Factors influencing impulse buying in retailing: An exploratory study
Keywords:
Impulse buying, fashion retailing, strategy, shopping experienceAbstract
This article is an exploratory study. The objective is to get theoretical understanding about impulse buying, gain insight into factors influencing impulse buying in retailing context in reference to fashion retailing & understand the strategies carved by retailers to increase impulse buying. The methodology used was review of relevant literatures. It was found that pleasurable shopping experience, quality merchandise, price, in store promotions, availability of credit card/debit card, brand, celebrity influence, social status are most relevant factors in stimulating impulse purchase in Indian fashion retailing context.
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