The IUP Journal of Marketing Management
In-Store Environment and Impulsive Buying: Development and Validation of Measurement Scale

Article Details
Pub. Date : Aug, 2023
Product Name : The IUP Journal of Marketing Management
Product Type : Article
Product Code : IJMM070823
Author Name : Huzaifa Hassan Shiekh and Zia ul Haq
Availability : YES
Subject/Domain : Marketing
Download Format : PDF Format
No. of Pages : 21



The purpose of this study is to develop and validate a measurement scale that can be used to study the effect of in-store environmental factors on impulsive buying behavior. A questionnaire consisting of 52 items was framed. The data structure was identified using factor analysis, and reliability of the measurement instrument was assessed using Cronbach's alpha and measures of composite reliability. Furthermore, confirmatory factor analysis was performed using Fornell and Larcker criteria to assess construct validity. This study identifies nine factors of the store environment that may influence impulsive buying of customers. In view of the limited research on store environment and impulsive buying in India, the measurement instrument developed in this study is necessary and beneficial for future research in the area. The results of this study also have practical implications for marketers in the retail industry.


Impulsive buying is not only a prevalent and peculiar characteristic of consumer behavior, but also an important element of extensive marketing management endeavors. It has been an interesting topic for researchers primarily because of the evolving consumer behavior over the years. Various researchers have characterized impulse buying behavior as an inadvertent, irrational, sudden, and hedonically complex behavior that leads to overwhelming and persistent desire to buy something (Rook, 1987; Bayley and Nancarrow, 1988; Rook and Gardner, 1993; and Kacen and Lee, 2002). While researchers have associated impulse buying with a negative behavior (Kipins, 1971; and Evenden, 1999) or erroneous disposition (Ainslie, 1975), there are studies that support the notion of it being either positive or innocuous (Hausman, 2000; Park and Kim, 2008; and Sneath et al., 2009).