International Journal of Management, Economics and Social Sciences
2016, Vol. 5(2), pp. 35 – 56.
ISSN 2304 – 1366


In-Store Promotional Mix and the Effects on Female Consumer Buying Decisions in Relation to Cosmetic Products


Dong-Jenn Yang*1
C. W. Lee2

1 Dept. of Business Administration, I-Shou University, Kaohsiung, Taiwan
2EMBA Program, I-Shou University, Kaohsiung, Taiwan



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.

Keywords: In-store marketing, impulse purchasing, promotional mix, cosmetic products, focus group interview
JEL: M31