The Study of Effective Factors on Cosmetic Impulse Buying

Subject Areas : Jounal of Marketing Management

P. Ghaffari Ashtiyani ¹ , B. Akbari ²

1 - استادیار، دانشگاه آزاد اسلامی، واحد اراک، اراک، ایران
2 - دانش آموخته مدیریت بازرگانی، گرایش بازاریابی، دانشگاه آزاد اسلامی، واحد اراک، اراک، ایران

Received: 2013-12-01 Accepted : 2013-12-01 Published : 2013-11-22

Keywords: Brand Equity, Country of origin, Brand distinctiveness, Brand Loyalty, brand awareness, Brand association,

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.