a.

Store Atmosphere

The results for the survey that the researchers have conducted is conform with

the following results that the researchers have found out. It is a direct contributor to the

customer experience, which is the most important element of retail today. It is given in

the related literature that the in-store atmosphere affects consumers’ impulsivity these

includes all physical and symbolic elements related to the internal and external

organization of a store. Those elements within the store can be used to observe how

the consumers response to a certain product. McGodrick (2002) explains a way to do

so, namely by exposing the products in the aisle. This will make the consumer slow

down and thereby notice the product.

b. Product Characteristics

It is also evident based on survey that the researchers have conducted that

product characteristics is one of the important things to consider in making a marketing

strategy. Product itself affects consumers’ behavior; product characteristics are

attributes that can be added to the product definition to extend the description of each

product it includes the size, color, quality, shape or weight of the product. These

characteristics can be used later to filter or search products.

c. Salesperson

It is given already in the results of the survey that the researchers have

conducted is that salespersons affects consumers’ behavior towards the product or

service. According to Collins, salesperson is a person who sells things, either in a shop

or directly to customers on behalf of a company. Consumers have shown to enjoy the

shopping experience more when there are helpful and friendly shop assistants.
Therefore, the good the service provided by the salespeople can influences positively to

the shopping experience of the consumers.

d. Product Price

As a result in the survey that the researchers have conducted, the price

determines whether the consumer is capable to consume the product or not. According

to website The Economic Times, price is the value that is put to a product or service and

it is also the result of a complex set of calculations, research and understanding and

risk-taking ability. A pricing strategy considers segments, ability to pay, market

conditions, competitor actions, trade margins and input costs, amongst others. It is

targeted at the defined customers and against competitors.

e. Social Influence

Social influence is the change in behavior that one person causes in another,

intentionally or unintentionally, as a result of the way the changed person perceives

themselves in relationship to the influencer, other people and society in general.

Therefore, social influence may affect the buying decisions of consumers and on

how/where they will purchase their money. Results shows that social influence have an

effect on the impulsive buying behavior that can be used by the retailers as a marketing

strategy.