Exploring the Influnce of Situational Factors (MoneyTime Avialable) on Impulse Buying Behaviour among Different Etthics

One of most important discussion in consumer behavior and marketing sciences is choice of product and buying behavior. Most behavioral researchers make an effort to make in behavior models. In this research, the effect of situational variables (time available, money available) on impulse buying investigated among different ethnics in Malaysia. These variables influenced to urge to buy impulsivity & at last this variable influenced to impulse buying. Data were collected in Malaysia (Chinese, Indians, Malay people). In this study, Path Analysis used to measure effect of variables. A descriptive statistics (Frequencies, Means, and Standard deviations) is used to describe the quantitative data. For measuring the validity and reliability of items, we used CFA (Confirmatory Factor Analysis) and Alpha Cronbach Coefficient respectively. Results revealed that the situational variables (money available and Time available) were influence to the felt urge to buy impulsively and impulse buying. Beside that positive effect has mediating role between situation variables and impulse buying.