Impulse Purchase and Impulse Non-Purchase in Apparel Retail Outlets in Shopping Malls

The aim of this study is to examine the factors affecting impulse purchase and impulse non-purchase by shoppers in apparel retail outlets in shopping malls, as well as demographic patterns of the same. The study is a quantitative research that is based on primary data collected through a structured questionnaire. The data were collected based on a sample of 300 shoppers visiting apparel retail stores in three major malls in Bangalore, India. The variables considered were identified through literature survey, and included the respondent demographics, along with store-related variables relating to the respondents’ perceptions of importance of visual appeal, ambience, price, discounts/promotions, service, shop-floor assistance, variety, quality, in-store navigation, and operational execution in their purchase decisions in apparel retail stores in malls. The results of the study show that impulse purchase behavior is more affected by shopper demographics than the store-related variables. On the other hand, impulse non-purchase was affected by both the shopper demographics and the store-related variables.