The Role of Pink Marketing Mixed Elements in Women's Cosmetic Purchase Decision

Subject Areas : Management

Ghasem Zarei ¹ , Vahideh Ebrahimi Kharajo ²

1 - Associate Professor, Department of Business Management, Faculty of Social Sciences, University of Mohaghegh Ardabili, Ardabil, Iran
2 - Ph.D. Candidate of Business Management, Faculty of Social Sciences, University of Mohaghegh Ardabili, Ardabil, Iran

Received: 2022-10-09 Accepted : 2022-11-17 Published : 2022-12-22

Keywords: Pink marketing, cosmetics, Purchase Decision,

Abstract :

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.

References:

Abbasi, A., & Nikbakht, A. (2020). The role of family members in family purchase decisions. Journal of Business Administration Researches, 11(22), 381-405.‏ [Persian] URL: https://doi.org/20.1001.1.2645386.1398.11.22.16.8

Abdelkader, O. A., & Abdelkader, A. A. (2019). The concept of pink marketing: A meta-analysis from the gender differences prespective. Journal of Theoretical and Applied Information Technology, 97(10), 2761-2774.‏ URL: https://doi.org/10.5281/zenodo.3256517

Alhamamy, M. A. (2021). Dimensions of customer relationship management and its role in enhancing marketing knowledge-A An exploratory study of a sample of workers in private banks in the city of Dohuk. Tanmiyat At Al-rRafidain, 40(129), 159-184.‏ URL: https://doi.org/10.33899/tanra.2020.127673.1032

Ameer, O. A. A., Al-Khazraji, M. I. B., & Abdel-Zahra, A. H. (2022). The effect of pink marketing on consolidating the mental image of the product. Baghdad College of Economic Sciences University Journal (BCESUJ), 67(1), 63-78.‏ URL: https://www.iasj.net/iasj/article/241659

Asadzadeh Manjili, S., & Lotfizadeh, F. (2022). Effect of womens role and family structure on CDMS. Quarterly Journal of Women and Society, 12(48), 1-14.‏ [Persian] URL:  https://doi.org/10.30495/jzvj.2022.22909.3036

Azzam, Z., Al Fuqaha'a, E., Khrais, I., Almubaydeen, T., & Ismai, A. R. (2021, December). Impact of marketing innovation on building customer loyalty:(A Field Study on Customers of Pioneers Paper and Carton Industries in Jordan). In 2021 22nd International Arab Conference on Information Technology (ACIT) (pp. 1-13). IEEE.‏ URL: https://doi.org/10.1109/ACIT53391.2021.9677318

Ben Dahman, Amira, (2017) The role of pink marketing in influencing the decision-making process for women - study of a national sample, memorandum within the requirements for obtaining a Master's Degree, Faculty of Economic, Commercial and Management Sciences, Mohamed Khidir University, Biskra, Algeria. URL: http://ijdri.com/me/wp-content/uploads/2017/06/73.pdf

Chopra, A. N. (2014). Factors affecting purchase behaviour of women grocery consumer-An insight. Journal of Business Management & Social Sciences Research, 3(6), 72-79. URL: https://www.researchgate.net/publication/263620391_Factors_affecting_Purchase_behavior_of_Women_grocery_consumer-_An_Insight

Chua, A. B., Hidalgo, A., Huyo-a, J. J., & Santos, A. J. G. (2022). Pink power: The extent of awareness, driving factors, and overall perception of filipina youth consumers in metro manila, philippines on pink tax caused by pink marketing strategy. Journal of Business and Management Studies, 4(2), 277-293.‏  URL: https://doi.org/10.32996/jbms.2022.4.2.22  

Day, G. S. (2011). Closing the marketing capabilities gap. Journal of marketing, 75(4), 183-195.‏ URL: https://journals.sagepub.com/doi/full/10.1509/jmkg.75.4.183

Ezzat, M., & Rady, A. (2021). The impact of pink marketing on women's purchasing decisions at destinations and hotels. Applying on Egyptian Domestic Tourism, 18(2), ‏50-71. URL: https://thalexu.journals.ekb.eg/article_212169_96a51cd0f5af0e51b10ec28e61d5f661.pdf

Education, M. (2021). Pink marketing and women's purchasing decision making. Multicultural Education, 7(6), 670-681. URL: http://ijdri.com/me/wp-content/uploads/2021/06/73.pdf

Engeln, R. (2017). Beauty sick: How the cultural obsession with appearance hurts girls and women. Harper-Collins,1(2),  1-400. URL:https://www.scholars.northwestern.edu/en/publications/beauty-sick-how-the-cultural-obsession-with-appearance-hurts-girl

Furaiji, F. (2013). Study on the influcence of advertising attractiveness on the purchase decisions of women and men. CeonRepozytorium, 6(2), 20-32. URL: https://depot.ceon.pl/handle/123456789/11205

Freihat, M., Alotoum, F., & Homsi, D. (2021). Pink marketing and women's purchasing decision making. MulticulturalEducation, 7(6), 22-34. URL: http://ijdri.com/me/wp-content/uploads/2021/06/73.pdf

Hagtvedt, H. (2020). Dark is durable, light is user‐friendly: The impact of color lightness on two product attribute judgments. Psychology & Marketing, 37(7), 864-875.‏ URL: https://doi.org/10.1002/mar.21268

Hess, A. C., & Melnyk, V. (2016). Pink or blue? The impact of gender cues on brand perceptions. European Journal of Marketing.‏ 5(9), 1550-1574. URL: http://dx.doi.org/10.1108/EJM-11-2014-0723

Heidarzadeh Hanzaee, K. (2020). An experimental explanation for the Influence of in-store mannequins (Models) on women’s shopping behaviors regarding the customers’ knowledge of fashion as a moderating variable. Journal of Woman in Culture Arts, 12(4), 681-703.‏ [Persian] URL: https://doi.org/10.22059/jwica.2021.316325.1527

Jhun, Y. M., & Lee, M. H. (2005). A study of clothing attitude, body attitude, and social values of adolescent girls. Journal of the Korean Society of Clothing and Textiles, 29(9_10), 1219-1229.‏ URL: https://koreascience.kr/article/JAKO200507521919078.pdf

Karpinska-Krakowiak, M. (2021). Women are more likely to buy unknown brands than men: The effects of gender and known versus unknown brands on purchase intentions. Journal of Retailing and Consumer Services, 58, 102273.‏ URL: https://doi.org/10.1016/j.jretconser.2020.102273

Li, Y., Li, Z., Liu, Y., & Teng, Y. (2015). The impact of women consumers’ psychology and behavior on marketing strategies. In 2015-1st International Symposium on Social Science (pp. 307-310). Atlantis Press. URL: https://doi.org/10.2991/isss-15.2015.75How to use a DOI?

Lieven, T., Grohmann, B., Herrmann, A., Landwehr, J. R., & Van Tilburg, M. (2015). The effect of brand design on brand gender perceptions and brand preference. European Journal of Marketing, 49(2), 146-169. URL: https://doi.org/10.1108/EJM-08-2012-0456

Massoudi, A. H. (2020). The vital role of pink marketing in the creation of women loyalty. International Journal of Social Sciences and Economic Review,2(3), 28-37. URL: https://www.researchgate.net/publication/345013841

Mehta, R., & Dixit, G. (2016). Consumer decision making styles in developed and developing markets: A cross-country comparison. Journal of Retailing and Consumer Services, 33, 202-208.‏ URL: https://doi.org/10.1016/j.jretconser.2016.09.002

Muhammad, S., Tiang, J. J., Wong, S. K., Rambe, A. H., Adam, I., Smida, A., ... & Mohd Yasin, M. N. (2022). Harvesting systems for RF energy: Trends, Challenges, Techniques, and Tradeoffs. Electronics, 11(6), 959.‏ URL: https://doi.org/10.3390/electronics11060959

Mittal, B. (2017). Facing the shelf: Four consumer decision-making styles. Journal of International Consumer Marketing, 29(5), 303-318.‏ URL: https://doi.org/10.1080/08961530.2017.1318732

Mirfardi, A., & Safarpour, M. (2022). The thematic analysis of use of modern cosmetics patterns and accessories among female students of university. Quarterly Journal of Women and Society, 13(49), 119-134.‏ [Persian] URL: https://doi.org/10.30495/jzvj.2022.25588.3321

Oniku, A., & Joaquim, A. F. (2021). Female sexuality in marketing communication and effects on the millennial buying decisions in fashion industry in Nigeria. Rajagiri Management Journal, 16(2), 105-117. URL: https://doi/10.1108/RAMJ-09-2020-0055/full/html

Pahlevani, E., Heidarzadeh, K., Zaboli, R., & Khaliliaraghi, M. (2022). The role of product color in consumer behavior. Journal of Psychological Achievements, 29(1), 189-208.‏ [Persian] URL: https://doi.org/10.22055/psy.2022.37624.2707

Rangwala, S., Jayawardhena, C., & Saxena, G. (2020). “From caged birds to women with wings”: A perspective on consumption practices of new middle-class Indian women. European Journal of Marketing, 54(1), 2803-2824. URL: https://doi.org/10.1108/EJM-02-2019-0135

Ramandi, S. D., Irandoust, K., Hashempour, R., Talebianpour, H., Dizaj, J. Y., Moghimi, F., & Kazemi-Karyani, A. (2022). Inequality in Cosmetic Services and Surgery among Iranian Households in 2019: A Decomposition Analysis. World Journal of Plastic Surgery, 11(1), 73.‏ URL: https://www.ncbi.nlm.nih.gov/pmc/articles/PMC9018022/

Rohrer-Vanzo, V., Stern, T., Ponocny-Seliger, E., & Schwarzbauer, P. (2016). Technical communication in assembly instructions: An empirical study to bridge the gap between theoretical gender differences and their practical influence. Journal of Business and Technical Communication, 30(1), 29-58.‏ URL: https://doi.org/10.1177/1050651915602292

Shehata, A., & Fayyad, S. (2020). The impact of purchasing behavior on the relationship between pink marketing practices and women's loyalty to hotels. Journal of Association of Arab Universities for Tourism and Hospitality, 18(1), 221-239. URL: https://doi.org/10.21608/jaauth.2020.34704.1039

Sutter, M., Glätzle-Rützler, D., Balafoutas, L., & Czermak, S. (2016). Cancelling out early age gender differences in competition: an analysis of policy interventions. Experimental Economics, 19(2), 412-432.‏  URL: https://link.springer.com/article/10.1007/s10683-015-9447-y

Siddiqui, I., & Mishra, U. M. (2016). A study of consumer buying behavior in organized retail sector: electronic industry (samsung televisions). International Journal of Engineering and Management Research, 6(2), 401-406.‏ URL: https://www.indianjournals.com/ijor.aspx?target=ijor:ijemr&volume=6&issue=2&article=073

Vriens, M., Vidden, C., & Schomaker, J. (2020). What I see is what I want: Top-down attention biasing choice behavior. Journal of Business Research, 111, 262-269.‏ URL: https://doi.org/10.1016/j.jbusres.2019.09.001

 Xia, Y., Ahmed, Z. U., Ghingold, M., Hwa, N. K., Li, T. W., & Ying, W. T. C. (2006). Spousal influence in Singaporean family purchase decision‐making process: A cross‐cultural comparison. Asia Pacific Journal of Marketing and Logistics, 18(3), 201-222. URL: https://doi.org/10.1108/13555850610675661

Yang, S., Huang, S. S., & Shen, G. (2017). Modelling Chinese consumer choice behavior with budget accommodation services. International Journal of Culture, Tourism and Hospitality Research, 11(3), 341-354.‏ URL: https://doi.org/10.1108/IJCTHR-02-2016-0019

Yang, W. Y. (2016). Differences in gender-role attitudes between China and Taiwan. Asian Women, 32(4), 73-95.‏ URL: http://e-asianwomen.org/xml/09183/09183.pdf

Yano, C. R., & Yano, C. R. (2013). Pink globalization: Hello Kitty's trek across the Pacific. Duke University Press.‏ URL: https://books.google.com/books

Yasin, B. (2015). Consumer decision-making styles in Turkey. In Marketing in Transition: Scarcity, Globalism, & Sustainability (pp. 246-251). Springer, Cham.‏ URL: https://doi.org/10.1007/978-3-319-18687-0_97

Zidan, H. (2020). The role of pink marketing in women's purchasing decision-making concerning tourism products:“A field study on women–only tourist beaches in the northwest coast of Egypt”. Journal of Association of Arab Universities for Tourism and Hospitality, 18(2), 202-225.‏ URL: https://jaauth.journals.ekb.eg/article_104801.html

Zolfani, S. H., Aghdaie, M. H., Derakhti, A., Zavadskas, E. K., & Varzandeh, M. H. M. (2013). Decision making on business issues with foresight perspective; an application of new hybrid MCDM model in shopping mall locating. Expert systems with applications, 40(17), 7111-7121.‏ URL: https://doi.org/10.1016/j.eswa.2013.06.040