FACTORS AFFECTING CONSUMER BEHAVIOUR IN IMPULSE BUYING: A COMPREHENSIVE REVIEW

Abstract

Impulse buying represents a significant phenomenon in consumer behavior, accounting for a substantial portion of retail purchases across both traditional and digital platforms. This comprehensive review examines the multifaceted factors influencing impulse buying behavior, synthesizing findings from five decades of research. We systematically analyze both external factors (environmental stimuli, marketing cues, store atmosphere, promotional strategies) and internal factors (individual impulsivity, psychological reactance, emotional arousal, demographic characteristics) that trigger impulse purchases. The review distinguishes impulse buying from compulsive buying behavior and explores the application of psychological reactance theory and environmental psychology frameworks in understanding consumer responses to scarcity and time constraints. Our analysis reveals that impulse buying is driven by a complex interplay of situational and dispositional factors, with promotional strategies, in-store stimuli, and emotional arousal serving as primary triggers. The review identifies significant research gaps, particularly in the context of emerging digital retail environments, and proposes directions for future investigation. This synthesis provides valuable insights for both academic researchers seeking to advance theoretical understanding and practitioners aiming to develop effective retail strategies.