Organik Kozmetiklerin Pazarlama Bileşenlerinin Tüketicilerin Sosyo-Demografik Kompozisyonu Açısından Değerlendirilmesi

Abstract

Bu çalışmanın amacı, organik kozmetiklerin pazarlama bileşenlerine yönelik, kadın tüketicilerin değerlendirmelerini sosyo-demografik değişkenler açısından incelemektir. Çalışma tanımlayıcı modelde nicel araştırma olarak tasarlanmıştır. Araştırmanın ana kütlesini Malatya ilindeki kadın tüketiciler oluşturmaktadır. Evrenin özelliklerini taşıyan 583 örneklem, bu çalışma için uygun bulunmuştur. Ölçme aracı olarak organik kozmetik ürünlerin pazarlama bileşenlerine yönelik tüketici değerlendirme anketi ve tüketicilerin sosyo-demografik niteliklerine yönelik soruları içeren anket formu kullanılmıştır. Veri çözümlemede bağımsız örneklem t testi, tek yönlü varyans analizinden faydalanılmıştır. Katılımcıların sosyo-demografik özellikleri ile organik kozmetiklerin pazarlama bileşenlerine yönelik değerlendirmeleri arasında anlamlı farklılıklara rastlanmıştır.

Keywords

• Pazarlama
• Pazarlama Bileşenleri
• Organik Kozmetik
• Tüketici Değerlendirmesi
• Sosyo-Demografik Nitelikler

Evaluation of Marketing Components of Organic Cosmetics in terms of Sociodemographic Composition of Women Consumers

Abstract

The study aims to examine the evaluations of female consumers in terms of the socio-demographic variables for the marketing components of organic cosmetics. The study is designed as quantitative research in the descriptive model. The main population of the study is the female consumers in Malatya province. 583 samples with population characteristics were found suitable for the research. The consumer evaluation survey for the marketing components of organic cosmetic products and the survey form containing the questions concerning the socio-demographic qualities of the consumers were used as the assessment instrument. The unpaired t-test and one-way analysis of variance were used in the data analysis. Significant differences were found between the socio-demographic qualities of the participants and their evaluations for the marketing components of organic cosmetics.

Keywords

• Marketing
• Marketing Components
• Organic Cosmetics
• Consumer Evaluation
• Socio-Demographic Qualities

References

1. Ahmad, S.N. and Juhdi, N. (2010). Organic food: A study on demographic characteristics and factors influencing purchase intentions among consumers in Klang Valley, Malaysia. International Journal of Business and Management, 5(2), 105-118.
2. Armstrong, G. and Kotler, P. (2008). Marketing an Introduction. 8th Ed., New Jersey: Pearson- Prentice Hall.
3. Arslan, Müge F. (2004). Mağazacılıkta Atmosfer. İstanbul: Derin Yayınları.
4. Batte M., Beaverson J. and Hooker N. (2003). Organic food labels: A customer intercept survey of central Ohio food shoppers. Report Series: AEDE-RP-0038-03, 6-10.
5. Bayram, N. (2009). Sosyal Bilimlerde SPSS ile Veri Analizi. Bursa: Ezgi Kitabevi.
6. Bozga N. A. (2015). The perception of romanian consumer upon organic products’ prices. Procedia Economics and Finance (27), 323 – 333.
7. Cengiz, A. (2011). Organik tarım ürünlerini neden tercih etmeliyiz? 5 Nisan 2020 tarihinde http://www.tuder.net/index.php adresinden erişildi.
8. Çelik, S. (2013). Kimler, neden organik gıda satın alıyor? Bir alan araştırması. Selçuk Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, (30), 93-108.

9. Çomoğlu, T. (2012). Kozmetikler. Marmara Pharmaceutical Journal, (16), 1-8.
10. Costa, C., García-Lestón, J., Costa, S., Coelho, P., Silva, S., Pingarilho, M., Valdiglesias, V., Mattei, F., Dall’Armi, V., Bonassi, S., Laffon, B., Snawder, J., Teixeira, J.P., (2014). Is organic farming safer to farmers’ health? A comparison between organic and traditional farming. Toxicol. Lett. 230, 166–176.
11. Chan, K. (1999). Market segmentation of green consumers in Hong Kong. Journal of International Consumer Marketing, 12 (2), 7- 24.
12. Chinnici, G., D’amico, M., and Pecorino, B. (2002). A multivariate statistical analysis on the consumers of organic products. British Food Journal, 104(3/4/5), 187-199.
13. Ergin, G. ve Kartal M. (2016). Bitkisel hammaddelerde kozmetik kalite. 6.Kozmetik Kimyası, Üretimi ve Standardizasyonu Kongresi, İstanbul, 26-28 Şubat 2016, 13.
14. Ersoy Yıldırım, A (2020). Investigation of marketing components affecting the evaluation of female consumers about organic cosmetic products. Journal of Business Research Turk, 12(3), 3225-3245.
15. Essoussi, L.H. and Zahaf, M. (2008). Decision making process of community organic food consumers: an exploratory study. Journal of Consumer Marketing, 25(2), 95-104.
16. FİBL and IFOAM (2019). Organics international. The world of organic agriculture, Germany.
17. Ghazali, E., Soon, P. C., Mutum, D. S. and Nguyen, B. (2017). Health and cosmetics: Investigating consumers’ values for buying organic personal care products. Journal of Retailing and Consumer Services, (39), 154-163.
18. Hair, J., Black, W., Babin, B., Anderson, R. E. (2006). Mutivariate Data Analysis Publisher. Pearson Prentice Hall.
19. Hamilton, K. and Hekmat, S. (2018). Organic food and university students: a pilot study. Nutrition & Food Science, 48(2), 218- 227.
20. Hughner, R.S., Mcdonagh, P., Prothero, A., Shultz, C.J. and Stanton, J. (2007). Who are organic food consumers? A compilation and review of why people purchase organic food?. Journal of Consumer Behaviour, (6), 1-17.
21. İslamoğlu, A. H. (1999). Pazarlama Yönetimi. İstanbul: Beta Yayıncılık.
22. İstanbul Sanayi Odası (2011). Avrupa Birliğine uyum sürecinde sektör rehberleri: Temizlik ürünleri ve kozmetik sanayii, Avrupa işletmeler ağı, İstanbul: İstanbul Sanayi Odası Yayınları No: 7.
23. Johri, L.M. and Sahasakmontri, K. (1998). Green marketing of cosmetics and toiletries in Thailand. Journal of Consumer Marketing, 15(3), 265-281.
24. Kaçur, L. L. (2009). Erciyes Üniversitesi İİBF akademik ve idari personeli ile İİBF işletme gündüz ve ikinci öğretim öğrencilerinin organik ürünleri algılamaları. Erciyes Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi, (33), 249-277.
25. Kalaycı, Ş. (2010). SPSS Uygulamalı Çok Değişkenli İstatistik Teknikleri. Ankara: Asil Yayınevi.
26. Keller, K.L. (1993). Conceptualizing, measuring, and managing customer-based brand equity. Journal of Marketing, 57, 1–22.
27. Kılıç, S., Duman, O. ve Bektaş, E. (2014). Organik ürünlerin pazarlama stratejileri ve işletmeler üzerinde bir alan araştırması. Business And Economics Research Journal, 5(1), 39-65.
28. Kim, H. and Chung, J. (2011). Consumer purchase intention for organic personal care products. Journal of Consumer Marketing, 28 (1), 40–47.
29. Kotler, P. and Keller, K. (2012). Marketing Management. 14th edition. New Jersey: Upper Saddle River, Prentice Hall.
30. Kunst A. (2019). U.S. consumers who prefer to buy natural/organic cosmetics products 2017. 20 Aralık 2019 tarihinde https://www.statista.com/statistics/713580/cosmetics-natural-organic-product-consumer-preference adresinden erişildi.
31. Kline, R. B. (2005). Structural Equation Modeling. Newyork: The Guilford Press.
32. Lea, E. and Wosley, T. (2005). Australians organic food beliefs, demographics and values. British Food Journal, 107(11), 855- 869.
33. Lin, J., Lobo, A. and Leckie, C. (2017). The role of benefits and transparency in shaping consumers' green perceived value, self-brand connection and brand loyalty. Journal of Retailing Consumer Services, 35, 133-141.
34. Magnusson, M., Arvola A., Hursti, U. and Aberg L. (2001). Attitudes towards organic foods among Swedish consumers. British Food Journal, 103 (3), 209-227.
35. Merdan, K. (2018). Organik ürün tüketimine etki eden faktörler: Tüketicilerin tutumlarının gümüşhane ölçeğinde belirlenmesi. International Journal of Disciplines Economic and Administrative Sciences Studies, (4/8), 174-188.
36. Monroe, K. (1990). Pricing: Making Profitable Decisions. Second Edition. New York: McGraw- Hill.
37. Niessen, J. and Hamm, U. (2008) Identifying the gap between stated and actual buying behaviour on organic products based on consumer panel data. 2nd Conference of the International Society of Organic Agriculture Research ISOFAR, Modena, Italy, June 18-20.
38. Nunnally, J. C. (1978). Psychometric Theory. 2d ed. New York: McGraw-Hill.
39. Nguyen P.D, Nguyen V. T. and Vo T. (2019). Key determinants of repurchase intention toward organic cosmetics. Journal of Asian Finance, Economics and Business, 6(3), 205-214.
40. Onurlubaş E. ve Öztürk D. (2015). Factors that affect organic product preferences and consumer attitudes. Turkish Studies International Periodical for the Languages, Literature and History of Turkish, (10/14), 557-578.
41. Onyango, B.M., Hallman, W.K. and Bellows, A.C. (2007). Purchasing organic food in US food systems: A study of attitudes and practice. British Food Journal, 109(5), 399-411.
42. Organic Trade Association- OTA (2013). U.S. families’ beliefs and attitudes study. 5 Eylül 2020 tarihinde https://ota.com/resources/consumer-attitudes-and-beliefs-study adresinden erişildi.
43. Özdamar, K. (2003). Modern Bilimsel Araştırma Yöntemleri. Eskişehir: Kaan Kitabevi.
44. Özden, S., Saygılı, M., Sütütemiz N. (2019). Kozmetik ürünlerin tüketiminde sağlık bilincinin rolü. 11. IBANESS Kongresi, 9-10 Mart 2019, Türkiye, Tekirdağ, 791-802.
45. Özgen, P. ve Yeşiloğlu, H. (2015). Organik gıda müşterilerinin tüketim davranışlarının yaşam tarzı değişkeni çerçevesinde incelenmesi. Gazi Üniversitesi İktisadi ve İdari Bilimler Dergisi, 17 (2), 197-215.
46. Pearson, D., Henryks, J. and Moffitt, L. (2007). What do buyers really want when they purchase organic foods? An investigation using product attributes. Journal of Organic Systems, 2 (1), 1-9.
47. Prothero and McDonagh (1992). Producing environmentally acceptable cosmetics? The impact of environmentalism on the United Kingdom cosmetics and toiletries industry. Journal of Marketing Management 8(2), 147-166.
48. Punch, K. (2005). Sosyal Araştırmalara Giriş: Nicel ve Nitel Yaklaşımlar. 1. Baskı. Ankara: Siyasal Yayınevi.
49. Rimal, P., Arbindra., Moon, W. & Balasubramanian, S. (2005). Agro-biotechnology and organic food purchase in the United Kingdom. British Food Journal, 107(2), 84-97.
50. Robinson, J. P., Shaver, P. R., & Wrightsman, L. S. (Eds.) (1991). Measures of social psychological attitudes, Vol. 1.Measures of personality and social psychological attitudes. Academic Press.
51. Sabanoğlu, T. (2020). Shampoo manufacture: sales value in the United Kingdom 2010-2019. 15 Mayıs 2020 tarihinde https://www.statista.com/statistics/331780/shampoos-sales-value-in-the-united-kingdom-uk/(Erişim adresinden erişildi.
52. Salter, E. (2005). World Wildlife Conservation Association. 20 Mayıs 2020 tarihinde https://www.worldwildlife.org/initiatives/wildlife-conservation adresinden erişildi.
53. Sarıkaya, N. (2007). Organik ürün tüketimini etkileyen faktörler ve tutumlar üzerine bir saha çalışması. Kocaeli Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, 14(7), 110-125.
54. Santos, B., Correa, M., Chorilli, M. (2015). Sustainability, natural and organic cosmetics: Consumer, products, efficacy, toxicology and regulatory considerations. Brazilian Journal of Pharmaceutical Science, 51(1), 17-26.
55. Scott, L. and Vigar-Ellis, D., (2014). Consumer understanding, perceptions and behaviours with regard to environmentally friendly packaging in a developing nation. International Journal of Consumer Studies, 38 (6), 642-649.
56. Shahbandeh M. (2020), Global natural and organic beauty market share 2019, by product. 12 Mayıs 2020 tarihinde https://www.statista.com/statistics/802431/natural-organic-beauty-market-share-global-by adresinden erişildi.
57. Shahbandeh M. (2020), U.S. household expenditure on cosmetics, perfume and bath products 2007-2018. 4 Mart 2020 tarihinde https://www.statista.com/statistics/304996/us-expenditure-on-cosmetics-perfume-and-bath-preparation/ adresinden erişildi.
58. Süer, İ. (2014). Pazarlama İlkeleri. Ankara: Nobel Akademik Yayıncılık.
59. Storstad, O. and Bjorkhaug, H. (2003). Foundadions of production and consumption of organic food in Norway: Common attitutes among farmers and consumers. Agriculture And Human Values, 20, 151- 163.
60. Tavşancıl, E. (2005). Tutumların ölçülmesi ve SPSS ile veri analizi, Ankara: Nobel Yayıncılık.
61. Tek, Ö.B (1999). Pazarlama ilkeleri-Global yönetimsel yaklaşım, Türkiye uygulamaları. İstanbul: Beta Yayınları.
62. Turjusen, H., Lieblein G., Wandel, M. and Francis, C. (2001). Food system orentation and quality perception among consumers and producer of organik food in Hedmark Country. Food Quality And Prefences, 12, 207- 216.
63. Thompson, P. (1993). Quantitative reasoning, complexity and additive structures. Educational Studies in Mathematics, 25(3), 165-208.
64. Wier, M., Calverley, C. (2002). Market potential for organic foods in Europe. British Food Journal, 104, 45-62.
65. Wier, M., Jensen, O.K., Andersen, L.M. and Millock K. (2008). The character of demand in mature organic food markets: Great Britain and Denmark compared. Food Policy Journal, 33 (5), 406- 421.
66. Yiridoe, E., Ankomah, S., Martin, R. (2005). Comparison of Consumer Perceptions and Preference Toward Organic Versus Conventionally Produced Foods: A Review and Update of the Literature. Renewable Agriculture and Food Systems, 20 (04), 193 – 205.
67. Zanoli, R. and Naspetti, S. (2002). Consumer motivations in the purchase of organic food: a means-end approach. British Food Journal, 104(8), 643- 653.