文章基本信息

标题：In-Store Promotional Mix and the Effects on Female Consumer Buying Decisions in Relation to Cosmetic Products
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作者：Dong-Jenn Yang ; C. W. Lee
期刊名称：International Journal of Management, Economics and Social Sciences
电子版ISSN：2304-1366
出版年度：2016
卷号：5
期号：2
页码：22
语种：English
出版社：IJMESS Int'l Publishers
摘要：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.