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Impulse Buying: What Instills This Desire to Indulge? Internal Motivating Factors of Impulse Buying: A Qualitative Study in the Indian Context
Supriya M. Kalla
Volume 10 Issue 2 · 25 Apr 2016
Purpose -This study explores various internal motivating factors of impulse buying phenomenon in Indian context. This study is aimed at obtaining consumer insights, so as to provide an inclusive conceptualization of thi…