Academy of Marketing Studies Journal (Print ISSN: 1095-6298; Online ISSN: 1528-2678)


Impulse Buying Behaviour In Brick And Mortar Stores: A Literature Review

Author(s): Arvinder Pal Kaur, Hayri Uygun, Rashmi Gujrati and Ashish Saihjpal

Impulse buying behaviour is one of the most fragmented concepts in the literature related to marketing and consumer behaviour. Various researchers have studied and analysed the effects of different factors affecting impulse buying behaviour. This study is based on reviewing the past studies related to impulse buying behaviour of consumers. It provides a broad view of various factors affecting impulse buying behaviour. A comprehensive conceptual framework has been derived from the review of literature.

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