Recognize Effective Factors On Impulse Buying Behavior (Unplanned) Of Customers (Case Study: Refah Chain Stores In Hamadan)

Impulse buying is the half hidden behavior of consumerwhich the sellers can attain through different stimulants to increase their own selling. To have higher success, all the factors influencing this behavior must be identified. The present study is an applied one in goal and survey-descriptive in nature.The tools used to collect the data with a 40-item questionnaire.The validity and reliability(86%) of the questionnaire were determined and it was distributed among the sample research.Regarding the results, it was specified the all four main factors influencingthe impulse buying,i.e individual,situational, product-related, and psychological factors, have significant relationship with impulse buyingbehavior.Among the dimensions related to main factors,all aspects have significant relationship with impulse buying behavior except age,joy of shopping,marketing promotions, product design and self-esteem, which were confirmed.