The purpose of this paper is for analysing various elements which are accountable for influencing the degree of impulsive buying behaviour of customers. The analysis also determines the several aspects which induces impulsive buying behaviour, which is a result of general psychological traits or instincts in addition to certain external factors is created by marketers. A better understanding of this subject is gained through the review of the literature provided in this paper. The insights of this literature review forms on the basis of various demographic factors and the combination of internal, external and sub factors of a consumer as well as various psychological drivers and situational variables which tends a consumer to buy impulsively. Moreover, artificial factors created by marketers such as- in-store promotions, store environment, staff attribute, the incentive to purchase, act as a catalyst to the natural tendency of customers to buy impulsively. In the present market scenario where competition is very high, the retailers to malls and to E-Commerce websites all of them use natural factors which create an urge for spontaneous buying and convert this urge of the customer into an actual unprompted buying of a product or service. Different types of impulsive buying behaviour are observed in the markets of undeveloped countries than that of developing the concept of spontaneous buying in untapped markets of the rural population is realised to be different from the urban population and marketer’s effort in converting the natural urge of customers to buy also varies.