In-Store Promotional Mix and the Effects on Female Consumer Buying Decisions in Relation to Cosmetic Products
Journal Title: International Journal of Management, Economics and Social Sciences - Year 2016, Vol 5, Issue 2
Abstract
This study was conducted to ascertain the relationship between the females' in-store purchasing decision process and the promotional mix. Two cosmetic salesmen groups were interviewed by using focus group interview technique to understand females' buying decision process with in-store promotional mix. The results indicated that females with buying intention will improve the effectiveness of in-store promotional strategies. The purchase behavior stimulated by in-store promotions was related to customers' emotional motivation. Finally, different in-store promotional activities would induce different psychological feelings.
Authors and Affiliations
Dong-Jenn Yang, C. W. Lee
Keywords
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