As the socio-economic development and improvement of the national standard of living, interpersonal interaction between frequently, people pay more attention to their appearance. Skin care products have become daily necessities in most people’s life. Many consumers decide to purchase skin care products in department stores because of the features of skin care products. However, there are varieties of skin care products and also due to its high alternative; department stores usually offer discount and premium to enhance the purchasing intentions.
This research used convenience sampling methods, survey by the consumers who has ever buy skin care products in the department stores. This questionnaire survey including consumer population, consumption motivation, value of products features, and purchased intent, analyze by
SPSS 18,and using Chi-square test, Factor Analysis, One Way Analysis of Variance and t-test,etc. as it analyze methods, exploration the relation between skin care products consumers population, consumption motivation, value of products features and sales promotion, also the effect of programmatic and impulsive buying due to promotions and discount margin.
The result shows the main reason for male buyer purchase skin care products is to gift, female buyer is more for personal use; however, young people care more about fashion trend and prices. This result also says, people who don’t buy frequently care more about its function; female, single or young people are easily affected by promotions and impulsive buying skin care products.In conclusion, when department store offer big sale, it will attractive more consumers, but no matter its price/ Non-price promotions, moderate/ high discount range, most consumers prefer to plan ahead before they buy it.