Impulse buying behaviour at the retail checkout: an investigation of select antecedents
The remarkable growth of the Indian retail landscape over the last decade is reflected in the proliferation of supermarkets, departmental stores and hypermarkets in India. Evolving consumption patterns, raising living standards has sparked a huge demand in the food and grocery retailing. Impulse buy...
| Main Authors: | , , , |
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| Format: | Article |
| Language: | English |
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Vilnius Gediminas Technical University
2021-02-01
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| Series: | Business: Theory and Practice |
| Subjects: | |
| Online Access: | https://journals.vgtu.lt/index.php/BTP/article/view/12711 |
| _version_ | 1797331636674625536 |
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| author | Vinish Pallikkara Prakash Pinto Iqbal Thonse Hawaldar Slima Pinto |
| author_facet | Vinish Pallikkara Prakash Pinto Iqbal Thonse Hawaldar Slima Pinto |
| author_sort | Vinish Pallikkara |
| collection | DOAJ |
| description | The remarkable growth of the Indian retail landscape over the last decade is reflected in the proliferation of supermarkets, departmental stores and hypermarkets in India. Evolving consumption patterns, raising living standards has sparked a huge demand in the food and grocery retailing. Impulse buying is a time-tested tactic by which retailers grab customer’s attention and boost average purchase value. Prior research has deliberated extensively on impulse buying in the store and its determinants. However, little effort has been made to examine the impulse buying behaviour, particularly at the retail checkout. To bridge this gap, we conducted an empirical study in the leading food and grocery modern retail stores in selected Tier I and Tier II cities in the state of Karnataka, India. The data was collected from 385 respondents using a structured questionnaire. The responses were analysed using confirmatory factor analysis and multiple regression. Our study shows that impulse buying at the store checkout area is minimal and sporadic for most of the product categories at the checkout. Impulse buying at the checkout is instigated by factors such as store environment, credit card availability, momentary mood, in-store promotion, offers and discounts and large merchandise. The study has important implications for retail stores by emphasising on the choice of merchandise offered for sale at the checkout area. Further, the investigation reveals that Indian shoppers are health-conscious and cautious about their purchase at the checkout rather than being impulsive. |
| first_indexed | 2024-03-08T07:37:22Z |
| format | Article |
| id | doaj.art-acca4c617b004f1d95d85ca3b57b602e |
| institution | Directory Open Access Journal |
| issn | 1648-0627 1822-4202 |
| language | English |
| last_indexed | 2024-03-08T07:37:22Z |
| publishDate | 2021-02-01 |
| publisher | Vilnius Gediminas Technical University |
| record_format | Article |
| series | Business: Theory and Practice |
| spelling | doaj.art-acca4c617b004f1d95d85ca3b57b602e2024-02-02T18:22:34ZengVilnius Gediminas Technical UniversityBusiness: Theory and Practice1648-06271822-42022021-02-01221697910.3846/btp.2021.1271112711Impulse buying behaviour at the retail checkout: an investigation of select antecedentsVinish Pallikkara0Prakash Pinto1Iqbal Thonse Hawaldar2Slima Pinto3Department of Business Administration, St Joseph Engineering College, Mangaluru, Karnataka, IndiaDepartment of Business Administration, St Joseph Engineering College, Mangaluru, Karnataka, IndiaDepartment of Accounting & Finance, College of Business Administration, Kingdom University, BahrainDepartment of Business Administration, St Joseph Engineering College, Mangaluru, Karnataka, IndiaThe remarkable growth of the Indian retail landscape over the last decade is reflected in the proliferation of supermarkets, departmental stores and hypermarkets in India. Evolving consumption patterns, raising living standards has sparked a huge demand in the food and grocery retailing. Impulse buying is a time-tested tactic by which retailers grab customer’s attention and boost average purchase value. Prior research has deliberated extensively on impulse buying in the store and its determinants. However, little effort has been made to examine the impulse buying behaviour, particularly at the retail checkout. To bridge this gap, we conducted an empirical study in the leading food and grocery modern retail stores in selected Tier I and Tier II cities in the state of Karnataka, India. The data was collected from 385 respondents using a structured questionnaire. The responses were analysed using confirmatory factor analysis and multiple regression. Our study shows that impulse buying at the store checkout area is minimal and sporadic for most of the product categories at the checkout. Impulse buying at the checkout is instigated by factors such as store environment, credit card availability, momentary mood, in-store promotion, offers and discounts and large merchandise. The study has important implications for retail stores by emphasising on the choice of merchandise offered for sale at the checkout area. Further, the investigation reveals that Indian shoppers are health-conscious and cautious about their purchase at the checkout rather than being impulsive.https://journals.vgtu.lt/index.php/BTP/article/view/12711impulse buyinggrocery retailingin-store promotionsituational factorsexternal factorsretail checkout |
| spellingShingle | Vinish Pallikkara Prakash Pinto Iqbal Thonse Hawaldar Slima Pinto Impulse buying behaviour at the retail checkout: an investigation of select antecedents Business: Theory and Practice impulse buying grocery retailing in-store promotion situational factors external factors retail checkout |
| title | Impulse buying behaviour at the retail checkout: an investigation of select antecedents |
| title_full | Impulse buying behaviour at the retail checkout: an investigation of select antecedents |
| title_fullStr | Impulse buying behaviour at the retail checkout: an investigation of select antecedents |
| title_full_unstemmed | Impulse buying behaviour at the retail checkout: an investigation of select antecedents |
| title_short | Impulse buying behaviour at the retail checkout: an investigation of select antecedents |
| title_sort | impulse buying behaviour at the retail checkout an investigation of select antecedents |
| topic | impulse buying grocery retailing in-store promotion situational factors external factors retail checkout |
| url | https://journals.vgtu.lt/index.php/BTP/article/view/12711 |
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