INTRODUCTION

Recently Indian cosmetics industry evolved in terms of product development and marketing.
Today consumer buying behavior changing very fast according to their taste and preferences ,
their demand changing from only functional product to more advance and specialize cosmetic
product, so with this consideration cosmetic industry decide to provide free sample product to
attract more consumer buying behavior.
According to global cosmetic industry report the advance education provided by brands about
the product ingredients and benefits have made todays consumer more aware of what they are
putting on their bodies and making them more willing to pay.
In today era many companies invest much more money for its promotion of sale the motive of
company behind sale promotion is to attract and satisfy consumer buying behavior. Sales
promotion influence consumer purchase and improve the effectiveness of retailer and
corporations. Many alternatives provided by companies for sales promotions, one of them is free
samples products that effect social surrounding much more. Company provides less numbers of
product as free samples to its consumers free of cost ,so that they can firstly use it after that
buying

the

product

and

near

future(pramataris

et

at,2001).Free

sample

product

increasescompanys product demand and sales.

Free sample is a promotional tool of a company used by traders;it has a large link to check
consumer buying behavior.
Companys sales promotion activities that include free sample tools increase effectiveness and
efficiency of its business as well, for a business or a company to provide free sample products
looks to be extremely effective.
Consumersbuying behavior is the key of success for the company and the market. Knowledge of
consumer buying behavior helps the company to measure or analysis that what consumer
thinks,how consumers feel, what alternatives like by consumers,social, cultural, personnel and
psychological factor effects a lot on consumer buying behaviors. Consumer buying behavior is
the study of individuals or groups select purchase, use or dispose of products, services, ideas or
experiences to satisfy needs and desires (Solomon 1995, 7).

Literature Review
Consumer buying behavior influenced more by various promotional activities conducted by
many retailers and manufacturers of company. Various promotional activities are helpful in
collecting large amount attract new customers and increase more sales indicated

that Chandon,

Wan sinks, and Laurent (2000). Today most of the consumers demand branded cosmetic
products for getting more offers and purchasing smart buyers of their own self-perception. Many
consumers are being attracting by a new product or services. That is promoted by companies and
organizations. For examples- lower prices product for a limited time period attract more
consumers towards new products and services. According to (Totten & Block, 1994).Many
promotional activities related to branded cosmetic products include various selling incentives
and techniques to yield urgent sale effects. There is no limit for full filling consumer demandsand
their satisfaction related to their buying behavior, thus company need to conduct various
promotional activities to attract more consumers for buying more product and services.
Various scientific development tools, and technique, product and services are helpful to raise
large amount of revenues of Indian fashion industry and interim contributed to the growth of
cosmetic industry. Consumer buying behavior changing because of changing demographic and
life styles. This raise hygiene conciseness. Consumer buying behavior is effected by raising
media exposer, grater product choice growth in retails segments and waste ability. (Euro
monitor international, 2006)
Briney(2004), - define a current and interesting trend among consumers of Indianindustry, while
number of foreigncountries are taking to herbal of traditionalIndiancossetingand application of
Ayurveda for beauty solution. Today consumer of India are moving towards international
personal care brands as life style enhancementproduct, they believe that excess with and use of
and international brand create a sophisticated and upper class image.
According to study conducted by dr. veenitkumarnair and dr. Prakash Pillai;- are male
consumers usually purchase and make branded cosmetic item individually. Today male consumer
buying behavior is more influence by quality factors in purchase decision. They want to buy
cosmetic items from a single show with which they are satisfy and it is also observe that most of

the male consumers purchase their all cosmetic items from a single shop, they do not prefer
multiple shops due to quality factors.
The mainly five stages of consumer buying behavior
1.
2.
3.
4.
5.

Problem / need recognition

Information search
Evaluation of alternative
Purchase decision
Post purchase behavior

Company conducted promotional activities that are marketing mix components. Promotional
activities are kindly of communication with consumers. This activity includes advertisement,
sales promotional, personal selling and publicity. Advertisement is process of providing
information various communication channels about products and services, brands this all
activities are directly affects consumer imagesbelieve and attitudes toward product and brands
and in term affect their buying behavior (love lock, 2010)
Companies promotional activities, free samples product is one of them can help in generating
ideas of perceptions in the consumers minds as well as help in diffracting product again other
brands. According to clow (2010) free sampling product are promotional to for a firms marketing
strategy of free sampling product distribution activity is use to communicate with consumers
with respect to product affirming and this activity can encourage purchase or sales of a product
and services.
Sales promotion is a set of incentive that is verticaloccasionally, is also working to provision the
fabricationactions to buy a particular product. Designed sales promotion techniques that have a
direct impact on the purchasing behavior. The goals will be realized sales elevation to a bigrange
when it is done occasionally, at what time the consumer does not imagine. If the consumer is
able to suppose when conductdealsback-up will be in care, the marks fall. It is therefore
compulsory for the consumer to not be able to expect sales stoppage, and so does not contain of
these motivation in the property of the produce. Equally, this does not mean that the sales
promotion is somewhat unrehearsed by the society. Sales upgrade must be correctly planned,
prepared and included into the marketing plan of the organization. Areexistingregularly, is also
employed to make sturdier the cantdoings to buy achallenging product. Calculated sales

upgrademethods that have a shortestcrash on the buyingbehavior. The objects will be attain sales
provision to a big amount when it is done occasionally, when the buyer does not conceive. If the
customer is crafty to expect when behavior sales back-up think possible sales elevation, and then
does not include these motivation in the stuff of the product, sowe can assume.
According to (Nagar, 2009) it has been familiar in literature that only clienteles with repeat
procurements are lucrative. Is not this all repeat buying online to involve consumers with the
brand? However, consumer contribution is significant to recap purchase. Therefore, workers
must progress marketing plans that will not only improve customer meeting, but also inspire
repeat consumptions. One of the purposes of sales upgrade not only to promote the input of
consumers, but to inspire repeat purchases. Salesadvancement has effects on some aspect of
customers purchasingpicks such as brand choice, buying time, amount and brand touching(Nijs,
Dekimpe, Steenkamps and Hanssens, 2001); clients understanding to price (Bridges, Briesch
and Yim, 2006).
The neutral to use Belks form in this study is satisfactory based on the following motives. First,
in Belks literature (Belk, 1975), the writer collected and studied situational variables used by
other investigators(e.g. Mehrabian and Russell, 1974;Kasmar, 1970; Sells, 1963) to mature
theory that outlines the motivation-organism-response (S-O-R), which is related to array of
situational choices. According to Shimp (2003), sales elevation denotes to any motivation used
by a creator to make the trade and/or consumers to buy a product and to inspire the sales force to
aggressively sell it. The effect of sales upgrades on the customer will also depend on the
consumers landscapes. Sales raise is a set of stimuli that Sampling is the course by sending the
real product or trial-sized customers. Is providing free samples of the produce to customers so
that consumers have the chance to try and use the crops. According to (Pramataris et al., 2001)
Sampling is the method of giving less facts of goods to the consumers without any cost, so that
they can try it and buy the produce in near upcoming.
Free sample is a moremain promotional instrument often used by buyers. Marketers identify the
value of produce testing and direct social experience with a product.They often mail free samples
of produce to clients so that clients can test the produce for themselves, rather than just hear
about the goods said by (Kardes,1999). Other academics(e.g. Parameterise al. 2001; Fill 2002;
Shimp 2003) have known the impact of the use of free example. According to Shimp (2003),

free sample of produce effect the consumers buying conduct but Jackaria and Gilbert (2002)
have not agree with this speech. According to Lammers (1991) a free sample had helpful
relation to direct sales of that creation. Free sample had a significant link with product test
behavior of buyer(Ndubisi and chiew, 2006).
Reliability Statistics
Cronbach's Alpha
Based on
Standardized
Cronbach's Alpha

Items

.649

N of Items
.646

Through reliability analysis we establish that, when statistics of items were 8 cronbachs alpha
then the value was .649.

Reliability Statistics
Cronbach's Alpha
Based on
Standardized
Cronbach's Alpha
.470

Items

N of Items
.470

11

Consumer buying behaviour is the second variable, when number of items were 11, and we got
the Cronbachs Alpha value .470 which is quite less so we have to increase the reliability.

Item-Total Statistics
Scale Mean if Item

Scale Variance if

Corrected Item-

Squared Multiple

Cronbach's Alpha

Deleted

Item Deleted

Total Correlation

Correlation

if Item Deleted

VAR00010

20.7297

12.912

.403

.370

.575

VAR00011

20.9865

12.260

.446

.288

.558

VAR00012

21.0541

11.915

.552

.383

.525

VAR00013

21.5541

13.346

.304

.252

.606

VAR00014

21.0405

12.396

.422

.341

.566

VAR00015

21.2973

14.842

.153

.092

.647

VAR00017

21.1486

14.704

.138

.063

.655

Reliability Statistics
Cronbach's Alpha
Based on
Standardized
Cronbach's Alpha
.631

Items

N of Items
.627

When there was no of item was 8 then cronbachs Alpha value was .649 of independent variable free
sample products And no of item were 11 then cronbachs Alpha value was .470 ,after deleting VAR00019,
VAR00018, VAR00016, VAR00009 we got Cronbachs Alpha value
further analysis.

.631, So this reliability is good for

References
(Pramataris et at, 2001)- Journal of business and management(IOSR-JBM) E-ISSN;22787X,PISSN:2319-7668 PP08-16
(Solomon 1995,7)-Journal of business and management(IOSR-JBM) E-ISSN;22787X,PISSN:2319-7668 PP08-16
(Totten and block 1994)-IOSR journal of business and management(IOSR-JBM)eISSN:222787x
(Euromonitor international,2006)-ISSN:2321-1784 International journal management and social
science.
Briney(2004)-ISSN :2321-1784 International journal in management and social science.
(Dr. kumar nair and Dr.prakash pillai)- )-ISSN :2321-1784 International journal in management
and social science.
(Love lock,2010)- A study on consumer buying behavior of cosmetic product in Kolhapur
(volume 1, Issue 10/may 2014ISSN:-2347-2723)
Clow(2010)- )- A study on consumer buying behavior of cosmetic product in Kolhapur (volume
1, Issue 10/may 2014ISSN:-2347-2723)

So we can hypothesize as:

Price promotion refers to reduction in price for a limited time, which offered to
customers. According to (Fill, 2002) price discount is well-known tool for offering
a good discount in buying price, which is openly mentioned on the merchandise or
point of purchase display. Ndubisi and Chiew (2006) said that merchandise test can
be increased through offering great price cut. According to Ehrenberg et al. (1994),

the short-term rises in sales were due principally to purchases made by irregular
users of a brand, though they further warned that these irregular users, after taking
benefit of the price discount, would most likely go back to their beloved brands in
their portfolio rather than purchase the promoted brand at full price. There is also a
considerable strand of the literature that examines customers reply equipment of
sales promotion, such as coupons (Bawa and Shoemaker, 1987; Huff and Alden,
1998; Krishna and Zhang, 1999; Gilbert and Jack aria, 2002), price reduction, and
samples (Melaetal., 1997; Gilbert and Jackaria, 2002).
Price promotion does manipulate new product test (Brand week, 1994). Percy et al
(2001) reported the clients pay attention to price-off promotions. Earlier
investigator showed that an unusual increase in sales would exercise by sellers
because of consumers price-consciousness (Kopalle&Mela, 1999; Banks
&Moorthy, 1999; Gilbert &Jackaria, 2002 and Smith &Sinha, 2000). The reduce in
product prices play key parts in persuading customAccording to (Nicholls et al.,
2002) Shopping integrate a social experience outside the house and there is a
relationship between time spent and with social companions. Some customers may
analysis the shopping experience as a basis of satisfaction and a chance for social
relations by (Kim, 2002). For the majority young adulthood, shopping at the mall
is a place to hang out or holiday (Lowrey et al., 2005; Matthews et al., 2000). In
compare, there are shoppers who enjoy shopping alone than with family members
(Adilson et al., 2010). Factors related to the general situation to strengthen the
price, including the types of stores, brands, if received in this Promotion
information at home or at the store. Objectives may turn out to be of different
types. May be the intention to increase visitors to the facility or act on consumer
loyalty to the brand, and increase the consumption of products or encourage trying
a new brand, among others. Alpha In a busy sale promotion, it can be observed that

some buyers are alone; while others with family (Dholakia, 1999) and Lowrey et
al. (2005) suggest shopping with companionship (or association) groups could
yield good-looking marks on the ritualistic behaviours. Companion shoppers also
play the task of retail salespersons by promoting the shoppers to acquire the
product with pleasure (Joan and Lauren, 2011).And thus predict relationships
between variables social surrounding and purchase intention during

sales

promotion, we hypothesised that:

H4ers product test behaviour and through this new customer can be paying
attention (Blackwell, Miniard and Engel, 2001).Therefore, we hypotheses that