Author:
Sheikh Sanaa Hafeez,Mubasher Khurram Ali,Sultan Huma
Abstract
The main purpose of the study was to find the impact of visual merchandising, store atmospherics, and sales promotion on the impulsive buying behavior in meat retail outlets in Karachi, Pakistani context. A simple random sampling technique was used to chose a convenience sample of 51 respondents, for the pilot study. A structured questionnaire was adapted to collect responses from the consumers who buy from organized or unorganized meat retail shops. Since store atmospherics did not have a significant impact on the impulsive buying behavior, it was dropped while the other two variables, visual merchandising and sales promotions offers were accepted as they showed a positive impact in indulging the consumers in impulsive buying. The study concludes that organized meat retailers should focus on visual merchandising and sales promotion offer strategies to attract new and existing customers so that they indulge themselves in impulsive buying.
Reference36 articles.
1. Badgayian, A., Verma, A., & Dixit, S. (2016). Impulsive buying tendency: Measuring important relationships with a new perspective and an indigenous scale. IIMB Management Review 28 (4), 183.
2. Bartlett, J., Kotrlik, J., & Higgins, C. (2001). Organizational Research: Determining Appropriate Sample Size in Survey Research. Learning and Performance Journal, 19, 43-50.
3. Bayley, G., & Nancarrow, C. (1998). Impulse purchasing: a qualitative exploration of the phenomenon. Qualitative Market Research: An International Journal, 1 (2), 99–114.
4. Beatty, & Ferrell. (1998). Impulse buying: modelling its precursors. Journal of Retailing;74, 169-191.
5. Bellenger, D., Robertson, D., & Hirschman, E. (1978). “Impulse buying varies by product. Journal of Advertising, 18, 15-18.