Effect of Store Atmospherics on Impulse Buying Behaviour of Young Customers

Marketers and retailers themselves are the horizon of this segment. This desire for spontaneous acquisition and immediate gratification in order to have quick access to the place of purchase can lead to negative consequences, including post-purchase discrepancies. This paper is an attempt to understand and examine the direct and indirect effects of store environment as the urge to make impulsive and impulsive purchases over inconsistency after sorry purchases. The Sales promotion which is one of the key attributes of the promotional market is being widely used by marketers to try and maintain a competitive advantage in turn, increase sales by stimulate consumers' buying decisions. This current research work has attempted to identify many sales promotion techniques and the order in which they influence consumer decision making towards apparel. This research considers five important sales promotion techniques, namely discounts and discount offers, coupons, loyalty programs, value packs and contests. The aim of this research is to provide a detailed description of impulse buying behavior (IBB) by compels various research works in the field of retailing and consumer behavior. It gives a comprehensive overview of impulse buy construction and various behavioral aspects. Several aspects of this topic are classified with suggestions for future research work in the area of impulse buying.