Factors Influencing The Impulse Buying Behavior Of Customers On Food Industry In Melaka,Malaysia

Lee, Sze Hwee (2017) Factors Influencing The Impulse Buying Behavior Of Customers On Food Industry In Melaka,Malaysia. Project Report. Universiti Teknikal Malaysia Melaka, Melaka, Malaysia. (Submitted)

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Abstract

The impulse buying behavior is an unplanned and sudden purchase which occurs when stimulate by a cue.It has been used as a marketing tool by marketers and retailers to boost the product sales volume.However,a research gap was identified where there is lack of localized research to analyze the impulse buying behavior of Malaysian customers.Therefore,this research paper was designed to study the relationships among store environment,marketing stimuli and time availability and impulse buying behavior of customers.The research also had determined the food product which purchased impulsively by the customers.This research used quantitative method and collected 196 complete self-administered questionnaires in Aeon Bandaraya Melaka and Tesco Melaka.The data collected was analyzed using Pearson’s coefficient of correlation and multiple regression analysis.The result indicated that when the retailers enhanced the in-store atmosphere and creative marketing program,the customers’ impulse buying behavior will be promoted gradually.The result also showed that time availability had significant effects in moderating the relationships among store environment, marketing stimuli and impulse buying behavior.The customers reacted more impulsively towards snack food as indicated from result.The research contributed to advance the knowledge of impulsive buying and helps retailers in developing marketing strategies.However,the research was limited by the external cues and the product type.

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