Impulse Buying Behavior and the Role of Social Media: A Case Study of Faislabad

Author(s)

Zahid Mahmood Zahid , Kalimullah Shaker , Madiha Naveed Mufti ,

Download Full PDF Pages: 40-48 | Views: 1422 | Downloads: 475 | DOI: 10.5281/zenodo.3472274

Volume 6 - July 2017 (07)

Abstract

Purchasing a product without planning is termed as impulse buying. In the busy rapidly changing life of this time, people usually do impulse buying that is why now marketing experts are paying attention to catch the impulse of window shoppers. Researchers have proved that impulse buying has become a significant part of marketing studies. Now different marketing experts are focusing on finding different factors affecting impulse buying. Present study is a modest effort towards this concern. Present study focused on finding the determinants of impulse buying of the consumers in Faisalabad city with a special focus on the role that social media is playing in generating impulse buying behavior of window shoppers. Primary data were collected from 120 respondents, selected randomly. Data were collected using fully structured questionnaire. Both descriptive and inferential analyses were carried out. The major econometric analysis was done by multiple regressions. Regression was estimated through the method of ordinary least square for impulse buying as a function of marketing and personal factors of consumers. The results revealed that social media would be a good tool for increasing the impulse buying in Faisalabad. Results further showed that family income, education, gender, age, promotional activities, display of a store, behavior of the sales person and social media contribute positively in enhancing the impulse buying. So, it can be recommended that the sellers should consider these factors while making their policies.

Keywords

Impulse Buying, Social Media, Promotional Activities.

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