Influence of Point-of-Sale (POS) Marketing on Consumers' Impulse Purchases of Packaged Agricultural Products in Vietnam

Vietnam is a predominantly agricultural nation with considerable potential for developing and exporting processed agricultural products. Vietnamese consumers also demonstrate a growing openness to imported agricultural goods, reflecting an increasingly globalized pattern of consumption. This study investigates the impact of point-of-sale (POS) marketing on impulse buying behavior about packaged agricultural products within retail settings in Vietnam. A quantitative research design was employed, involving a survey of 318 consumers in Ho Chi Minh City, Vietnam, to assess the effects of various POS marketing elements on their impulsive purchasing decisions. Data were collected through direct interaction and self-administered questionnaires in supermarkets and shopping malls, utilizing the mall intercept method. The primary analytical technique employed was Partial Least Squares Structural Equation Modeling (PLS-SEM). The results indicate that POS marketing activities exert a significant influence on impulse buying behavior. Specifically, elements such as the store environment, POS advertising, promotional efforts, and interactions with sales personnel directly impact consumers’ propensity to make unplanned purchases. Collectively, these factors contribute to stimulating impulsive buying behavior. Based on these findings, the study recommends that retailers adopt targeted POS marketing strategies to enhance impulse purchasing in the expanding market for packaged agricultural products in Vietnam.