Main Article Content
Abstract
The paper is an endeavor attempt to review the existing literature and provide a broad overview of the mysterious concept of impulsive buying behaviour and its various antecedents. Beginning with a historical recapitulation, the review proceeds into an exploration of definitions of ‘impulse buying with gradually advancing to investigate the internal and external instigators of impulsive buying. The paper throws light on various factors of impulse buying behaviour which are still not fully explored to their fullest capacity. Various journals, academic papers, references, books, and other electronic sources were used to identify contributions from different sources. The content analysis highlighted some contradictory findings and gaps in understanding the impulsive buying process which may serve as a foundation stone for future researchers. The study provides huge source of information related to the concept of impulsive buying and its various dimensions which is beneficial not only for marketers and academicians but also satiate the souls of and consumers by making them more aware of their impulsive buying behaviour.