Journal of Marketing and Consumer Research www.iiste.org ISSN 2422-8451 An International Peer-reviewed Journal Vol.39, 2017 1 Factors Affecting Impulse Buying Behaviors in Shopping Malls: Evidence from Bahawalpur Region, Pakistan Anmol Rasheed Department of Management Sciences, the Islamia University of Bahawalpur, Pakistan Rana Muhammad Shahid Yaqub Head Department of Management Sciences, the Islamia University, Bahawalpur, Pakistan Fahad Javaid Baig Department of Management Sciences, the Islamia University of Bahawalpur, Pakistan Abstract Impulse buying or impulse purchase describes the behavior of buyers or shoppers who buy things from stores that are not preplanned to buy. Instant purchased is named as impulse buying. This paper is an attempt to find out what factors affect most on impulse buying behavior in Bahawalpur Division. Through this study impact of variables is analyzed like Store Atmosphere, Point of Purchase Display, Promotional Activity, and Payment Facility. This study is based on primary data collected from Bahawalpur with the help of structured questionnaire. Data analysis has been done with the help of SPSS software, correlation and regression analysis. This study is based on a Quantitative research. By analyzing all the data it is found that if store atmosphere is neat, point of purchase display is attractive, promotional activities are influencing and payment facilities are provided then these will promote more impulse buying. Introduction Today impulse buying becomes a usual behavior of customers. Customers went to market with intention to purchase something that they need but sometimes they unintentionally buy something that they don’t need but they feel attracted to that product they buy it. To study customer’s impulse buying behavior many researchers are studying what factors affect them the most? As it’s the basic information for marketers and retailers so that they can develop a positive relationship between marketers and researchers so that they can more satisfy their customers and increase their profitability as well. Already many researches are conducted on impulse buying behavior almost in every country but major focus remains the developed countries now it’s a time to study in underdeveloped and developing countries like Pakistan now as other investors my basic reason behind study is to know the impulse buying behavior and the factors influencing customers in Bahawalpur Division. With the focus on impulse buying Researchers also focus on dimensions of impulse buying behavior. Impulse buying behavior varies from person to person or we can say that it depends on a personality and personality is how an individual is including the way of his thinking, behavior feelings, how he interact with fellows, family and with peers etc and the way of dealing on different occasions with same fellow human being (Mathai & Haridas, 2014). Fashionable and status conscious people are more indulged in impulse buying because they have habit of wearing fashionable outfits and to remain up to date according to the changes in fashion (Han, Morgan, Kotsiopulos, & Kang, 1991). Media and internet also playing a role in impulse buying behavior people saw advertising on news, internet and without thinking they order products. This factor seems more in young generation from the age of 18 to 39 the tendency of impulse buying increase and then after 39 it starts decreasing because as compared to young ones old ones are calmer and they have self control while young ones are more fashion conscious they love shopping in new markets and have very low patience that’s why tendency of impulse buying found more in young generation then old generation (Wood, 1998) (Bellenger, Robertson, & Hirschman, 1987) (Rawlings, Boldero, & Wiseman, 1995). There are lots of other factors affecting impulse buying behavior of customers like cultural differences (Kacen & Lee, 2002) Change in moods and emotions (Rook & Gardener, 1993) Demographic characteristics like age, gender, income etc (Mai, Jung, Lantz, & Loeb, 2003) and its relationship with self identity (Dittmar, Beattie, & Friese, 1995). And other factors like time spent at store, displays and packaging, promotional activities, size and quality of product, features of items, customers self interest and advertising etc these factors sometimes capture customers and create an urge to buy those unintended items (Inman, Winter, & Ferraro, 2009). There are many other factors that promote impulse buying like if the store environment is comfortable and sales persons are well trained they reduce the frustration of customers and enjoy their shopping so this will increase impulse buying (Crawford & Melewar, 2003). In the presence of mom and dad the impulse buying decreases but shopping with friends increases impulse buying (Luo, 2005). Variety seeking customers are more involved in impulse buying where they see new variety they purchase it (Sharma, Sivakumaran, & Marshall, 2010). Clothes, shoes, books and other common useful equipments are in most exercise for impulse buying (Yu & Bastin, 2010).