• Dr. Dhruba Lal Pandey

The study has been undertaken with the objective of identifying determinants of unplanned buying behaviour and its impact on buying decision of consumer taking the reference of two leading self-service stores located in Kathmandu valley. The study analyzes the opinions of 320 consumers of eight Bhatbhateni and eleven Big Mart self- service stores located in the Kathmandu Valley. Data required for the study has been obtained from the questionnaire and observation method. Analysis has been done using mix of data analysis tools that encompasses descriptive, correlation, regression analysis.Based on the analysis, the study has drawn some facts having managerial implications in the field of marketing. It can be claimed that unplanned buying behavior is a complex phenomenon that requires strategic orientation. Although challenges are persistent in relation to management of all factors but management of time pressure, store promotion schemes and promotional factor are the most critical issues in Nepalese self-service retail stores. When consumers are exposed to different forms promotional ideas, they more likely make purchase decision on impulse.

unplanned buying behavior, promotional factor, store promotion scheme, impulse buying

"Effect of promotional and situational factors on unplanned buying behavior of consumers in self-service stores", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.5, Issue 7, page no.1156-1163, July-2018, Available :http://www.jetir.org/papers/JETIR180Z060.pdf

"Effect of promotional and situational factors on unplanned buying behavior of consumers in self-service stores", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.5, Issue 7, page no. pp1156-1163, July-2018, Available at : http://www.jetir.org/papers/JETIR180Z060.pdf