A Review of Literature on Impulse Buying Behaviour of Consumers in Brick & Mortar and Click only Stores

In recent years, several researches conducted in the field of consumer behaviour because of increased importance given to brand management and performance. Technological factors such as the availability of personal computers and internet access, download time and representativeness of pictures and colors of products are the reason for increasing the potential customer .Here Impulse buying plays a major role in consumer buying behaviour. It is the time to analyze the impulse buying behaviour which makes the customer to grab the product instead of choosing them.