Role of Sales Promotion on Impulsive Buying Behavior of Skin Care Products
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.
Ailawadi, K. L., Beauchamp, J. P., Donthu, N., Gauri, D. K., & Shankar, V. (2009). Communication and promotion decisions in retailing: a review and directions for future research. Journal of Retailing, 85(1), 42-55.
Bhandari, P. (2014). A study on impact of sales promotional activities on customer buying behaviour with special reference to rathi build mart, Raipur. International Journal of Science and Research, 3(5), 300-303.
Chandon, P., Wansink, B., & Laurent, G. (2000). A benefit congruency framework of sales promotion effectiveness. Journal of Marketing,64(4), 65-81.
Chen, M. H. (2001). The determinants and traits of impulsive buying behavior. Journal of Takming University, 17, 59-74.
Harish, R., & Suchitra, K. (2010) Sales promotions and their influence on consumer behaviour. Marketing Mastermind,21-24.
Kchaou, A. S., & Amara, R. B.(2014). The role of sales promotions in inducing impulse purchases. International Journal of Excellence,3(1), 362-372.
Lammers, H. B. (1991). The effect of free samples on immediate consumer purchase. Journal of Consumer Marketing, 8(2), 31-37.
Liao, S. L., Shen, Y. C., & Chu, C. H. (2009). The effects of sales promotion strategy, product appeal and consumer traits on reminder impulse buying behaviour. International Journal of Consumer Studies, 33(3), 274-284.
Muruganantham, G., & Bhakat, R. S. (2013). A review of impulse buying behavior. International Journal of Marketing Studies, 5(3), 149-160.
Oly Ndubisi, N., & Tung Moi, C. (2005). Customer’s behavioural responses to sales promotion: the role of fear of losing face. Asia Pacific Journal of Marketing and Logistics, 17(1), 32-49.
Pawar, P. A., Shastri, D., & Raut, U. R. (2016). Instore sampling and impulsive buying behavior: anempirical approach. International Journal of Applied Research,2(4), 304-307.
Taushif, M. R., & Gupta, M. (2013). A study of factors affecting impulse buying behaviour of consumers at malls (DELHI), 2(2), 46-50.
Tinne, W. S. (2011). Factors affecting impulse buying behaviour of consumers at superstores in Bangladesh. ASA University Review,5(1), 209-220.
Verplanken, B., & Sato, A. (2011). The psychology of impulse buying: an integrative self-regulation approach. Journal of Consumer Policy, 34(2), 197-210.
Weerathunga, A. K., & Pathmini M. G. S. (2015). Impact of sales promotion on consumer’s impulse buying behavior, study in super markets in Anuradhapura city. International Research Symposium, Rajarata University, 321-329.
Weng, J. T., & De Run, E. C. (2013). Consumers personal values and sales promotion preferences effect on behavioural intention and purchase satisfaction for consumer products. Asia Pacific Journal of Marketing and Logistics, 25(1), 70-101.