مرکز منطقه ای اطلاع رساني علوم و فناوري - ANALYSIS OF THE FACTORS AFFECTING IMPULSIVE BUYING BEHAVIOURS OF WOMEN IN COSMETICS

Abstract :

Cosmetics sector is one of the leading sectors which have a significant share in the world trade. Product depth and width of the enterprises in the sector in particular have been increasing and diversifying. The intended uses of the cosmetic product which are considered to be important elements of the aesthetics and visuality vary in accordance with the characteristics of the market. This variation affects buying motives of the consumers for cosmetic products. One of the buying motives mentioned is impulsive buying. Being affected by certain stimulants according to the certain conditions, object or time, impulsive buying expresses unplanned, instant and reactive buying. In the studies conducted, it is stated that considerable part of the consumers regards themselves as impulsive buyers. In this respect, the aim of this study is to conduct analysis of the factors affecting impulsive buying in cosmetic products. The research was formed in the causal research model. Data was obtained according to the convenience sampling method by means of structured survey. The obtained data was analyzed through univariate and multivariate statistical analysis techniques. In accordance with thefindings obtained from the research, it was found out that circle of friends, emotional state and promotions except for the shop atmosphere affect impulsive buying.