Literature Review on consumer buying behaviour.
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.No matter how defined, impulse buying refers to a distinctive type of unplanned purchase, and the fact that impulse purchase is unplanned is central to all definitions of impulse buying. An example of impulse purchase would be a consumer who buys chocolates might see a chocolate at the checkout while waiting in a line in a grocery store and want it based on the price (half price).Impulse buying is mostly seen as unplanned and decided on the spot purchases which results from a stimulus. Throughout the years, many researchers have tried to explain the importance and the antecedents of impulse buying behavior.
The literature review lists out studies concerning the present research with definitions of impulse buying behaviour. Next, the variable involved in the impulse buying behaviour are also being discussed and defined in this section. Chapter 3: Methodology. In this chapter, the samples of population and research methodology are defined.The Impulse Buying Behaviour Marketing Essay 1.0 Introduction This chapter seeks to provide an in-depth critical review of the existing literature on consumer impulse buying behaviour. First the theoretical fundamentals around the impulse buying circumstances that consumers experience during shopping trips are investigated.
REVIEW OF LITERATURE 2.1. INTRODUCTION This part of the chapter presents a review of existing literature on consumer behaviour towards cosmetics in order to gain insight into the research work. Such reviews highlight the significant studies not only in India but. Impulsive Buying - The Case of the Philippines” identified the factors.
