Impulse buying is any purchases which a shopper makes but has not yet planned in advance. Dr.

Farzand
Ali and Muhammad Faheem conducted a research to identify the nature of convenience product, shopping
product, and specialty product which may or may not affect the impulse buying and collected data with
mutual efforts of faculty members and students of private and public Universities. Their analysis shows
that the results are not highly significant but the over-all results show positive trend in case of
convenience and shopping products. In February 2013 Saman javaid and Dr.Ansir Ali Rajput also
conducted a research on impact of celebrity endorsement on teenagers impulsive buying behavior. They
applied sampling technique and survey research method and they found that celebrity endorsement in ads
have an effect on Pakistani teenagers impulsive buying behavior. Celebrity in a promo increases the
unplanned purchasing of the youth it help them to remember the brand at the time of shopping. In March
2013 another research has been conducted Shahid Bashir, Muhammad Zeeshan and Sabbardahham . The
main purpose of their study is to predict the impact of cultural values and life styles on impulse buying
behavior of Pakistani customers. They used survey methodology to collect data by adopting convenient
sampling technique. They conducted a T-test which shows that gender role is the only variable of culture
values and life style of Pakistani customers due to significant difference between male and female
customers in case of impulsive buying behavior. They also conluded that impulse buying behavior is
predicted by security, life satisfaction, gender role, financial satisfaction, in group contact and life style
variables of cultural values and lifestyles of Pakistani Consumers.