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

Authors

  • 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. SPSS 22 is used for
analysing the data.

Downloads

Download data is not yet available.

References

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,

, 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-

Muruganantham, G., & Bhakat, R. S. (2013). A review of impulse buying behavior. International Journal of

Marketing Studies, 5(3), 149-160.

Journal of Graphic Era University

Vol. 6, Issue 1, 153-164, 2018

ISSN: 0975-1416 (Print), 2456-4281 (Online)

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: an empirical

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,

-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

Downloads

Published

2023-02-28

How to Cite

Mani, A. P. (2023). Role of Sales Promotion on Impulsive Buying Behavior of Skin Care Products. Journal of Graphic Era University, 6(1), 152–164. Retrieved from https://riverpublishersjournal.com/index.php/JGEU/article/view/98

Issue

Section

Articles