The Influence of Price, Brand, and Store on Turkish Women's Purchase Intention in Cosmetics Market

The cosmetics industry is one of the fastest growing industries both in developed and developing countries. Consumers, especially the youngsters, tend to follow the fashion trend by buying premium foreign products designed by reputable and/or famous brands. Although many scholars have discussed on the effect of brand equity on repurchase intention of women consumers, the studies related to Turkish consumersare limited. Besides, consumers perceptions related to brands not only come from the company, product or the communication they are exposured to but also the store image and the service supplied by the store staff also reflect the promises and the values of the brand. In addition, price is a major factor for customer considerations. Therefore, the purpose of this study was to evaluate the effects of brand awareness, brand loyalty, perceived quality, store image, service quality and price premium on the purchase intention of women consumers in cosmetic industry. In order to test the hypotheses developed, the data were collected thorough an online survey. Convenience sampling method was chosen in order to reach the targeted audience, that is Turkish women consumers (n=303). The research hypotheses were tested by using Partial Least Squares Structural Equation Modelling (PLS-SEM). As a result of the study brand awareness, store image, service quality and price premium were found to have direct effects on purchase intention but brand loyalty and perceived quality did not have a significant effect. Considering the propable moderating effect of price premium, a second model was developed and tested with the same method but none of the developed hypotheses were supported.

Fiyat, Marka ve Mağazaya İlişkin Algıların Kozmetik Pazarında Türk Kadın Tüketicilerin Satın Alma Niyetine Etkisi

Kozmetik endüstrisi hem gelişmiş hem de gelişmekte olan ülkelerde en hızlı büyüyen endüstrilerden biridir. Tüketiciler, özellikle gençler, saygın markaların veya ünlü kişilerintasarladığı birinci sınıf yabancı ürünleri satın alarak moda trendini takip etme eğilimindedir. Birçok bilim insanı, marka denkliğininkadın tüketicilerin satın alma niyetleri üzerindeki etkisini tartışmış olsa daTürk tüketicilerle ilgili çalışmalar sınırlıdır. Ayrıca tüketicilerin markalarla ilgili algıları sadece şirketten, üründen veya maruz kaldıkları iletişimden kaynaklanmaz. Mağaza imajı ve mağaza çalışanlarının verdiği hizmet de markanın vaatlerini ve değerlerini yansıtır. Ek olarak, fiyat, müşteri değerlendirmeleri için önemli bir faktördür. Bu nedenle bu çalışmanın amacı, kozmetik sektöründe kadın tüketicilerin satın alma niyetleri üzerine marka bilinirliği, marka sadakati, algılanan kalite, mağaza imajı, hizmet kalitesi ve fiyatınetkilerini değerlendirmektir. Geliştirilen hipotezleri test etmek için veriler çevrimiçi bir anket aracılığıyla toplanmıştır. Hedef kitleye yani Türk kadın tüketicilereulaşmak için kolaydaörnekleme yöntemi seçilmiştir(n=303). Araştırma hipotezleri, Kısmi En Küçük Kareler Yapısal Eşitlik Modellemesi (PLS-SEM) kullanılarak test edilmiştir. Araştırma sonucunda marka bilinirliği, mağaza imajı, hizmet kalitesi ve fiyatınsatın alma niyetine doğrudan etkisi olduğu, ancak marka sadakati ve algılanan kalitenin anlamlı bir etkisinin olmadığı görülmüştür. Fiyatdeğişkeninin olası moderatör etkisi göz önüne alınarak aynı yöntemle ikinci bir model geliştirilmiş ve test edilmiş ancak geliştirilen hipotezlerin hiçbiri desteklenmemiştir.

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Turkish Studies - Economics, Finance, Politics-Cover

ISSN: 2667-5625
Yayın Aralığı: Yılda 4 Sayı
Başlangıç: 2006
Yayıncı: ASOS Eğitim Bilişim Danışmanlık Otomasyon Yayıncılık Reklam Sanayi ve Ticaret LTD ŞTİ