Proceedings of the 4th International Conference on Opportunities and Challenges in Management, Economics and Accounting
Store environment and its influence on impulse buying behavior among females: Moderating Role of shopping Pal
Muhammad Rizwan and Nida Ahmad
The study aimed at measuring impact of store environment on impulse buying behavior with the moderating impact of shopping pal among females in apparel retail store. The data is gathered through questionnaires. This is descriptive and cross sectional type of study. Research approach is deductive. Mall intercept technique is used for data collection. There are 350 questionnaires were distributed among target audience which is female. 300 completed questionnaires were returned. Amos and Spss software version 21 both are used for analysis. I measured model fitness and validity on Amos through pattern matrix. Spss is used for data preparation for Amos. Moderation is also measured through Spss by using Hayes process. Overall results are showing good model fitness and reliability and validity of the model. The gap which we assessed moderating impact of situational factor shopping pal. As Pakistan is a collectivist country so my results of the study also proved that people like to shop with their friends as compare to going alone. Further recommendations suggested according this study is that although sellers should focus on group shopping. As current trend of Pakistan is that they are focusing on environment which is clean, relaxing, music, lights, helping staffs who are wearing professional uniforms etc. They are not focusing promotional activities which encourages shopping with friends or family.
Key Words: Retail Environment, Marketing, Shopping Pal, Impulse Buying.