Are Brick and Mortar Apparel Shoppers Impulse Buyers?
Bukola Olamidun Falode, Adetoun Adedotun Amubode

Abstract
Several researchers have established that online shopping encourages impulse buying as consumers are able to respond more easily to their changing moods. Shopping in brick and mortar stores is more popular in Nigeria, therefore, this study seeks to examine how much of the impulse buying advantages that Nigerian offline retailers are open to. This research was carried out in the city of Ibadan, among active mall shoppers in one of the biggest shopping malls in Nigeria. This study used mall intercept survey method and questionnaire was used to collect data from 50 customers in 8 apparel stores. Results showed that the respondents are fashion conscious and comfortable with making their own clothing decisions but they are not impulse buyers. Fashion marketing managers should give attention to the conversion of offline shoppers and window shoppers to impulse purchasers; this shift will play an important role in the growth of fashion businesses.

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