i

The effect of store environment

on impulse buying behavior
influenced by emotions
Rabia Mumtaz
Institute of management sciences, BZU, Multan

Supervised by
Dr.Hassan Bucha

Abstract
Purpose In this paper the aim is to explore the process by which two store environment (music and

employee) either positive or negative and emotions (arousal and pleasure) influence impulse buying
behavior.

The data were obtained using a structured questionnaire

from multiple respondents in different retail stores of Multan.
Design/methodology/approach
Findings

It was analyzed that store environment has positive effect on impulse buying and also arise emotions that
may lead towards impulse buying. There is strong relationship between impulse buying and store
environment. But some factors also has positive but weak relationship with impulse buying.
Research limitations/implications Theoretically, there is added an antecedents (emotions) of impulse

buying, and to the outcomes of store environment. As we studied it was concluded as a managerial view
point that retail managers invest in improving the store environment to increase the level of impulse buying
in their stores. More specifically, they need to focus to create a friendliness of store employees, playing
appropriate music to encourage impulse buying. Because these store factors may generate emotions in the
form of pleasure or arousal and stress towards impulse buying. For the sake of consistency in analysis, only
a few famous stores in Multan are sampled.
Keywords

Impulse buying, Positive/negative effect, Store environment, arousal and pleasure, impulse buying tendency

Introduction:
Consumer behavior is one of the popular studied topics by the researcher and marketer in the past and still
being studied. There are different reasons to why consumer behavior becomes the topic of many academics
and researchers. One of the most common views is that understanding consumer behavior has become a
factor that has a direct impact on the overall business performance (kotler and Keller 2012). Some may
suggest that consumer behavior become crucial especially due to more competition in retail industry
worldwide (Lancaster et al, 2002).Impulse buying is a well known topic around the world.

What is impulse buying and impulse buying tendency?

It has discussed that consumer buying behavior is studied as a part of the marketing and highlight the
aspect that how consumers make purchasing decision after choose, buy, use and dispose the goods and
factors (such as their previous experience, taste, price and branding) (kotler and keller,2012).

Impulse buying tendency.

Impulse buying tendency is the way which helps individuals to purchase unintentionally, quickly and
unreflective purchases (Weunet al., 1998). Therefore, people who tend to have a general proclivity to buy on
impulse will have a greater susceptibility to purchase items on impulse. Anand Jyoti Badgainyan and Anshul
Verma quoted, felt urge to buy is a state of desire that is experienced upon encounting an object in the
environment. It clearly proceeds the actual impulse action and it is spontaneous and hidden (Beatty and
Ferrell 1998).
Impulse Buying
Impulse buying is happened at the spot and it is unreflective (Inman,Winerce Ferraro 2009;Rook
1987;Rook and fisher 1995) then unplanned buying and the unplanned buying explain the buying without
planned (stern 1962).Researchers have make difference between impulse buying and the unplanned buying.
Cobb and Hoyer conducted a study identify three types of purchases.
a. Planners (intend to purchase both the category and brand)
b. Partial planner (intend to buy the product category but not the brand)
c. Impulse buyers (has no attention to purchase category or brand)
Impulse buying is the buying of goods in arousal of a sudden whim (a sudden desire or change of mind
especially that is unusual and unexplained) or impulse. It was quoted that (Hawkins and mothersbaugh ;
2010), the unplanned purchase can be divided into two parts.
Reminder buying
Impulse buying
Impulse buying is done on the urge to purchase a product without any planning and intentions (Beatty and
Ferrell 1998, baumeister, 2002; Beatty and Ferrell, 1998: wood 1998); intense feeling is the part of impulse
buying (wood, 1998). It was quoted by Rook; 1987; Rook and Fisher,1995, that researchers agree that
impulse buying occur when an individuals makes an unintended, unreflective and immediate purchase
(Michael A. Jones, K.E.Reunolds, S.weun, S,E. Beatty, 2003).Anand J.B and Anshul.V 2014 discuss the
situational variable that effect on impulse buying. These situational factors can be
1. Personal (money availability, economic well being, family influence, time availability and credit card
use)
2. In-Store (sales promotion, store environment, friendly store employee, store music)
It is critical to know the consumer-related factors that may help to drive impulse buying.
The modern marketing stress on the needs and wants of consumers. The needs and wants of customer may
give a way to reach towards the organizational goal by satisfying them (kotler and Armstrong 2012) than
competitors. It is quoted (Piyush S.BS, Rog.M) that impulse buying is defined as a sudden and immediate
purchase with no pre shopping intentions either to buy the particular product category or to fulfill a specific
buying task without any available alternatives (Beatty and Ferrell 1998).
Types of impulse buying
It was quoted that in different studies, Stern (1962) present four different type of impulsive buying that can
be discussed on the basis of effect and cognition that is helpful in decision process. The types of impulse
buying are:
1. Pure Impulse buying (emotional arousal towards impulse buy and low level of cognitions)
2. Suggested Impulse Buying (happened at that time when a shopper find any item first time and want
to purchase without any pre purchase knowledge)

3. Planned Impulse Buying (happened when shoppers has a plan to buy any product but it may confirm
after finding prices discount offers and coupons etc)
4. Reminder Impulse Buying ( occur when a shopper has need but not reminded. so when he reach at
the point of purchase he may remember) (stern 1962)
According to Jones et al, (2003), the product-related impulse buying urge explains impulse buying behavior
more better than general impulse buying tendency.
Perceived value
The Product related urge to impulse buy can be defined as the degree to which consumers are
interested to purchase a product or a product category impulsively. Product involvement encourage towards
buying tendency. Product involvement is defined as a what a person percieved relevant things about product
that is based on in herent needs, values and interest (Zoychkowsky, 1995, p.362).customer perceived value
for a product is affected by factors.
1. Mostly utility needs
2. Mostly psychic needs
3. Mainly tangible
Customers perceived value can be defined in context of money, quality, benefit and social psychology.
(Ying.FengKug, Wei. Jaw Deng, Chi-mingvou; 2009). It was studied that perceived value is positively
related to customer satisfaction and this may influence post purchase intentions. (y.E.K, Uzt.D 2009).
Satisfaction and mood role
Customers only satisfied when you give value to them. Salem Khalifas quoted that Zeithaml (1998)
discussed four types of customers definition of value:
Low price(sacrifice)
Whatever the consumer wanted in a product or service (focus on benefits).
The quality obtained for the price paid (tradeoff between one sacrifice component and one benefit
component)
Total benefits obtained for total sacrifice incurred (all relevant components considered).
Satisfaction is the key of repeat purchase, positive word of mouth, and refrerrals. (Azaddin Salem k..; 2004).
It was quoted that Reichheld states the customer who are satisfied not necessarily loyal. The satisfaction
level increases become delighters because it fulfill the needs beyond their perception. When the performance
and features met the needs, become satifisers.and when even the basic needs are not full filled it becomes dis
satisfiers regarding that particular product
It is quoted that mood may be an intense, attention gettingand specifiable behavior (Clark and Isen 1982). It
is concluded that those consumers having positive mood may spend more (Murray et al...2010, spies at el..,
1997). Beatty and Ferrell (1998) state that positive mood influences more impulse buying than does
negative mood.Hill Gardner 1987 state that the consumer having positive mood decide quickly and perform
less evaluation to judge the product features and noticed less information about product and focus less
additional information.
Store enviornment
Mcgold rick noted that in the first articles about retail literature on the psychological impact of store
interiors, Kotler (1974), discussed that a store's atmosphere help to create a retail image in the shopper's
mind. This environment can affect purchase behavior in three ways, act as a medium to create attention, a
medium that create messages and a medium that creates an affect. The attention and message creating
medium, effect on the consumers general decision to select and treat with an apparent kindness about a

store while the affect creating medium, give the way on which atmosphere influences shopping behavior
within the store.
It was quoted that store environment may also rigid the number of items purchased, store liking, time and
money spent, (Sharman et al, 1997) perceived quality of merchandise and patronage (Baker et al,1994)
sales (milliman, 1982), product evaluation (Wheatley and chin 1972), satisfaction (Bitner 1990) and store
choice (darden et al, 1983). The sales persons ways to communicate with customers and store atmosphere
may affect the consumers mood at the point of purchase in retail setting. And the mood states may effect on
purchase behavior, brand evaluation and information acquisition. Drovan at al (1994) discussed that store
atmosphere create pleasure, time and money spent. It was noted that higher level of impulse buying
tendency lead to higher level of urge to buy impulsively. Berman and Evans (1995) divide atmospheric
stimuli elements into four categories: the exterior of the store, general interior, the layout and design
variables, and the point of-purchase and decoration variables.
Hedonic Consumption
The theory of hedonic consumption may be used as a tool to study the effects of in-store environments on
consumer behavior. Peter J.McGoldrick! And Christos P. Pierosnoted reasons to measure effects of store
atmosphere as a difficult task: ,1.These kinds of effects are basically emotional states and so difficult to
verbalize; 2. They are impermanent and therefore difficult to recall.
The I982 study found that to feel happy and pleasant in store environment is the important factor to create
willingness to spend more money than originally planned.
Employees
Carmen Barroso Castro, Enrique MartnArmario andDavid Martn Ruiz discussed that The employees
activities within a service company may connect an organizationwith its customers (Gronroos, 1990). The
employees of an organization are necessary part for ensuring success in this area, because these are the
persons who are ultimately responsible for providing a quality service that meets the demands and wants of
customers (Boulding et al., 1993; Parasuraman et al.,1991; Zeithaml et al., 1996). The employee skills, their
attitudes, the equipment andother supporting things available to them in providing the service, are all helpful
factors of customer loyalty (Reichheld, 1993; Bitner, 1995). Employees having Sportsmanship, Civic virtue,
Conscientiousness, Altruism as good soldiersfor the firm.
Sportsmanship is defined as the employees goodwill to tolerate without complaining (Organ, 1988, p.
11).Civic virtue is the behavior that shows a concern for participating in corporate life for example, by
performing tasks that they are not required to perform, and doing so for the benefit of the organization.
Conscientiousness is defined as the behavior that exceedes beyond the requirements of the organization in
the workplace for example, working after hours for the benefit of the organization. Lastly, altruism is
helping colleagues to perform their tasks.
Veronica Liljander, JanMattsson, quoted that Swan and Bowers (1998) also explain the importance of
employee behaviors for customer satisfaction, and suggest that the communication behavior is more
important than the content of what is communicated. Veronica discussed that A cheerful customer might
expect a cheerful response, and an irritated customer may expect to make them less angry. Because
employees may react to customer moods, customers may expect certain behavior from them.
Employee performance is the most important. Many researchers have underscored the importance of
customer-contact employees in creating and providing good service quality. To know that how the service is
delivered, employee performance is important because it is a important determinant of customers' perceived
service quality (Bimer, 1990; Bowen and Schneider,1985; Gr6nroos, 1983; Zeithaml, Parasuraman, and
Berry,1985). In fact, customer complaints may increased when the employees performance is poor and the
likelihood of switching to a competing service (Keaveney, 1995; Lewis, 1983).although Employee

performance is an important thing to service quality but an important question remains to be answered that
which employee or employee group is the most important cue to service quality? It was answered as
employee performance cues is especially meaningful for those service that is mostly related to employeecustomer interactions.
Music
Music is the condition that creates the mood and expects to influence consumers reactions to the
service escape. In other words, music help to add a favorable feature in a product and has a positive effect on
customer and environment evaluation. Music is defined as a mood influencer by market researchers (Bruner,
1990). Research involving music categorized in two ways
1. Mood related studies
2. Marketing related studies.
One of the most attracted property of music is music valence (i.e., liked vs. disliked music; see, for
example, Gom, 1982). It was noted that in past music valence may influence both time perceptions (Kellaris
and Kent, 1991) and a persons mood state (Baker, Grewal, and Levy, 1992; Yalch and Spangenberg, 1990).
In contrast, music, especially positively valence music, will take far away the consumers attention from the
passage of time and will release energy from the cognitive timer. It was noted that positively valence music
will arise more thoughts and feelings than negatively valence music, and thats why consumers will perceive
a time period to be longer when it is filled with positively valence music than when it is filled with
negatively valence music.
Emotions
Recently it has been suggested that emotion can be a synonym for affect and mood, some authors
discussed that emotion appears to be the more encompassing terms, with affect and mood particular types
or examples of emotion (Babin, Darden, &Griffen, 1992).
Pleasure and arousal
Mehrabian and Russell (1974) discussed that the factors from the environment (sense modalities and
information rate) and emotions (i.e. a persons tendency to enjoy the act of shopping or purchasing items in
specific types of store environments) can affect primary emotional responses such as pleasure (happy or
sad), or arousal (to feel stimulated or uninspired to take action).
Pleasure: it is defined as the state of feeling that describe as the degree to which a person feels good, joyful,
happy or satisfied with a particular situation.
Arousal: it is defined as a state of feeling that varies from feelings of excitement, stimulation, alertness or
activeness to feelings of being tired, sleepy or bored.
In Mehrabians theory, it was discussed that all emotional reactions to an environment can be classified
into three independent states: arousal no arousal, pleasure-displeasure, and dominance-passivity. According
to Mehrabians theory, the level of arousal and the pleasure-displeasure experienced by an individual will
determine his/her approach-avoidance responses.
Disposition and consumption guilt
It was noted that the disposition of product container may occur before, during or after use. Or the products
that are completely consumed, not involved in disposition. (Ch, 7; pp20, 728). Some time there is
consumption guilt in post purchase dissonance. The consumption guilt is defined as the feelings that are
around by the product/services use (ch 7, pp8; 278). It was quoted that decision making is influenced by

affect and cognition, where affects refers to feelings, emotions, moods and cognition refers to
thinking,interpreting and understanding information (Youn 2000).
The nonuse of a product nonuse may indicate some problems as the perception that the utility of the product
has been changed and situational factors are not favorable for product use. This is a common reaction after
making a difficult, relatively permanent decision.
Conceptual framework and hypotheses
As Beatty and Ferrell (1998) discussed that impulse buying is such type of purchasing which have no preshopping intentions either to buy any particular product category or to fulfill any particular buying task. In
this paper it was presented that impulse buying is influenced by store environment and antecedent of
emotions is proposed.
Store environment consist of many factors as music, light, layouts, employees, scents and shopping carts etc.
The store environment is considered as a perception of the combination of its elements namely music,
lighting, layout and employees etc. but in this paper only music and employees are considered as the
elements of store environment. As it was discussed that affect is a state of feeling which is characterized by
its two orthogonal dimensions, namely positive and negative affect (1988,.Watson et al.). Sherman et al.
(1997) discussed that if u have cognition than it may effect on the store choice whereas emotion may affects
unplanned purchases. The emotions produced in-store relate with unplanned buying (Donovan et al., 1994)
and impulse buying (Rook, 1987).
Store environment and positive affect
As (Yalch and Spangenberg, 1990) discussed that Shoppers respond to music psychologically and
behaviorally. And it is noted that music is an important, frequently and most common studied variable
thatinfluences affective states (Bruner, 1990). It is an important variable (Bitner, 1992) that may shape the
consumer behavior in retail environments (Milliman, 1982; 1986; Yalch andSpangenberg, 1990).And
Employeeresponses can significantly influence important consumer responses (Bitner, 1990).
So based on the this discussion, we make hypothesis that
H1: If evaluations of store environment are higher, it leads towards higher levels of positive affect.
Store environment and negative affect
(dAstous, 2000) discussed that loud music irritate during shopping.And Improper or loud
Music may become the reason of physical discomfort (Bitner, 1992) and affect negatively.
Same as a salespersons actions and behaviors can influence customer satisfaction (Oliver and Swan, 1989)
and customer satisfaction always has anaffective basis for retailers (Westbrook and Oliver, 1991). In fact, the
rudly behavior of employees, absence of employees or bad salesmanship mayalso cause negative affect
(Jones, 1999). This leads to:
H2. If evaluations of store environment are lower, it leads towards higher level of negative affect
Store environment and emotions
This is to implythat the effect of store atmosphere (the stimulus) on consumer behavioris mediated by the
emotional state of consumers. Emotional state is conceptualizedas consisting of three domains: pleasure and
displeasure, arousal and non arousal, dominance and submissiveness (Mehrabian&Russell, 1974). But in this
paper we will discussed only the pleasure and arousal. As to ensure that emotional state and store
environment would be the influencer towards the impulse buying behavior we posit a hypothesis:
H3.is store environment lead towards creating emotions
Positive effect and impulse buying
Early researches show a positive association between positive affect and impulse Buying. Donovan et al.
(1994) discussed that if environment is pleasant it contributed extra time and unplanned shopping. Beatty
and Ferrell (1998) noted a positive relationship between positive affect and impulse buying. It leads towards:
H4. Higher levels of positive affect lead to buy impulsively.
Negative affect and impulse buying

As we discussed earlier, we assume that positive and negative affect are related to one another (Watson et
al., 1985; Beatty and Ferrell, 1998; Silvera et al., 2008).In a retail buying, negative affect mostly create a
desire to withdraw from the environment (Erogluand Machleit, 1993). Therefore, there is little chance of
impulsive urges being generated. As it was discussed earlier that negative affect may cause withdrawal from
the store. So, it is unlikely to lead to buy impulsivly. So, the following:
H5. Higher levels of negative affect lead to lower levels of desire to buy impulsively.
Emotions and impulse buying
Impulse buying decisions are influenced by strong emotions. The focus of the investigation is on the
emotions in form of pleasure and arousal. So, the hypothesis is:
H6. Higher emotions lead towards impulse buying
Figure 1 explain the hypothesis
Methodology

Sample
We used a survey method to fill the questionnaire from different stores in Multan. As chenone, united mall,
chase up, prince departmental store and CSD.
A set of hundreds respondents were approached and 60 percent agreed to participate in the study. The
respondents were told that this survey was a part of a student project from a well-known and highly
recognized university in Pakistan more specifically Multan and Overall the sample fairly represents the
target population of Multan Shoppers.

Positive
effect

H1

Store
environment

H4
Impulse buying

Emotions

H3

(Pleasure,
arousal

(music,
employees)

H2

Negative
effect

H6

H5

Measures
We analysed all the independent and mediator variables with multiple-item scales used in past research
(except for emotions ). To measure emotions, we adapted items from others existing scales. Table I shows all
the scale items used for this research paper results. We measured store related variables, then the mediators
(positive and negative affect and emotions) and demographics also.
The 7 persons are selected to fill the questionnaire. They were providing description about the study. They
communicated the shoppers when they were on exit from the store and requested their participation in our
survey. They asked the shoppers whether each of these purchases were planned or unplanned. Out of all the
unplanned purchases, the reminder type items were dropped by the following question: at the time when

you realize the presence of this product, were you reminded that you not had this item and needed it? The
recorder recorded those purchases as impulse purchases that were clearly unplanned and could not be
classified as reminder items (Beatty and Ferrell, 1998).
Table 1. (scales)

Store

environment

flexible-inflexible;
Personalized-not personalized;
Accommodating-not accommodating;
Adjustable-not adjustable;
Standardized-not standardized;

Arousal
Frenzied
sluggish
Stimulated
relaxed
Excited-dull
Dulljittery
aroused
unaroused

Restrictive-not restrictive;
Gives customer little choice-gives customer lots of choices.
Relaxed-bored
comfortable/uncomfortable
attractive/unattractive
cheerful / Depressing
colorful/drab
positive/negative
stimulating/ Boring
good/bad
motivating/unmotivating
interesting/uninteresting
pleasant/unpleasant

Employee Perceptions
Well-dressed employees
Friendly employees
Helpful employees

Music Perceptions
Pleasant music
Appropriate music
Bothersome music

Pleasure
Happyunhappy
Relaxed- Bored
satisfiedunsatisfied
Pleasedannoyed
Contentedmelancholic
Hopeful- Despairing

Data Analysis
We used SPSS to find the results of our study. We have done linear regression analysis, durbonwatson
model, and reliability test to strengthen our results. We have analyzed by frequency distribution that all the
factors having positive effect on store environment. Some are strongly related with the store environment
while others are not strongly but have relationship with store environment. We analyze all this by using five
likert scale from right to left. Our minimum was labeled by 1 and maximum was labeled by 5. The values
fall between 1 to 5. As the table 1.1 shows all the results of data collected.

We use linear regression analysis to fine the strength of the variable. It was found that there is positive
relationship between the variables. As we know from frequencies of all variables
Statistics

Statistics
N

Valid
Missing

100
2
3.53
.103
4.00
4
1.029
1.060
-.479
.241

Mean
Std. Error of Mean
Median
Mode
Std. Deviation
Variance
Skewness
Std. Error of Skewness
Statistics
N

Valid
Missing

Mean
Std. Error of Mean
Median
Mode
Std. Deviation
Variance
Skewness
Std. Error of Skewness

100
2
3.91
.089
4.00
4
.889
.790
-1.319
.241

Frequency
Flexible-inflexible
flexible-inflexible
Valid

Missing
Total

strongly disagree
disagree
Neutral
Agree
strongly agree
Total
System

Frequency
3
5
11
60
21
100
2
102

Percent
2.9
4.9
10.8
58.8
20.6
98.0
2.0
100.0

Valid Percent
3.0
5.0
11.0
60.0
21.0
100.0

Cumulative Percent
3.0
8.0
19.0
79.0
100.0

unaroused-aroused

unaroused-aroused
Valid

Frequency Percent Valid Percent Cumulative Percent

strongly disagree 8
7.8
8.0
8.0

disagree
neutral
agree
strongly agree
Total
Missing System
Total

10
14
59
9
100
2

9.8
13.7
57.8
8.8
98.0
2.0

102

100.0

10.0
14.0
59.0
9.0
100.0

18.0
32.0
91.0
100.0

Descriptive Statistics
N

Mean

Statistic

Statistic

Std. Error

Std. Deviation

Variance

Statistic

Statistic

Kurtosis
Statistic

Std. Error

relaxed-bored

100

4.08

.111

1.107

1.226

1.506

.478

positive-negative

100

3.92

.100

1.002

1.004

1.371

.478

flexible-inflexible

100

3.91

.089

.889

.790

2.393

.478

satisfied-unsatisfied

100

3.76

.078

.780

.608

3.765

.478

good-bad

100

3.76

.105

1.046

1.093

.107

.478

pleasant-unpleasant

100

3.75

.085

.845

.715

3.373

.478

relaxed-bored

100

3.75

.076

.757

.573

2.997

.478

comfortable-uncomfortable

100

3.75

.082

.821

.674

2.341

.478

interesting-uninteresting

100

3.74

.099

.991

.982

2.136

.478

colorful-drab

100

3.73

.076

.763

.583

4.299

.478

friendly employees

100

3.70

.076

.759

.576

3.615

.478

attractive-unattractive

100

3.68

.092

.920

.846

2.429

.478

adjustable-not adjustable

100

3.66

.103

1.027

1.055

.205

.478

dull-jittery

100

3.66

.086

.855

.732

.868

.478

motivating-unmotivating

100

3.65

.093

.925

.856

1.822

.478

happy-unhappy

100

3.65

.095

.947

.896

1.898

.478

stimulated-relaxed

100

3.63

.092

.917

.842

2.270

.478

frenzied-sluggish

100

3.59

.084

.842

.709

1.435

.478

100

3.56

.098

.978

.956

.293

.478

contented-melancholic

100

3.55

.103

1.029

1.058

.979

.478

pleased-annoyed

100

3.53

.102

1.020

1.039

.964

.478

100

3.53

.103

1.029

1.060

-.381

.478

stimulating-boring

100

3.52

.101

1.010

1.020

1.025

.478

unaroused-aroused

100

3.51

.106

1.059

1.121

.478

.478

calm-excited

100

3.48

.080

.797

.636

1.972

.478

100

3.46

.118

1.184

1.402

-.782

.478

cheerful-depressing

100

3.43

.113

1.130

1.278

.088

.478

restrictive-not restrictive

100

3.42

.111

1.112

1.236

-.200

.478

hopeful-despairing

100

3.41

.113

1.129

1.275

-.184

.478

appropriate music

100

3.41

.104

1.036

1.073

-.111

.478

helpful employees

100

3.37

.104

1.041

1.084

.037

.478

pleasant music

100

3.32

.094

.942

.886

-.191

.478

well-dressed employees

100

3.08

.111

1.107

1.226

-.979

.478

bothersome music

100

2.42

.119

1.191

1.418

-1.496

.478

Valid N (listwise)

100

accomodating-not
accomodating

personalized-not
personalized

give customer little choicesgive customer more choices

Cornbachs alpha use to measure the internal consistency. as we have five likert scale in our questionnaire
scale and want to determine the reliability of the scale. 0.162 shows high level of internal consistency for our
scale. The value of alpha may lie between negative infinity and 1. Rating scale 1=poor, 5=excellent.
Reliability Statistics

Cronbach's Alpha Based on

Cronbach's Alpha

Standardized Items
.162

.243

N of Items
14

Regression

Variables Entered/Removedb

Model
1

Variables

Variables

Entered

Removed

Method

dull-jittery, welldressed
employees, give
customer little
choices-give
customer more
choices,
pleasant music,

. Enter

contentedmelancholic,
flexible-inflexible,
bothersome
music, pleasedannoyeda
a. All requested variables entered.
b. Dependent Variable: impulse buying

As ANOVA is the analysis of variance and used for more than two groups. as we have three groups in our
model. One is store environment others are emotions and impulse buying.
Mathematically ANOVA can be written as
X ij = u I + e ij

there were no linear relationship between the variables then the regression mean squares would be
approximately the same as the residual mean squares. We can test the null hypothesis that there is no linear
relationship using an F test. The test statistic is calculated as the regression mean square divided by the
residual mean square, and a P value may be obtained by comparison of the test statistic with the F
distribution with 1 and n - 2 degrees of freedom [2]. Usually, this analysis is carried out using a statistical
package that will produce an exact P value. In fact, the F test from the analysis of variance is equivalent to
the t test of the gradient for regression with only one predictor. This is not the case with more than one
predictor, but this will be the subject of a future review. So the table given below indicate the linear
relationship between the variables.
ANOVAb
Model
1

Sum of Squares
Regression

df

Mean Square

67.164

8.396

Residual

1632.146

91

17.936

Total

1699.310

99

Sig.
.468

.876a

Regression coefficients represent the mean change in the response variable for
one unit of change in the predictor variable while holding other predictors in the
model constant. This statistical control that regression provides is important
because it isolates the role of one variable from all of the others in the model.
The key to understanding the coefficients is to think of them as slopes, and
theyre often called slope coefficients.

A linear regression model with two predictor variables can be expressed with the following equation:
Y = B0 + B1*X1 + B2*X2 + E.
The variables in the model are Y, the response variable; X1, the first predictor variable; X2, the second
predictor variable; and E, the residual error, which is an unmeasured variable. The parameters in the model
are B0, the Y-intercept; B1, the first regression coefficient; and B2, the second regression coefficient.

coefficientsa
Standardized
Unstandardized Coefficients
Model
1

B
(Constant)

Std. Error
6.311

4.284

.347

.527

-.017

well-dressed employees
pleasant music

Coefficients
Beta

Sig.

1.473

.144

.074

.658

.512

.371

-.005

-.047

.963

-.511

.434

-.137

-1.178

.242

.076

.554

.017

.138

.891

bothersome music

-.298

.437

-.086

-.682

.497

pleased-annoyed

-.200

.518

-.049

-.387

.699

.042

.488

.010

.086

.932

-.239

.523

-.049

-.458

.648

flexible-inflexible
give customer little choicesgive customer more choices

contented-melancholic
dull-jittery
a. Dependent Variable: impulse buying

The difference between the observed value of the dependent variable (y) and the predicted value () is called
the residual (e). Each data point has one residual.
Residual
e=y-

Observed

value

Predicted

value

Both the sum and the mean of the residuals are equal to zero. That is, e = 0 and e = 0.
Residuals Statisticsa
Minimum
Predicted Value

Maximum

Mean

Std. Deviation

1.94

6.35

4.13

.824

100

Residual

-4.617

37.662

.000

4.060

100

Std. Predicted Value

-2.657

2.701

.000

1.000

100

Std. Residual

-1.090

8.893

.000

.959

100

a. Dependent Variable: impulse buying

Charts
Data show homoscedasticity, which is where the variances along the line of best fit remain similar as you
move along the line.

Discussion
As it was analyzed in data analysis that our model is a good fit and support the entire obtained hypothesis.
More specifically, it was noted that store environment drives impulse buying behavior through emotions.
However, we did not find any strong evidence of negative effect on impulse buying.
Our research makes a number of theoretical contributions. Sherman et al. (1997) discussed about the
influencing factors of store layout, ambience, and employees on unplanned buying but not on impulse
buying. As impulse buying is different from unplanned buying (Stern,1962). While Beatty and Ferrell (1998)
explained a model of impulse buying, but they did not consider store level variables.the store environment is
also studied by Getamohan and Bhardwaj and piyush sharma in 2012. But the emotional aspects was not
influenced the store environment separately. So it is important to do this because a very high percentage of
shopping decisions are taken in the store (Peck and Childers, 2006;Zhou and Wong, 2003;Underhill, 1999;).
According to Coca Colas CEO Muhthar Kent,the point of sale (store) is more important because more than
seventy percent of Cokes sales is based on impulse purchases (Karmali, 2007).
A Canadian grocery chain highlighted the fact that the profitability increases if each customer
purchased one additional item, it may increase by more than 40 percent (Babin andAttaway, 2000). Hence,
by extending Beatty and Ferrell (1998) in this way, our research contributes to the literature.
Moreover, existing literature shows the long term effects of store environment (Darden et al.,1983), whereas
this research discussed the immediate behavior on impulsive buying. As Donovan et al. (1994) and Spies et
al. (1997) showing that store environment affects not only the unplanned purchasing (may be done by more
in-store searching or developing an affect-based liking to a product), but also pure impulse buying. Lack of
support for H5. We did not find support for H5, i.e. negative affect did not affect to buy impulsively
negatively.
Beatty and Ferrell (1998) also did not find a particular influence of negative affect on impulse buying. The
reason for this could be that shoppers may not distinguish clearly between pre-existing negative affect that

may lead to higher impulse buying (e.g. Youn and Faber, 2000), after shopping poor experience that may
lead to lesser impulsive buying. Hence further research using alternate methods to measure affect may
clarify the effect of negative effect.
Limitations/Future predictions
Although our research has valuable contributions, but also has some limitations. First, it did not consider the
effect of individual characteristics which may affect impulse buying Luo, 2005; Sharma et al., 2010).
Secondly, we design a survey having store environment elements as in-store variables (employees and
music). Future research may use to study the impact of some other variables related to impulse buying
named in-store browsing and enjoying shopping time in a particular period. Third, we do not consider the
appearance of a store, and the promotional activities of in-store, which may also affect impulse buying.
Fourth, due to some constraints, our research used a few shopping stores as a setting for our study, and found
significant results. Future research may explore the influence of store environment in more retail stores
(Jones et al., 2003).
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