This study intends to evaluate the impact of
product characteristics and consumer characteristics on
Singaporean consumer’s impulse purchasing behavior.
Therefore, in order to conduct the study, a sample of 100
Singaporean customers has been collected randomly in 3
major shopping centres in Singapore. Meanwhile, the SPSS
tool has been used to assess the relationship between the
variables. Based on the chi square analysis results , there is
a significant relationship between consumer characteristics
(Gender, Age, Mood, Materialism, Shopping enjoyment,
Impulse buying tendency) and Singaporean consumers’
impulse purchasing behaviour except for the variable of
materialism which has no significant relationship with
Singaporean consumers’ impulse purchasing behavior.
Moreover, there is also a significant relationship between
product characteristics and consumers’ impulse purchasing
behavior in Singapore.
