Impulse Buying Behaviour and Post Purchase Behavior-A Review

Researchers have been attracted towards the field of impulse buying for over years. The purpose of this paper is to provide an account on impulse buying behaviour and post purchase behavior by compiling various research works. It gives an overview of the impulse buying construct and the various behavior related aspects post purchase to earlier review papers. Extensive collection of journals databases and books were referred to review the works of various researchers. The substantive analysis of the various research works led to the classification of literature into different factors influencing impulse buying and further development of research framework. The paper will be useful for marketing practitioners and researchers towards comprehensive understanding of the consumer's impulsiveness.