Factors Influencing Consumer Buying Behavior toward Impulse Buying

Abstract

Purpose: The purpose of this paper is to determine factors influencing consumer-buying behavior toward impulse buying in hypermarkets.

Design/methodology/approach: Face-to-face interview using a structured questionnaire with closed-ended questions were used for data collection. In Sum, 300 respondents participated in the survey. Various statistical tools such as simple and multiple regressions, factor analysis were used for data analytics.

Findings: The results indicate that demographic factors positively influence impulse buying behavior. In addition, this study discloses that musical appeal, sexual appeal, fear appeal, and humor appeal influences consumer impulse buyers.

Practical implications: This study proposed that marketers at hypermarkets and retail stores can develop effective marketing programs and strategies that will attract consumers for an impulsive behavior.

Originality/value: This paper provides valuable insights in consumer behavior regarding impulsive buying, by testing factors that influence consumer impulse buyers toward products at hypermarkets, within the Lebanese context, the study could also be replicated in other countries.