Managers look for accurate information about target market customers and act accordingly by tailoring product and promotional strategies to compete in the market. The specific objective of this research was to test two factors effecting impulse buying behaviour. It is crucial to comprehend this phenomenon elaborately. Although key insights have come into light regarding consumer behaviour patterns, knowledge of the factors that compel consumers to purchase new products is yet to be known, as

more »

... ovation is a complex process. A non-probability convenience sampling method was used to distribute questionnaires to 105 students living in the UK. Participants also included respondents who answered the questionnaire online. The research findings suggest that impulse buying behaviour has a significant effect on buying behaviour and intentions for new products, which in turn affects the final purchase of the products.