Bitte verwenden Sie diesen Link, um diese Publikation zu zitieren, oder auf sie als Internetquelle zu verweisen: https://hdl.handle.net/10419/144774 
Erscheinungsjahr: 
2016
Quellenangabe: 
[Journal:] International Journal of Management, Economics and Social Sciences (IJMESS) [ISSN:] 2304-1366 [Volume:] 5 [Issue:] 2 [Publisher:] IJMESS International Publishers [Place:] Jersey City, NJ [Year:] 2016 [Pages:] 35-56
Verlag: 
IJMESS International Publishers, Jersey City, NJ
Zusammenfassung: 
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.
Schlagwörter: 
In-store marketing
impulse purchasing
promotional mix
cosmetic products
focus group interview
JEL: 
M31
Creative-Commons-Lizenz: 
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Dokumentart: 
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