Please use this identifier to cite or link to this item: http://hdl.handle.net/10419/144774
Authors: 
Yang, Dong-Jenn
Lee, C. W.
Year of Publication: 
2016
Citation: 
[Journal:] International Journal of Management, Economics and Social Sciences (IJMESS) [ISSN:] 2304-1366 [Volume:] 5 [Year:] 2016 [Issue:] 2 [Pages:] 35-56
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.
Subjects: 
In-store marketing
impulse purchasing
promotional mix
cosmetic products
focus group interview
JEL: 
M31
Creative Commons License: 
http://creativecommons.org/licenses/by-nc/3.0/
Document Type: 
Article

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