A study on factors influencing impulse buying behavior of apparels(Especially outer Garments) in Chennai City

India's organized retail had a 31% share in clothing and apparel in 2011 (A. T. Kearney, 2011). Foreign retail chains entering India will aggravate the competition to different level. Hence, the retailers have to ensure that their stores appeal to the customers more effectively. In such case, the retailers need to differentiate themselves from others. Today's fierce competition and the similarity of merchandise force each segment of the apparel industry to utilize merchandising to improve the desirability of products. Apparel retailers, especially, place more importance on visual merchandising to differentiate their offerings from others'. Researchers found that impulse buyers usually do not set out with the specific purpose of visiting a certain store and purchasing a certain item; the behavior occurs after experiencing an urge to buy and such behaviors are influenced by internal states and environmental/external factors. This study will study the influence of different variable on apparel impulse buying behavior of consumers in Chennai city. This will explore newer and innovative ways to understand the behavior in apparel industry.