African Journal of
Marketing Management

  • Abbreviation: Afr. J. Mark. Manage.
  • Language: English
  • ISSN: 2141-2421
  • DOI: 10.5897/AJMM
  • Start Year: 2009
  • Published Articles: 159

Full Length Research Paper

In-store shopping environment and impulsive buying

Mariri Tendai* and Chipunza Crispen
Department of Industrial Psychology, University of Fort Hare, P. Bag X1314, Alice 5700,  South Africa.
Email: [email protected]

  •  Accepted: 12 June 2009
  •  Published: 31 July 2009



The objective of the study was to investigate the influence of in-store shopping environment on impulsive buying among consumers. The impulsive decision making theory and the consumer decision making model were used to substantiate the study (Schiffman and Kanuk, 2007). A total of 320 shoppers conveniently sampled at a selected shopping mall served as the sample. A 5% test of significance showed that in-store factors of an economic nature such as price and coupons were more likely to influence impulsive buying than those with an atmospheric engagement effect like background music and scent. 


Key words: Impulsive buying, determinants of impulsive buying, in-store shopping environment, consumer decision making, retailing.