2006). Marketers therefore need to design the products and its display that would
generate positive sensory cues by generating feelings of fun or happiness of the
shopper in order to increase the chances of impulse purchase. Following our
discussions, the next hypothesis is as follows:
H5: There is relationship between shopper’s positive response to in-store promotion
and their general impulse purchase tendency.
2.2.4 Control Variable
2.2.4.1 Gender
Mall shoppers today are still dominated by female shoppers of ages below 35 years
old with an annual income of $35,000 and above (Nicholls et al., 2002). As a result
of this situation we notice that shopping malls often tend to appeal more to female
shoppers rather than male shoppers. The majority of stores in a shopping mall which
appeals to female shoppers include clothing stores for women, shower and beauty
stores as well as stores that offer kitchen utensils and accessories (Hu and Jasper,
2006). On the other hand stores which appeal specifically to male shoppers like a
hardware store tends to be limited in number.
However researchers have indicated that the number of male shoppers in a shopping
mall has been increasing significantly over the recent years. This trend is contributed
by two common factors which include women entering the workforce industry and
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