Determinants of Consumer Impulse Buying Behaviour in Context of Footwear Industry

In recent times, women's footwear industry has increased its dominance in the fashion world that results in a large pool of competitors who are eyeing the same target market. With that in view, women's footwear companies need to entice women continuously to purchase shoes in an impulsive manner. This study investigates the complex interrelationships between hedonic consumption, product involvement and emotion on impulse buying tendency on footwear. Findings from the survey show that both hedonic consumption and emotion are found to influence impulse buying. Finally, the article discusses the implications of this research, its limitations, and future research.