Abstract

Researchers and Practitioners have been interested in the field of impulse buying for the past sixty years (Clover,
1950; Stern, 1962; Rook, 1987; Peck and Childers, 2006; Chang et.al, 2011). The purpose of this paper is to
provide a detailed account of the impulse buying behavior by compiling the various research works literature in
the field of Retailing and Consumer Behavior. It gives a broad overview of the impulse buying construct and the
various behavior related aspects. A wide range of journal databases and books were referred to review the works
of various researchers. The content analysis of the various research works led to the classification of literature
into different factors influencing impulse buying and further development of research framework. The multiple
aspects of the subject are categorized for future research works in the area of impulse buying with the
suggestions. The paper will be useful for marketing practitioners and researchers towards comprehensive
understanding of the consumer’s impulsiveness.

 

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