FACTORS AFFECTING LEVEL OF IMPULSE BUYING: COSMETIC INDUSTRY IN K.S.A

Abstract

Impulse purchasing is buying unneeded products. The factors affect the level of impulse buying are Impulse purchase, factors influencing impulse purchase, visual merchandising, personal factors, and culturally factor. Different studies have proven that the Saudi women are the top buying for cosmetics worldwide. This study demonstrates the factors influencing the level of impulse buying behaviour in the cosmetic industry among Saudis. The study questionnaire focused on the importance of cosmetic among Saudi females and their purchasing habit of cosmetic and analysing the correlation between customers’ behaviour and demographic factors, and investigating the factors affect the level of impulse buying in Saudi cosmetic industry. The descriptive quantitative method is used in this study and the data are collected through the online survey. The questionnaires consist of three sections, demographic, cosmetics purchasing behaviour, and marketing factors affecting the level of impulse buying. There are 87 candidates participated in the survey and most of them are college students aging 13 years old or higher. The outcomes had surprisingly presented that not all Saudi female are impulse buyers and manage their purchasing for cosmetics.