| dc.description.abstract | Impulse buying is a phenomenon that has sparked interest for years in marketers and
researchers alike because of its positive impact on profit. In this study, the researcher aimed
at assessing the impact of store environment factors and personality variables on impulse
buying among retail customers in the Harare Metropolitan city. The store environment
factors that were under investigation were lighting, music and layout while the personality
variables that were under study were extroversion, psychoticism and neuroticism and were
developed using Eysenck personality scale. In order to achieve the research objectives, the
research went through a thorough review of literature on impulse buying and the factors that
impact it. The study hypotheses were then developed and a research model proposed. In this
study an explanatory research design was employed so as to assess the association between
store environment factors and personality traits with impulse buying. The study data was
collected from 287 respondents using the exit intercept method where shoppers who had
bought something were intercepted upon exiting a retail shop. A self-administered
questionnaire was employed for this study. The results were then analyzed using SPSS
version 20. Regression analysis was used to analyse the impact of lighting, music, layout,
extroversion, psychoticism and neuroticism on impulse buying. The results revealed that
lighting, music and layout had a positive yet statistically insignificant impact on impulse
buying. Psychoticism and neuroticism had a positive statistically significant impact on
impulse buying whereas extroversion had a negative statistically insignificant impact on
impulse buying. This study intended to give retailers in Zimbabwe, which are currently going
through a turbulent environment, an understanding of the factors that affect impulse buying
and how to capitalize on them. | en_ZW |
