Impulsive Buying Behaviour of Women in Apparel industry in Pakistan
Journal Title: International Journal of Management Sciences - Year 2014, Vol 2, Issue 7
Abstract
Impulsive behaviour means acting on instinct, this study is to conclude the behavioural impulsivity of women in particular; this study was specifically conducted to find out the relation, and the effect of factors that may influence the impulsive buying behaviour of females in the apparel industry. This study aims to provide an insight on the impulsive buying behaviour of women, in general, in the apparel industry, specifically, and what factors trigger this impulsive buying behaviour. Through previous researches, variables were identified and operationalized in this study. The identified variables were the effect of TV/Media, self-esteem, impulsivity, anxiety and social desirability. This study is quantitative in nature, measuring the cause and effect of the selected variables on the impulsive buying behaviour of women. Primary research was conducted through the use of a verified questionnaire, which was adapted and developed. This research is cross sectional. The results of this research showed that the impulsive buying behaviour of Pakistani women is greatly influenced by social desirability, and a positive relationship was found with all the other variables (impulsivity, TV/Media, self-esteem, anxiety), but the effect of these variables was moderate. This research aims to help the marketing departments of the apparel industry in their marketing campaigns and targeting the Pakistani women efficiently.
Authors and Affiliations
Faiza Amir, Syed Fijaj Zahur, Ather Nadeem Qureshi, Syed Junaid Akbar, Muhammad Fuzael Amin
Keywords
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