Organik Kozmetiklerin Pazarlama Bileşenlerinin Tüketicilerin Sosyo-Demografik Kompozisyonu Açısından Değerlendirilmesi

Yıl 2021, Cilt: 5 Sayı: 10, 71 - 90, 30.09.2021

Ayşe Ersoy Yıldırım

https://doi.org/10.29064/ijma.944589

Öz

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.

Anahtar Kelimeler

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

Öz

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.

Anahtar Kelimeler

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

Kaynakça

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