The Vital Role of Pink Marketing in the Creation of Women Loyalty

Aram Hanna Massoudi

doi:10.36923/ijsser.v2i3.74

Open Access Article Gender Studies

Aram Hanna Massoudi ⁽¹⁾

(1) Department of Business Administration, Cihan University-Erbil, Iraq, Iraq

https://doi.org/10.36923/ijsser.v2i3.74

Issue
Vol. 2 No. 3 (2020)

Submitted
June 9, 2020

Published
October 9, 2020

Keywords:

Loyalty, Pink Marketing, Pink Marketing MiX, Maybelline New York

Download PDF

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.

Full text article

Generated from XML file

References

Abbas, H., & Aljanabi, M. (2017). Customer Relation Management. Jordan: Alsaffaa Publication.

Abdul Fatah, H. (2017). Women Marketing. Alexandria, Egypt: Huros International Press.

Abo Qahf, A. (2004). Political Marketing, The Art of Negotiation. Alexandria, Egypt: New University Press.

Abubakar, I., & Obansa, S. (2020). An estimate of average cost of hypertension and its catastrophic effect on the people living with hypertension: Patients' perception from two hospitals in Abuja, Nigeria. International Journal of Social Sciences and Economic Review, 2(2), 10-19. https://doi.org/10.36923/ijsser.v2i2.62

Ahmed, F. (2017). Study of the Elements that Effect Women Buying Decision. Master Thesis. Sudan University for Science and Technology.

Al-Rubaei, Z. M., Alubaidi, G. H., & Alubaidi, T. A. (2017). Kinetic study of the effect of some novel lipid lowering compounds on activities of creatine kinase and 3-Hydroxy-3-Methyl-Glutaryl-CoA reductase in mice induced hyperlipidemia. Ibn AL-Haitham Journal For Pure and Applied Science, 28(1), 132-141.

Ali, F. W., Kim, J. L., & Jeon, H. M. (2016). Make it delightful: Customers' experience, satisfaction and loyalty in Malaysian theme parks. Journal of Destination Marketing & Management, 6, 1-11. https://doi.org/10.1016/j.jdmm.2016.05.003

Alnusoor, E. (2014). Contemporary Marketing Applications. Jordan: Alssafaa Publication.

Alubaidi, A. (2016). The Role Ethical Behavior on Pink Marketing. Iraq: Kufa University Press.

Bazilian, E. (2015). Millennial models like Gigi Hadid, fueled by social, are hitting the fashion stratosphere. Business Week. An interview with Leonardo Chavez, Maybelline's global brand president, 30 March, 2015. Retrieved from https://www.adweek.com/digital/millennial-models-are-hitting-fashion-stratosphere-163745/

Berletta, M. (2003). Marketing to Women, Understand Reach and Increase Your Share of the World's Largest Market Segment. Michigan: Dearborn Trade Publishing.

Bowen, J.T., & McCain, S.L. (2015). Transitioning loyalty programs: A commentary on the relationship between customer loyalty and customer satisfaction. International Journal of Contemporary Hospitality Management, 27(3), 415-430. https://doi.org/10.1108/IJCHM-07-2014-0368

Casidy, R., & Wymer, W. (2016). A risk worth taking: Perceived risk as moderator of satisfaction, loyalty, and willingness-to-pay premium price. Journal of Retailing and Consumer Services, 32, 189-197. https://doi.org/10.1016/j.jretconser.2016.06.014

Chang, H.H., Wang, Y.H., & Yang, W.Y. (2009). The impact of e-service quality, customer satisfaction and loyalty on e-marketing: Moderating effect of perceived value. Total Quality Management & Business Excellence, 20(4), 423-443. https://doi.org/10.1080/14783360902781923

Chen, M.F., & Wang, L.H. (2009). The moderating role of switching barriers on customer loyalty in the life insurance industry. The Service Industries Journal, 29(1), 213-221. https://doi.org/10.1080/02642060802116339

Dick, A.S., & Basu, K. (1994). Customer loyalty: Toward an integrated conceptual framework. Journal of the Academy of Marketing Science, 22(2), 99-113. https://doi.org/10.1177/0092070394222001

Dwivedi, A., & Merrilees, B. (2016). Holistic consumer evaluation of retail corporate brands and impact on consumer loyalty intentions. Australasian Marketing Journal, 24(1), 69-78. https://doi.org/10.1016/j.ausmj.2016.02.002

Gazi, A. K. (2019). People with vulnerabilities to cyclone in the coastal area of Bangladesh: An overview. International Journal of Social Sciences and Economic Review, 1(2), 80-91. https://doi.org/10.36923/ijsser.v1i3.43

Hanzaee, K., & Farsani, F. (2011). The effects of brand image and perceived public relation on customer loyalty. World Applied Sciences Journal, 32, 277-286.

Ismail, H., & Panni, M. (2008). Consumers perceptions on the consumerism issues and their influence on their purchasing behavior: A view from Malaysian food industry. Journal of Legal, Ethical and Regulatory Issues, 11(1), 43-64.

Istria, M. (2012). Pink Marketing Il marketing al femminile. Milano, Italy: Lupetti Press.

Izogo, E.E. (2016). Antecedents of attitudinal loyalty in a telecom service sector: The Nigerian case. International Journal of Quality & Reliability Management, 33(6), 747-768. https://doi.org/10.1016/j.jretconser.2014.12.010

Kaddumi, B. (2017). New Marketing. Jordan: Hammed for Publishing and Distribution.

Kotler, S. A., Walsh, P., Brender, J. R., & Ramamoorthy, A. (2014). Differences between amyloid-? aggregation in solution and on the membrane: Insights into elucidation of the mechanistic details of Alzheimer's disease. Chemical Society Reviews, 43(19), 6692-6700. https://doi.org/10.1039/C3CS60431D

Liu, M., Tran, T. M., Abbas Elhaj, A. A., Bøen Torsetnes, S., Jensen, O. N., Sellergren, B., & Irgum, K. (2017). Molecularly imprinted porous monolithic materials from melamine-formaldehyde for selective trapping of phosphopeptides. Analytical Chemistry, 89(17), 9491-9501. https://doi.org/10.1021/acs.analchem.7b02470

Massoudi, A. (2020). Consumer loyalty indicator as drivers to satisfaction. Cihan University-Erbil Journal of Humanities and Social Sciences, 4(1), 41-45. https://doi.org/10.24086/cuejhss.vol4n1y2020.pp41-45

Massoudi, A. H., Jameel, A. S., & Ahmad, A. R. (2020). Stimulating organizational citizenship behavior by applying organizational commitment and satisfaction. International Journal of Social Sciences and Economic Review, 2(2), 20-27. https://doi.org/10.36923/ijsser.v2i2.58

McGoldrick, J., & Freestone, O. (2008). Ethical product premiums: Antecedents and extent of consumers' willingness to pay. International Review of Retail, Distribution and Consumer Research, 18(2), 185-201. https://doi.org/10.1080/09593960701868431

Pashley, R. (2016). Marketing to Women (The New Rule Book). WARC Exclusive, May 2016, p04.

Pourdehghan, A. (2015). The impact of marketing mix elements on brand loyalty: A case study of mobile phone industry. Marketing and Branding Research, 2(1), 44-63. https://doi.org/10.33844/mbr.2015.60184

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. https://doi.org/10.1177/1050651915602292

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. https://doi.org/10.1007/s10683-015-9447-y

Tanford, S., & Baloglu, S. (2013). Applying the loyalty matrix to evaluate casino loyalty programs. Cornell Hospitality Quarterly, 54(4), 333-346. https://doi.org/10.1177/1938965512464694

Thaichon, P., & Jebarajakirthy, C. (2016). Evaluating specific service quality aspects which impact on customers' behavioral loyalty in high-tech internet services. *Asia Pacific Journal of Marketing and Here are the references formatted in APA 6th edition style with the journal names italicized.

Woodcock, N. & Stone, M. & Foss, B. (2003). The Customer Management Scorecard: Managing CRM for profit. London: Kogan Page.

Yano, C. R. (2013). Pink globalization: Hello Kitty's trek across the Pacific. Durham, North Carolina: Duke University Press. https://doi.org/10.1515/9780822395881

Authors

Aram Hanna Massoudi

Department of Business Administration, Cihan University-Erbil, Iraq

aram.massoudi@cihanuniversity.edu.iq (Primary Contact)

Massoudi, A. H. (2020). The Vital Role of Pink Marketing in the Creation of Women Loyalty. Innovation Journal of Social Sciences and Economic Review, 2(3), 29–38. https://doi.org/10.36923/ijsser.v2i3.74

Download Citation

This work is licensed under a Creative Commons Attribution 4.0 International License.

IJSSER is committed to an open-access model for publishing, ensuring that all of its content is freely available under the terms of the Creative Commons Attribution License (CC BY) 4.0. This policy empowers researchers, academicians, and the general public to freely download, copy, print, and access the links to the full texts of published materials at no cost. Furthermore, authors are encouraged to read, distribute, and submit the published works to their institution's library and any other appropriate repositories.