Influence of Visual Merchandising, Store Atmospherics, and Sales Promotion Offers on Impulsive Buying Behavior – A Study of Organized Meat Retailing in Karachi, Pakistan
DOI:
https://doi.org/10.61506/01.00067Keywords:
Impulsive Buying Behavior , Visual Merchandising, Store AtmosphericsAbstract
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.
References
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. DOI: https://doi.org/10.1016/j.iimb.2016.10.006
Bartlett, J., Kotrlik, J., & Higgins, C. (2001). Organizational Research: Determining Appropriate Sample Size in Survey Research. Learning and Performance Journal, 19, 43-50.
Bayley, G., & Nancarrow, C. (1998). Impulse purchasing: a qualitative exploration of the phenomenon. Qualitative Market Research: An International Journal, 1 (2), 99–114. DOI: https://doi.org/10.1108/13522759810214271
Beatty, & Ferrell. (1998). Impulse buying: modelling its precursors. Journal of Retailing;74, 169-191. DOI: https://doi.org/10.1016/S0022-4359(99)80092-X
Bellenger, D., Robertson, D., & Hirschman, E. (1978). “Impulse buying varies by product. Journal of Advertising, 18, 15-18.
Chatterjee, P. H. (2014). Modeling the clickstream: Implications for web-based advertising efforts. Marketing Science, 520-541. DOI: https://doi.org/10.1287/mksc.22.4.520.24906
Flick. (2015). Introducing research methodology. A beginner’s guide to doing a research project. United Kingdom: Sage.
Gudonavičienė, R. (2015). Visual Merchandising Impact on Impulse Buying Behaviour. Procedia--social and Behavioral Sciences, 213, 635 – 640. DOI: https://doi.org/10.1016/j.sbspro.2015.11.464
Hinestroza, N., & James, P. (2014). The Effects of Sensory Marketing on the Implementation of Fast-Food Marketing Campaigns. Journal of Management and Marketing Research, 14, 1-11.
Jain, V., Sharman, A., & Narwal, P. (2012). Impact of Visual Merchandising on Consumer Behavior for Women Apparel. International Journal of Research in Management, 5 (2), 106-117.
Jones, M., Reynolds , K., Weun, S., & Beatty, S. (2003). The product-specific nature of impulse buying tendency. Journal of Business Research, 56(7), 505-512. DOI: https://doi.org/10.1016/S0148-2963(01)00250-8
Kacen, J., & Lee, J. (2002). The Influence of Culture on Consumer Impulsive Buying Behavior. Journal of Consumer Psychology, 163-76. DOI: https://doi.org/10.1207/153276602760078686
Karbasivar, A., & Yarahmadi, H. (2011). Evaluating effective factors on consumer impulsive buying behavior. Asian Journal of Business Management Studies 2 (4), 174-181.
Kim, J. (2013). A study on the effect that V.M.D (Visual Merchandising Design) in the store has on purchasing products. International Journal of Smart Home, 7(4), 217-224.
Kotler, P. (1974). Atmospherics as a Marketing Tool. Journal of Retailing, 49, 48-63.
Kotler. (1973). Atmospherics as a marketing tool. Journal of retailing, 48-64.
Lamb, C., Hair, J., & McDaniel, C. (2013). Marketing (12th ed.). Singapore: Cengage Learning: Asia Pte Ltd.
Levy, & Weitz. (2002). Retail Management, 8th Edition. NewYork, USA: The McGraw-Hill.
Mamuaya, N., & Pandowo, A. (2018). The effect of the situational factor, store atmosphere, and sales promotion on hedonic shopping motivation and its implication on supermarket consumer impulsive buying in Manado city. Journal of Business and Retail Management Research (JBRMR), 13 (2), 1-11. DOI: https://doi.org/10.24052/JBRMR/V13IS02/ART-01
Mehta, N. (2014). Impact of Visual merchandising on Consumer buying: A study of furniture outlets. Universal Journal of Management, 2 (6), 207-217. DOI: https://doi.org/10.13189/ujm.2014.020601
Mehta, N., & Chugan, P. (2012). The Impact of Visual Merchandising on Impulsive Buying Behavior of Consumers: A case from Central Mall of Ahmedabad India. Universal Journal of Management, 1 (@), 76-82. DOI: https://doi.org/10.13189/ujm.2013.010206
Mohan, G., Sivakumaran, B., & Sharma, P. (2013). Impact of store environment on impulse buying behaviour. European Journal of Marketing, 47, 47, 1711 – 1732. DOI: https://doi.org/10.1108/EJM-03-2011-0110
Muruganantham, G., & Bhakat, R. (2013). A review of impulsive buying behavior. International Journal of Marketing Studies, 5(3), 149-160.
Muruganantham, G., & Bhakat, R. (2013). A review of impulsive buying behavior. International Journal of Marketing Studies, 5(3), 149-160. DOI: https://doi.org/10.5539/ijms.v5n3p149
Muruganantham, G., & Yarahmadi, H. (2011). A review of impulsive buying behavior. International Journal of Marketing Studies, 5(3), 149-160.
Pakistan Bureau of Statistics. (2020, November 13). Retrieved from www.pbs.gov.pk
Piron, F. (1991). Defining Impulse Purchasing. Advances in Consumer Research , 18, 509-514.
Rook, D., & Hoch, S. (1985). Consuming Impulses. Advances in Consumer Research, 7(1), 23-27.
Roussel, Y., Ali, A., & Audi, M. (2021). Measuring the Money Demand in Pakistan: A Time Series Analysis. Bulletin of Business and Economics (BBE), 10(1), 27-41.
Singh, A., & Satish, K. (2015). Impact of Visual Merchandising on Brand Equity: An Empirical Study on Premium Apparel Retailers. International Journal of Multidisciplinary Approach and Studies, 2 (6).
Stern, H. (1962). The Significance of Impulsive Buying Today. Journal of Marketing, 59-62. DOI: https://doi.org/10.1177/002224296202600212
Sumarwan, & Ujang. (2011). Consumer Behavior: Theory and Its Application in Marketing. Jakarta: Ghalia Indonesia.
Tinne, W. (2010). Impulsive purchasing: A Literature Overview. ASA University Review, 4(2).
Tjiptono, F. (2008). Marketing strategy. Third Edition. Yogyakarta: ANDI Publisher.
Widyastuti, P. (2018). Does visual merchandising, store atmosphere and private label product influence impulse buying? Evidence in Jakarta. Journal of Business and Retail Management Research (JBRMR),12 (3), 140-148. DOI: https://doi.org/10.24052/JBRMR/V12IS03/ART-12
Xu, Y., & Huang. (2014). Effects of Price Discounts and Bonus Packs on Online Impulse Buying. Social Behavior and Personality, 42 (8), 1293-1302. DOI: https://doi.org/10.2224/sbp.2014.42.8.1293
