العوامل المحفزة للشراء الإندفاعي ودوره الإستراتيجي في سوق المواد الغذائية

Abstract

The study aimed to find out the impact of motivating factors on impulsive buying behavior in the food market, on a sample of 383 individual customers of the shopping center (top shop) in Blida, where a questionnaire consisting of 87 phrases was distributed, and the data was processed and analyzed and descriptive tests were used to detect the levels of factors motivating impulsive purchase, and the level of impulsive buying behavior according to customer responses and multiple linear regression to test the hypotheses of the study, and the study employed the SPSS v 23 program The study found that there are average levels of impulsive buying factors related to personal factors, compromise factors and product-related factors, with an average level of impulsive buying behavior among customers. When testing the sub-hypotheses, we also found an effect on the personal factors motivating impulsive buying related to impulsivity, emotional state and ego deficiencies) on the impulsive buying behavior of customers, excluding factors that are not affecting the model related to (mood, motivation, pleasure and culture factor), with an impact on the situational factors motivating impulsive buying related to crowd intensity and buying roles) and impulsive buying behavior among customers,, XI excluding factors that do not affect the model related (the general atmosphere within the store related to design and decoration, the social environment, the accompanying factor during purchase and the time available), and the presence of an impact on the factors associated with the product that motivate impulsive purchase (product, distribution and promotion) and impulsive buying behavior among customers with the exclusion of the non-influencing factor in the price model. Finally, the study found an effect of the factors motivating impulsive buying (personal, situational and product-related) on impulsive buying behavior in the food market among customers of the mall (top shop) in Blida. Keywords: impulsive buying behavior, personal factors, situational factors, product-related factors, food market.