Journal Press India^®

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Buying is often considered to be need driven and demand focused, but over a period of time, things have changed due to increasing consumerism. Also, a thing that cannot be ignored is higher purchasing capacity backed by smart presentation of products by the organization. This not only affects the consumer thought process, rather sensitizes the conscious and subconscious mind to follow what marketers had been fed. That only leads to a known unplanned buying behaviour often termed as impulse buying behaviour. The present paper is an effort to understand the core concept of impulse buying and to uncover the topic by examining literature and compiling the same to develop more clarity of the domain.

Keywords

Consumerism; Unplanned buying; Impulse buying behaviour; Impulse purchase

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