Consumers’ purchasing behaviors and their post-purchase outcomes are considered a significant aspects of consumer research. It was acknowledged that accessing consumers’ purchasing behavior can have great impact on business profitability and sustainability in the long run. Hence, the aim of this study is to identify and highlight the importance of customer characteristics and marketing stimuli (e.g. product packaging, broad assortment, prominent display and price promotion) on customers’ purchase behavior towards Ready-to-Drink (RTD) products in the Malaysian context. A total of 380 customers from across several hypermarkets in Klang Valley, Malaysia completed the survey questionnaire. The data collected was further analyzed with SEM-AMOS. Findings from the structural analysis indicated that customer characteristic and the elements in marketing stimuli (price promotion, prominent display, broad assortment and product packaging) have significant positive direct effect on consumer impulse purchase behavior.
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