Factors Affecting The Impulse Buying Decisions Among Female Consumers:A Comparative Study Of China And Pakistan

The study aims to analyze the various factors which could have an impact on the impulse buying behavior of the Chinese and the Pakistani consumers.The research focuses on the female consumers of both the country.It is a comparison study by nature and compares the various factors aspects of both the countries with respect to the impulse buying behavior of the consumers.The dependent variable of this research in impulse buying behavior while the independent variables are female attitude towards consumers,shopping style,religious beliefs,family consciousness,individualism/collectivism,social comparsion and brand consciousness.The study has been conducted through the use of quantitative research design.Questionnaires have been used as research tool for the collection of primary data.The secondary data has been gathered by analyzing the past literature.The questionnaires have been circulated via online medium.The data analysis has been done by the use of SPSS and Microsoft Excel.The analysis has been conducted by using statistical analysis,cross tabulation and regression analysis.The hypothesis has been formulated on the basis of the past researches and their findings.These hypotheses have been tested by the use of regression analysis.The findings of the study show that impulse buying is strongly affected by the life style of the female consumers of both China and Pakistan.It has also been observed that social consciousness has a very significant and positive effect on the impulse buying of both the consumers.Whereas,family consciousness has a significant yet negative impact on the impulse buying behavior of Pakistani and Chinese female consumers.It has further been deduced that brand consciousness and religious beliefs has no impact on the impulse buying behavior of both the consumers but collectivism has a strong and positive effect on consumer impulse buying behavior.Very little difference was observed between the cultural beliefs of Chinese and Pakistani consumers.It was seen that religious beliefs differ among the two types of consumers.The major limitation of the study is its lack of qualitative research design.This has limited the scope of the study.Moreover,the sample is very small and makes it hard to generalize the findings of the study.Only 200 respondents have been taken from each country which are too less to represent the entire female nation.But the findings of the study can be improved in the future through the use of qualitative research techniques including focus groups and interviews which would add more depth in the study.Moreover,advance testing techniques such as SEM and Path analysis can be used to test the variables.