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ABSTRACT
Impulse buying behaviour has received considerable attention from marketing practitioners and
has been studied extensively from different dimensions. There is clear evidence that this
behaviour is common in modern Shopping Malls. This study investigated effect of demographic
factors on impulse buying behaviour in Ilorin, Nigeria. The study adopted cross-sectional survey
approach. Questionnaire was used to survey 406 respondents who were selected using mall
interception convenient sampling. Data were collected in Shoprite Shopping Mall, Ilorin. PLS-
SEM path model was employed to process the data. Six hypotheses were formulated in null
form.The result revealed that age, marital status, education, occupation and income have impact
on consumers‟ impulse buying behaviour. In addition, the results revealed that gender is not
directly linked to impulsive buying behaviour. The study concluded that demographic factors
(age, mari
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