| Collection Title: | SIU IS | | Title : | Determinants of Impulse Buying Behaviour in Retail Goods | | Material Type: | printed text | | Authors: | Binit Shrestha, Author ; Fuangfa Amponstira, Associated Name ; Pushkar Sharma, M. Phil, Associated Name | | Publisher: | Bangkok: Shinawatra University | | Publication Date: | 2017 | | Pagination: | ix, 69 p. | | Layout: | ill, Tables | | Size: | 30 cm. | | Price: | 500.00 | | General note: | SIU IS: SOM-MBA-2017-N02
IS [MS. [MBA]] -- Shinawatra University, 2017 | | Languages : | English (eng) | | Descriptors: | [LCSH]Credit cards
[LCSH]Impulse
| | Keywords: | Impulse Buying,
Credit Card,
Promotional Approach,
Sensation Cues,
Store Assistance,
Proximity | | Abstract: | Impulse buying have become a good source of behavior that has lead evolution in retail goods and retail environment. The study of impulse buying behavior of customers in case of Nepal is new to the society because very less study has been done in Nepal for impulse buying. As mentioned before in case of Nepal such type of study is lagging, to address the gap, this research has been conducted to measure and analyze the significance of variables which are Credit card, Promotional Approach, Sensation cues, Store Atmosphere and Proximity for impulse buying. The study intends to recommend the suggestion for marketers, retailers, and manufacturers for making strategies in retail environment for impulse buying. The research adopted a qualitative approach to acquire insights of 111 respondents on the area of study, who have been preparing for MBA entrance exam.
The analysis of acquired data reveals that three out of five variables has significant relationship with impulse buying which are credit card, store atmosphere and proximity. Two variables promotional approach and sensation cues failed to pass the test of significance. Even though two variables failed to pass the test of significance the correlation with the impulse buying was positive, which states that the variables contribute to increase in buying of impulse product in department stores.
For enhancing impulse buying retailers and marketers should focus on store atmosphere, sensory cues, proximity and promotional approach of the store. The above factors plays a vital role for impulse buying but are not the only factors that affect the intensity of impulse buying. Marketers and retailers should also focus on other variables of impulse buying for better result, sales and for creating value to customer. The impulse buying has an awareness dimension, thus familiarity to the goods is largely driven by marketing activities including advertising, publicity and word of mouth.
The retailers and marketer should focus on the significant factors from this research to enhance impulse buying and enhance other factors for increasing impulse buying, which will have impact on sale, revenue and value of goods for both retailers, marketers and brands. | | Curricular : | BBA/MBA | | Record link: | http://libsearch.siu.ac.th/siu/opac_css/index.php?lvl=notice_display&id=27364 |
SIU IS. Determinants of Impulse Buying Behaviour in Retail Goods [printed text] / Binit Shrestha, Author ; Fuangfa Amponstira, Associated Name ; Pushkar Sharma, M. Phil, Associated Name . - [S.l.] : Bangkok: Shinawatra University, 2017 . - ix, 69 p. : ill, Tables ; 30 cm. 500.00 SIU IS: SOM-MBA-2017-N02
IS [MS. [MBA]] -- Shinawatra University, 2017 Languages : English ( eng) | Descriptors: | [LCSH]Credit cards
[LCSH]Impulse
| | Keywords: | Impulse Buying,
Credit Card,
Promotional Approach,
Sensation Cues,
Store Assistance,
Proximity | | Abstract: | Impulse buying have become a good source of behavior that has lead evolution in retail goods and retail environment. The study of impulse buying behavior of customers in case of Nepal is new to the society because very less study has been done in Nepal for impulse buying. As mentioned before in case of Nepal such type of study is lagging, to address the gap, this research has been conducted to measure and analyze the significance of variables which are Credit card, Promotional Approach, Sensation cues, Store Atmosphere and Proximity for impulse buying. The study intends to recommend the suggestion for marketers, retailers, and manufacturers for making strategies in retail environment for impulse buying. The research adopted a qualitative approach to acquire insights of 111 respondents on the area of study, who have been preparing for MBA entrance exam.
The analysis of acquired data reveals that three out of five variables has significant relationship with impulse buying which are credit card, store atmosphere and proximity. Two variables promotional approach and sensation cues failed to pass the test of significance. Even though two variables failed to pass the test of significance the correlation with the impulse buying was positive, which states that the variables contribute to increase in buying of impulse product in department stores.
For enhancing impulse buying retailers and marketers should focus on store atmosphere, sensory cues, proximity and promotional approach of the store. The above factors plays a vital role for impulse buying but are not the only factors that affect the intensity of impulse buying. Marketers and retailers should also focus on other variables of impulse buying for better result, sales and for creating value to customer. The impulse buying has an awareness dimension, thus familiarity to the goods is largely driven by marketing activities including advertising, publicity and word of mouth.
The retailers and marketer should focus on the significant factors from this research to enhance impulse buying and enhance other factors for increasing impulse buying, which will have impact on sale, revenue and value of goods for both retailers, marketers and brands. | | Curricular : | BBA/MBA | | Record link: | http://libsearch.siu.ac.th/siu/opac_css/index.php?lvl=notice_display&id=27364 |
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