Economics and Innovative Technologies


Today, most retailers know that impulse purchasing is one of the most crucial concept in consumer behavior, and from 40% to 80% of all purchases depending on product category are took place by impulse buying behavior [1, 2]. Variety of factors – personal, situational, product related that influence on impulse purchasing behavior of customers [3]. In some cases, environment of the store has more power in promoting customers in buying decision than product itself [4]. Store atmosphere includes lighting, color, sound, signage, scent, taste [5].


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