Impulse buying drivers for fashion clothes. (KEY IJP************239)

• Saurav Singh

Abstract

Impulse buying of fashion clothes is influenced by psychological factors such as emotions and the perception of scarcity, as well as social influences like peer pressure and societal norms. The convenience of online shopping and the allure of discounts and promotions further fuel impulsive purchases. Understanding these drivers can help individuals make more informed decisions and assist retailers in crafting effective marketing strategies.