Impulse Buying: A Literature Overview

Impulse buying is an emerging phenomenon, which has been the focus of the retailers to attract the customers.  Impulse behaviour is the outcome of emotional reactions that generate unpredicted urge to buy.  An extensive  review of  literature on  impulse buying has been done in this paper. Several researches on impulse buying have been conducted in many countries.  The study’s contribution to the literature is to identify the potential role of impulse buying in consumers purchase decision.