Impact of advertising scheme on impulse buying behavior of consumer in: An empirical study of Noida city

The objective of the study was to investigate the impact of advertising schemes on impulsive buying behavior of consumers. The impulsive decision making theory and the consumer decision makingmodel were used to substantiate the study (Schiffman and Kanuk, 2007). A total of 350 shoppersconveniently sampled at different selected shopping mall in Noida City served as the sample. Withthe help of this study the researcher tried to analyze the impact of advertising schemes, the impactof factors like use of shopping coupon, use of list, and greater shopping frequency, on impulse buying behavior of consumer in malls.