Anmerkungen:
In: International Journal of Management, Economics and Social Sciences, 2016, Vol.5(2), pp. 35 – 56. ISSN 2304 – 1366
Nach Informationen von SSRN wurde die ursprüngliche Fassung des Dokuments June 15, 2016 erstellt
Beschreibung:
This study was conducted to ascertain the relationship between the females' in-store purchasing decision process and the promotional mix. Two cosmetic salesmen groups were interviewed by using focus group interview technique to understand females' buying decision process with in-store promotional mix. The results indicated that females with buying intention will improve the effectiveness of in-store promotional strategies. The purchase behavior stimulated by in-store promotions was related to customers' emotional motivation. Finally, different in-store promotional activities would induce different psychological feelings