A Study of Factors affecting College Students’ Apparels Impulsive Buying Behaviour in Surat City

In today's scenario, retailers are increasingly making use of various in-store influencers for converting browsers to spenders. However it is found that success of retailer depends on how the customers perceive these influencers. The phenomenon of impulse purchasing has been studied in consumer research as well as for example in psychology and economics since the 1950s. In brick-and-mortar retailing, impulse purchases have been an important source of revenue for retailers. This study attempted to investigate the relationship of various factors, with impulsive buying tendency of college students in Surat City. This article empirically evaluates the factors affecting college students’ apparel impulsive buying behaviour.