The Role of Pink Marketing Mixed Elements in Women's Cosmetic Purchase Decision

The aim of the present study was to investigate the role of mixed elements of pink marketing in the purchase decision of women's cosmetics. The research population included all Iranian women who buy cosmetics. The research sample was female customers of online cosmetics stores. The research method was descriptive-analytical. Library method was used to collect data. After studying and reviewing the findings, the results indicated that pink marketing was an activity that was done either for or by women and it included a group of activities called marketing mix elements, which were formulated according to the needs, desires and psychology of women to influence women's attitudes and behaviors. Pink marketing was very important for the organizations that use it. Because it had an impact on the purchasing decisions of women who constituted a huge group of buyers. Pink marketing was not only limited to women as customers, but also to them as marketers when they influence the purchasing decisions of customers. Pink marketing was not limited to the use of pink in products, but included any product directed at women and could be any other color. Also, one of the most basic mixed components of the pink marketing that affected women's purchase decisions were direct, indirect and electronic distribution channels and sites. Advertisements also affected women because in pink advertisements attention was paid to the women emotional aspect and feelings. Pink price and pink distribution of products at the right time and place were among the factors that influenced women.