Personal and In-store Factors on Impulse Buying Behavior: Moderating Role of Generation

The Sri Lankan supermarket industry has experienced significant growth and transformation in recent decades, driven by urbanization, changing lifestyles, and an expanding middle class. Additionally, understanding the factors that contribute to impulsive purchases in a supermarket setting is crucial due to the scarcity of existing findings relevant to the field. This study aimed to test the factors influencing impulse buying behaviour in the Sri Lankan retail sector, with a particular focus on personal factors, in-store factors, and the moderating role of generation. Primary data were collected from 384 customers of Keels supermarket in Sri Lanka based on a convenience sampling method through a self-administered questionnaire. The results showed that individual characteristics including time availability, family influence, and financial availability have a significant impact on impulsive buying behaviour. In a similar vein, it was discovered that in-store elements like music, friendly staff, lighting, and sales promotions significantly influenced customers' impulsive purchasing decisions. Paint colour and retail atmosphere, however, had little effect on impulsive purchasing. Moreover, generation emerged as a significant moderator in these relationships, with different generations exhibiting varying responses to personal and in-store factors. Generation Z (12-29 years), Generation Y (30-43 years), and Generation X (44-58 years) displayed distinct patterns in their propensity for impulse buying, highlighting the importance of considering generational differences in marketing strategies. The practical implications of these findings are substantial for marketers and retailers operating in the Sri Lankan retail market. By understanding the factors driving impulse buying behaviour and how Generation moderates these relationships, retailers can tailor their marketing efforts and optimize their store environments to better cater to the preferences of different demographic segments.