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The effects of personality, culture and store stimuli on impulsive buying behavior: Evidence from emerging market of Pakistan

Miao Miao (School of Economics and Management, Southwest Jiaotong University, Chengdu, China)
Tariq Jalees (College of Management Sciences, Karachi Institute of Economics and Technology, Karachi, Pakistan)
Sahar Qabool (College of Management Sciences, Karachi Institute of Economics and Technology, Karachi, Pakistan)
Syed Imran Zaman (School of Economics and Management, Southwest Jiaotong University, Chengdu, China) (Department of Business Administration, Jinnah University for Women, Karachi, Pakistan)

Asia Pacific Journal of Marketing and Logistics

ISSN: 1355-5855

Article publication date: 12 August 2019

Issue publication date: 6 January 2020

Abstract

Purpose

The purpose of this paper is to examine the relationship between personality factors (i.e. neuroticism, agreeableness, extroversion, conscientiousness and openness), cultural factors (individualism and collectivism) and store stimuli (window display and sales promotion) on impulsive buying behavior.

Design/methodology/approach

The sample size for the study was 350 with a response rate of 96 percent. The questionnaire was adapted from the established scale and measures. SmartPLS was used for statistical analysis. After reliability and validity analysis, the structural model was tested, and it fitted very well.

Findings

Of the nine hypotheses, five were accepted, and the other four were rejected. The results suggest that neuroticism, openness, individualism, collectivism and sales promotion significantly affect impulsive buying behavior. Marketers can use these results in developing appropriate marketing strategies.

Research limitations/implications

Implications for managers were drawn from the results. In this study, only two cultural factors were considered. Future studies could use all the cultural factors in their model. Additionally, the developed model can be extended for comparative studies.

Originality/value

Impulsive buying behavior, on the one hand, is problematic for consumers, but, on the other hand, is used as a tool by retailers for increasing sales. Comparatively, this study examined the effects of personality factors, cultural factors and store stimuli on impulsive buying behavior. These three factors have rarely been used together in one study.

Keywords

Acknowledgements

This study was supported by grants of National Natural Science Foundation (71572156), Sichuan Wine Development Research Center (CJZB18-02), Sichuan Circular Economy Research Center (XHJJ-1815), and the Humanity and Social Science Youth foundation of Ministry of Education of China(19YJC630060, 19YJC860033), Southwest Jiao Tong University “One Belt and One Road” research task project (268YDYLZ01).

Citation

Miao, M., Jalees, T., Qabool, S. and Zaman, S.I. (2020), "The effects of personality, culture and store stimuli on impulsive buying behavior: Evidence from emerging market of Pakistan", Asia Pacific Journal of Marketing and Logistics, Vol. 32 No. 1, pp. 188-204. https://doi.org/10.1108/APJML-09-2018-0377

Publisher

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Emerald Publishing Limited

Copyright © 2019, Emerald Publishing Limited