Abstract:
"
The brick and mortar retail format is known to be one of the most
traditional retail formats. Therefore as time evolved retailers
incorporated various strategies and elements to add value to the
consumer retail experience. Therefore diverse studies have been
conducted in different countries to identify the factors influencing the
effectiveness of brick and mortar retail.
Although there has been a growth in e-commerce platforms and social
media businesses in Sri Lanka, consumers are seen to be more loyal
towards brick and mortar retail over online platforms which in turn
signify higher probability towards practice of impulsive buying behaviour.
Therefore it was observed as necessary to conduct the following study to
determine certain factors affecting impulsive buying behaviour of Sri
Lankan consumers in a brick and mortar retail model. Further for the
purpose of the study the researcher selected four variables based on the
literature research and theoretical models. The factors selected were
product assortment, store environment, customer experience and value
shopping. Thereby the conceptual framework was designed and the
hypotheses were deduced for the study. The research approach followed
being deductive an online survey was circulated amongst a sample of two
hundred and seventy respondents, whereas the structure involved the
factors selected and the impulsive buying behaviour practiced in brick
and mortar retail.
According to the findings the consumers bear a positive attitude towards
the variables studied with the exception of customer experience where
consumers are neutral. Further in terms of the hypothesis analysis all
four factors are significant in their relationship with impulsive buying
behaviour and this relationship has been asserted in studies globally.
Moreover the cumulative impact portrayed with the support of the
III
multiple regression analysis enables the researcher to develop a model in
the form of a formula. This formula consists of product assortment, value
shopping and customer experience. Most importantly based on the
findings of the study recommendations and implications are made
available to upcoming and existing fast fashion retailers"
