Store environment, Marketing Communication and Impulse Buying. A Comparative Study between Egyptian and Italian Shoppers

      Аннотация: Impulsive buying is one of the purchasing patterns. However, most previous researches focus mainly on impulsive purchase traits, while these studies have ignored the impulsive buying of goods irrespective of the retail formats studied. Thus, the researcher chooses the supermarkets as an applied field of the study. Thus, retailers realized that improving the customer service, store environment, promotional offers, store communications, and shopper’s mood may play an essential role in supporting the impulsive buying process which increase their revenues. Their result also shows that customer service, store environment, and shopper’s mood have positive effects on impulsive buying, especially for the touring consumers in the shopping centers. Accordingly, consumer behavior studies have mainly investigated the factors that induce impulsive buying in various developed countries. In the emerging economies such as Egypt, there is a need to study the impulsive buying due to recent development in retailing and huge cultural differences when compared to developed economies like Italy.

Ключевые слова: Egypt, impulsive buying, Integrated Marketing Communication, Italy, SEM, Store Environment, Shopper Feeling