Impulse buying behaviour varies from person to person and very subjective. The objectives of this study to analyse the impulse motives and the buying behavior of the shoppers in retail stores and also to identify factors that influence shopper’s impulse buying urges. Both the available methods of data collection are adopted, primary and secondary data. Area of research is narrowed down to the consumers of retail stores in Mumbai. To get the answers of the research questions, Multiple Response, t-test, Chi - Square test and ANOVA statistical tools have been used. The major findings of the study are that price and gender are significant factor in influencing the impulsive buying behaviour of customers.