نقش عناصرآمیخته بازاریابی صورتی در تصمیم خرید لوازم آرایشی زنان

محورهای موضوعی : مدیریت

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

تاریخ دریافت : 1401/07/17 تاریخ پذیرش : 1401/08/26 تاریخ انتشار : 1401/10/01

کلید واژه: بازاریابی صورتی, تصمیم خرید, لوازم آرایشی,

چکیده مقاله :

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.

چکیده انگلیسی:

The aim of the present study was to investigate the role of mixed elements of pink marketing in the purchase decision of women's cosmetics. The research population included all Iranian women who buy cosmetics. The research sample was female customers of online cosmetics stores. The research method was descriptive-analytical. Library method was used to collect data. After studying and reviewing the findings, the results indicated that pink marketing was an activity that was done either for or by women and it included a group of activities called marketing mix elements, which were formulated according to the needs, desires and psychology of women to influence women's attitudes and behaviors. Pink marketing was very important for the organizations that use it. Because it had an impact on the purchasing decisions of women who constituted a huge group of buyers. Pink marketing was not only limited to women as customers, but also to them as marketers when they influence the purchasing decisions of customers. Pink marketing was not limited to the use of pink in products, but included any product directed at women and could be any other color. Also, one of the most basic mixed components of the pink marketing that affected women's purchase decisions were direct, indirect and electronic distribution channels and sites. Advertisements also affected women because in pink advertisements attention was paid to the women emotional aspect and feelings. Pink price and pink distribution of products at the right time and place were among the factors that influenced women.

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