Role of Sales Promotion on Impulsive Buying Behavior of Skin Care Products
Keywords:
Sales Promotion, Impulsive Buying, Skincare ProductsAbstract
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. SPSS 22 is used for
analysing the data.
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