TITLE:
Determinants of Consumer Impulsive Purchasing Behaviour in Medium-Large Shopping Malls in Ghana
AUTHORS:
Amos Arthur, Isaac Owusu, Ernest Denkyi Boateng
KEYWORDS:
Impulsive Purchasing Behaviour, Sales Persons, Store Atmosphere, Sales Promotions, Shoprite Mall, Survey Methods, Ghana, Accra, Kumasi
JOURNAL NAME:
Open Journal of Business and Management,
Vol.8 No.2,
January
16,
2020
ABSTRACT: This research examines the determinants of consumer impulsive purchasing behaviour of Ghanaian
shoppers. Churchill’s and
Peter’s [1] conceptual model was adapted and modified as the study proposed model to
verify empirical data. A sample size of 129 out of 180 was obtained from
Ghanaian shoppers at medium shopping malls located in Accra and Kumasi cities
in February, 2019 using a survey method. Data analysis was performed using AMOS
in Statistical Packages for Social Sciences’ (SPSS) software. Correlational and
multiple regression analysis was used to
determine the relationship and the impact between consumer’s impulsive
purchasing behaviour and five factors influencing consumer urge to purchase.
The results showed a significant impact of the impulsive purchasing behaviour
among three out of five variables used. The results findings support the
assertion that store atmosphere, sales persons and sales promotion influence
consumer impulsive purchasing behavior. The findings have significant marketing implication and highlight the need for business owners,
financial institutions and marketers to exploit and improve marketing
strategies in creating brand trust that the
product and services offer.