Literature Reviews:

Article 1

Effects of Personality on Impulsive Buying Behavior: Evidence from a Developing Country

Authors

Dania Shakaib Farid

Variables

Impulsive buying behavior, personality

Normally impulse buying is considered to take place in the presence of extrinsic factors which lure customers into
unplanned buying. The role of intrinsic factors in generating impulse buying remains under-researched, especially
in the context of a developing country like Pakistan. This study aims to study the impact of personality on impulse
buying behavior, this effect of personality on impulse buying behavior is measured five personality traits namely,
openness, Conscientiousness, Extraversion, Agreeableness and Neuroticism-also known as the OCEAN Model. This
is an explanatory research study involving 400 people of diverse backgrounds and wide age brackets. Results
indicated significant effects of openness, extraversion, Conscientiousness, Neuroticism and insignificant effect of
agreeableness on impulse buying behavior.

Article 2

Role of intrinsic factors in impulsive buying decision: An empirical study of young consumers

Authors

Shakeel Ahmad Sofi

Variables

Intrinsic factors, impulse buying behavior

The primary aim of this study was to study the effects of various intrinsic factors on consumer decision making vis-
à-vis impulsive buying tendencies. In the wake of utilizing EFA and CFA on 630 buyers in the various pieces of
Jammu and Kashmir, results demonstrated that characteristic or intrinsic factors essentially impact the Impulsive
Buying Decision. The utilization of Structural Equation Modeling deteriorated characteristic variables into positive
and negative influencers of rash purchasing conduct. The current investigation has huge bearing in buyer world as
it has featured through a model for how inborn components shape the purchasing propensities of a youthful
customer. Through the utilization of Multi Group Analysis, an examination has been drawn between incautious
purchasing conduct and different characteristic factors across guys and females taken as two diverse purchaser
gatherings. Generally results have been discovered huge and could well be received for methodology making by
different partners in the field of customer brain science and shopper conduct to make sense of the impacts of
characteristic factors on purchasing conduct. 
Article 3

What Internal and External Factors Influence Impulsive Buying Behavior in online Shopping?

Authors

Lim Pei Ling

Variables

Online market, impulsive buying behavior, psychological factors, situational factors, website characteristics

Impulsive buying behavior can be considered as a way of increasing profit of marketers. Nowadays, the popularity
of electronic commerce has gained more attention form marketers and researchers as well. Hence, studying the
causes of online impulsive buying behavior is necessary as such study may generate certain innovative ideas or
strategies to marketers to increase profit from online market. In this study the author highlights on internal factors
(e.g., psychological approach) and external factors (e.g., situational, product and website factors) in studying the
impulsive buying behavior. The external factors (e.g., website designs) and internal factors (e.g., affective states)
which cause impulsive purchase are interrelated in certain aspects and are hard to separate individually.

Article 4

STIMULATING FACTORS OF IMPULSE BUYING BEHAVIOR

Authors

Mustafa ÜNSALAN

Variables

Impulse buying, factors of impulse purchase, consumer behavior

Consumers purchase products not only because of their need but also because they have a sudden urge to
purchase those products. The aim of this study is to present a detailed literature review of the impulse buying
behavior by analyzing the various researches in the field of consumer behavior. Development of impulse
purchasing concept, process of consumer’s impulse purchasing behavior, various factors that have an effect on
impulse purchasing and the relationship between impulse buying and retailing are discussed in this paper. The
content analysis of the various researches about impulsive buying behavior may be a guide to understanding the
basic characteristics of impulse purchasing for future researchers by explaining the different influencing factors.

Article 5

Study on Impulsive Buying Behavior among Consumers in Supermarket in Kathmandu Valley

Authors

Vidha Pradhan

Variables

Mood of consumer; store environment; availability of money, impulse buying behavior

This paper is an attempt to examine some of the factors affecting impulsive buying behavior of consumers in super
markets. It also aims to verify the interrelationship between these factors and impulsive buying behavior. A
primary research is carried out amongst people who shop in supermarkets at Katmandu valley. An structured
questionnaire is utilized to gather information from respondents of test size 200. The example is taken by
convenience and quota sampling according to their age group. The discoveries propose that larger part of grocery
store goers purchase incautiously. At whatever point they visit a general store, a large portion of the respondents
don't prepare. Rather, they look through walkways/items what's more, purchase what they think they need. A
large portion of the respondents buy certain items like individual consideration things, basic food item and frill
rashly. For different items like gadgets and kitchenware, they set aside some effort to think in the event that they
truly require those items. Mulling over each factor, item class has an immaterial job in impacting imprudent
purchasing conduct. Additionally, respondents who have money related autonomy likewise have an unimportant
job in affecting imprudent purchasing conduct. Among the elements that are huge for activating rash purchasing
conduct is accessibility of money, state of mind of buyer, POS terminal/ATM office, value, store format,
accessibility of time, item advancement, store condition and reference gathering. In any case, similar components
combined with certain segment factors may or might not have a similar effect on indiscreet purchasing conduct of
the equivalent shoppers.

Article 6

Personal and In-store Factors Influencing Impulse Buying Behavior among Generation Y Consumers of Small Cities

Authors

Mudassir Husnain

Variables

Situational factors, in-store factors, impulsive buying behavior, small cities, generation Y

For decades, impulse buying behavior is considered to be one of significant factors to increase sales volume in the
retail sector. Past studies have investigated the impulsive buying behavior of generation Y consumers in retail
settings of somewhat medium- and large-sized cities. Therefore, how certain situational or in-store factors can
propagate impulse buying in the retail settings of small cities has been widely ignored. This article explores the
influence of situational variables categorized as personal factors (time availability, family influence, money
availability) and in-store factors (store environment, sales promotions, and friendly store employees) on
generation Y impulse buying behavior in the Pakistani context in general and the country’s small cities in particular.
A self-directed study was utilized to evoke data from 422 purposely chosen respondents (living in different urban
communities of Punjab, Pakistan). Information has been examined by utilizing Statistical Package for Social Science
(SPSS) and Analysis of Moment Structure (AMOS) for basic condition demonstrating (SEM). Results uncovered that
individual factors, that is, time accessibility and family impact has noteworthy and positive effect on the motivation
purchasing conduct of age Y buyers in Pakistan, additionally in-store factors with the exception of cash accessibility
has huge effect without really thinking purchasing conduct. Proposals for retail the board have been given toward
the finish of the article.
Article 7

Factors Affecting Impulsive Buying Behavior with mediating role of Positive Mood: An Empirical Study

Authors

Muhammad Bilal Ahmad, Hafiz Fawad Ali

Variables

Positive mood, impulsive buying behavior

This research is guided by impulse buying literature and a “Stimulus-Organism Response (S-O-R) model”, explores
the relationship between individual differences and impulsive buying behavior directly and indirectly through the
moderate role of positive mood. Survey methodology was conducted in order to collect data from 300 customers
in Lahore. Convenience sampling technique was used and the associations between the concepts were analyzed by
using PLS based SEM analysis. Results of the study prove that the factors which significantly affect impulse buying
behavior are positive mood, impulse buying tendency and fashion involvement while insignificant variables for
impulse buying are self-esteem, shopping enjoyment and hedonism. SE, IBT, Hedonism and Self-esteem have a
direct significant impact with the mediating variable positive mood whereas FI shows an insignificant relation with
PM. Results regarding mediation demonstrated that the relationship between IBB and Shopping enjoyment is
completely mediated by positive mood but the relationship between fashion involvement, self-esteem, Hedonism,
Impulsive buying tendency and IBB is partially mediated by positive mood. This research paper will prove beneficial
for marketing practitioners and researchers by developing a comprehensive knowledge and understanding about
customer’s impulse buying behavior and its relationship with its determinants. This study validates and extends the
“S-O-R model of Mehrabian and Russell (1974)” by incorporating personal traits’ influences on impulse buying
behavior.

Article 8

FACTORS INFLUENCING IMPULSE BUYING BEHAVIOR

Authors

Rizwan Raheem Ahmed

Variables

Impulse buying behavior, promotional approaches, store environment, window display, income level and
credit card.

Researcher picked this topic because no one has ever explained the factors of impulsive buying behavior
for FMCGs goods in Larkana or other surrounding areas. In this study ether are two variables, i.e.
Dependent variable “consumers’ impulse buying behavior”, and Independent variables namely
promotional approaches, store environment, window display, income level and credit card. Impulsive
buying behavior is dependent because it has influence of independent factors. This topic is a qualitative
topic because there is a certain population amongst whom the survey forms will be distributed in order to
receive their opinions regarding the topic. This research concluded that consumer’s impulse buying
behavior for FMCG’s (products) is favorable in Pakistan. Consumers are more likely to buy impulsively
when they see free product and price discounts offers by a store. The income level and visual
merchandising has highly and significantly influence on consumer’s impulse buying for FMCG’s
(products) in Larkana Pakistan, especially, a well decorated, with pleasant and calm store environment
along with colorful surroundings not just motivating the consumers to buy unintentionally but also build
excitement inside the consumer’s minds. Window displays and visual merchandising have an important
role-play for consumer’s impulse buying. Consumer can be attracted to a store for purchase by setting up
a well-designed window display and by proper placements of products, packaging and displays of
products along with better presentation products and store.

THEORETICAL FRAMEWORK:
Variables:

 Impulsive buying behavior

Description of the variables:

1. Impulsive buying behavior:

This is our dependent variable that is influenced by all the other independent variable, this shows us how
different university students also differ in their impulsive buying behavior and what factors influence it.

2. Financial independence:

Refers to the population of customers of university students who earn their own money and do not
depend on anyone and have no dependents on them.

3. Availability of money:

Is the extra amount of money the individual has to spend on that day for shopping which might influence
the impulsive buying behavior

4. Mood of consumer:

At the time of shopping the mood of the consumer refers to both the positive and the negative state of the
consumer’s emotions, positive mood is connected with excitement and can lead to impulsive buying
behavior whereas negative mood is connected with depression and anxiety and can lead towards
shopping of familiar products.

5. Product category:

Refers to different types of products, for example: FMCG, electronics or apparels, the type of product
that the university student needs to purchase can affect his or her buying behavior.

6. Availability of time:

the time available for shopping refers to the time the consumer feels they have to shop in that day The
amount of time they think they have can affect their buying behavior, more time will lead to less impulsive
buying and less time will lead to more impulsive buying.

7. Price:

Refers to the price of the product, which also influences the buying behavior of the consumer, for example
psychological pricing may indulge a consumer to purchase a product impulsively.
Relationship of variables:

Financial independence and impulsive buying behavior:

The more financially independent these university students the more it has an influence on impulsive
buying; impulsive buying and financial independence have a positive relationship. As the students
become financially independent their impulsive buying behavior increases.

Availability of money and impulsive buying behavior:

The more money available these university students the more their impulsive buying behavior increases,
in fact availability of money and impulsive buying behavior have a positive relationship.

Mood of consumer and impulsive buying behavior:

If the consumer is in a good mood then the impulsive buying behavior might increase, whereas if the
consumer is in a bad mood the impulsive buying behavior of these consumers will decrease..

Product category and impulsive buying behavior:

The category of the product also influences impulsive buying behavior for some products like electronics
these university students do a lot of research and don’t indulge in impulsive buying, whereas for FMCG
products the consumers might not do a lot of thinking and researching and might just impulsively
purchase those products.

Availability of time and impulsive buying behavior:

The availability of time to shop is also a major variable for impulsive buying behavior and it has a negative
relationship, the less time available to shop the more likely it is for consumers to impulsively purchase the
products and vice versa.

Price and impulsive buying behavior:

Price and impulsive buying behavior have a negative relationship, if the price of the product is low
impulsive buying is more likely to be there, however if the price of the product is high then there will be
less impulsive buying there.
 Independent Variable Dependent Variable
Financial independence

Availability of money

Mood of consumer
Impulsive buying behavior

Product Category

Availability of time

Price

Moderating variable

Age Gender Income Occupation Marital status

RESEARCH DESIGN:
Nature of the study: Survey (questionnaires)

Data Collection: Online survey (questionnaire) using google forms.

Sampling Design

 Population: University Students aging from 17yrs-30yrs

Unit of Analysis: University Students