Year: 2020
Type: article
Study design: Observational Study
Abstract: This study aims to investigate the impact of the pink marketing mix on creating women's loyalty, specifically focusing on Maybelline New York beauty products in the Kurdistan Region. The fundamental question addressed is: Does the pink marketing mix of Maybelline New York beauty products significantly affect women's loyalty in the Kurdistan Region? An analytical-descriptive approach was applied, and data were collected through a questionnaire distributed to 125 women consumers at local shopping malls in Erbil province, Iraq. Statistical tools, including descriptive statistics, arithmetic mean, standard deviations, Cronbach Alpha, and Pearson correlation coefficient test, were used to analyze the data using SPSS software. The findings revealed a positive relationship between the pink marketing mix and loyalty. Each element of the pink marketing mix—product, price, promotion, and place—showed a modest to weak correlation with loyalty. Despite the limitations of focusing on a small group of women shoppers and one brand of cosmetics and the restricted movement due to the COVID-19 outbreak, the study provides valuable insights. In conclusion, the study confirms that the pink marketing mix significantly influences women's loyalty. The results suggest that focusing on product quality, appropriate pricing, effective promotion, and convenient distribution can enhance customer loyalty among women. These findings offer practical implications for marketers in the cosmetics and beauty supplies industry, guiding them on strategies to foster loyalty among women shoppers.
Author: Aram Hanna Massoudi
Institution: Cihan University-Erbil
Language: English
Subfield: Marketing
Domain: Social Sciences
SDG: Gender equality
Open Access status: diamond
OpenAlex ID: W3112940948