Abstract
Today’s marketing has taken reshape by digitalization, and every customer is accompanied with Smartphone’s with WI-FI and internet connections, understanding the target customers become vital. Customer choices are need based and it is decisive, who is creating the need, whether at the customer’s part or by the marketer. Rationality and impulsive decisions may either take place in their choice of purchase decisions. In online stores, the marketers are following the customers wherever they go through. Online markets are flourishing every day and hence, customer’s choices have begun more into impulsive. Emotions and feelings play a decisive role in purchasing, triggered by seeing the product or upon exposure to a well- crafted promotional message as showcased by the online shopping sites. Impulsive buying disturbs the normal decision making models in consumers' brains. The logical sequence of the consumers' actions has been put back with an irrational moment of self-gratification.1
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