MODELS ON IMPULSE BUYING BEHAVIOUR: A REVIEW

Purpose – The objective of this article is to evaluate the different models on impulse buying behaviour. Design / Methodology/ Approach – This article examines eight diverse models on impulse buying behaviour that has been found in literature. The evaluation of these models is used to find out the relationship between them. Findings – It gives an overview of the construct of impulse buying. The evaluation of the various impulse buying behaviour models has revealed that the outcome of impulse buying is dependent on many factors which can be grouped into internal and external. Internal factors mean the consumer's psychology such as his/ her perception, belief, needs, attitude and impulsivity. External factors refer to the nearby environment such as marketing stimuli, situational factors and social factors. Research Implications – A link between the various impulse buying behaviour models is developed here. This paper will be useful in getting a comprehensive understanding of the consumer's impulsiveness. Practical Implications - The literature in the area of impulse buying behaviour has grown in a sequential manner, updating continuously and educating from the previous explanations. This article gives new instructions to the researchers in the area of impulsiveness. Originality / Value – In the research on impulsive buying behaviour new directions are found which helps the researchers and marketers in increasing impulse buying.