Abstract:
Impulsepurchaseportrayspurchasesthatshoppermakeseitherwithoutanyintentionplannedbeforeshoppingtripandtherebydirectedtoa
multifacetedimpactonconsumers.Impulsebuyingbehaviordistressesconsumerspsychologicallyandeconomicallywhencomparedtothe
normalbuyingbehavior.ImpulsebuyinghasbeenstudiedinEthiopiancontextinGeneralandGondarcitysupermarketinparticularaschecked
frommajoracademicdatabasesintheworld.Thisstudyattemptstoanalyzetheimpactofinternalandexternalfactorsonconsumerimpulse
buyingbehavioratmajorsupermarketsinGondarcity,Ethiopia.Theresearchapproachisdesignissurvey.Quantitativedatausedtomeasure
responsesofparticipants.Thepopulationofthestudywasfourteenmajorsupermarketcustomersbasedonsalesvolumeandvalueaddedtax
registration.TheunitofAnalysisissupermarkets.TheSamplesizewascalculatedscienti crigorandsamplehasbeenselectedrandomly.The
statisticalanalysismethodemployedinthisstudyare,Factoranalysis,andregression.SPSSversion20hasbeenusedasdataanalysissoftware.
Thispaperexplainshowimpulsebuyingbehaviorisonagreatriseduetoconsumersmood,designandcoveroftheproduct,instorebrowsing
andspentmoretimeinthestore.Highlightedrecommendationsaretobethedistinctivepromotionschemesofsupermarketsshouldbedesigned
toappealtocustomers,andthemoodhasbeacceleratedbyusingthecombinationofmusicandlightinginthesupermarket.
