The Effects of Promotion, Product Design and Situational Factors on Impulsive Buying Behavior and Post-Purchase Feelings

Abstract

The principal goals of this study are to determine the factors that influence impulsive purchase behavior and to investigate the association between impulsive buying behavior and post-purchase feelings. A systematic questionnaire is used to collect primary data from 165 respondents. According to this survey, participants have a favorable view of all six impacting factors: product design, sales promotion, store environment, time availability, money availability, word of mouth. According to the findings of the analysis, only two factors; store environment and time availability significantly influence consumers' impulsive buying behavior. As a result, businesses and stores should place a greater emphasis on these elements in order to encourage impulsive purchase behavior among consumers. According to the findings, consumers experience cognitive dissonance and sometimes satisfaction as a result of impulsive buying behavior. As a result, marketers and retailers must think about this effect in greater depth and identify factors that can minimize dissatisfied consumers, such as after-sales services, money-back guarantees, and so on.