Impulse buying behavior among generation Y consumer of small cities

What is it about?

Impulse buying behavior is more prevailing in today's marketplace. we have shown for the first time that how personal and In-store factors propagates impulse buying behavior among consumers (gen Y) of small cities using structural equation modeling technique.

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Why is it important?

Our findings show that all in-store and personal factors except i.e money availability, are significantly important for impulse buying behavior of generation Y consumers in small cities. Thus contributes to marketing literature in this growing domain of impulse buying behavior.