IMPULSE BUYING BEHAVIOUR IN SHOPPING MALLS: A RESEARCH WITH CONSUMERS FROM BRASÍLIA-DF AND NATAL-RN

Abstract

The article aims to describe the impulse buying behaviour in shopping malls. To acquire such objective,  it was implemented a quantitative research, with a non-random sampling of 458 consumers from shopping malls of Natal (RN) and Brasília (DF), using a questionaire adpated from Rook and Fisher (1995) to measure the “index of buying impulsivity” (IIC). The analysis shows that consumer markets from Brasília and Natal do not reflect statistical differences in relation to ICC, although its consumers have distinct profiles, both in demographic and psichological terms. The results of hypothesis tests prove that the variables ‘income’, ‘age’, and ‘scholarity’ impact on consumers behaviour in relation to impulsivity characteristics in buying at shopping malls. Higher income and consumers with more years of study have shown lower impulse buying tendency. Younger consumers have shown a more elevated IIC. In relation to ‘gender’, men and women researched have demonstrated equivalents impulse buying behaviours. The results suggest some management implications for shopping centers industry.