Author(s): Qasim Ali Shah
This paper investigates the role of life style and cultural values for an impulsive buying behavior of customers. For the data collection, a convenient sample of university going students was selected in various universities of Pakistan. The result of structural equation modeling analysis shows a direct positive influence of life style and cultural values of customers on impulse buying behavior. Research also confirms the role of gender on impulsive buying. It was also found that substantial relation exists between all variables of cultural values and Lifestyle. The findings also show that variables of Culture and lifestyle like financial Satisfaction, security, gender role, life satisfaction and inter group closeness can also predict the effect of lifestyle and values a culture holds on Impulsive buying behavior of university going students in Pakistan. Managerial and theoretical implications are discussed and the directions for future research are provided.