Whether impulse buying is triggered by universal retail factors or varies systematically across consumer demographics remains an unresolved question, particularly in emerging markets. This study investigates impulse buying determinants across four retail formats (malls, supermarkets, hypermarkets, specialty stores) in North Goa, India, using survey data from 400 consumers. Factor analysis reveals eight triggering factors with strong reliability (α = 0.909): store environment, product features, social influencers, promotional offers, emotional triggers, price incentives, consumer comfort, and purchase convenience. We extend prior research by identifying consumer comfort—kids’ play zones and warranties—as a novel impulse buying factor previously overlooked in retail literature. Our findings reveal significant demographic heterogeneity: gender influences five factors, while monthly income influences six factors (both p < 0.05). Notably, rural-urban location shows minimal differences, suggesting Behavioural convergence through media and digital connectivity. Rather than treating impulse buying as uniform across consumers, retailers should develop targeted strategies based on gender and income segments. Store environment and product features emerge as the most reliable predictors, guiding retail investment priorities.
Index terms: Impulse buying Behaviour, retail outlets, store environment, consumer demographics, factor analysis, North Goa.
