Impulse Buying of Cosmetic Products in Shopping Malls

Impulse buying of cosmetic products is among the most notable aspects of the consumer

behavior of women. At the moment, there are plenty of varieties and brands of cosmetics that are

highly available in shopping malls, particularly in self-selections stores found inside shopping

malls, where I can access and purchase mid-priced or inexpensive cosmetic products in a self-

service shopping orientation. According to Mattila & Wirtz (2008), consumers are exposed to a

wide range of cosmetic products leading to most women engaging in impulse buying of these

products. Today I would like to assess the shopping orientation of shopping malls to determine

the fundamental factors that lead to impulse buying of cosmetics by women in shopping malls. 

When I enter a mall, I tend to be more inclined towards making unplanned or unbudgeted

purchases of cosmetic products in shopping malls, and general physical stores, as compared to

online shopping sites. Park & Kim (2015) states that despite the drastic growth of online

shopping stores, it lacks much influence on impulse purchasing of cosmetic products. The reason

is that shopping malls tend to possess much control over the consumer experience and offer the

most appealing trends that one may not have budgeted for. Such stores provide a better layout

and have plenty of opportunities of engaging with the senses of consumers to influence their

purchasing decisions. Therefore, most times when I visit a shopping mall, I tend to be lured to

impulse buying of cosmetics that look appealing as per the store orientation as well as physical

persuasion. 

As noted by most women, impulse buying of cosmetic products, especially in shopping

malls, is very addictive. As Mattila & Wirtz (2008) states, women tend to buy cosmetic products

from stores without much consideration. Also, I believe that buying cosmetics from online stores

can be deceiving, therefore, I tend have more trust in cosmetic products that are displayed in
stores found in shopping malls. It is easy for one to trust cosmetic products that are physically

visible and within reach. I can also get the chance of trying them out and view the results on the

spot before making a purchase. In turn, leading to impulse buying of such products in shopping

malls. 

Another aspect that leads me to impulse buying of cosmetics in shopping malls is the

wide variety of cosmetic products offered with most of them having quite affordable prices or

dramatic offers. In a shopping mall, I have the freedom of choosing products that feel to be

affordable, leading to the feeling that impulse purchasing does not lead them to losses. Even if

one had planned to buy a certain cosmetic product, other cosmetic products are presented in front

of their eyes which have better quality and affordable prices. Therefore, such experience in

shopping malls leads me to consider buying cosmetic products that I had not planned for.

 Additionally, the thrill of buying new trends that are available in cosmetic stores in

shopping malls also leads me to make unplanned purchases leading to impulse buying of

cosmetic products. According to Park & Kim (2015), women tend to possess the desire of being

unique and outstanding among their friends. Therefore, when I see a new trend of cosmetic

products in stores within shopping malls, I get the urge of buying them as they prove to be new

and unique as compared to the other cosmetic products that are common to most women. This

effect leads me to make quick decisions about buying cosmetic products without any prior

planning of buying them.

In conclusion, shopping malls are designed in a way that proves to be appealing to

consumers. The strategic design of cosmetic stores in such shopping malls, as well as the

characteristics of women, tend to lure most women consumers to impulsive buying of cosmetic

products in shopping malls. 

 References

Mattila, A. S., & Wirtz, J. (2008). The role of store environmental stimulation and social factors

on impulse purchasing. Journal of services marketing.

Park, E. J., & Kim, Y. M. (2015). Effects of shopping orientation and store attributes on impulse

buying behavior for cosmeceuticals. Fashion & Textile Research Journal, 17(6), 932-

941.