Retail Stimulus and Impact Purchase behaviour: Researching on the Mediating role of The Urge to Buy in Organised retailing.
DOI:
https://doi.org/10.62737/w8hreh25Keywords:
Impulse buying behaviour, Retail stimuli, Urge to buy, Organized retailing, Consumer behaviour, FMCG retailAbstract
Purpose - The research recommendations involve the exploration of the mediating effect of Urge to buy on the relationship between the stimuli of the retail on impulse buying behaviour in organized retail environment.
Design/methodology/approach -The quantitative research design was employed involving the use of survey data collected in the form of survey data conducted among consumers undertaking shopping in the organized retail stores. Structural equation modelling (SEM) was used to test the relationships and mediation effect.
Findings- The findings indicate that the retail stimuli have far reaching consequences on impulse buying behaviour either directly or indirectly via urge to buy. The findings affirm the fact that the desire to purchase mediates the relationship between the stimuli of the retail and impulse buying behaviour to some extent.
Originality/value - The research is applicable in the body of knowledge in impulse buying as it demonstrates empirically the psychological mechanism through which environmental stimulus for retailing is transformed into impulse buying behavior, that is, within the context of planned/organized retailing.
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