The consumer buying a product can be influenced not only because of the need for them but also by the sudden urge to buy them. Academic research on impulse purchases has proliferated significantly in recent decades, spanning the last sixty years. However, attention to this phenomenon has been vitally discussed in the past few years. Thereby, the paper aimed to provide a detailed account of the impulse buying behaviour by compiling the various research work literature in the field of Retailing and Consumer Behaviour which presents a broad overview of the impulse buying construct and the various behavioural aspects of it. The authors adopted a review protocol to conduct the review, finally, through the review indented gaps and further insight have been discussed.
Keywords: Impulse Buying, Systematic Review