1.
Mihir Dash
– Alliance University, Bangalore, Karnataka, India.
2.
Kshitiz Sharma
– Alliance University, Bangalore, Karnataka, India.
3.
Ankita Lakhani
– Alliance University, Bangalore, Karnataka, India.
Abstract
The aim of this study is to examine the factors affecting impulse purchase and impulse non-purchase by shoppers in apparel
retail outlets in shopping malls, as well as demographic patterns of the same. The study is a quantitative research that is based
on primary data collected through a structured questionnaire. The data were collected based on a sample of 300 shoppers
visiting apparel retail stores in three major malls in Bangalore, India. The variables considered were identified through literature
survey, and included the respondent demographics, along with store-related variables relating to the respondents’ perceptions
of importance of visual appeal, ambience, price, discounts/promotions, service, shop-floor assistance, variety, quality, in-store
navigation, and operational execution in their purchase decisions in apparel retail stores in malls.
The results of the study show that impulse purchase behavior is more affected by shopper demographics than the store-related
variables. On the other hand, impulse non-purchase was affected by both the shopper demographics and the store-related
variables.
