Consumer Impulse Buying Behavior

Effective increase in personal disposable income and availability of credit facility has made impulse buying in retail environments more prevalent consumer behavior. About 90% of the consumers make occasional purchases on impulse. The importance of impulse buying behavior is recognized by marketers and researchers all around the world and phenomenon has been extensively studied by researchers. The purpose of this study is to investigate effects of situational factors, individual characteristics and product characteristics as "stimulators" of impulse buying behavior and present a model based on factors of correlation. The study gives an insight about strength of association between components of IBB leading to better understanding of consumer behavior providing strategic inputs to businesses, strengthening and developing their businesses.