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@article{200501,
        author = {Mr. SENTHIL KUMAR. B and Dr. CHELLADURAI. K.},
        title = {CONSUMER IMPULSE PURCHASE BEHAVIOUR WITH REFERENCE TO COGNITIVE AND AFFECTIVE PURCHASE BEHAVIOUR OF FASHION PRODUCTS THROUGH OFF-LINE AND ON-LINE MODE – A STUDY IN TIRUPPUR DISTRICT},
        journal = {International Journal of Innovative Research in Technology},
        year = {2026},
        volume = {12},
        number = {12},
        pages = {1741-1748},
        issn = {2349-6002},
        url = {https://ijirt.org/article?manuscript=200501},
        abstract = {The Indian retail sector has witnessed remarkable transformation in recent years, driven by digitalization, changing lifestyles, and evolving consumer preferences. The growth of e-commerce alongside traditional brick-and-mortar stores has created a dual-channel retail environment, offering consumers multiple avenues for purchase. Fashion products are inherently dynamic, influenced by trends, personal style, and social factors. These characteristics make them highly susceptible to impulse buying behaviour, where consumers make spontaneous and unplanned purchase decisions. Factors such as attractive displays, discounts, peer influence, and social media exposure significantly contribute to such behaviour. With the advent of online platforms, impulse buying has further intensified through personalized recommendations, flash sales, and easy accessibility.},
        keywords = {On-line Shopping, Off-line Shopping, Cognitive Purchase Behaviour, Affective Purchase Behaviour, Shopping Convenience.},
        month = {May},
        }