Role of Sales Promotion on Impulsive Buying Behavior of Skin Care Products

  • Ambica Prakash Mani Department of Commerce, Graphic Era (Deemed to be University), Dehradun, India
Keywords: Sales Promotion, Impulsive Buying, Skincare Products

Abstract

Sales promotions are important means of mobilizing sales on account of impulse buying. Skin care products are typically associated with longer life cycles and the loyalty generated among the users is also higher due to increased span of usage. The present research initiative is an attempt to understand the effectiveness of different promotional techniques adopted for skin care cosmetic products. The findings are based on the responses collected from a sample of 250 respondents in Uttrakhand, India. Majority users are unmarried women in the age group of 18-25 years. Findings enabled to identify the most important reason for use, that is the desire for fairer skin tone. The efficacy of different promotional techniques like discounts, free samples, trial options, gifts, coupons, advertisements, celebrity endorsements, specialist advice is also studied. SPSS22 is used for analysing the data.

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Published
2018-03-15
Section
Articles