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The aim of this paper is to measure the effect of sensational seeking, visual merchandising and collectivism on impulsive buying behavior. Valid sample size for this study was 300 comprising of all age groups. Mall intercept method which is a kind of convenience sampling was used for collecting the data. The data was collected by preselected enumerators. Scale used for this study had established reliabilities. After ascertaining the normality of data a typical multiple steps, procedure was adopted for this study. The conceptual framework tested through Structural equation modeling and was found to be relevant in understanding the impact of predictor variables on impulsive buying behavior. A strong and positive relationship was found between sensational seeking, and no relationships were found between, collectivism and impulsive buying, and visual merchandising and impulsive buying. One of the contributions of this study is that it has explored the relationships of collectivism, and sensational seeking with impulsive buying which have not been explored that extensively.

The Effect of Visual Merchandising, Sensational Seeking and Collectivism on Impulsive Buying Behavior