Abstract:
Purpose: this study was carried out to analyze the factors which affect impulse buying
behavior of the consumer. This will help marketers understand the most influencing factors
which impact impulse buying behavior and then they could use the information to boast their
sales. This will also help students to understand the basic consumer behavior and also what
triggers impulsive buying behavior. The dependent variable for the study was impulse buying
behavior and independent were age, gender, income, store, salesperson, recent advertisement,
cost, promotional scheme, other people in store and peer pressure.
Methodology & Design: This is a quantitative research, 356 respondents were surveyed and
asked several questions through questionnaire to gather the required data for analyze. Survey
was conduct on social media platforms by circulation the online form. Sampling technique
used was convenience sampling.
Findings: The results ofthis research conclude that factors gender, store, salesperson, recent
advertisement, cost, promotional scheme, other people in store and peer pressure affect impulse
conclude that the most influential factors as store buying behavior positively. We can
environment, sales persons attitude and peer pressure. The results also show negative
relationship of age with impulse buying behavior and income has no significant affect on
impulse buying behavior.
Limitations: This study was only carried out in Karachi, Pakistan. This could not be
implemented to other geographical locations. The sample size was small. Responses were
individual basis chances of biasness can be considered. given by respondents on
Recommendations: If marketer is looking to boast his product sale through impulse buying
they need to study these factors and their impacts to work on it properly gender, store,
salesperson, recent advertisement, cost, promotional scheme, and other people in store and peer pressure. They should work on the environment oftheir store and educate their sales force
because those are the two element causing most impact on impulse buying behavior