The Influence of the Seller’s Performance on the Consumer Purchase of Clothes and Personal Care, Toiletries and Cosmetics Products

Abstract

This paper presents the results of a survey about the influence of the seller’s performance on the consumer purchase of clothes and personal care, toiletries and cosmetics (HPPC) and to compare their results. This study has an exploratory, quantitative and descriptive nature. The samples surveyed were made up of students enrolled in engineering courses of a university located in the State of São Paulo, Brazil. In the case of clothes market, a survey with a sample of 329 respondents was performed through a structured questionnaire. Regarding PHPC, the number of respondents was 317. We used descriptive statistics to describe the basic features of the data and the nonparametric Mann-Whitney test to compare the two sample results (significance level of 5%). The results indicate that, in both sectors, the majority of respondents go to specific stores to carry their purchases. Price, seller’s performance, style and brands are the main factors influencing the consumers’ decision about which store to buy. It was also found that the seller’s performance influences the costumers’ buying decision process and loyalty. Aspects of credibility, interest in customer needs, product knowledge, courtesy and attention were aspects of seller’s performance considered the most important by respondents in both sectors.

Does Covid-19 Pandemic Change the Consumer Purchase Behavior Towards Cosmetic Products?

“…Other studies have also revealed that maintaining many customers requires several things that stand out, such as excellent and unique quality and attractive promotions. In addition, it is also influenced by price, product brand, and style or type of product (Rieg, Scramim, Paola, & Rugfino, 2018).…”

“…The research that will be conducted at this time is to analyze the buying behavior model by looking at the factors that influence it in terms of the 4C marketing mix where previous research only focused on the 4P marketing mix and support research related to the influence of the 4C marketing mix on purchasing behavior (Eganeal, Jiwa, Sitepu, & Kumar, 2020;Rieg, Scramim, Paola, & Rugfino, 2018;Mustaqimah, Hartoyo, & Nurmalina, 2019;Hutauruk, 2020). Furthermore, this study also looks at buying behavior models in the Covid-19 pandemic phenomenon.…”

Relación entre el uso de redes sociales, actitud e intención de compra de productos de Skincare en Lima moderna, 2022

“…Como resultado, se encontró que tanto para el sector de vestuario como para el de productos de cuidado personal, artículos de tocador y cosméticos, la mayoría de los encuestados acudía a tiendas específicas para realizar sus compras. Igualmente, los aspectos que más influyen en la selección de las tiendas por parte de los consumidores encuestados son el precio, la competencia del vendedor y, en el contexto de las tiendas de ropa, el estilo, así como las marcas disponibles (Rieg et al, 2018).…”