SITUATIONAL FACTORS ASCENDANT IMPULSE PURCHASE BEHAVIOR OF PRIVATE LABEL BRANDS WITH SPECIAL REFERENCE TO MODERN TRADE RETAIL OUTLETS IN CHENNAI

The purpose of the study is to examine impulse purchase behavior of private label products in specified modern retail outlets in Chennai and tries to ascertain the major factors influencing it. Impulse is very widespread practice of buying behavior in current scenario. In general, people who wish to do shopping for fun were most likely to buy the things on impulse. To get the excitement and pleasure experience on owning maximum products that we planned to buy, people randomly opt on impulse purchase. Consumers who pay for products which is not only intended that they need to buy for the utilization. Most of the consumers were buying the products or foodstuffs due to sudden urge or strike to buy the products through various internal or external factors. To substantiate, the researcher has empirically analyze on consumer's characteristics, emotions, displays, outlet environment, availability of money, availability of sufficient time, friends and relatives' influences, attractive offers and discounts. The statistical tool of Factor analysis was used to investigate the facts which has been collected from 200 respondents at Chennai from preferred modern trade outlets and used convenience sampling technique. Our empirical result indicates that influences by situational on purchase were differ based on the categories of product bought.