The Effectiveness of Pink Marketing in Enhancing Women's Purchasing Decisions: A Fielijiod Study of a Sample of Iraqi Women

Abstract

The research problem in this research was summarized in the following main question: What is the effectiveness of pink marketing in enhancing the purchasing decision of Iraqi women? The research aimed to determine the impact of pink marketing strategies in enhancing the purchasing decision of Iraqi women, with a focus on the persuasive methods and visual and linguistic elements used in marketing campaigns, and the extent of their compatibility with the preferences and cultural and social characteristics of Iraqi women. The researcher also relied in her study on the descriptive analytical approach (survey method), as it is the most appropriate in studying phenomena related to consumer behavior. The questionnaire tool was used as the main tool for collecting data, due to its ability to reach a wide segment of society within a short period of time, in addition to its suitability for measuring trends and opinions accurately and objectively. The sample was chosen using the intentional sample method, as the questionnaire was designed and distributed to (420) women residents of Baghdad Governorate, both Karkh and Rusafa. After collecting and verifying the forms, (12) forms were excluded for not meeting the scientific conditions. The researcher relied on (408) forms valid for statistical analysis.

The researcher reached several conclusions:

1. Pink marketing advertisements have a significant impact on women's choices of cosmetics companies' products, with a percentage of (66.9%) .
2. The most important factor motivating women to purchase cosmetic products is the quality of the products offered by the company, with a percentage of (45.2%).
3. Products offered by global cosmetics companies feature features that meet women's needs and desires, with a percentage of (60.8%).
4. Price is a key factor in women's choice of cosmetic products, with a percentage of (64.7%).
5. The use of colors in advertisements significantly influences women's decision to purchase products, with a percentage of (72.1%)