An Analysis of Generation Z Consumers’ Cosmetic Brand Preferences

Year 2025, , 40 - 56, 29.04.2025

Sıla Avgan , Reyhane Arslan Yıldız

https://doi.org/10.38057/bifd.1668559

Abstract

The growth trend of the cosmetics industry highlights the importance of examining consumer preferences on a generational basis. This study aims to determine key factors influencing the cosmetic brand preferences of Generation Z in Türkiye and whether these factors differ by gender and education level. The study sample consists of 387 Generation Z participants from Türkiye. The data were collected from individuals over the age of 18 between March 2 2024, and April 2 2024, by an online survey method. Descriptive statistics, chi-square, and Cramer’s V tests were used to analyze the data. As a result, it was found that the most important factor in cosmetic brand preference is product quality, while celebrity endorsements have the least importance. Another significant finding is that Generation Z consumers give importance to the ingredients, are sensitive to the environment, and care about the value of animal welfare. As a result of the chi-square test, the responses about carcinogenic content, organic content, being environmentally friendly, animal testing, product origin, promotion, discounts, and gifts differ by gender. The responses about being environmentally friendly, animal testing, and product origin differ by gender. They also vary depending on the level of education.

Keywords

Consumer Behaviour, Brand Preference, Generation Z, Gender Difference, Education Difference

Z Kuşağı Tüketicilerin Kozmetik Markası Tercihlerini Etkileyen Faktörlerin Analizi

Abstract

Kozmetik sektörünün gösterdiği büyüme eğilimi tüketici tercihlerinin kuşak bazında incelenmesini önemli hale getirmektedir. Bu çalışmanın amacı Türkiye’de Z kuşağının kozmetik markası tercihlerinde etkili faktörlerin cinsiyet ve eğitim durumuna göre farklılık gösterip göstermediğini tespit etmektir. Türkiye’de yaşayan ve Z kuşağında yer alan 387 katılımcı bu araştırmanın örneklemini oluşturmaktadır. Araştırma verileri 2 Mart 2024- 2 Nisan 2024 tarihleri arasında 18-27 yaş aralığında bulunan Z kuşağı bireylerden çevrimiçi anketlerle toplanmıştır. Analizlerde betimleyici istatistiklerden, ki-kare ve etki büyüklüğü (Cramer’s V) testlerinden faydalanılmıştır. Analiz sonucunda, kozmetik markası tercihini belirlemede en önemli unsurun ürün kalitesi olduğu, ünlülerin rol aldığı reklamların ise en az öneme sahip olduğu tespit edilmiştir. Z kuşağının ürünlerin içeriğine önem verdiği, çevreyi ve hayvan refahını önemsediği ise bir diğer bulgudur. Yapılan ki-kare testi sonucunda, katılımcıların kanserojen içerik barındırmama, organik içerik, çevre dostu olma, üretiminde hayvan deneyleri kullanılmamış olması, ürün menşei, promosyon, indirim ve hediyeli ürünlerle ilişkin ifadelere verdikleri yanıtlar cinsiyete göre farklılık göstermektedir. Markaların çevre dostu olması, üretimde hayvan deneyleri kullanılmamış olması ve ürün menşeine yönelik ifadelere verilen yanıtlar ise hem cinsiyete hem eğitim durumuna göre farklılık göstermektedir.

Keywords

Tüketici Davranışı, Marka Tercihi, Z Kuşağı, Cinsiyet Farklılığı, Eğitim Farklılığı

Ethical Statement

Bu çalışma için Bursa Uludağ Üniversitesi, Bilimsel Araştırma ve Yayın Etiği Kurulu'ndan 23/02/2024 tarih ve 2024-02/17 sayılı kararı ile etik kurul onayı alınmıştır.

Supporting Institution

Bu araştırma herhangi bir kurum tarafından fon desteği almamıştır.

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