This chapter focuses on the factors that contributed to the impulse purchase behaviours of university students and the contributing factors that lead to these behaviours. This first section will study and explore the definitions of impulse purchasing as well as recognizing and categorizing the spending habits of the university students, which follows on the post satisfactory results of their impulse purchase of consumer goods.
Although the university students would eventually face the real working world after their graduation, their spending behaviours, specifically on impulse purchasing, should be taken into an account during their university years as it does hold a significant value in their purchasing power to the Malaysian economy. Impulse purchase, although it is not new in terms of research in its works, is relatively uncommon to be research and analyzed in Malaysia. A brief definition of impulse purchase is the spur of the moment, unplanned decision to buy, made just before a purchase (thefreedictionary.com) Researchers have strived for years to find a better definition and reasons for impulse purchase. Earlier studies and research on impulse buying were from managerial perspectives, focusing on consumers purchasing decision after they entered the store. Stern (1962, p. 59) state that planned buying behavior involved a time consuming information search followed by rational decision making. Unplanned buying, on the other hand, entailed all purchases made without such advance planning and includes impulse buying.