Factors influencing impulse buying behaviour in the fashion sector in Nairobi County
Date
2025
Authors
Sakwa, J. N.
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Volume Title
Publisher
Strathmore University
Abstract
This study investigates the factors influencing impulse buying behaviour among female professional fashion apparel consumers in Nairobi, Kenya. It examines the influence of psychological factors such as self-esteem, mood states (positive and negative affectivity), and personality traits like impulsiveness; social influences including peer pressure, Fear of Missing Out (FOMO), societal norms, and cultural expectations; and environmental factors such as instore stimuli, including music, lighting, promotional displays, and store atmosphere. Data was collected through a structured questionnaire distributed electronically with Likert scale items as the primary tool for measuring respondents' perceptions and behaviours. The population was stratified by gender and primary County of Residence to capture diverse perspectives among professional women. Guided by the Stimulus-Organism-Response (S-0-R) Model and Cognitive-Emotional Theory, this study explores how external stimuli, such as social and environmental cues, interact with internal psychological responses to shape impulse buying decisions. Literature uncovers the significant influence of psychological traits, social networks, and retail environments on impulsive purchasing behaviours in Nairobi's dynamic consumer market. The findings of this study offer impactful insights for marketers and retailers targeting professional women, enabling them to design more effective promotional strategies and retail environments. By focusing on this demographic in a developing country context, the research contributes to a deeper understanding of impulse buying behaviour and provides a basis for future investigations in consumer psychology and retail management.
Description
Full - text undergraduate research project
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Citation
Masaki, R. O. (2025). Effects of mobile transactions on revenue collection in public transport business in Nairobi County [Strathmore University]. http://hdl.handle.net/11071/16032