© European Journal of Scientific Research, Vol. 100, No 3, 2013 _____________________________________________________________________________________________ __________________________________________________________________________________ 67 © FRDN Incorporated, 2013 Editor-In-Chief & Managing Editor: Adrian Marcus Steinberg, PhD 117, Orion Mall, Palm Street, P.O. Box 828, Victoria, Mahé, Seychelles Tel: +248 400138344 Fax: +248 400138345 European Journal of Scientific Research ISSN: 1450-216X / 1450-202X Vol. 100 (3): 67-79, May 2013 DOI or URL: http://www.europeanjournalofscientificresearch.com/issues/EJSR_100_3.html FACTORS INFLUENCING IMPULSE BUYING BEHAVIOR PARMAR VISHNU 1 AND AHMED RIZWAN RAHEEM 2 Tal: +92-300829-2560 1,2 Institute of Business Administration – IBA - Karachi Abstract: Researcher picked this topic because no one has ever explored the factors of impulsive buying behavior for FMCGs goods in Larkana and surrounding territories. In this study ether are two variables, i.e. Dependent variable “consumers’ impulse buying behavior”, and Independent variables namely promotional approaches, store environment, window display, income level and credit card. Impulsive buying behavior is dependent because it has influence of independent factors. This topic is quantitative because there is certain population, among them we’ll distribute survey forms to get their respective opinions pertaining to our topic. This research concluded that consumer’s impulse buying behavior for FMCG’s (products) is favorable in Pakistan. Consumers are more likely to buy impulsively when they see free product and price discounts offers by a store. The income level and visual merchandising has highly and significantly influence on consumer’s impulse buying for FMCG’s (products) in Larkana Pakistan, especially, a well decorated, with pleasant and calm store environment along with colorful surroundings not just motivating the consumers to buy unintentionally but also build excitement inside the consumer’s minds. Window displays and visual merchandising have an important role-play for consumer’s impulse buying. Consumers can be attracted to a store for purchase by settling up a well-designed window displays and by insertion up a proper placement of products, packaging and displays of products along with a better presentation of products and store. Key Words: Impulse Buying Behavior; Windows display; Independent factors; FMCG Products; Packaging 1. INTRODUCTION The research studies on consumers buying behavior keep on struggling to give a better definition for impulse buying behavior of consumers over last five decades (Alireza and Hasti 2011). Buying impulsive behavior is defined as “unplanned” and buying plan of consumer, which he/she makes without evaluating product (Vohs & Faber 2003; Parboteeah 2005). We picked this topic because no one has ever explored the factors of impulsive buying behavior for FMCGs goods in Larkana and surrounding territories. We got two variables, i.e. Dependent variable “consumers’ impulse buying behavior”, and Independent variables namely promotional approaches, store environment, window display, income level and credit card. Impulsive buying behavior is dependent because it has influence of independent factors. Our topic is quantitative because we have certain population, among them we’ll distribute survey forms to get their respective opinions pertaining to our topic.” Whereas, product display also lead to impulse buying and celebrity endorsement had more impact on teenagers and young adults who inspire from them throw product awareness and create the desire to purchase the FMCGs products. The association shows the factors of success making association between consumers and marketing the company have to satisfy and maintain the relationship by creating attractive marketing strategies. Although, building, developing and maintaining relationship with the customer it is very important for both businesses and customers that they major aim (Bayley & Nancarrow 1998). The significance of customer’s impulsive buying behavior is documented by many “marketers and