Impulse Buying Behavior In India - An Overview

Abstract

Deliberate non-planning is an integral part of contemporary shopping and impulse buying is an important hedonic behavior exhibited by consumers. Impulse buying was looked at from various antecedents, underlying process, characteristics and outcomes. But, those studies were predominantly done in the western countries. Impulse buying is not studied elaborately in eastern economies especially in Indian context and this paper intends giving an account of the prevalence, nature and characteristics of it in India.