A Study on Impulse Buying Behavior of Females Towards Cosmetics with Reference to in- Store Environment
Keywords:
In-Store Environment, Impulse buying Behavior, Mood, Display and MerchandisingAbstract
In today’s scenario cosmetic retailing industry has evoked in more developed phase yielding the revenue to US$2,591m in 2018 and the market is expected to grow annually by 8.4 % (CAGR 2018-2021). From an international perspective it is revealed that most revenue is generated in the United States (US$13,687m in 2018). Among the research studies conducted and resulted are more on influences of the store condition on purchase behavior, and less of the studies examined the overall store environment cues. The objective of this study is to understand the Cosmetic store environment factors which influence impulse buying behavior and secondly on the basis of analysis provide suggestions to attract more customers in cosmetic store. Research Methodology used is Descriptive. 200 females were selected randomly as respondents to collect data. To calculate the significance of the factors, Regression Analysis has been applied to the study after conducting Factor Analysis. Results of survey have shown that Ambience, Convenience and Shelf Positioning have a significant impact on impulse purchase towards cosmetics.
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