Impulsive Buying Factors Influencing Consumer Behavior in the Apparel Industry an Examination of Offline and Online Modes in Bengaluru City

Abstract

This study explores the impact of environmental and atmospheric cues on impulsive buying behaviour in the fashion apparel industry, using the Stimulation-Organism-Response (SOR) model and Structural Equation Modeling (SEM) for analysis. The research examines how external stimuli influence spontaneous purchases in both offline and online retail environments, focusing on key factors such as store layout, sensory experiences, promotional strategies, and digital marketing techniques. Data was collected through a structured questionnaire distributed to 401 respondents in Bangalore s fashion retail sector, and the SEM model was employed to assess relationships between these variables. Statistical methods such as Confirmatory Factor Analysis (CFA) and regression analysis were used to validate the constructs and test the hypotheses. The findings highlight how visual merchandising and ambiance in physical stores, as well as website design, ease of navigation, and personalized promotions online, significantly contribute to unplanned purchases. The study provides insights for retailers on how to optimize these factors to enhance customer engagement and drive sales.