THE INFLUENCE OF CULTURE AND PERSONALITY ON IMPULSE BUYING

Impulse buying behavior is focus point for all marketers, because about in 70% Purchases in retails market made on impulse decision. Marketers are very interest to know that what the driving forces behind impulse behavior are? How customer impulse behavior drive that followings are the key variables which have affect the impulse behavior. This study checks the impact of Personality and cultural factor impacts on impulse buying behavior. This study has been conducted in Pakistan on fashion industry. The population for this study had been selected was Karachi metropolitan city of Pakistan. Simple have been collected through online social media. 416 simple have been analyzed to calculate the results. For analyzing the data authors have used the multi linear regression to achieve the intention of the study. This hasbeen founded in that personality hasno critical impact on impulse buying behavior. Although culture has been recognized as element which directly affect the impulse buying behavior. Study suggested marketer should consider cultural factor during ads design and placement of their products at retail store.