The mediating effect of store attributes on impulsive buying: an exploratory research in fmcg sector

Impulsive buying can be defined as sudden, often powerful urge to buying something immediately. This buying behaviour has been subject of research for some time now and the growing number of research in this subject shows the increasing interest in impulsive buying behaviour. This behaviour has been studied from different perspectives predominantly in western countries.Mediating effect of some factors such as store image, pleasure seeking behaviour etc., have been studied. However, there is hardly any on store attributes. This study examines the influence the store attributes have on the impulsive buying by a customer. Data for this study was collected pan India and was analysed using R. This study sheds light on the dominating factors in Store attributes as well as Impulsive buying. The results suggest that store environment do influence impulse buying. The retailers in order to encourage impulse buying can use this knowledge to attract consumers’ attention and increase their sales.