Understanding of Factors Related to Impulse Buying Behaviour of Consumers in the Shopping Malls of Jaipur City

The retailing business is experiencing a huge trend globally, due to the ever changing nature of consumer's tastes, consumption patterns and buying behaviours. For years, retailers have taken for granted the notion that attractive presentation influence most buyers purchasing decisions. People make purchases both intentionally and unintentionally. Impulse purchase or impulse buying is an unplanned or otherwise spontaneous purchase. One who tends to make such purchases is referred to as an impulse purchaser or impulse buyer. The impulse purchasing habits are increasing among the consumers with an increase in organized retailing. There are several internal and external factors involved in influencing buyers impulse purchase behavior. This study tends to identify those factors among the buyers of designated shopping malls of Jaipur. After studying the responses of 224 respondents, seven factors could be identified influencing their impulse buying behavior.