What Makes Customers Buy on Impulse: Evidence from Pakistan

The old and redundant shopping styles are no longer in practice in Pakistan and have been duly replaced by the advanced style of shopping. Marketers are aware of the emerging change and are very eager to attract as many customers as possible. The purpose of the research was to know about the influence of in-store sales promotion on the impulsive buying behavior of the readymade garment buyers. With the help of available literature in the area, a theoretical framework has been formulated. The data collected from the Centaurus Mega Mall of Islamabad shows that in-store sales promotion has an impact on impulse buying behavior. Further, the urge to buy impulsively plays the role of mediation. The study shows a full mediation making urge to buy impulsively the ultimate mediator between in-store sales promotion and impulse buying behavior. These findings have a collision with previous studies. Lastly, the paper also draws conclusions, discusses implications, and suggests a direction for future research.