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Abstract

Impulse buying is one of the important changes we witness among consumer in recent times. With the advancement in technology impulsive buying has increased. It is vital to investigate factors affecting impulsive behavior. When studying impulse buying behavior, most marketing models have focused on purchasing only and ignored much of the information provided by factors influencing the purchase. The aim of the study is to build up model on impulsive buying behavior. This research found a connection between the filters of consumers buying behavior pattern, urge felt or tension handling ability/self control process of buying decision making, impulse buying process, impulsive buying behavior and factors influencing it. A model has been developed connecting them to the process of impulse buying behavior .The theoretical part is framed through the books, journals, previous research papers and articles.

Keywords: Consumer Impulsive Purchase Behavior, Impulse Buying Decision Process, Self Control, Urge Felt, Tension Handling Ability.

Model of Impulse Buying Behavior

Researcher has identified certain consumption and possession traits amongst consumers from all socio economic segments which influence consumer behavior. Impulsive buying decision is one of the important changes we can witness among consumer in recent times. It is due to the fact that 'materialism' is today's culture i.e. people have attachment towards materialistic possessions. It is gone to the extent that people identify themselves and others on the basis of the materials, goods possessed by them. Prominent characteristics about people/consumers may be observed like; tendency to acquire and make show off of their belongings, tendency to have/possess lot of things, being self centered approach, derive happiness or satisfaction from possessing them irrespective whether they need it or not.

This tendency boosts up by increase in disposable income, availability of increase of credit facility, dual income families, and nuclear families. Lifestyle and projection of self image and impulsive purchasing in today's retail is being considered as major leisure time activity. Impulsive purchase behavior is driven by hedonistic or pleasure seeking goals causes a consumer to experience desires for products.In fixated consumer behavior, consumers are not only interested in purchasing an object/good but also enjoying, displaying them and are known for their involvement.

All such characteristics tendencies create an atmosphere where it leads them to impulse buying. Marketers are starving...

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