This research examines the determinants of consumer impulsive purchasing behaviour of Ghanaianshoppers. Churchill’s andPeter’s [1] conceptual model was adapted and modified as the study proposed model toverify empirical data. A sample size of 129 out of 180 was obtained fromGhanaian shoppers at medium shopping malls located in Accra and Kumasi citiesin February, 2019 using a survey method. Data analysis was performed using AMOSin Statistical Packages for Social Sciences’ (SPSS) software. Correlational andmultiple regression analysis was used todetermine the relationship and the impact between consumer’s impulsivepurchasing behaviour and five factors influencing consumer urge to purchase.The results showed a significant impact of the impulsive purchasing behaviouramong three out of five variables used. The results findings support theassertion that store atmosphere, sales persons and sales promotion influenceconsumer impulsive purchasing behavior. The findings have significant marketing implication and highlight the need for business owners,financial institutions and marketers to exploit and improve marketingstrategies in creating brand trust that theproduct and services offer.
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