Impulse Buying, Consumer’s Satisfaction and Brand Loyalty

Abstract

Impulse buying is unplanned or spontaneous purchasing which could be negative for consumers and sellers at the same time. Recent literature showed great importance of impulse buying and many studies conducted about the factors which lead to attract the consumer through their impulsive behavior. During the current study underhand the focus was only on the consumers who purchase goods and services due to their impulsive behavior. The hypothesis of the study was that the impulse purchase is negative for both consumers and retailers. The study was conducted in Sargodha district of Punjab province. A sample of 300 respondents was selected through convenient sampling technique. Data were collected through personnel interviews by using a pretested questionnaire. The results showed that the quality of the product has a significant and positive impact on consumer’s satisfaction. The compatibility has positive and significant impact on level of consumer’s satisfaction. There is a positive impact of price of the product on consumer’s satisfaction for impulse buying. Budget disturbance has negative but insignificant impact on satisfaction after impulse buying. Happiness has positive and significant impact on consumer’s satisfaction. The impact of personality characteristics of openness is negative on satisfaction by the impulse buying. Personality characteristics of agreeableness has negative impact on satisfaction. The personality characteristic of extraversion has negative and significant impact on satisfaction. Individuals with this personality characteristics of conscientiousness can make good decisions during impulse buying which lead to satisfaction even after purchasing is done. Emotional stability has positive and significant impact on satisfaction after impulse buying which shows that these people make good decision even in the presence of impulse buying factors at the store.