STIMULATING FACTORS OF IMPULSE BUYING BEHAVIOR : A LITERATURE REVIEW

Abstract

Consumers buy products not only because of need to them but also because of sudden urge to buy them. The impulse buying have been investigated by consumer behavior researchers and marketing academician more than a half century. The aim of this study is to present a detailed literature review of the impulse buying behavior by analyzing the various researches in the field of consumer behavior. Development of impulse purchasing concept, process of consumer?s impulse purchasing behavior, various factors that have an effect on impulse purchasing and the relationship between impulse buying and retailing are discussed in this paper. This study will be useful for retailing researchers and practitioners towards comprehensive insight of the shopper?s impulsiveness in theoretical framework. The content analysis of the various researches about impulse buying behavior may be guide to understanding the basic characteristics of impulse purchasing for future researchers by explaining the different factors influencing impulse buying.