Shelf positioning rewards on impulse buying : impact on buying behavior of consumers of selected supermarkets in Maldives / Fazeela Mohamed Sameer

Abstract:

Impulse buying has been a part of today's lives around the world. Impulse buying occurs almost for each and every customer. The main reason for this is that a high percentage of customers spend a lot of time on shopping. Whether it is an open area, shopping complex, supermarket, hypermarket, retail shop, or even a vendor, customers would be present at any time the service is available. Researchers have been studying about the changing environment and factors available to impulse purchases. Shopping has become an important task of daily life.
Most shops and stores are making profit and they benefit from impulse buying. As a result of this, nowadays the shop managers and sales representatives target their products to be sold more on impulse. Therefore, it is very useful to understand the factors of impulse buying and how it is affected. It is necessary to understand the customer impulse behavior in order to manage the sales. This research enables to identify and understand the customers' views of impulse buying and their behavior.
The purpose of this research was to determine whether different factors such as age, employment status, store layout, shelf positioning, and gender have an effect on impulse purchases. In the end, the solution, limitations and discussions were noted and this research provides implications on impulse purchases for the development of supermarkets and stores.

Keywords: impulse buying, store layout, shelf positioning.