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
2.2.3 STORE ATMOSPHERICS AND IMPULSE BUYING
2.3 RETAIL INDUSTRY IN PAKISTAN
2.4 FUTURE PROSPECTS
2.5 THEORETICAL FRAMEWORK OF STUDY
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
4 EMPIRICAL RESULTS AND FINDINGS
4.1 4.1 DESCRIPTIVE STATISTICS
4.2 4.2 PIE CHART
4.3 RELIABILITY
4.3.1 RELIABILITY OF INDEPENDENT VARIABLES:
4.3.2 RELIABILITY OF DEPENDENT VARIABLE:
4.4 VALIDITY OF THE STUDY
4.4.1 INTERNAL VALIDITY:
4.4.2 EXTERNAL VALIDITY:
4.5 SCATTERED PLOTS:
4.6 CORRELATION
4.7 REGRESSION.
4.7.1 NORMALITY:
4.7.2 HOMOSCEDASTICITY AND LINEARITY
4.7.3 REGRESSION ANALYSIS
4.8 ANOVA
5 CONCLUSION AND RECOMMENDATIONS
5.1 CONCLUSION OF STUDY
5.2 RECOMMENDATIONS
6 REFERENCES
Research Objectives and Topics
This study aims to examine the impact of store atmospherics on consumer impulse buying behavior in Pakistan. By analyzing various components of store design and environment, the research seeks to provide a roadmap for retailers to improve their marketing strategies and market share.
- Impact of store layout on impulse buying.
- Influence of point-of-purchase displays and promotional signage.
- Role of ambient factors (lighting, music, temperature) in store environments.
- Effect of human factors on the consumer decision-making process.
- Development of effective retail strategies within the Pakistani market.
Extract from the Book
1.1 Background
Markets of all the businesses are characterized by red ocean competition, therefore companies and retailers are trying to position themselves through innovation and differentiation at any cost. They want to differentiate themselves from their competitors to be successful in the market and want to get maximum market share by using store atmospherics and its components. This study is aimed at explore the impact of store atmospherics on consumer impulse buying in Pakistan.
Combination of different features of a product including: material, functional, operational and psychological features related to a specific product is called Brand Building Brand Building. To build long term demand and to develop a successful retail brand, retail stores must add some perceived and actual value to the store which will ultimately result in increased sales (Demers, 2013). Consumers are only willing to pay more prices for a brand if they are getting satisfied by actual and perceived values provided by a specific brand for a particular product or service being offered (Morrison M. , 2002)
Differentiation of the stores based upon the old components of the marketing mix like: product, price, place and promotion, has become difficult for retailers (Smith, 2012). Light, color, and in store displays are the different element of a retail store which have been considered as having direct effects on the psychological state of the consumers and provokes to make impulse purchases (Golson, 2013). Retailers need to constantly add value to their brands as stores have to be much more than just passive places that display the products for sale (Grewal etal, 2006). Stores need to excite the shoppers by affecting their aesthetic sense as emphasis has now been moved towards elements which have the propensity to create a unique atmosphere, capture the brand image and help to and an exciting shopping experience. These elements can be; music, lighting, flat screen videos, graphics, aromas and flooring. Immediate difference and a wonderful shopping experience can be created by the use of visual aesthetics and selected in-store music (Morrison, 2002).
Summary of Chapters
1 INTRODUCTION: Covers the research background, statement of the problem, research questions, and the structural foundation of the study.
2 LITERATURE REVIEW: Discusses existing research on impulse buying and the diverse components of store atmospherics, while establishing the theoretical framework.
3 SUBJECTS AND METHODS: Details the research philosophy, methodology, sampling techniques, and data collection tools used for this quantitative study.
4 EMPIRICAL RESULTS AND FINDINGS: Presents the analysis of the data collected from participants, including descriptive statistics, correlation, and regression results.
5 CONCLUSION AND RECOMMENDATIONS: Summarizes the study's conclusions regarding the impact of store atmospherics and provides actionable recommendations for retailers.
Keywords
Impulse Buying, Store Layout, Point of Purchase Displays, Ambient Factors, Human Factors, Consumer Behavior, Retail Environment, Quantitative Research, SPSS, Marketing Strategy, Store Atmospherics, Pakistan Retail Market, Consumer Perception, Brand Building, Regression Analysis.
Frequently Asked Questions
What is the core focus of this research?
The research explores the relationship between various elements of store atmospherics—such as layout, displays, and ambiance—and their effect on consumer impulse buying behavior in Pakistan.
What are the primary themes analyzed in the study?
The study focuses on Store Layout, Point of Purchase (POP) displays, Ambient Factors, and Human Factors within the retail environment.
What is the main research objective?
The primary goal is to measure how these specific atmospheric variables impact the impulse buying tendency of customers, helping retailers develop better strategic marketing plans.
Which methodology was employed for this study?
A quantitative approach was used, utilizing a survey method with an adapted questionnaire distributed to 600 respondents across seven cities in Pakistan.
What does the main body of the work cover?
The main sections include a literature review of store atmospherics, the development of a research model based on stimulus-response theory, and detailed empirical findings from SPSS data analysis.
Which keywords define this study?
Key terms include Impulse Buying, Store Layout, Point of Purchase Displays, Ambient Factors, and Human Factors.
How is the Pakistani retail market addressed in this study?
The study recognizes the growth of the retail sector in Pakistan and highlights the need for modern retailers to understand consumer impulses beyond traditional marketing mix elements.
What is the conclusion regarding the proposed research model?
The study concludes that the research model is valid, confirming that store layout, POP displays, ambiance, and human factors have a significant positive impact on consumer impulse buying.
- Quote paper
- Irfan Sabir (Author), 2014, Impact of Store Atmospherics on Impulse Buying Behavior Regarding Shopping Goods in Pakistan, Munich, GRIN Verlag, https://www.grin.com/document/305810
