• EMA FRANCIS
• ERA BHATIA

The importance of Impulse buying was first studied over fifty years ago. Impulse buying is referred to as any purchase that a consumer makes without pre-planning. This study focuses on highlighting the visual merchandising techniques that can significantly influence impulse buying behavior. It also provides information on how store reputation influences the buying behavior of consumers. To induce such behavior, retailers should focus more on the consumer’s expectations and provide a suitable environment to make impulse purchasing decisions. The study being conducted is based on primary and secondary data. A total of 150 responses were collected and analyzed. The hypothesis was tested for regression using WARP PLS software. And the results stated that visual merchandising and store reputation allure in making impulse purchasing decisions.

THE INFLUENCE OF IMPULSE BUYING BEHAVIOR IN CONSUMER PURCHASE DECISIONS

"THE INFLUENCE OF IMPULSE BUYING BEHAVIOR IN CONSUMER PURCHASE DECISIONS", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.8, Issue 10, page no.e347-e385, October-2021, Available :http://www.jetir.org/papers/JETIR2110463.pdf

"THE INFLUENCE OF IMPULSE BUYING BEHAVIOR IN CONSUMER PURCHASE DECISIONS", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.8, Issue 10, page no. ppe347-e385, October-2021, Available at : http://www.jetir.org/papers/JETIR2110463.pdf