Impulse buying behaviour in cosmetics marketing activities

Abstract

Programme evaluation regarding how to trigger consumers' impulse buying behaviour has become a concern of enterprises in terms of developing effective marketing models. Using the quantitative method, this study probed into the effects of cosmetics consumers' consumption situation and experiential marketing in marketing activities on brand image and impulse buying behaviour. Statistical Package for the Social Science (SPSS) and structural equation modelling were used to analyse the causal relationships among four factors. The results suggested that consumers who are female, unmarried, aged 30 -35 years old, have a university degree, and work in the service industry are prone to impulsive buying of cosmetics. Moreover, both consumption situation and experiential marketing were found to positively influence brand image. Cosmetics differ from other retail goods in so far as the 'consumption situation' must influence consumers' 'impulse buying behaviour' through 'experiential marketing'. Based on the findings, suggestions are proposed for marketing, as well as for decision-making of enterprises.

The effect of augmented reality in mobile applications on consumers' online impulse purchase intention: The mediating role of perceived value

“…Li et al (2014) established that consumers' interest in the shopping experience could generate impulse purchases. Wu and Lee (2015) posited that impulse purchases are significant to retailers dealing in cosmetics, as they must identify the stimuli that may lead to an impulse purchase. Notably, impulse purchase is widely prevalent in the Indian retail industry (Bandyopadhyay, 2016) and hence is of great interest to cosmetics marketers in India.…”

Exploring the effectiveness of emotional and rational user-generated contents in digital tourism platforms

“…Empirical studies of the antecedents of impulse buying had been undertaken in retail (Lim et al 2020), social-media marketing (Kim and Johnson, 2016), and tourism contexts (Rezaei et al, 2016). Scholars affirm that impulse buying can be attributed to pleasure and excitement driven by changes in perceived values (Chan et al, 2017; Wu and Lee, 2016), is associated with emotions resulting from environmental stimulus, such as service quality (Pornpitakpan and Han, 2013), sensory experiences (Park et al, 2012), and positive referrals (Kim and Johnson, 2016). Applied in tourism context, tourists’ impulse buying behaviours are associated with their perceived value of tourism services and destinations (Li et al, 2015).…”

The Shopper’s Desired Cosmetic-Counter Experience: A Mind Genomics Cartography of Emotions

“…For example, a superior cosmetic product may enhance a woman's self-esteem when she uses it [3]. Furthermore, as Wu & Lee (2016) wrote in their paper on impulse buying in cosmetics marketing "Cosmetics differ from other retail goods in so far as the 'consumption situation' must influence consumers' 'impulse buying behaviour' through 'experiential marketing' [4]. " In other words, for at least one group (female, unmarried, age 30-35, university degree), it is the experience at the cometic counter in a store which often leads to an impulse purchase.…”