Influence of sports store layout on impulse purchase behaviour

Abstract

This study aims to investigate how varying store layouts impact impulsive buying tendencies among consumers. By analyzing data gathered through observational studies, surveys and interviews, the research sheds light on the psychological mechanisms underlying impulsive purchases and their association with store layout. Important results show that stress perception, self-identity, health consciousness, and physical activity are positively correlated with interest in sports. These revelations highlight how crucial it is to comprehend the attitudes and tastes of sports fans and sports products users in order to develop focused marketing campaigns and product placements in athletic retailers. Furthermore, we discovered that store layout does affect impulsive buying behavior, rejecting the null hypothesis. Interestingly, buyers showed more impulsive buying behavior in stores with less organized layout. This illustrates the complex nature of consumer behavior, which goes beyond store layout to include elements like customer demographics and preferences. It also implies that a store layout that is regarded as less efficient and organized may encourage impulsive purchases. There are several managerial implications and suggestions that can be derived from this study. Firstly, optimizing store layouts based on critical features observed in stores with higher impulsive purchase behavior is important. Secondly, tailoring the marketing campaigns and product placements to resonate with sports enthusiasts' interests. Thirdly, fostering community engagement among customers who visit the store. Moreover, training the staff to understand consumer psychology and trying to enhance the online retail experience. Lastly, refining strategies based on customer feedback and sales data. Overall, the research explores the connection between sports interest and consumer behavior in sports retail settings. It also emphasizes the necessity for retailers to adopt a comprehensive approach that includes attitudinal insights and behavioral observations to effectively cater to the needs and preferences of sports enthusiasts.