Tüketicilerin dürtmeli satın alma davranışlarını etkileyen faktörler: Pakistan'da bir araştırma

This study examined the effects of Impulse buying behavior, shopping enjoyment, fashion trends, social influence, and promotional activities on impulsive buying behavior. Scaled data for these variables has been obtained from the Mardan region's local retailers, students, and personal use of the products between October 31, 2022, and February 31, 2023. The collected data has been analyzed by statistical package (SPSS), descriptive analysis (frequencies, means, standard deviation), independent samples t-test and one-way ANOVA is used. The statistical tool have demonstrated relationships between the variables. Promotional activity (PA), shopping enjoyment (SE), fashion trends (FT), social influence (SI), and impulse purchasing (IB) are the main topics of this study, which looks at the elements affecting impulsive buying behavior in the Mardan region. The findings demonstrate that impulsive purchases are significantly influenced by social influence and shopping satisfaction, with younger consumers and single people exhibiting higher social influences. Men showed higher financially motivated purchase behavior, while fashion trends more impacted women due to promotional activities. While social influence (SI) and shopping enjoyment (SE) substantially impacted impulse purchasing, there was less relation between impulse buying and product quality. Income levels strongly influence social influence, with lower-income groups being more vulnerable. Additionally, fashion trends and advertising activity affected younger customers and women more. These results provide fresh insight into how money and gender affect consumer behavior while supporting earlier research highlighting the importance of social influence and shopping pleasure in impulsive purchasing. This study provides insightful information for developing focused marketing campaigns that increase customer engagement and encourage impulsive purchases.