Motivational Factors for Impulsive Buying by the Consumers: An Empirical Study of the Noida City

The retail sector has been growing drastically over the years and there are a large number of shopping malls and various other retail formats coming up in Metros, Tier I and II cities giving strong competition to the existing ones. Because of this, the retailers are the main focus today and they are totally engrossed in knowing their customer and consumer. Therefore, the behaviour of an important sector of the young consumer group, college students, is worth to be researched. Retailers trying to find variables that influence shoppers’ impulsive buying urge to buy implausibly. With the help of this study, the researcher tried to analyse the impulsive buying behaviour pattern of the consumer.