COMPARATIVE STUDY OF TRADITIONAL AND ONLINE IMPULSE BUYING IN PAKISTAN

Abstract

This study investigates comparative benchmarking of traditional buying with online
impulse buying. Globally, online buying has become a major trend so a comparative
analysis of traditional and online buying could yield quite insightful results in the
context of developing countries such as Pakistan. To this end, questionnaires were filled
by 200 respondents and response rate was 91 percent. Positive association has been
observed between impulse buying tendency and real impulse buying for books in
traditional stores. On the other hand, negative relationship has been found between
impulse buying tendency and real impulse buying for books via online. Moreover,
insignificant result has been found between impulse buying tendency and real impulse
buying for electronic products both in traditional stores and via online. Furthermore,
positive relationship has been noticed between buying tendency and real impulse
buying for cosmetic products in traditional stores. On the other hand, negative
association is found for cosmetic products stopping at online. In view of this, the paper
sums up that in some cases and for certain products, respondents prefer online impulse
buying while for other products this kind of buying is not a preferred mode.