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