Women’s Impulsive Buying Behaviour towards Clothing: In-store Shopping Context

Abstract

Purpose: This study attempts to examine the factors influencing women’s impulsive buying behaviour towards clothing at the context of in-store shopping. Methodology: This study is quantitative in nature. Adopting online survey method, primary data have been collected from 143 respondents. Nonprobability convenience sampling technique has been used in this study. Multiple regression analysis and ANOVA have been used to analyse the data and SPSS software has been used to process data. Findings: The study unfolds that the entire store atmosphere has positive effect on women’s impulsive buying behaviour towards clothing. The study found that attractive display of clothing is the most significant factor that affects women’s impulsive buying behaviour towards clothing. Moreover, discounted price tag, bundle offer, sales representatives’ behaviour and exchange offer also influence women’s impulsive buying behaviour to a great extent. Practical Implications: Practitioners may invest in upgrading the store atmosphere to enhance the level of impulse buying in their stores. Particularly, they need to concentrate on strengthening friendliness of sales representatives, designing the display of clothing, exchange offer, discounted price tag and bundle offer to encourage impulse buying. Originality/Value: There is a paucity of academic literature that investigates the factors influencing women’s impulsive buying behaviour towards clothing particularly in in-store shopping setting. This study addresses this gap by examining the factors that have significant impact on women’s impulsive buying behaviour towards clothing at the context of in-store shopping. Limitations: The study entirely focused on female which might mar the findings’ generalizability. Further, this study is limited to general clothing rather than types and specific brands. Additionally this study has not looked into consumer characteristics and situational variables such as personality, life style, loyalty, occasion, availability of time and money.