Goyal, PratibhaGunsagar Singh2016-11-032016-11-032014http://krishikosh.egranth.ac.in/handle/1/83548Today, retailers are increasingly making use of various in-store influencers for converting browsers to spenders. However, success depends on how the customers perceive these influencers. The phenomenon of impulse purchasing has been studied in consumer research as well as for example in psychology and economics since the 1950s. In brick-and-mortar retailing, impulse purchases have been an important source of revenue for retailers. This study attempted to investigate the relationship of various factors, with impulse buying tendency of consumers in the Organized Retail Sector of Ludhiana region. This article empirically evaluates the perception of the customers towards various in-store stimuli that is Merchandise, promotion, displays and ambience, across stores located in LudhianaenThesis