TITLE:
Detecting the In-Store Stimulating Factors That Generate Egyptian Consumers’ Impulsive Buying Desire in Large Retail Stores
AUTHORS:
Mostafa Ahmed Shalash
KEYWORDS:
Impulse Buying Inclination, In-Store Stimuli, Egypt, Retail Stores, Store Environment
JOURNAL NAME:
Open Journal of Business and Management,
Vol.12 No.1,
January
30,
2024
ABSTRACT: Impulse buying is a common phenomenon among all
consumers; it is getting great attention from researchers, economists as well
as marketers. Globally, more than half of large mall shoppers were found to
purchase on impulse, indicating the impulse buying is a critical issue that
should be studied and find out its causes and motives. This study aims to 1)
identify the in-store stimulating factors that influence Egyptian consumers’ impulsive buying desire in large retail stores and the relative importance
for each one and 2) develop a mathematical model
to predict the ability of large Egyptian retail stores to generate an immediate
desire for the consumer to make an impulse purchase. In this regard, this study
proposes five in-store stimulating factors that may influence impulse buying for Egyptian consumers in retail stores which are:
store environment, store layout, shelf design, sales promotion, and
salespersons effectiveness. The researcher
used the quantitative approach to collect data from a sample of 400 respondents from customers of the
largest retail stores in Alexandria city. To reach our results, correlation
analysis and linear regression were used. The importance of this
research lies in the fact that it provides a comprehensive explanation of the
impact of in-store stimulating factors on impulsive
buying for Egyptian consumers and hence, the results of this research
will provide marketing and management experts with useful insights that help
them to design the appropriate marketing strategies to increase their sales. Results indicated that there is a
significant and positive relationship between all proposed stimulating
factors and generating impulse buying desire. Furthermore, the study revealed
that the sales promotion factor is the most influential in Impulsive buying
process for Egyptian consumers and shelf design is the lowest.