• Raghav Goenka

Marketers are finding new ways to attract the attention of their target customers while they are shopping. In store advertising has increased its significance after the customers are inclining towards impulsive buying. The research is done in retail stores of Kanpur among customers of different age groups. This research paper focuses on different factors that influences the impulsive buying behaviour of customers. It is seen that mostly youngsters are doing impulsive buying. Factor which influences the customers most is low price of the product and least is customer’s child influence.

impulsive buying, in store display, announcement in stores.

"A study on role of instore/point of sale advertising leading to impulsive buying behaviour.", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.7, Issue 9, page no.266-277, September-2020, Available :http://www.jetir.org/papers/JETIR2009033.pdf

"A study on role of instore/point of sale advertising leading to impulsive buying behaviour.", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.7, Issue 9, page no. pp266-277, September-2020, Available at : http://www.jetir.org/papers/JETIR2009033.pdf