Influence of Shopping Motivation and Impulse Buying Behaviour on the Commercial Activities at the Airport: Evidence from India

Abstract

The study aims to explore the motivating factors and impulse buying tendency of the Indian customers at the airport retail shops that may lead to the commercial activities. The self-administered questionnaire was sent to those who have travelled and indulged in the commercial activities at the airport. The sample (n=350) comprised of different socio-demographics; however large number of respondents were millennial population who were the prospective customers. This study highlights different factors that motivate customers to indulge into the commercial activities involving buying luxury or travel related products and dining. The study also identifies the role of impulse buying tendency that influenced the commercial activities. Although past studies in the same subject matter have categorized the shopping motivations and developed a model based on commercial activities; not much has been done to understand the shopping motivation and impulse buying behaviour of Indian customers at the airport. This study fills this gap in the academic literature. This study can offer various practical insights to the management about the shopping motivation and impulse buying at the airport that can be incorporated by the retailers to develop a strategy to attract the travellers-in-transit and convert into the commercial activities thereby increasing revenues at the airport.

Keywords

• airport retailing
• commercial activities at airport
• shopping motivation
• impulse buying
• pls-sem