Title: Stimulators of impulse buying behaviour: an analysis of Pakistan's readymade garment buyers

Authors: Nainan Nawaz; Hina Rehman; Sadaf Kashif

Addresses: Department of Business Administration, IQRA University, Islamabad, Pakistan ' Faculty of Management Sciences, NUML, Islamabad, Pakistan ' Department of Business Administration, IQRA University, Islamabad, Pakistan

Abstract: The purpose of the current research is to explain the effect of in-store sales promotion (marketing stimuli), impulsive buying tendency, and shopping enjoyment tendency (traits) upon the impulsive buying behaviour of buyers (response) after feeling positive affective states and the urge to buy impulsively (affect). The deductive approach and survey strategy were used in the research. A total of 220 questionnaires were distributed, out of which only 205 were recollected and were used for the study. The structural equation modelling technique was used for data analysis. The findings showed that in-store sales promotion, shopping enjoyment tendency, and impulsive buying tendency impact buyer's impulse buying behaviour. Therefore, the retailers can consider paying more attention to in-store sales promotion along with other promotional activities. In-store sales promotion is not a new concept for the retailers and the buyers, so it will be easy for the buyers to get it.

Keywords: in-store sales promotions; shopping; positive affect; urge to buy; impulse buying behaviour; readymade garment; Pakistan retailing; textile; clothing; SEM.

DOI: 10.1504/IJEMR.2023.129951

International Journal of Electronic Marketing and Retailing, 2023 Vol.14 No.2, pp.202 - 224

Received: 12 May 2021
Accepted: 27 Sep 2021
Published online: 03 Apr 2023 *

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