Researchers and Marketers have been fascinated in the area of impulsive behaviour from over 70 years (clover, 1950; Applebaum, 1951; stern, 1962; Rook, 1987; Peck and childers, 2006; Muruganantham and bhakat, 2013; Ayub and zafar, 2018). Consumer behaviour is complex in nature, and also profoundly analysing their impulsive buying behaviour of consumer who shop online and offline has been escalated. Arduous understanding on the internal and external stimulation plays a supreme role in the buying behaviour of the consumers. The principal idea behind this review paper is to understand and compile various research papers in the field of retailing in impulsive behaviour through offline and online retail store. It gives a broad overview of impulsive behaviour and various other behavioural related aspects. The detailed understanding of various literature papers gave rise to elements influencing impulsive buying in various situations. In regards to future studies multiple segments are categorised in the field of retailing and impulsive buying with required proposals. This review paper will be very much useful for researchers who work towards understanding of impulsive buying in online and offline.

Impulsive buying behaviour, consumer behaviour, stimulation, personality traits