Unlike retailers, consumers can also benefit from the findings of this research as they can be aware and aware of the factors that influence their impulse buying behavior. The purpose of this study is therefore to determine whether four situational factors such as store environment, store employees' assistance, money availability and time availability will influence impulse buying behavior among local and international consumers located in Malaysia. Also, according to the results of independent T-test, it showed that there is no significant difference in impulse buying behavior between Malaysians and Non-Malaysians.
RESEARCH OVERVIEW
Research Background
First, Rook (1987) defined impulse buying as a person having a strong urge to buy something immediately. First, planned impulse purchases are described when consumers have planned to buy, but specific product has not yet been decided. Over the past 40 years, research has shown that impulse buying practices have existed in numerous consumer markets.
Problem Statement
An estimated 62% of supermarket sales and an estimated 80% of luxury goods sales were related to impulse buying (Badgaiyan & Verma, 2015). In-store factors are related to creating the desire to buy, leading to impulse buying as a result of the store's physical features. However, every desire to buy would not result in an actual impulsive purchase (Trandafilović, Pašić and Perunović, 2013).
Research Objective
- General Objective
- Specific Objective
Therefore, the aim of this research is to combine personal factors such as money and time availability along with two in-store factors to determine how four of these situational factors would affect consumer impulse buying behavior as situational factors are predicted to be related with the person and related to the trade, would affect his or her impulsive behavior.
Research Questions
Hypothesis of the Study
Research Significance
An increase in the forecast of the annual growth of the Malaysian retail market means that huge prospects are available for companies operating in the Malaysian retail sector. Understanding impulse buying behavior is a huge opportunity for marketers, as every aspect of a product, from packaging design to how the product is displayed in-store, influences consumer impulse control. In addition to retailers, consumers can benefit from the findings of this study as they will be more aware of the factors that influence their own impulse buying behaviour.
Conclusion
According to Foroughi, Buang, Senik and Hajmisadeghi (2013), impulse buying has contributed to a significant proportion of sales and they believe that impulse buying is important and vital to the retail industry. The fact that retailers can control and adjust most situational factors makes it worth examining whether various situational factors such as store environment, store employee assistance, availability of time and money can lead to consumers' impulsive buying behavior. This study can contribute to retailers to improve the customer shopping experience by collecting opinions on various environmental characteristics of the store.
Introduction
Review of Literature
- Store Environment
- Store Employees’ Assistance
- Money Availability
- Time Availability
- Impulse Buying Behaviour
According to Khorrami, Esfidani, & Delavari (2015), the environment of a store can promote consumer impulse buying behavior by stimulating their customers' emotional responses in the form of excitement and satisfaction. Factors such as employee friendliness will have a direct impact on influencing consumer impulse buying behavior. According to Nor, Ruzita, Che Aniza and Syed (2014), the availability of credit cards has a positive relationship with impulse buying behavior.
Review of Relevant Theoretical Models
Approach behavior refers to the consumer's positive reactions to a situation, while avoidance behavior refers to their negative reactions. Source: Badgaiyan & Verma (2015) Research urge to buy impulsively differs from impulsive buying behavior. Badgaiyan & Verma (2015) had conducted a study to find out how situational factors affect consumers' impulse buying behavior and impulse buying drive in India.
Conceptual Framework
Hypotheses Development
A persuasive, persuasive and friendly salesperson will influence customers to make impulsive purchases has been highlighted in many research findings (Crawford & Melewar, 2003; Parboteeah, 2005; Tendai & Crispen, 2009). Furthermore, friendly store employees can help stimulate customers to make impulse purchases by offering different alternatives and attending to customer inquiries (Virvilaite, Saladiene, & Bagdonaite, 2009). Money availability plays an important role in facilitating consumers to make an impulsive purchase process and it also affects consumers' purchasing power (Foroughi, Buang, & Sherilou, 2012).
An individual's higher cash availability means that he or she has more skill in purchasing activities and has more opportunities to browse the store. It is expected that the availability of money increases the chances that an individual will make impulse purchases and enjoy the process (Badgaiyan & Verma, 2015). Eckman (2014) found that consumers with high availability of money tend to experience positive emotions and react more positively to the store environment thus making impulse purchases.
However, time availability has no effect on impulsive buying was reported in two studies (Maymand & Ahmadinejad, 2011; In contrast, Foroughi et al. 2012 found that time availability will result in positive mood, which can stimulate consumers' urge to buy impulsively. According to Foroughi et al. 2012), situational factors such as money availability are found to have a positive influence on customer earnings.
Their studies also show that available time will positively influence the mood of Malaysian consumers, increasing their chance of making impulsive purchases.
Conclusion
METHODOLOGY
- Research Design
- Quantitative Research
- Descriptive Research
- Causal Research
- Data Collection Method
- Primary Data
- Sampling Design
- Target Population
- Sampling Location
- Sampling Elements
- Sampling Technique
- Sampling Size
- Research Instrument
- Questionnaire Design
- Pilot Test
- Construct Measurement
- Nominal Scale
- Ordinal Scale
- Interval Scale
- Data Processing
- Data Checking
- Data Editing
- Data Coding
- Data Analysis
- Descriptive Analysis
- Scale Measurement
- Inferential Analysis
- Conclusion
In this study, pre-designed questionnaires were used to interpret and analyze the data collected from the respondents. In this study, a descriptive research method is used to evaluate the situational factors that influence the impulse buying behavior of local and international consumers. In this study, causal research is used to determine whether the independent variables would influence the impulse buying behavior of local and international consumers.
In this study, only primary data was collected by distributing questionnaires to the target population. One of the questions in this section enables the researcher to find out what causes the respondents to make an impulse purchase. In this study, a pilot test was conducted by distributing copies of questionnaires to 30 respondents.
In this study, individual monthly income level is one of the questions using an ordinal scale. In this study, the need for the researcher to adjust the data has been reduced by using a survey tool in data collection. In this study, multiple regression analysis is used to examine whether impulse buying behavior of local and international consumers can be explained by situational factors such as shopping.
In this research, independent t-test is used to find out whether there is a significant difference in impulse buying behavior between two groups which are local and international consumers by using store environment, store staff assistance, time availability and money availability as independent variables.
DATA ANALYSIS
- Descriptive Analysis
- Respondents Demographic Profile
- Respondents General Inform
- Scale Measurement
- Reliability Analysis Test
- Inferential Analysis
- Multiple Regression Analysis
- Independent T-Test
- Conclusion
52.5% of the respondents who took part in this survey are Malay, while 47.5% of the respondents are non-Malaysian. According to Table 4.7, the majority of respondents chose the product quality that prompted them to make unplanned purchases, while only 2 (1.25%) of respondents chose music that prompted them to make unplanned purchases. According to the table, the respondents make impulse purchases when they are happy, while 11.25% of them do it when they are in a bad mood, 20% of them do it when accompanied by friends, 37% of them do it when they being alone and 26% of respondents make impulse purchases when in a hurry.
It indicates that the model may not be good as only 11.5% of impulse buying behavior can be explained by independent variables such as Store Environment, Store Employee Assistance, Cash Availability and Time Availability. The significant p-value of Levene's test for Equality of Variance is 0.661, which is greater than 0.05. Next, a hypothesis is formed to test whether there is a significant difference in impulse buying behavior between domestic and international consumers.
Based on the assumption of equal variance, the significant p-value under the t-test for equality of means is 0.868, which is greater than 0.05. Therefore, there is no significant difference in impulsive buying behavior between local and international consumers.
DISCUSSION, CONCLUSION AND IMPLICATION
Summary of Statistical Analysis
- Descriptive Analysis
- Demographic Profile
- Scale Measurement
- Inferential Analysis
- Multiple Regression Analysis
- Independent T-Test
Discussions of Major Findings
- Conclusion for first hypothesis
- Conclusion for second hypothesis
- Conclusion for third hypothesis
- Conclusion for fourth hypothesis
- Conclusion for fifth hypothesis
According to the results, there is a significant correlation between store environment and impulse buying behaviour. According to the results, there is no significant correlation between store employee assistance and impulse buying behaviour. Consumers today preferred to take the time to look for items they want without the need for store staff assistance.
According to the results, there is no significant relationship between the availability of money and impulse buying behavior. According to the results, there is a significant relationship between the help of store associates and impulse buying behavior. Therefore, availability of time is considered one of the most important contributors to the impulse buying process. Shoppers with a limited amount of time available will reduce their impulse buying tendency.
Through the review of past research, it was found that the assessment of situational factors in impulse buying behavior had only been conducted in one place at a time. Therefore, this research was conducted to test whether there is any difference in impulse buying behavior by comparing between Malaysians and non-Malaysians located in Malaysia. It is believed that although there are differences from one country to another, impulse buying is a global phenomenon.
It is common that the prevalence of impulse buying is due to consumers taking advantage of sales promotions and discounts in which it can be practiced consistently among all nations around the world.
Contribution of Study
Limitations of the Study
Recommendations for Future Research
Next, since this research was conducted in Kuala Lumpur, future researchers who wish to conduct research on impulse buying behavior may consider expanding the sample location area to collect data from respondents in each state of Malaysia. In addition, future researchers are encouraged to increase the sample size to improve the reliability of the research. Furthermore, with the advancement of technology today, future researchers who want to study impulse buying behavior can add Electronic Word of Mouth (eWOM) as one of the variables in their framework.
This is because eWOM is expected to influence consumers' impulse buying decision.
Conclusion
Investigate the influence rs (money and time available) on impulse buying behavior under different ethics. The impact of environmental factors on impulse buying behavior using the Mehrabian and Russell's framework. Personal and in-store factors influencing impulse buying behavior among generation Y consumers from small cities.
An exploratory investigation of impulse buying behavior in a transition economy: a study of urban consumers in Vietnam. An investigation into individual and situational factors that are effective in the level of impulse buying behavior of. The effect of store environment, availability of money and time, hedonic consumption tendency on emotional states and its impact on impulse buying behaviour.
The purpose of this study is to investigate the significant influence of situational factors such as store environment, social influence, availability of time and money on impulse buying behavior among locals and foreigners.
