Author(s): Bidyut Jyoti Gogoi
Impulse buy is a spontaneous act which is done instantly without much thought. Retailers benefit a lot due to unplanned purchases done by consumers. Whenever a consumer goes shopping there is always a predetermined purpose of the visit to the retail store. Due to influence by the attractive product assortment or the conducive store environment the consumer lends up buying more products and paying more. There are several factors which lead to impulsive buying. The researcher in the paper tries to check the influence of sociodemographic factors, dispositional factors and situational factors on impulsive buying. The influence of impulsive buying on compulsive buying is also explored in the research.