Abstract: Impulse buying is a practice that we have all engaged in at some point in our lives. Impulse buying is an unplanned purchase made by a consumer and is an important aspect of their purchasing activity. Often, our inner drive or temptation to buy a specific item becomes so strong that we make a purchase without thinking about it. Impulsive behaviour is not limited to children, adults with reasonable minds are also prone to it. Impulse buying can be influenced by various factors, including discount offers, salesperson behaviour, product display, client scenario, and personal attributes. Marketers try to use every trick possible to capitalize on the consumer's impulsive behaviour. This conceptual study aims to identify the aspects that influence customers' impulse purchase behaviours.