摘要：Impulse buying is in fact making a decision on the spur of the moment or it may be an unplanned decision to buy, made just before a purchase. Impulse buying happens when one gets caught up in the hype of a situation and buys something without thinking much about it. Impulse items may be new products, samples or well-established products at unexpected low prices. Research findings suggest that emotions and feelings play a decisive role in purchasing, triggered by seeing the product or upon exposure to a well crafted promotional message, such purchases ranges from small products (chocolate, clothing, magazines etc.) to substantially large (jewellery, vehicle, work of art etc.) products. This paper is an attempt to find the impact of communication mix that effects customer impulse buying behaviour in non-durables in the city of Indore, a buzzing mercantile city of the state of Madhya Pradesh in India. The impact of various impulse buying factors like advertising, sales and promotions, personal selling, public relations, direct marketing on customer impulse buying behaviour has been analyzed.
