Influence of Cultural Factors on Impulse Buying Tendency: A Study of Indian Consumers

Abstract

Products bought on impulse occupy a significant share in the customers’ basket and with new formats of retail increasing exposure to in-store stimuli, this trend is on the upswing. However, as the number of retail stores increases, it becomes imperative for the marketer to understand the customers and what drives their choices. Literature review reveals that culture is an important variable driving consumer behaviour. Thus, the present study was conducted to determine whether individual cultural values can influence consumers’ impulse buying tendencies among Indian consumers. The factors that were under investigation in this study were power distance (PD), uncertainty avoidance (UA), collectivism (Coll), masculinity (Mas) and long-term orientation (LTO). Primary data for the study, collected by means of questionnaires filled by 724 Indian consumers, was analysed using confirmatory factor analysis and multiple linear regression. The results indicated that PD, LTO and Mas influence individuals’ affective impulse buying tendency (AIBT), whereas UA and LTO were found to be significantly related to cognitive impulse buying tendency (CIBT). The findings of the study will enhance the understanding of marketers regarding how to influence consumers to buy impulsively in order to drive sales and increase market share through appropriate marketing strategies.