This study used survey questionnaire to tap the response of the shoppers to administer relationship between independent variables that include music, light, layout and employees which are also referred as the determinants of in-store environment with impulse buying
behavior being dependent variable of the study.
According to Stern (1962), impulse buying
is the same as unplanned buying and refers to purchasing behaviors that the consumer has not planned to carry out.
Parboteeah (2005; based on Piron, 1991:512) defined Impulse Buying
as, "a purchase that is unplanned, the result of an exposure to a stimulus, and decided on-the-spot.
Dunraven Finance Limited, a consumer credit company based in Bridgend, was told the advert could not be aired again because it encouraged impulse buying
This process is followed by impulsive reaction and hence it is called impulse buying
or unplanned purchase .
Early impulse buying
research was designed to define the concept with many, sometimes widely varying results (e.g., Clover, 1950; Rook, 1987).
Stern, H., The Significance of Impulse Buying
Today, Journal of Marketing, 26 (April), pp 59-62, 1962.
What factors have significant impact on impulse buying
should be considered with care at the time of placement at both stores and give consideration accordingly.
To put pay to this to 150 forget to the 'Make Mine Chocolate!' campaign warns against the impulse buying
of rabbits as pets and is encouraging an alternative Easter gift this year - a chocolate or toy rabbit instead.