(Investigation of Marketing Components Affecting the Evaluation of Female Consumers About Organic Cosmetic Products)

Abstract

Purpose – The aim of this study is to examine the evaluation of female consumers regarding organic cosmetic products through marketing elements. Design/methodology/approach – Measurements for determining the evaluation of female consumers with qualities consisting of multiple substances as explained by numerical data, quantitative research model was used in the research. The data were collected by face-to-face survey using random sampling method. The sample of the study consists of female consumers in Malatya. The data obtained from a total of 605 questionnaire forms were analyzed by exploratory factor analysis. Confirmatory factor analysis was performed to test the reliability and validity of the research model. Structural equation model was applied in analyzing the data to test the research hypotheses. Findings – As a result of the research, it has been found that the price level and packaging positively affect the preference, separation, variety and availability of organic cosmetic products. It has been found that the effectiveness of promotion techniques for organic cosmetic products negatively affect the preference, variety and availability. It is among the findings that the inadequacy of the promotion techniques for organic products negatively affects the preferability and decomposition of organic cosmetic products. Discussion – While organic products have sustainable importance in terms of environment and human health, the general aspect of the discussion reports a study on consumers who support organic cosmetic products in the evaluation with the effect of marketing factors such as pricing, packaging and promotion.