FACTORS IN THE SHOPPING SPACE AFFECTING IMPULSE PURCHASE BEHAVIOR OF CONSUMERS IN VIETNAMESE SUPERMARKETS

Abstract

When conducting research in marketing, marketers are especially concerned
with the buying behavior of consumers. The study clarifies how factors in the
supermarket stall affect consumers' impromptu buying behavior. From there,
retailers and marketers can establish ways to encourage consumers to buy more
spontaneously, making a significant contribution to the total sales at
supermarkets. Research is done with a sample of 506 consumers by quantitative
methods. The results show that the factors of Shopping Space, Atmosphere in
the booth, Display of products and Length of product access all affect the
spontaneous buying behavior of consumers.