Abstract: The significance of understanding impulse purchasing in retail stores was first acknowledged in the marketing literature over fifty years ago. Impulse purchase illustrates any purchase, which a consumer makes throughout it was not planned. This study aimed at highlighting the impact of external and internal factors that influence consumer impulse buying behaviour at super stores in Karachi. This paper contains two variables, i.e. Dependent variable “Consumer impulse buying behaviour” and Independent variables namely external factors (Visual merchandising, Shopping environment and Promotional activities), internal factors (Gender, Credit card and Hedonic motivation).