Consumer behaviour is a complex phenomenon which is evolving according to the time, situations, demographic characteristics of individuals, personality traits, cultural influences etc. The personality of individuals is a unique dynamic organisation of the characteristics of a particular person,...

This study was aimed to understand and assess the role of store environment, impulsive buying personality traits, impulsive buying tendency, and urge to buy on impulsive buying. Data was collected from 250 respondents and analyzed using Structural Equation Modeling technique, findings suggested...