Determinants of Impulse Buying Behaviour of Consumers in Retail Sector

Abstract

The empirical study analyzes the phenomenon of impulse buying and various influencing factors among consumers. The study explores the role of emotions, advertising, low self-control, and satisfaction in impulsive buying behavior. Emotions can easily persuade a person to indulge in shopping suddenly. Advertising stipulates impulse purchase is considered a necessary element of brand imagery creation. It impacts consumers’ habits and beliefs about needs and expectations. People with low self-control over themselves are more likely to have impulsive urges. This phenomenon can lead to unintended or unplanned buying behavior. Moreover, customer satisfaction is a major factor in deciding whether a customer will buy something impulsively since customers with positive experiences from their previous purchases are more likely to repurchase them. This investigation aims to obtain information related to impulse buying behavior in the interaction of emotions, advertisements, self-control, and satisfaction. Retailers will be able to determine the passion that results in impulsive purchases, and they will then develop appropriate marketing plans. The decision to employ a quantitative research approach allowed for the establishment of a high level of reliability since researchers were able to determine the linear and non-linear patterns of the relationship between the identified key factors, as well as to provide empirical data on the nature of impulsive purchasing behavior in chosen geographic locations. The study's methodological soundness successively increased by using the SPSS and SmartPLS-4 measurement model and the structural model for data analysis. The research compares to previous studies by including an analysis of arguments based on emotional, cognitive, and behavioral elements that influence impulse buying by customers from Pakistani department stores, which is a relatively uninvestigated context. Therefore, the study holds useful theoretical implications for marketers, policymakers, and consumers to understand the multifaceted antecedent factors of impulse buying in this emerging economy.