Impulse Buying Behavior in Shopping Malls: A Malaysian Perspective

ISBN-13: 9783838397092 / Angielski / Miękka / 2010 / 112 str.

Munusamy, Jayaraman

Opis

Retailers have long realized the power of impulse buying, which had contributed a significant amount of revenue to their coffers. The topic has received substantial attention in the marketing literature, yet little is known about the factors that affected impulse buying among Malaysian especially in the Shopping Malls. This study examined the role of customer service, store environment, sales promotion, store communication and consumer mood in influencing impulse buying. The results of this study showed that customer service, store environment and consumer mood have significant positive relationship with impulse buying among the consumers who shop at the Shopping Malls. While the impact of sales promotion is insignificant and store communication has a negative impact on impulse buying. These findings suggests several important implications to the owners of the local retail outlets at the shopping malls in Klang Valley in Malaysia.

O autorze

Dr. Jayaraman Munusamy is an Associate Professor with Limkokwing University in Malaysia. Previously, an Assistant Professor at University Tun Abdul Razak till 2008 , as a teacher in 1970 s, as a Marketing Manager in 1980 s, as an Industrial Marketing Manager for Ikeda in 1990 s and as a Six Sigma Manager with Johnson Controls in 2000 s.