ATMOSPHERIC CUES AND SALES STIMULI: DECIPHERING THE EXTERNAL DETERMINANTS OF CONSUMER IMPULSE BUYING BEHAVIOR

DOI: https://doi.org/10.5281/zenodo.20618753

Authors:

S. K. UDHAYA JOTHI, DR. M. PUNITHAM

Keywords:

Atmospheric cues, Impulse buying behavior, Store atmosphere, Sales promotional stimuli, Stimulus–Organism–Response model.

Abstract:

The study analyzes consumer impulse buying behavior in retail, emphasizing the impact of external stimuli such as store atmosphere, sales promotions, and visual merchandising on unplanned purchases within the Stimulus–Organism–Response (SOR) framework. Using a descriptive quantitative approach, data were collected from 150 retail consumers via a structured questionnaire and analyzed with statistical methods including multiple regression and ANOVA. Results indicate that store atmosphere (β = 0.342, p < 0.01), sales promotional stimuli (β = 0.298, p < 0.01), and visual merchandising (β = 0.275, p < 0.05) significantly influence impulse buying, with emotional response mediating the store atmosphere's effect (β = 0.318, p < 0.01). The model accounted for 61.4% of variance (R² = 0.614, F = 24.87, p < 0.001), and reliability was confirmed (α > 0.70). The study suggests retailers can increase impulse purchases by enhancing store environments and strategies, especially in emerging markets competing with e-commerce, thus contributing valuable insights to the SOR model in Indian retail.

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