In-Store Shopping Environment and Impulsive Buying with Special Reference to Indore City

The study is based on the objective to identify the influence of in-store shopping environment on the impulsive buying behavior of the customers. The two models of impulse buying — the impulsive decision-making theory and the consumer decision-making model — were studied to validate the study (Schiffman and Kanuk, 2007). Adopting the method of convenience sampling, 300 shoppers at D-Mart and Treasure Island of Indore city were considered for this study. The study revealed that factors that are economic in nature such as free gifts, coupons and price discounts are more likely influences on impulse buying than those with an atmospheric engagement effect like background music, in-store display and salesforce.