A STUDY ON THE INFLUENCE OF MOBILE ACCESSORIES PURCHASED IMPULSIVELY, WITH SPECIAL REFERENCE TO CHENNAI CITY
ABSTRACT Earlier were the days when it was difficult to find out a cellular phone with any one person among the 100. But, today it is difficult to find a person without the cellular phone or a smart phone. Not, only a Smartphone nowadays we can see n number of accessories tied up to a particular Smartphone or a cellular phone. The R & D in the accessories market is so vigilant in order to change according to the consumers wants. Perhaps we can say that the Mobile Accessories market rolls out a new accessory every month creating a wow factor. The wow factor created by the Smartphone’s is in the maturity stage whereas the accessories market is growing in an upward trend. A study which was conducted recently stated that the accessories market is growing directly proportional to that of the Smartphone market. The unplanned purchases made by an individual due to the influences of various factors can be termed as Impulsive Buying. The effect of impulsive buying exists in almost all the a...