THE STUDY OF EFFECTIVE FACTORS ON COSMETIC IMPULSE BUYING

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GHAFFARI ASHTIYANI P.; AKBARI B.

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Paper Information

Journal: JOURNAL OF MARKETING MANAGEMENT Year:2013 | Volume:8 | Issue:20 Page(s): 1-14

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Information Journal Paper

Title

THE STUDY OF EFFECTIVE FACTORS ON COSMETIC IMPULSE BUYING

Author(s)

GHAFFARI ASHTIYANI P. | AKBARI B. | Issue Writer Certificate

Keywords

BRAND EQUITYQ2

COUNTRY OF ORIGINQ2

BRAND DISTINCTIVENESSQ2

BRAND LOYALTYQ2

BRAND AWARENESSQ2

BRAND ASSOCIATIONQ1

Abstract

Purpose: The purpose of this study is to assess factors affecting the impulse buying of cosmetics.Methodology: This is a practical research in purpose and causal in nature. Structural equation modeling is used as the statistical method of the research. Data analysis is performed using LISREL. Data collection has been conducted using field study and questionnaire tool. Women of Khorram Abad who use cosmetics constitute the population of the study.Results: The results generally indicate that store environment, shopping enjoyment, and product involvement have positive effects on the impulse purchase of cosmetics. Moreover, window-shopping enhances impulse shopping indirectly, thorough influencing the shopping enjoyment.Limitations: The present study is conducted on the women living in a specific area, within a specific period, through obtaining a limited sample, and merely concerns cosmetics. Therefore, one needs to be cautious in generalizing the results to other communities and other types of products.Managerial implications: This study provides the manufacturers and suppliers of beauty products with a better understanding of consumer behavior concerning impulse purchase of such products.Innovativeness: In this research, for the first time, there has been an attempt to investigate the aggregate influence of environmental, individual, and product-related factors on impulse purchasing.

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APA: Copy

GHAFFARI ASHTIYANI, P., & AKBARI, B.. (2013). THE STUDY OF EFFECTIVE FACTORS ON COSMETIC IMPULSE BUYING. JOURNAL OF MARKETING MANAGEMENT, 8(20), 1-14. SID. https://sid.ir/paper/218900/en

Vancouver: Copy

GHAFFARI ASHTIYANI P., AKBARI B.. THE STUDY OF EFFECTIVE FACTORS ON COSMETIC IMPULSE BUYING. JOURNAL OF MARKETING MANAGEMENT[Internet]. 2013;8(20):1-14. Available from: https://sid.ir/paper/218900/en

IEEE: Copy

P. GHAFFARI ASHTIYANI, and B. AKBARI, “THE STUDY OF EFFECTIVE FACTORS ON COSMETIC IMPULSE BUYING,” JOURNAL OF MARKETING MANAGEMENT, vol. 8, no. 20, pp. 1–14, 2013, [Online]. Available: https://sid.ir/paper/218900/en

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