Impulse Buying Behavior In India– An Overview

DOI 10.14707/ajbr.160021

Geetha. M
Department of Management Studies, Indian Institute of Technology Madras

Bharadhwaj .S
Great Lakes Institute of Management Chennai, India

Deliberate non- planning is an integral part of contemporary shopping and impulse buying is an important hedonic behavior exhibited by consumers. Impulse buying was looked at from various antecedents, underlying process, characteristics and outcomes. But, those studies were predominantly done in the western countries. Impulse buying is not studied elaborately in eastern economies especially in Indian context and this paper intends giving an account of the prevalence, nature and characteristics of it in India.

Keywords: Impulse buying, shopping type, time, shopping list


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