[ L'impact de mix marketing sur la décision d'achat féminine des produits cosmétiques : Cas de la wilaya de Béchar, Algérie ]
Volume 26, Issue 4, July 2019, Pages 1211–1219
Benali Amina1
1 Department of management, University TAHRI MOHAMED, Bechar, 08000, Algeria
Original language: French
Copyright © 2019 ISSR Journals. This is an open access article distributed under the Creative Commons Attribution License, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
The aim of this article is to check the impact of the marketing mix applied to cosmetics on women's purchasing decision. An empirical study carried out on a sample of 90 women in the Bechar area of Algeria. The results show that the direct involvement of the sales force Acts positively on the purchasing behavior of women. In addition, the variables age, and marital status have a significant moderating effect on the causal links between the reference groups. Managerial implications and recommendations are then proposed.
Author Keywords: cosmetic product, marketing mix, place, price, promotion, women.
Volume 26, Issue 4, July 2019, Pages 1211–1219
Benali Amina1
1 Department of management, University TAHRI MOHAMED, Bechar, 08000, Algeria
Original language: French
Copyright © 2019 ISSR Journals. This is an open access article distributed under the Creative Commons Attribution License, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
Abstract
The aim of this article is to check the impact of the marketing mix applied to cosmetics on women's purchasing decision. An empirical study carried out on a sample of 90 women in the Bechar area of Algeria. The results show that the direct involvement of the sales force Acts positively on the purchasing behavior of women. In addition, the variables age, and marital status have a significant moderating effect on the causal links between the reference groups. Managerial implications and recommendations are then proposed.
Author Keywords: cosmetic product, marketing mix, place, price, promotion, women.
Abstract: (french)
L’objectif de cet article est d’examiner l’impact du mix marketing appliqué pour les produits cosmétiques sur la décision d’achat chez les femmes. Une étude empirique a été faite auprès d’un échantillon de 90 femmes dans la zone de Béchar en Algérie. Les résultats montrent que l’implication directe de la force de vente agisse positivement sur le comportement d’achat des femmes. En plus, les variables âge et état civil, ont un effet modérateur significatif sur les liens de causalité entre les groupes de référence. Des implications managériales et des recommandations sont alors proposées.
Author Keywords: distribution, femme, promotion, mix marketing, prix, produit cosmétique.
How to Cite this Article
Benali Amina, “Marketing mix impact on women’s purchase of cosmetics : Case of Bechar, Algeria,” International Journal of Innovation and Applied Studies, vol. 26, no. 4, pp. 1211–1219, July 2019.
