نقش عناصرآمیخته بازاریابی صورتی در تصمیم خرید لوازم آرایشی زنان
الموضوعات :
قاسم زارعی
1
,
وحیده ابراهیمی خراجو
2
1 - دانشیار گروه مدیریت بازرگانی، دانشکده علوم اجتماعی، دانشگاه محقق اردبیلی، اردبیل، ایران.
2 - دانشجوی دکتری مدیریت بازرگانی، دانشکده علوم اجتماعی، دانشگاه محقق اردبیلی، اردبیل، ایران
الکلمات المفتاحية: بازاریابی صورتی, تصمیم خرید, لوازم آرایشی,
ملخص المقالة :
هدف پژوهش حاضر بررسی نقش عناصرآمیخته بازاریابی صورتی در تصمیم خرید لوازم آرایشی زنان بود. جامعه پژوهش شامل کلیه زنان ایرانی خریدکننده لوازم آرایشی است. نمونه پژوهش مشتریان زن فروشگاه‌های مجازی لوازم آرایشی بود. روش پژوهش توصیفی – تحلیلی است. برای گردآوری داده‌ها از روش کتابخانه‌ای استفاده شد. پس از مطالعه و بررسی یافته‌ها نتایج حاکی از آن بود که، بازاریابی صورتی فعالیتی است که برای زنان یا از سوی زنان انجام می‌شود. و شامل گروهی از فعالیت‌ها به نام عناصر آمیخته بازاریابی است که با توجه به نیازها، خواسته‌ها و روان زنان برای تأثیرگذاری بر نگرش‌ها و رفتارهای زنان فرموله می‌شود. بازاریابی صورتی برای سازمان‌هایی که از آن استفاده می‌کنند از اهمیت بالایی برخوردار است. زیرا در تصمیم‌گیری‌های خرید زنان که قشر عظیمی از خریداران را تشکیل می‌دهد تاثیر دارد. بازاریابی صورتی تنها به زنان به عنوان مشتری محدود نمی‌شود، بلکه به آنان به عنوان یک بازاریاب، زمانی که بر تصمیمات خرید مشتریان، تأثیر می‌گذارند هم مربوط است. بازاریابی صورتی به استفاده از رنگ صورتی در محصولات محدود نمی‌شود، بلکه شامل هر محصولی است که برای زنان ارسال می‌شود و می‌تواند هر رنگ دیگری را داشته باشد. هم‌چنین یکی از اساسی‌ترین اجزای آمیخته بازاریابی صورتی که بر تصمیمات خرید زنان تأثیر می‌گذارد، کانال‌ها و سایت‌های توزیع مستقیم، غیر مستقیم و الکترونیکی است. تبلیغات هم بر زنان تأثیر می‌گذارد چون در تبلیغات صورتی بر جنبه عاطفی و احساسات زنان توجه می‌شود. قیمت صورتی و توزیع صورتی محصولات در زمان و مکان مناسب از جمله عناصر تاثیر گذار در زنان است.
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