Some Main Factors Affecting Consumers' Impressive Buying Behavior at Retail Points in Ho Chi Minh City

This study examines the relationship between brand awareness, product display, point of sale materials, point -of-sale promotion, interest, impulse buying urgency, and impulse buying behavior. The research aims to understand how these factors influence impulsive purchasing decisions. A mixed-methods approach combining qualitative and quantitative research methods was employed, with data collected through surveys from a sample of 425 customers at convenience stores in Ho Chi Minh City, Vietnam. The results reveal that brand awareness, product display, multiple item displays, and in-store promotions have an impact on interest, interest influences impulse buying urgency, and impulse buying urgency affects impulse buying behavior. The study provides detailed insights into the drivers of impulse buying behavior and proposes practical ideas for marketers and retailers to enhance their strategies in stimulating impulsive purchases.