Impact of Behavioural and Situational Variables on Impulse Buying Behaviour of the Consumers in the Malls of Jaipur City

Retail has taken a boom in present era. Mall culture has taken a major leap in present societal scenario. As the competition has increased, the retailers are looking forward for the sustainable strategy. Research has showed that people intend to buy impulsively during their shopping trip. This study investigates the factors influencing impulse buying behavior of the buyers in Jaipur city. Quantitative approach was taken to measure the relationship of impulse buying behavior with various behavioral as well as situational factors related with.