The impulse buying behavior has been a well-researched concept. The classification of impulse buying behavior was initially established by Stern, 1962. Most of the research studies use this concept. During the literature review it was found that these classifications have not been verified in further studies. The objective of the research is to understand the meaning and explore the types of Impulse Buying prevalent in the current context and their relative frequency with respect to the demographics of the respondents. To identify the main product categories purchased on impulse and the negative feelings associated with the impulse buying. Content Analysis technique was used for data analysis of the open ended questionnaires. By using mall intercept method three shopping malls were randomly selected from Delhi-NCR and 130 respondents participated in the survey. The unique contribution of the research in the existing literature is by identification of a new category of impulse purchase namely ‘Reflective impulse purchase’. It occurs when shopper's buying decision is influenced by recommendations of a salesperson, friends, relatives or other shoppers. Many new insights have been discussed which shows the influence of demographics like age, gender and occupation on the impulsive buying behavior.
Content Analysis, Impulse Buying
