Globalisation of markets caused differentiation of products and development of different selling techniques and as a result, consumer's purchase decision process became more complicated. Lots of inner and outer factors affect consumer's purchase decision (Ünal and Ercis, 2006). Consumer, who is in the middle of a lot of stimulants like, complicated message content, news, visuals, e-mails etc, is trying to develop a specific purchasing method or purchasing behaviour to handle the situation. In modern societies, shopping and consuming are not only for responding human needs, they also shape people's lifestyle and even more started to play a part of changing their characters. At this point, we can talk about consumer identity. A person's all characteristic features pass to his' consumer identity and in the same way, consumer identity pass to characteristic features. That shows us, although being highly complex and inscrutable; there are a lot of things about consumers to figure out. If we say that the main purpose of analyzing consumer behaviour is to find out, how, where and why consumers bought, used and threw away the products, services, thoughts and something else to consume, then observing, understanding and making comment about consumer behaviour are crucial matters. It is thought that, consumers are shopping in a different way while impulse shopping in comparison to traditional shopping. Time to time impulse shopping is defined as out of control behaviour or foible, but they constitute an important part of consumption. They are generally hedonic shopping. Therefore, in this study, impulse shopping concept is studied as one of consumer shopping behaviour, the reasons of why consumers' bend to this and the characteristic structure of consumers' who prefer impulse purchasing. © EuroJournals Publishing, Inc. 2011.