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. | Situational factors ascendant impulse purchase behavior of private label brands with special reference to modern trade retail outlets in Chennai International Journal of Management Volume 11 Issue 04 April 2020 pp. 178-187. Article ID IJM_11_04_019 Available online at http ijm JType IJM amp VType 11 amp IType 4 Journal Impact Factor 2020 Calculated by GISI ISSN Print 0976-6502 and ISSN Online 0976-6510 IAEME Publication Scopus Indexed SITUATIONAL FACTORS ASCENDANT IMPULSE PURCHASE BEHAVIOR OF PRIVATE LABEL BRANDS WITH SPECIAL REFERENCE TO MODERN TRADE RETAIL OUTLETS IN CHENNAI V. Anitha Research Scholar SRM School of Management SRM Institute of Science and Technology Kattankulathur Tamilnadu India. Dr. A. R Krishnan Associate Professor SRM School of Management SRM Institute of Science and Technology Kattankulathur Tamilnadu India. ABSTRACT 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 .
