The purpose of this study is to determine some factors that affect the impulse buying behavior of consumers in Nha Trang city. Analysing three hundred thirty nine collected samples from consumers at the markets and supermarket, the quantitative result shows that seven factors affect the impulse buying behavior of consumers in Nha Trang city sorted by their relative importance: Price and discount, Placement of products, Promotion, Advertising, Emotion of customers, Festival season and Company. Based on this result, the researchers have proposed some s4lutions in order to orientate strategy for retailers in Nha Trang city and to help consumers more careful in their buying behavior.