Author(s): Padmanabhan N. S., and Rassal Shaji
Impulsive purchasers begin shopping without a specific item or store in mind. Stimulating impulsive purchases on the market for consumer goods may become a strategic priority when market rivalry is fierce and all businesses use marketing in their operations. The study investigates the influence of external and internal stimuli and situational attributes on the impulse purchases of confectionary products in the Kochi retail market in Kerala. The sample comprised 216 criteria-met participants who were gathered via distributing the questionnaire, and the findings were analyzed using the Structural Equation Model (SEM). The study discovered that all three variables positively and significantly influence the impulse buying behavior of customers. According to the study, these factors drove the ongoing trend of customers' changing impulse purchases, and they could be crucial for any merchant to yield and maximize market potential.