Currently all the businesses are facing cut throat competition and companies and retailers are using different components of store atmospherics to attract the customers and to get competitive edge in the market by differentiating themselves from their competitors and consequently to be successful in the market. Current research is among very few on the components of store atmospherics and Impulse Buying in Pakistan. It will be helpful for producers, retailers and marketers by providing them roadmap to develop different strategies to increase sales and ultimately getting a larger market share by influencing buying decision making process of the consumers.
Quantitative research approach has been used in this study and data has been collected through survey research method in which adapted questionnaire is used as instrument of survey. The sample size was 600 consisting of different cities (Islamabad, Lahore, Okara, Sahiwal, Pakpattan, Arifwala and Multan). Research data has been analyzed by applying descriptive statistical techniques through SPSS software. Descriptive statistics, pie graphs, scatter diagram, correlation and linear regressions tests have been applied to draw the results of the study.
Results of the study have shown that the questionnaire is reliable to measure the constructs. Correlation values show that store layout, point of purchase displays, atmospherics and human factors have positive moderate correlation with impulse buying behavior. The results of regression analysis have shown that store layout, point of purchase displays, atmospherics and human factors have significant impact on impulse buying behavior. The study has some limitations as well; data has been collected through adapted questionnaire although there are other instruments as well to measure the constructs. In this study mere quantitative research approach has been used, while a mixed method approach can also be used to measure the constructs. The study has been conducted in only seven cities of Pakistan therefore it will be difficult to generalize the results of the study.
Table of Contents
- 1 INTRODUCTION
- 1.1 BACKGROUND
- 1.2 STATEMENT OF THE PROBLEM
- 1.3 RESEARCH QUESTIONS AND OBJECTIVES OF THE STUDY
- 1.3.1 RESEARCH QUESTIONS
- 1.3.2 RESEARCH OBJECTIVES
- 1.4 SCOPE AND SIGNIFICANCE OF STUDY
- 1.5 EXPECTED OUTCOME AND POLICY IMPLICATIONS
- 1.6 STRUCTURE OF THESIS
- 2 LITERATURE REVIEW
- 2.1 IMPULSE BUYING
- 2.2 STORE ATMOSPHERICS
- 2.2.1 EXTERNAL ELEMENTS OF STORE ATMOSPHERE
- 2.2.2 INTERNAL ELEMENTS OF STORE ATMOSPHERE
- 2.3 RETAIL INDUSTRY IN PAKISTAN
- 2.4 FUTURE PROSPECTS
- 2.5 STORE ATMOSPHERICS AND IMPULSE BUYING
- 2.5.1 RESEARCH MODEL:
- 2.5.2 HYPOTHESES OF THE STUDY
- 3 SUBJECTS AND METHODS
- 3.1 RESEARCH PHILOSOPHY
- 3.1.1 POSITIVISM
- 3.1.2 INTERPRETIVISM
- 3.2 RESEARCH APPROACH
- 3.3 NATURE OF RESEARCH
- 3.3.1 EXPLORATORY RESEARCH
- 3.3.2 DESCRIPTIVE RESEARCH
- 3.3.3 EXPLANATORY - CAUSAL RESEARCH
- 3.4 RESEARCH METHODOLOGY
- 3.4.1 PURPOSE OF SURVEY
- 3.4.2 SAMPLING FRAME
- 3.4.3 SAMPLE UNIT
- 3.4.4 SAMPLE SIZE
- 3.4.5 SAMPLING TECHNIQUE
- 3.4.6 QUESTIONNAIRE
- 3.5 DATA ANALYSES TECHNIQUE
- 3.1 RESEARCH PHILOSOPHY
- 4 EMPIRICAL RESULTS AND FINDINGS
- 4.1 DESCRIPTIVE STATISTICS
Objectives and Key Themes
This research aims to investigate the impact of store atmospherics on impulse buying behavior regarding shopping goods in Pakistan. It seeks to provide a roadmap for producers, retailers, and marketers to develop strategies for increasing sales and market share by influencing consumer decision-making.
- The influence of store atmospherics on impulse buying behavior.
- The relationship between specific atmospheric elements (layout, displays, ambient factors, human factors) and impulse purchases.
- The development of strategies to leverage store atmospherics to increase sales in the Pakistani retail market.
- Application of quantitative research methods to analyze consumer behavior.
- Limitations of the study and suggestions for future research.
Chapter Summaries
1 INTRODUCTION: This introductory chapter sets the stage for the research by providing background information on the competitive landscape of the retail industry and the importance of understanding consumer behavior. It clearly defines the problem statement, outlining the research questions and objectives. The chapter also details the scope and significance of the study, highlighting its potential impact on businesses and policy implications. Finally, it provides a roadmap of the thesis structure, guiding the reader through the subsequent chapters.
2 LITERATURE REVIEW: This chapter presents a comprehensive overview of existing literature on impulse buying and store atmospherics. It delves into the various internal and external elements that constitute store atmosphere and how these elements influence consumer behavior. The review also provides context by examining the retail industry in Pakistan, its current state, and future prospects. Crucially, this chapter establishes a theoretical framework and presents the research model and hypotheses that will be tested in subsequent empirical sections.
3 SUBJECTS AND METHODS: This chapter outlines the research methodology employed in the study. It clearly articulates the research philosophy (positivism), approach (quantitative), and nature of research (exploratory, descriptive, and explanatory). The chapter details the survey methodology, including sampling techniques, sample size, and questionnaire design. It also describes the data analysis techniques that will be used to analyze the collected data, providing a transparent and rigorous approach to the research process.
Keywords
Impulse Buying, Store Atmospherics, Store Layout, Point of Purchase Displays, Ambient Factors, Human Factors, Consumer Behavior, Retail Industry, Pakistan, Quantitative Research, Sales, Market Share.
Frequently Asked Questions: Impact of Store Atmospherics on Impulse Buying Behavior in Pakistan
What is the main topic of this research?
This research investigates the impact of store atmospherics on impulse buying behavior concerning shopping goods in Pakistan. It aims to provide strategies for increasing sales and market share by influencing consumer decision-making.
What are the key themes explored in this research?
The research explores the influence of store atmospherics on impulse buying behavior, the relationship between specific atmospheric elements (layout, displays, ambient factors, human factors) and impulse purchases, and the development of strategies to leverage store atmospherics to increase sales in the Pakistani retail market. It also focuses on the application of quantitative research methods to analyze consumer behavior and addresses the study's limitations and suggests future research avenues.
What is included in the Table of Contents?
The table of contents covers an introduction with background information, problem statement, research questions and objectives, scope, significance, expected outcomes, and thesis structure. It also includes a literature review on impulse buying, store atmospherics, the retail industry in Pakistan, and future prospects. The methodology section details the research philosophy, approach, nature of research, and data analysis techniques. Finally, it includes a chapter on empirical results and findings.
What research methods were used?
The research employed a quantitative approach, utilizing a survey methodology with specific sampling techniques, a defined sample size, and a structured questionnaire. The data analysis techniques used are detailed in Chapter 3.
What are the key findings (in brief)?
Detailed empirical results and findings are presented in Chapter 4, focusing on descriptive statistics. The precise results are not presented in this preview.
What is the research philosophy and approach?
The research philosophy is positivism, and the research approach is quantitative. The research is exploratory, descriptive, and explanatory-causal in nature.
What are the key variables studied?
The key variables are impulse buying behavior and various elements of store atmospherics, including store layout, point-of-purchase displays, ambient factors (lighting, music, scent), and human factors (staff interaction).
What is the significance of this research?
This research provides valuable insights for producers, retailers, and marketers in Pakistan to develop strategies for increasing sales and market share by understanding and leveraging the impact of store atmospherics on consumer behavior.
What are the limitations of the study?
The limitations of the study are discussed, and suggestions for future research are provided. These are detailed in the full thesis.
What are the keywords associated with this research?
Keywords include: Impulse Buying, Store Atmospherics, Store Layout, Point of Purchase Displays, Ambient Factors, Human Factors, Consumer Behavior, Retail Industry, Pakistan, Quantitative Research, Sales, Market Share.
Where can I find the full research?
The full research is not provided in this preview; it is a comprehensive language preview intended for academic use.
- Arbeit zitieren
- Irfan Sabir (Autor:in), 2014, Impact of Store Atmospherics on Impulse Buying Behavior Regarding Shopping Goods in Pakistan, München, GRIN Verlag, https://www.grin.com/document/305810
