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The purpose of this paper is to examine the influence of store environment elements (e.g. music, light, layout, employee's friendliness) on Egyptian shoppers' urge to buy impulsively (UBI) via affecting their hedonic shopping motivation and their impulse buying tendency (IBT). The study utilizes Stimulus-Organism-Response (S-O-R) paradigm to investigate the proposed research model in the Egyptian retail context. Mall-intercept method with self-administered questionnaire were applied to collect data from 449 shopper at hypermarkets/supermarkets located in Cairo, Egypt. Structural Equation Modelling was used to examine the proposed model. The results indicate that store environment has a significant positive effect on hedonic shopping motivation, shoppers' impulse buying tendency (IBT) and urge to buy impulsively (UBI). In addition, the findings reveal that hedonic shopping motivation has a strong positive effect on shoppers' impulse buying tendency, which in turn positively affect shoppers' urge to buy impulsively. The findings can be of interest to Egyptian retailers as they provide better understanding of the store environment elements that affect shoppers' urge to buy impulsively. Hence, they can draw on the results to deliver the promised value to their target shoppers, thus generate more sales and boost their retail store overall performance. Finally, the study contributes to the extant literature as it incorporates store environment elements with individual factors in one holistic model to extend the comprehension of shoppers urge to buy impulsively.

هدفت الدراسة إلى التعرف على تأثير استراتيجيات التسعير على اتخاذ قرار الشراء لدى زبائن متاجر السوبر ماركت في مدينة نجران. لاختبار فرضيات الدراسة، قام الباحثان بإجراء دراسة ميدانية على مجتمع الدراسة والمكون من جميع الزبائن الذين يقومون بالتسوق في متاجر السوبرماركت حاليا، حيث تم اختيار عينة عشوائية مؤلفة من 203 شخصا . وللحصول على النتائج استخدم الباحثان أسلوب نمذجة المعادلة الهيكلية لاختبار العلاقات بين المتغيرات المستقلة والمتغير التابع باتخاذ العوامل الديموغرافية لعينة الدراسة كمتغير معدل للعلاقة بين المتغير المستقل والمتغير التابع. أظهرت نتائج الدراسة أن أبعاد متغير استراتيجيات التسعير لها تأثير متوسط على القرار الشرائي لدى زبائن متاجر السوبر ماركت في نجران. بالإضافة لذلك فإن العوامل الديموغرافية تعدل العلاقة بين استراتيجيات التسعير والقرار الشرائي لدى الزبائن. وقدم الباحثان عددا من التوصيات أهمها ضورة أن تتبنى متاجر السوبر ماركت في نجران الاستراتيجيات التسعيرية (استراتيجية خفض الاسعار، استراتيجية رفع- خفض الاسعار، استراتيجية خصم الاسعار، استراتيجية التسعير النفسي) من أجل جذب أكبر عدد من الزبائن لشراء منتجاتها.

In the 21st century the behaviour of the consumer is changing towards being concerned about protecting the environment and changing his consumption pattern towards green products. Protecting the environment has become the necessity for every consumer since most consumers demand green products that are biodegradable and have less impact on the environment. The objective of this study was to investigate consumer buying behaviour and adoption of green products in large supermarkets in Nairobi City Kenya. Descriptive cross sectional survey design was used for the above study and 151 respondents were able to answer the questionnaires out of 180. Correlation and regression analysis was used to test on the relationship between the variables studied. In correlation analysis there existed a relationship between consumer buying behaviour and adoption of green products. Social-cultural factor, Psychological factor, marketing mix variables and types of consumer buyer decision behaviour have positive and significant effect on adoption of green products. Therefore there is a significant relationship between the consumer buying behaviour and adoption of green products. The study concluded customers in Nairobi occasionally have used green products for the last six months and it was influenced by socio-cultural factors, personal factors, psychological factors and marketing mix (4pc).Consumers need more time and high involvement when making decision to purchase green product that is expensive and has high risk. The study recommends that supermarkets and government have the responsibility to create awareness of green products through utilizing social media and outdoor publicity.