Are community pharmacies the best purchasing channel for cosmetic products? Prioritization of consumer preferences via analytical hierarchy process

Year 2022, , 199 - 208, 30.08.2022

Dilan Babalitaş , Miray Arslan

https://doi.org/10.26650/IstanbulJPharm.2022.908644

Abstract

Background and Aims: Many different purchasing channels play an essential role in meeting cosmetic product demand worldwide. These include supermarkets, cosmetic markets, community pharmacies, beauty salons, internet retailing, and shopping complexes. This study’s main objective is to prioritize consumers' cosmetic product purchasing channel prefer- ences. The originality of this study lies in being the first study that addressed customers' choice of cosmetic product purchas- ing channels via the Analytical Hierarchy Process (AHP).
Methods: Firstly, a questionnaire was conducted (n=287) to determine cosmetic product purchasing channel selection crite- ria. Cosmetic product purchasing channel alternatives were prioritized among the first questionnaire results via the AHP with 12 consumers who reside in the city center of Van, Turkey and buy at least two cosmetic products per year.
Results: As a result of the study, community pharmacies (46.9%) were found to be the best alternative among the cosmetic product purchasing channels, followed by cosmetics stores (24.1%). The most important criterion affecting the selection of cosmetic product purchasing channels is satisfaction with the consultancy (25.2%), followed by advice from health care providers (22.1%).
Conclusion: It has been observed that consumers prefer community pharmacies more than other purchasing channels when purchasing cosmetic products. Understanding customer needs, expectations, and experiences is vital for optimizing the quality of the offered service. Thus, pharmacies with a significant market share in the cosmetics sector can further their cos- metics services by considering the consumer demands highlighted in this study.

Keywords

Analytical hierarchy process, Community pharmacy, Cosmetics, Cosmetic product purchasing channel

References

• Agcadağ, İ. (2017). Popüler Kültür Bağlamında Kozmetik Ürünleri Tüketimi ve Yeni Bir Satış Kanalı Olarak Ağ Pazarlama (Network Marketing) Sistemi [The Consumption of Cosmetic Products in the Context of Popular Culture and Network Marketing as a New Way of Sales Channel]. Sosyoloji Dergisi, 36, 157-169.
• Arslan, M. (2020). Application of AHP method for the selection of pharmaceutical warehouse location. Journal of Ankara Univer- sity Faculty of Pharmacy, 44, 253-264. https://doi.org/10.33483/ jfpau.709528
• Baby, S. (2013). AHP modeling for multicriteria decision-making and to optimise strategies for protecting coastal landscape re- sources. International Journal of Innovation, Management and Technology, 4, 218-227.
• Chan, V. & Tran, H. (2016). Purchasing Over-the-counter medi- cines from Australian pharmacy: What do the pharmacy custom- ers value and expect? Pharmacy Practice, 14, No. 782 (2016 Jul- Sep). https://dx.doi.org/10.18549/PharmPract.2016.03.782
• Chen, C. W. & Chen, Y. F. (2011). Statistical analysis for consum- ers intentions of purchasing cosmetics. African Journal of Busi- ness Management, 5, 11630-11635. https://doi.org/10.5897/ AJBM11.1278
• Cosmetics Europe, Socio-Economic Contribution of the European Cosmetics Industry Report 2016. (2020, November 20). Retrieved from: https://www.cosmeticseurope.eu/files/2214/6582/1941/ Cosmetics_Europe_Socio-economic_Contribution_of_the_Eu- ropean_Cosmetics_Industry_2016.pdf
• Desai, K. (2014). A study on consumer buying behaviour of cos- metic products in Kolhapur. Reviews of literature, 1, 1-11.
• Durmaz, Y. & Bahar, R. (2016). Tüketicilerin satin alma davranışları üzerinde sosyolojik faktörlerin etkisinin incelenmesine yönelik ampirik bir çalışma [A study on the impact of sociological factors on consumer spending behavior to be examined]. Elektronik Sosyal Bilimler Dergisi, 10(37), 60-77.
• Farrag, D. A., El Sayed, I. M. & Belk, R. W. (2010). Mall shop- ping motives and activities: Multimethod approach. Journal of International Consumer Marketing, 22, 95-115. https://doi. org/10.1080/08961530903476113
• Görkemli, N., Matır, L., Seki, Ö. & Çelik, C. (2016). Monobrand mağazacılık ve tüketici ilişkisi: Flormar örneği [Monobrand stores and consumer relationship: Case of flormar]. Gümüşhane Üniver- sitesi İletişim Fakültesi Elektronik Dergisi, 4(1), 104-123. https://doi. org/10.19145/guifd.93757
• Huang, Z. & Foosiri, P. (2017). Factors affecting chinese consumers’ purchase intention on facial make-up cosmetics. University of Thai Chamber of Commerce, Bangkok, 173-189.
• Ishizaka, A., Pearman, C. & Nemery, P. (2012). AHPSort: an AHP- based method for sorting problems. International Journal of Pro- duction Research, 50, 4767-4784. https://doi.org/10.1080/00207543.2012.657966
• Kabadayi , S. & Paksoy, B. (2016). A segmentation of Turkish con- sumers based on their motives to visit shopping centers. The International Review of Retail, Distribution and Consumer Research. 26, 456-476. https://doi.org/10.1080/09593969.2016.1157513
• Kawa, L. W., Rahmadiani, S. F. & Kumar, S. (2013). Factors affect- ing consumer decision-making: a survey of young-adults on im- ported cosmetics in Jabodetabek, Indonesia. SIJ Transactions on Industrial, Financial & Business Management, 1, 175-180. https:// doi.org/10.9756/SIJASREE/V1I3/0105420101
• Kirby, J. (2004). Online Viral Marketing: The strategic synthesis in peer-to-peer brand marketing. Brand Channel White Paper, 5, 1-5.
• Loretz, L. J., Api, A. M., Babcock, L., Barraj, L. M., Burdick, J., Cater,
• K. C., ... Scrafford, C. G. (2008). Exposure data for cosmetic prod- ucts: facial cleanser, hair conditioner, and eye shadow. Food and chemical Toxicology, 46, 1516-1524. https://doi.org/10.1016/j. fct.2007.12.011
• Lu, Y. & Liu, X. (2018). Chinese female preference of cosmetic products information channels. Global Knowledge. Memory and Communication, 67, 166-179. https://doi.org/10.1108/GKMC-04-2017-0042
• Meydan, B. (2017). Etik tüketicinin kozmetik ürünü satın alma kararı: Promethee tekniği ile bir uygulama [Buying decision of ethical consumer’s: Application with promethee method]. Uluslararası Akademik Yönetim Bilimleri Dergisi, 3(4), 233-259.
• Nardalı, S. & Balkan, E. (2019). Sosyal medya fenomenleri: Insta- gram ve kozmetik sektöründe bir uygulama [Marketing through social media influencers: Instagram & Cosmetic sector]. İzmir Katip Çelebi Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi, 2(2), 176-187.
• Özden, S., Saygılı, M. & Sütütemiz, N. (2019). Kozmetik ürünlerin tüketiminde sağlık bilincinin rolü. XI. Kongre Özel Dergisi, IBANESS Kongreler Serisi; 9-10 Mart 2019, 791-802.
• , T. L. (1980), The Analytic Hierarchy Process, New York, NY: McGraw- Hill Education. Schmidt, K., Aumann, I., Hollander, I., Damm, K. & von der Schulenburg, J. M. G. (2015). Applying the Analytic Hierar- chy Process in healthcare research: A systematic literature review and evaluation of reporting. BMC medical informatics and decision making, 15, 1-27. https://doi.org/10.1186/s12911-015-0234-7
• Saydan, R. (2008). Tüketicilerin online alışverişe yönelik risk ve fay- da algılamaları: geleneksel ve online tüketicilerin karşılaştırılması [Perceived Risks and Benefits by Consumers in Online Purchasing: A Comparative Study Between Online and Non-Online Consum- ers]. Elektronik Sosyal Bilimler Dergisi, 7(23), 386-402.
• Dapiapis Toros, N. (2016). Pazarlama iletişimi açısından inter- net ortamında kullanılan ağızdan ağıza pazarlama tekniklerinin marka tercihine etkisi [The effect of e-womm methods on brand preferences through marketing communıcations frame-work]. Üsküdar Üniversitesi Sosyal Bilimler Dergisi, 1, 57-182. https:// doi.org/10.32739/uskudarsbd.1.1.14
• Veuphuteh, F. M. (2018). Gıda Kalitesi, Sağlık Bilinci ve Fiyat Duyarlılığının, Fast-food Satın Alma Niyetine Etkisi: Türkiye ve Kanada’daki Tüketicilerin Karşılaştırması. (Doctoral dissertation, Hacettepe University, Turkey). Retrieved from http://www. openaccess.hacettepe.edu.tr:8080/xmlui/handle/11655/5173
• Villi, B. & Kayabaşı, A. (2013). Kozmetik ürünlerde kadınların dürtü- sel satın alma davranışlarını etkileyen faktörlerin analizi [Analysis of the factors affecting impulsive buying behaviours of women in cosmetics]. Ekonomik ve Sosyal Araştırmalar Dergisi, 9(9), 143-165.
• Wu, S. I. & Chan, H. J. (2011). Perceived service quality and self- concept influences on consumer attitude and purchase process: A comparison between physical and internet channels. Total Quality Management, 22, 43-62. https://doi.org/10.1080/14783363.2010.529645
• Yalçın, S. & Gülsün, B. (2020). Kozmetik sektöründe tüketicilerin ürün satin alma davranışlarının bulanık dematel, bulanık ANP ve vikor yöntemleri ile değerlendirilmesi [Evaluation of consumer purchases in the cosmetics sector by fuzzy Dematel, fuzzy ANP and Vikor methods]. Niğde Ömer Halisdemir Üniversitesi Mühendis- lik Bilimleri Dergisi, 9(1), 254-271. https://doi.org/10.28948/ngu- muh.681203
• Yıldırım, Y. (2016). Tüketicinin satın alma karar sürecinde bilgi kaynakları ve güvenirlikleri: Referans grubu olarak yakın çevrenin etkisinin İncelenmesi [Information resouces and their reliabilities on the process of consumer purchase decisions: investigation of the effect of near surroundings as a reference group]. Akademik Yaklaşımlar Dergisi, 7(1), 214-231.
• Zengin, H. (2019). Kadınların satın alma davranışları kozme- tik ürünlerin pazarlanması üzerine bir araştırma / Purchasing behavior of women a research on the marketing of cosmetic products (Doctoral dissertation thesis, Maltepe University, Tur- key). Retrieved from http://openaccess.maltepe.edu.tr/xmlui/ handle/20.500.12415/2818.