Impulsive buying has been studied for many years but there have been limited research studies on males as impulsive buyers. Data from 284 educated male consumers were collected through a structured close-ended questionnaire. The regression model was used for data analysis. This research highlighted that emotional state and socialization have an impact on the males’ impulsive buying behaviour. Whereas, promotion, branding of a product, in-store strategies, scarcity of a product, and price had no impact. Marketers should implement those strategies that focus on the emotional state and socialization factor. This research has provided a better understanding of the impulse buying behaviour of the male consumers in developing markets like Karachi, Pakistan.
