At times customers make purchases with no conscious planning or prior thought. When this occurs, no time is consumed in making the purchase decision. Impulse buying is termed as emotional buying. A consumer forces to make a sensitive connection with a product based on something he/she is fanatical about, and this connection triggers a purchase called impulse purchase. The mere sight of products, like candy, gum, mints, chips or other things obviously displayed, either in the retail outlet or at the checkout aisles, can trigger impulse shoppers to buy those items that were not there in their shopping list. The purchase of the identical product does not always provoke the same buying behaviour. Products can shift from one type to the next, depending on the conditions or circumstances. A suit or a dress, for examples, can become a high-involvement purchase if the consumer is purchasing it to wear for a wedding. Similarly, going out for dinner can also involve an extensive decision-making for consumers who do not go out often, but it could involve limited decision-making process for someone who goes out often.
Definition of impulse buying:
Parboteeah (2005; based on Piron, 1991:512) conducted a concept analysis of impulsive buying presented by researchers and introduced comprehensive definition of impulse purchasing.
“Impulse buying is a purchase that is unplanned, the result of an exposure to a stimulus, and decided on-the-spot. After the purchase, the customer experiences…