Factors affecting impulse buying behavior of consumers

Abstract

An impulse purchase or impulse buying is an unplanned decision to buy a product or service, made just before a purchase. In other words, Impulse buying is a buying behavior characterized as unplanned, spontaneous, immediate, unconscious and emotionally driven. One who tends to make such purchases is referred to as an impulse purchaser or impulse buyer. Research findings suggest that emotions and feelings play a decisive role in purchasing, triggered by seeing the product or upon exposure to a well skilled promotion/presentation of the product. Such purchase ranges from small (chocolate, clothing, magazines) to substantially large (vehicle, electronics etc.) items. In General, Impulse buying disrupts the normal decision making models in consumers' brains. The logical sequence of the consumers' actions is replaced with an irrational moment of self gratification. Impulse items appeal to the emotional side of consumers. Some items bought on impulse are not considered functional or necessary in the consumers' lives and usually lead to problems such as financial difficulties, family disapproval, or feeling of guilt or disappointment.