, Pakpattan, Arifwala and Multan). Research data has been analyzed by applying descriptive statistical techniques through SPSS software. Descriptive statistics, pie graphs, scatter diagram, correlation and linear regressions tests have been applied to draw the results of the study.

Results of the study have shown that the questionnaire is reliable to measure the constructs. Correlation values show that store layout, point of purchase displays, atmospherics and human factors have positive moderate correlation with impulse buying behavior. The results of regression analysis have shown that store layout, point of purchase displays, atmospherics and human factors have significant impact on impulse buying behavior. The study has some limitations as well; data has been collected through adapted questionnaire although there are other instruments as well to measure the constructs. In this study mere quantitative research approach has been used, while a mixed method approach can also be used to measure the constructs. The study has been conducted in only seven cities of Pakistan therefore it will be difficult to generalize the results of the study.

Inhaltsverzeichnis (Table of Contents)

• 1 INTRODUCTION
  • 1.1 BACKGROUND
  • 1.2 STATEMENT OF THE PROBLEM
  • 1.3 RESEARCH QUESTIONS AND OBJECTIVES OF THE STUDY
    • 1.3.1 RESEARCH QUESTIONS
    • 1.3.2 RESEARCH OBJECTIVES
  • 1.4 SCOPE AND SIGNIFICANCE OF STUDY
  • 1.5 EXPECTED OUTCOME AND POLICY IMPLICATIONS
  • 1.6 STRUCTURE OF THESIS
• 2 LITERATURE REVIEW
  • 2.1 IMPULSE BUYING
  • 2.2 STORE ATMOSPHERICS
    • 2.2.1 EXTERNAL ELEMENTS OF STORE ATMOSPHERE
    • 2.2.2 INTERNAL ELEMENTS OF STORE ATMOSPHERE
    • 2.2.3 STORE ATMOSPHERICS AND IMPULSE BUYING
  • 2.3 RETAIL INDUSTRY IN PAKISTAN
  • 2.4 FUTURE PROSPECTS
  • 2.5 THEORETICAL FRAMEWORK OF STUDY
    • 2.5.1 RESEARCH MODEL:
    • 2.5.2 HYPOTHESES OF THE STUDY
• 3 SUBJECTS AND METHODS
  • 3.1 RESEARCH PHILOSOPHY
    • 3.1.1 POSITIVISM
    • 3.1.2 INTERPRETIVISM
  • 3.2 RESEARCH APPROACH
  • 3.3 NATURE OF RESEARCH
    • 3.3.1 EXPLORATORY RESEARCH
    • 3.3.2 DESCRIPTIVE RESEARCH
    • 3.3.3 EXPLANATORY - CAUSAL RESEARCH
  • 3.4 RESEARCH METHODOLOGY
    • 3.4.1 PURPOSE OF SURVEY
    • 3.4.2 SAMPLING FRAME
    • 3.4.3 SAMPLE UNIT
    • 3.4.4 SAMPLE SIZE
    • 3.4.5 SAMPLING TECHNIQUE
    • 3.4.6 QUESTIONNAIRE
  • 3.5 DATA ANALYSES TECHNIQUE
• 4 EMPIRICAL RESULTS AND FINDINGS
  • 4.1 DESCRIPTIVE STATISTICS

Zielsetzung und Themenschwerpunkte (Objectives and Key Themes)

This research aims to investigate the impact of store atmospherics on impulse buying behavior in the context of shopping goods in Pakistan. The study seeks to understand how different elements of store atmospherics, such as store layout, point of purchase displays, ambient factors, and human factors, influence consumer decisions to make unplanned purchases.

• The role of store atmospherics in influencing consumer behavior
• The relationship between various elements of store atmospherics and impulse buying behavior
• The impact of store atmospherics on sales and market share
• The application of quantitative research methods to analyze consumer behavior
• The implications of the findings for retailers and marketers in Pakistan

Zusammenfassung der Kapitel (Chapter Summaries)

The first chapter provides an introduction to the research topic, outlining the background, statement of the problem, research questions, objectives, scope, significance, expected outcomes, and the structure of the thesis. Chapter two delves into a comprehensive literature review on impulse buying behavior, store atmospherics, and the retail industry in Pakistan. It also presents the theoretical framework of the study, including the research model and hypotheses. Chapter three outlines the research methodology, including the research philosophy, approach, nature of research, and data analysis techniques. Chapter four presents the empirical results and findings of the study, focusing on descriptive statistics.

Schlüsselwörter (Keywords)

The research focuses on the impact of store atmospherics on impulse buying behavior in Pakistan. Key terms and concepts include impulse buying, store layout, point of purchase displays, ambient factors, human factors, quantitative research, and consumer behavior.

• Note: 3.5
• Auteur: Irfan Sabir (Auteur)
• Année de publication: 2014
• Pages: 76
• N° de catalogue: V305810
• ISBN (ebook): 9783668048904
• ISBN (Livre): 9783668048911
• Langue: anglais
• mots-clé: impact, store, atmospherics, impulse, buying, behavior, regarding, shopping, goods, pakistan