An Impulse purchase being a growing concept has become an important part of enhancing sales in supermarket setting. Companies tend to devise strategies to plan for such behavior. The main objective of this research is the identification of factors affecting unplanned purchases and to give awareness to marketers in Hyderabad to understand these factors. 174 surveys in total were collected for analysis in Hyderabad. However, regression analysis, correlation coefficient and t-test were conducted to test the hypothesis. Moreover, independent factors such as sales promotion, store layout and personal factors were found to be affecting factors of impulse purchase whereas store ambiance was found to be weak positive but insignificant to the study. These findings can lead marketers of Hyderabad supermarkets to have an understanding of the factors affecting impulse purchase behavior and plan strategies to enhance the impulsive behavior accordingly. For the future researchers, we would recommend taking other important factors like income, credit card usage, weather change, time and salespeople into consideration which are very important to be studied for the market at Hyderabad and in another cities.
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