Abstract:
Purpose: The purpose of this research is to find out the reasons why impulse buying
occurs, how it can be encouraged and taken advantage of.
Method: This is a descriptive study in which questionnaires were presented to 100
people and their responses were analyzed to identify the factors affecting
impulse buying. This study was conducted in the metropolitan city of
Pakistan, Karachi.
Result: Impulse buying is unplanned, on the spot purchase, triggered by stimulus.
Stimulus can be both internal and external. Internal factors can be
personality characteristics white external are environmental. Companies
can design effective promotional activities to induce impulsivity in people.
Superstores can work on the product display and instore advertisements.
