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Title Factors Affecting Consumer Impulse Purchase Behavior (An Empirical Evidence from Pakistani Fashion Garments Market)

Author(s) Muhammad Abid Saleem

Abstract The objective of this study is to find out major predictors of an impulse purchase and validates the already established model by previous researchers who have measured the impact of affect, subjective well being, self-esteem and social influence on an impulse purchase. Data were collected by using convenient sampling across the country from nine different universities. The sample size was 675 with 75 students from each university. A self-administered questionnaire was taken from old research studies and was used to collect data. Data were analyzed by using correlation and regression analysis. Results of the analysis gave a different picture as against that of old studies and the same was expected as well due to different cultural traits of the target population. For cognitive part of an impulse purchase, satisfaction with life scale, negative affect and customer susceptibility to interpersonal influence were found directly related and significant. For effective part of an impulse purchase, negative affect and satisfaction with life scale were found positively related and significant whereas self-competence, self-liking and customer susceptibility to interpersonal influence were found negatively related and significant. Managerial Implications suggest that managers should use celebrity endorsements hence making use of social influence for creating impulse purchases. Furthermore, use of effective marketing gimmicks may also be focused towards youngsters.

Type Thesis/Dissertation MS

Faculty Management Sciences

Department Management Sciences

Language English

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