A study on factors affecting impulse buying behavior of consumers in the super market special reference to food city, Sri Lanka.

Abstract

In today’s modern world shopping has become a social and leisure activity, reducing the number of planned purchases made by consumers. The increasing growth in consumption and opportunity of credit purchases around the world has provided an excellent opportunity to buy spontaneously (impulsively). The purpose of this investigation was to explore some main factors affecting on impulse buying behavior in conjunction with super market including window display, credit card, promotional activities, situational factors and Store Layout. A survey was conducted, under convenience sampling method and collecting data through a structured questionnaire completed by 200 customers of super market in Batticaloa urban areas. The statistical analysis method and descriptive statistics used for data presentation and analysis. Multiple regression analysis, Pearson correlation coefficient were used for testing relationship. After the thorough analysis of the available data it has been found out that almost all independent variables are associated with impulse buying behavior And identified that the most significant factor that influencing consumers’ impulse buying behavior are ‘‘promotional activities and situational factors, further window display, credit card and Store Layout may also influence. Thus, the paper will be useful for marketing practitioners and researchers towards comprehensive understanding of the consumer’s impulsiveness.