The Power of Persuasion: Understanding the Influence on Women's Impulse Buying in Shopping Mall of Ernakulam Apparel Stores

Abstract

Impulse buying refers to unplanned and spontaneous purchasing decisions driven by immediate emotions and desires. Retailers and marketers must comprehend the aspects that affect impulsive buying in order to engage and entice customers. The apparel sector, being highly influenced by trends and personal preferences, provides an ideal context to explore impulse buying behavior (IBB). This research attempts to look at the factors influencing IBB of women in shopping malls in Ernakulam, a major commercial hub in Kerala, India. The research focuses on understanding the impact of internal factors (emotional state, mood, self-feelings and hedonic experiences) and in-store/external factors (product shelf position, promotion signage, product display, store ambience and window display) on IBB. Data was collected through a survey questionnaire, and statistical analyses were conducted using Pearson correlation and multiple regression analysis. The regression analysis showed significant relationships between these internal and external factors and IBB. These findings highlight the importance of creating a pleasant store ambiance, attractive product displays, engaging window displays, and effective promotion signage to stimulate impulse buying behavior among women shoppers. Retailers can utilize these insights to enhance the shopping experience and optimize their strategies for encouraging impulse purchases.