In-Store Social Cues and Impulse Purchasing Behavior at Supermarkets

The Moderating Effects of Customer Demographics

Abstract

Purpose: This study aims to evaluate the association between impulse buying behavior and in-store social cues (salespeople, presence of other customers, and in-store events) at supermarkets in Yaoundé, Cameroon. The moderating influences of gender and age on this association are also examined.

Methods: Based on Leon Festinger's social comparison theory (1954), the study used a quantitative design and a model comprising three exogenous factors, two moderating variables, and one endogenous variable to direct the investigation. A total of 429 customers from four selected supermarkets participated in the surveys, which were conducted both in-person and online. Indexes for product placement, signage, point-of-sale displays, and store layouts were created using multiple correspondence analyses. The study's hypotheses were tested using the ordinary least squares estimation approach. By combining the two moderating variables with the elements of in-store design cues, the moderating effects of age and gender were examined.

Results: The findings revealed that the behavior of sales associates and the presence of other shoppers significantly stimulated impulse buying in Yaoundé supermarkets, consistent with established theories and empirical studies. While in-store events showed a negative and insignificant effect, this suggests context-specific factors may influence their effectiveness. Gender did not significantly moderate these relationships, but age played a crucial role, with older customers being more responsive to environmental and social cues. The overall significant influence of social cues suggests that shoppers perceived the in-store social elements as both exciting and appealing.

Implications: These findings underscore the importance of retail strategies that harness social influence, tailored to demographic variations. Cameroonian supermarkets should prioritize empowering and training their sales staff to ensure a positive customer experience. Creating a friendly and engaging environment through strategic staff placement and in-store activities can boost impulsive buying. Understanding customer interactions can also improve advertising and store design. Continuous monitoring of staff performance and customer feedback is crucial for optimizing these strategies.