جستجوی مقالات مرتبط با کلیدواژه « لوازم آرایشی » در نشریات گروه « مدیریت »

Social networks have facilitated the online customer engagement of the marketing industry. This research aims to investigate customer engagement in Iranian cosmetics brand pages on Instagram which has been done by quantitative content analysis. The statistical population was all available cosmetic brands, from which five popular brands (May, Calista, Inley, Cinere and Amoutia) were selected and 60 posts analyzed from each brand page. The results indicate that there is a positive and significant relationship between the type of content (Incentive, Promotional, information and entertainment) at the significant level of p <0.001 and customer engagement. Also, there is no significant relationship between content and Interactivity and negative valence with more engagement. Between the Vividness of the posts and the positive valence, the hypothesis was partially supported and indicated its partly impact on customer engagement. The results of multiple regression analysis for the number of likes and comments in the posts show that the total variance of the model and R-squared for these two are 0.668% with F = 15.372 and p <0.001 and 0.410% with F = 7.590 p <0.001, respectively and shows its significance. The adjusted R-squared also shows that 66.5% of the changes of the dependent variable (likes) and 40.6% of the changes of comments are only the result of the effect of the independent variables of the research.

Smuggling goods is one the challenges of Iran in the way of development. This study aims to focus on analyzing the behavior of shoppers and consumers in respect to smuggled cosmetics and to target females in this regard. The study uses quantitative method to answer the given research questions. The statistical Sample consists of 20 female university students chosen from Hazrat-e-Maasoomeh University (Qom) in year 2019. The research data in the qualitative phase are analyzed through interviewes. In the quantitative section, 15 samples are selected purposively. Quantitative data collection tool is a researcher-made questionnaire. The data are analyzed by AHP pairwise comparison using SPSS software. The results show that three parameters of marketing mix of smuggled goods, government’s role and consumer’s desire are the most important issues in studying the reason of consuming the smuggled cosmetics.

Identifying the customer's values, needs, and goals is one of the key issues affecting successful marketing. Cosmetics products are of utmost importance among business sectors that have attracted the attention of companies. The purpose of this study is to identify the behavior of consumers buying hair color in Kermanshah city using a laddering technique. This research is applied in terms of goals and is qualitative and exploratory as regards with the methodology. The data were collected using interviews. The statistical population consisted of 30 customers of Kermanshah cosmetic labors who have been selected based on targeted method and interviewed afterwards. The laddering technique chosen for this research was straightforward technique. This means that, in reviewing customer purchasing behavior, at first, the essential characteristics of the product (hair color) for the customer were obtained, then the product benefits associated with those characteristics were extracted, and ultimately the instrumental and ultimate values regarding the purchasing of the products were analyzed. In order to identify the ultimate values of consumers, the Rokich endpoint and instrumental value checklist has been used. The findings of this study showed that “beauty”, “health”, “financial security”, “self-esteem” and “happiness” are the most important values among consumers of color products, respectively. In addition, “cost-effectiveness”, “unrepeated use of hair colors”, “less damage to skin and hair”, and “high shelf-life, softness and shining characteristics” were among the most important benefits to the consumers.

The purpose of this study is to assess factors affecting the impulse buying of cosmetics. This is a practical research in purpose and causal in nature. Structural equation modeling is used as the statistical method of the research. Data analysis is performed using LISREL. Data collection has been conducted using field study and questionnaire tool. Women of Khorram Abad who use cosmetics constitute the population of the study. The results generally indicate that store environment، shopping enjoyment، and product involvement have positive effects on the impulse purchase of cosmetics. Moreover، window-shopping enhances impulse shopping indirectly، thorough influencing the shopping enjoyment. Limitations: The present study is conducted on the women living in a specific area، within a specific period، through obtaining a limited sample، and merely concerns cosmetics. Therefore، one needs to be cautious in generalizing the results to other communities and other types of products. Managerial implications: This study provides the manufacturers and suppliers of beauty products with a better understanding of consumer behavior concerning impulse purchase of such products. Innovativeness: In this research، for the first time، there has been an attempt to investigate the aggregate influence of environmental، individual، and product-related factors on impulse purchasing.