“Consumers’ Buying Behaviour towards organized retail store with respect to Impulsive buying in selected product categories in Navsari City”

Impulse purchases describe any purchase which a shopper makes; through it was not planned in advance. This paper is an attempt to find out the factors that affect consumer impulse buying behaviour at organized retail store in Navsari City of Gujarat State. Descriptive-cross sectional research design and quantitative research was used to get responses about selected products from 180 respondents with well structured questionnaire. Researchers got good insights about consumer buying behaviour towards organized retail stores and also the factors affecting consumer impulse buying in selected categories of products. The whole area of Navsari City was unable to cover due to time & cost constraints and others product categories can be studied for future research. From this research, author recommend to companies who focus more to sell their products in shopping malls should do their campaigning at organized retail stores that increase the impulsive behaviour of consumer and where they can used their segmenting, targeting & positioning strategies.