Factor influencing impulse buying of cosmetic staffs: evidence from North Cyprus economy

ABSTRACT: This thesis empirically investigates the determinants of Impulse Buying on cosmetic sector using a sample of survey data collected manually. In particular, it attempts to establish an understanding of how impulse buying behaviour may affect the wealth of customers on cosmetic sector. Specifically, a questionnaire was distributed within the area of North Cyprus takes into account influence of window display, influence of the type of store, influence of floor on cosmetic staff and influence of promotional signage. The technique called Ordinary Least Square is conducted to test the validity of the model and the relative importance of the other factors which may have an influence on impulse buying factor. The empirical findings obtained show that influence of window display and influence of the type of store have an impact on impulse buying which is believed that this to stimulate the volume of sale. The influence of floor on cosmetic staff has no effect because it is found insignificant on impulse buying factor. The results also suggest that window display and type of store and the influence cosmetic staffs are so important factors. The result also advises that promotional offer, eye-catching window displays, store form displays are so crucial issues in deciding to buy cosmetic staffs. Finally, the help of cosmetic staff has no effect on impulse buying when the costumers buy the cosmetic products. …………………………………………………………………………………………………………………………………………………………………………………………………………