Establishing Relationship between Antecedents of Impulse Buying

Purpose: Retailing is nowadays buzzword and a must requirement for each economy.The primary purpose of this study was to establish a relationship between impulse buying, store atmosphere, product assortment, individual personality trait, and recreational shopping tendencies. Design/Method/Approach: The study investigates the relationship between the antecedents of impulse buying.A causal study with data from 540 respondents using a non-probability purposive sampling technique was collected from multiple cities of India, using self-design questionnaire after rigorous review testing them with reliability, validity, exploratory, and CFA& SEMto fulfill the objectives of this research. Findings: The result shows that the store atmosphere and recreational shopping tendencies significantly and positively influence the impulse buying.Product assortment and individual personality traits did not show any effect on impulse buying. Implications For Managers: A motivating and positive store atmosphere with certain recreational activities boost the shopping appetite of buyerssignificantly.Safety and security offered by the organizers are one of the important factors affecting buyer behavior.The overall ambiance should disclose the optimism so that the customer is distracted from worries.For other researchers, a well-built review and standardized questionnaire on store atmosphere can be utilized to enhance their acquaintance over the subject keeping in mind the research gaps. Implications For Society: There is astrong expectation from shoppers to vigilantly analyze the need and utility of the product instead of the atmosphere present in the store. Originality/Value: The domain of thispaper is impulse buying.Academic research in this domain with store atmosphere, product assortment, individual personality traits, and recreational shopping tendencies is limited, especially in emerging economies.This study contributes to the ? eld by adding a significantly important new investigation. Limitations: The study is conducted withsample from one market.An attempt can be made for cross-national samples in the future.A model can be more comprehensive with the inclusion of other antecedents and demographics for specific product or industry.