| Thiri Aung
University Journal of Student Projects and Research (UJSPR) Volume 3, 2026 Abstract: This study aims to examine the factors influencing customers impulsive buying behavior at City Mart in Yangon. The study focuses on five key variables: store environment, sale promotion, friendly employee, visual merchandising and product diversity as the main influencing factors of impulsive buying behavior. The objectives of the study are to identify the factors influencing customers’ impulsive buying behavior and to analyze the influence of these factors on impulsive buying behavior. A quantitative research method is employed in this study. Primary data were gathered through a structured questionnaire based on a five-point Likert scale. Data collected from 385 customers is selected using a systematic sampling method. The collected data were analyzed using descriptive statistics and multiple regression analysis with SPSS software. Secondary data was obtained from textbooks, journals, previous research papers, and relevant internet sources. The descriptive statistics revealed that visual merchandising recorded the highest mean value, followed by friendly employee, product diversity, store environment, and sale promotion. The findings indicated that sale promotion had the strongest influence on customers impulsive buying behavior, followed by product diversity, friendly employees, visual merchandising, and store environment. Based on these findings, it is recommended that City Mart strengthen its sales promotion activities, maintain a diverse range of products, provide friendly customer service, improve visual merchandising, and maintain a comfortable store environment to encourage customers’ impulsive buying behavior. This study provides useful information for City Mart and contributes to a better understanding of the factors influencing customers’ impulsive buying behavior in the retail sector in Yangon. Keywords: Store environment, Sale promotions, Friendly employee, Visual merchandising, Product diversity, influencing factors, buying behaviors Accepted Date: 15.9.2026 DOI: 10.68456/ujspr-2026-40 |
