Investigating the Effective Factors on Impulse Buying

Purpose – To investigate the impact of salesperson features factors on of subway passengers Design/methodology/approach – Based on Belk’s framework on situational factors in a sales situation, the study employed a dataset of subway station in Iran (Tehran city) and regression for analysis. Findings – It is found that, whether in the individual sample, two main factors considered significantly affected shoppers’ purchases of food or non-food products. However, situational influences on purchases varied according to the types of products bought. More importantly, the findings on the impact of some factors were consistent across three or two samples, suggesting that their external validity may be extended to certain conditions. Research limitations/implications – The study had a limitation in the selection of the stations where the interviews were conducted, so some of the findings may be station-specific rather than representative of the general population of shoppers in the nations or regions. Practical implications – The information disclosed here may help the practitioners to better understand shoppers’ (especially Chinese shoppers’) behaviour in malls and, as a consequence, to undertake more efficient marketing strategies in malls (especially in the malls in China). Originality/value – The distinguished feature of this paper is that it simultaneously examined the impacts of 2 main factors on subway passengers purchase decisions. Keywords :Buying behavior, product features ,salesperson feature