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We all involved in the purchase decision; we all know how to deal with it. However, how many of us understood the aspects involved in purchase decision making. The whole purchase decisions can be divided into two parts, i.e., planned purchase and unplanned purchase. Planned purchase is very well categorized and very specifically generalized, so there is hardly anything to explore in the planned category of purchase. However, the same is not in case of unplanned purchase; unplanned purchase has not yet explored the way it should be. In this study, the researcher developed a theoretical model to make it understand how individual all unplanned purchases do not fall under the horizon of an impulse purchase. The model was tested through the respondent from the state of Assam. Results showed that impulse is the one side which is very clear to all, but it is time to give our attention to the other side of Unplanned Purchase which is yet to be unveiled and according to the finding of the study, the researcher has given some useful suggestion to some specific category of audience.

Grey Area of Unplanned Purchase –Experimenting Rationality with Unplanned Purchase?