The relationship between time spent in store and impulse buying

Upon entry into the process of industrialization in the world, radical changes in consumer behaviour has occured. In the past, consumers had to buy what business units produced, but today consumers buy what they need; this because of emotional satisfaction. Due to this change, business units are willing to investigate why and what consumers buy with the help of researches. As a result of the studies, the consumer does not only to satisfy physiological needs, but also make purchases to satisfy emotional needs, even the act of purchase is usually carried out without the plan for shopping has been identified. It is a large majority of today's contemporary consumers, who buy unplanned and decide in shops what to buy. This proportion increases in retail stores because of the offer for many types of products. In consumer behaviour, unplanned buying has become extremely important, this issue has revealed the need for intensive review.In the theoretical part of this thesis, consumer behaviour, the retail sector, and unplanned (impulse) buying issues are described. From the theoric perspective, a survey is made to two a variety of retail store clients who were in stores at that moment, and client of stores who were not in stores at that moment but live in Istanbul. First, general questions about consumer behavior were asked to respondents in survey. Then, the in-store activities which increase the purchasing is asked for to measure severity. According to the survey that marketing activities which are done in store by business units is related with unplanned buying behaviour.