Factors Influencing Impulse Buying Behavior and Its Effect on Purchase Decision
The aim of marketing is to meet and satisfy the target customers’ needs and wants. Everyone in the market has only one desire to attract, satisfy and retain his or her consumers. Moving ahead in the 21st century, we can see many developments and changes taking place around us. Every industry and all firms within each industry are trying to keep pace with the changes and diverse needs of people (Henthorne et al, 1997). This can largely be attributed to the prevailing market situation. Buying behavior plays a major role in development of any business. Impulse buying is a vital activity in consumer behavior. The aim of the study is to identify the factors which influence in purchase of the television product.