Retailers

“The effect of Store Environment on Utilitarian shopping value, Hedonic shopping value and Consumer impulse buying behavior in the grocery retail sector of Pakistan”

Background and Purpose:  

The main ambition of this study was to pinpoint the impact of different environmental factors on the impulse buying behavior in a retail setting. There has been an increasing trend of research on consumer impulse buying behavior and retail industry in the field of marketing. For this purpose we have also conducted a research study to examine the impact of store environment by using three sub variables i-e atmospherics, product assortment and customers services on the impulse buying behavior using hedonic and utilitarian shopping values as mediators in this relationship in the grocery retail sector of Pakistan.

Method:

The data was collected using a questionnaire adopted from the studies of different authors and the data was collected manually. Data was collected from 200 respondents of customers of grocery retail stores which were then complied and results were found using SPSS.

Key Findings:

The results display that there is a positive link between store environment and impulse buying behavior. Hedonic shopping value and utilitarian shopping values are the mediators in this relationship but they act as weak mediators in the relationship.

Conclusion:

In concluding the entire study it is identified that the retail managers should make strategies in order to change the store environment in a positive way because it not only attracts customers but also stimulates the impulse buying behavior of the customers which eventually raise the sales of Grocery retailers.
#Stores #customers #Environment #Grocery #Retail #buying #shopping
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