Factors Affecting Impulsive Buying Behavior of Consumers in Supermarket in Butwal, Nepal

The study aims to determine the most influencing factors of impulsive buying behavior of consumers in supermarkets. Convenience sampling gathered data from 384 supermarket customers. It utilizes a structured questionnaire with a fivepoint Likert scale, the study adopted descriptive and causalcomparative research designs. Statistical analysis included Mean, Standard Deviation, t-tests, ANOVA, Mann-Whitney U test, Kruskal-Wallis test, correlation, and regression. The findings revealed that reference groups and price are the major factors that affect the impulse buying behavior of consumers in supermarkets. The study suggest that the marketers should understand the preferences of customers and facilitate them with qualitative products at the best prices so as to make them fully satisfy and thus can refer the same product to their relatives and friends.