• Shipra Mathur

The present article reviews the literature available in the field of impulse buying. The review specifically focuses on understanding “impulse buying” and the factors that contribute majorly towards this behavior. The review article starts with various definitions of impulse buying behavior and after delving thoroughly into the concept, the article then moves into present a review of factors that are found to have an influence over impulse buying behavior by various researchers. The factors have been presented in 2 parts- intrinsic and extrinsic and discussed in detail under each part. At the end a summary of both the factors is given

Impulse, impulse buying, unplanned purchases, factors, hedonic complex phenomenon

"A REVIEW OF IMPULSE BUYING BEHAVIOR: DEFINITION & AFFECTING FACTORS", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.6, Issue 6, page no.270-275, June-2019, Available :http://www.jetir.org/papers/JETIR1906A45.pdf

"A REVIEW OF IMPULSE BUYING BEHAVIOR: DEFINITION & AFFECTING FACTORS", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.6, Issue 6, page no. pp270-275, June-2019, Available at : http://www.jetir.org/papers/JETIR1906A45.pdf