Abstract: Impulse purchase behavior as one of the consumer behavioral matters has received the attention of many people particularly managers in todays competitive world. The purpose of this study is to investigate the impact of products and retail features on impulse purchase behavior among the Iranian consumers, particularly the customers of Hyperstar super market. Providing a general concept of this behavior, various features such as hedonic, readiness to use, price, promotion, discount, environmental features and product placement will be addressed in this study. The model presented in this study is adapted and developed according to Kacen, Hesse and Walker model. Random sampling was used in order to collect the samples. The sample size was calculated 384 using the Morgan Table. This was a survey study in which the data was collected using questionnaires. SEM was used for data analysis and model confirmation. The results indicate that hedonic products, ready-to use products and also discounts have positive significant effects on impulse buying while promotional factors, display and environmental features are not accepted.
Mohammad Reza Karimi Alavijeh and Arshia Shahlaie, 2016. The Influence of Product and Retailing Features on Consumer Impulse Buying (The Case of Study: Hyperstar). The Social Sciences, 11: 3510-3518.