Abstract
Purpose of the study: This study stresses the vital role of pink marketing in the creation of women loyalty. The study revolves around the fundamental question: Does the pink marketing mix of Maybelline New York beauty products have any critical effect on women's loyalty in the Kurdistan Region? Methodology: The article applies an analytical-descriptive approach. The data were composed by a questionnaire circulated to 125 women consumers at local shopping malls in Erbil province, Iraq. Statistical tools were used to test and analyze the data using SPSS software. including: descriptive statistics to provide a comprehensive description of the sample in terms of demographics. Arithmetic mean and standard deviations to judge the response of sample items to study variables, Cronbach Alpha to ensure the validity of the study, and Pearson correlation coefficient test to recognize the nature of the relationship between the variables studied. Main Findings: The result showed that pink marketing mix does have a positive relationship with loyalty. Pink product, Pink price, Pink promotion, and place all have modest to weak correlation with loyalty. Research limitations/implications: This article focused on small group of women shoppers and one brand of cosmetics in its survey thus, the findings can't be comprehensive to cover the whole region due to the restrict movement because of COVID 19 outbreak in the region. Novelty/Originality of this study: The findings of the study donates to a full comprehension of viable pink marketing mix for achieving women shoppers' loyalty precisely in the cosmetics and beauty supplies industry, and propose a direction to marketers on how to move women shoppers to be loyal.
Highlights
With congested modern concepts and terminologies at present time, especially in the areas of marketing, several types of researches have emerged in different fields
Main Findings: The result showed that pink marketing mix does have a positive relationship with loyalty
The problem of the study revolves around the following fundamental question: How does the pink marketing of Maybelline New York beauty products affect women's loyalty in the Kurdistan Region?
Summary
With congested modern concepts and terminologies at present time, especially in the areas of marketing, several types of researches have emerged in different fields. The participation of women in the marketing process, whether existing or targeted, makes us think of the role and relationship of women to marketing activity and its objectives, especially the satisfaction of customers and loyalty (Gazi, 2019). Women can perform the marketing function and affected differently from men. This fact which is described in the book writers lead us to know the fact that women privacy must be taken into account to reach marketing objectives, especially customer loyalty. The problem of the study revolves around the following fundamental question: How does the pink marketing of Maybelline New York beauty products affect women's loyalty in the Kurdistan Region?
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