An Analysis of In-store Shopping Environment on Consumers’ Impulse Buying: Evidence from Pakistan

Purpose: This paper is to identify and explain the in-store shopping environment effects that drive consumers’ impulse buying decisions. Methodology: Primary data is collected from 100 randomly selected shoppers in Abbottabad and Islamabad. Descriptive data analysis along with test of significance was applied to analyze data. Findings: Results indicate that presence of an enjoyable, pleasant and attractive in-store shopping environment increases the chances of impulsive buying among consumers. Research Limitation: The sample size for the current research is very small and is geographically limited to Abbottabad and Islamabad. A larger sample with data collection from other cities may produce different results. Practical Implications: A proper mix of both promotional and atmospheric factors can help retailers to increase their sales and profits through consumers’ impulse buying actions. Originality of Research: The current research is among the very few studies on consumers’ impulse buying in Pakistan. It will extend the horizons of impulse buying from developed countries like USA to least studied developing countries like Pakistan. It provides new insights to producers and retailers in Pakistan. Thus, enables them to develop strategies for more sales and profits through consumers’ impulse buying behaviors.