Measuring The Effects of Store environment, Availability of Money, Brand Image, Hedonic Consumption Tendency on Impulse Buying Behavior: Study On Retail Store Customer's in Bangladesh

Abstract

An impulse buying being growing concept and idea has become an important part of enhancing sales in retail store sitting. Retailers and marketers tend to devise strategies to plan for such behavior. Although there are lot of studies has conducted on impulse buying behavior but this study is not sufficient for understanding customers’ impulsiveness in developing countries like Bangladesh. The main objective of this study attempts to describe extent and amount of impact of some selected internal, external and situational factors influence on consumer impulse buying behavior. The theoretical framework designed based on the literature review and four hypotheses are developed focusing relationship between factors. This is a descriptive research based on quantitative data. To achieve the research objective, primary data are collected by surveying on consumers through self-structured questionnaires and respondents are selected by using convenience sampling method. Sample size consists with 140 respondents who are active in online because questionnaires send through social media especially Facebook. A five point Likert scale questionnaire is used in acquiring the respondent information. The method used to analyze the data are: frequency and percentage for descriptive statistics, reliability test and validity test for measuring data accuracy and consistency and regression analysis, correlation coefficient and t- test are conducted to test the hypothesis. The results showed that independent factors (store environment, availability of money, availability of time and hedonic consumption tendency) have significant direct relationship with dependent factor (impulse buying behavior). This study recommended the retailers and policy makers must consider the factory when developed strategy and formed policy. Outcomes of the study is limited by the sampling frame and size, cost and time limitations and showed only few factors influence on impulsiveness of customers. For future research it would be recommended that taking other important factors into consideration by extended both quantitative and qualitative research approaches, increase sample size and data collection time. This study provides useful insights into impulse buying in a retail store setting by giving the prevalence of impulse buying in shopping environment and importance of impulse purchase to a retailer profit.