The Influence of Price, Brand, and Store on Turkish Women's Purchase Intention in Cosmetics Market
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Tarih
2020
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Yayıncı
Erişim Hakkı
info:eu-repo/semantics/openAccess
Özet
The cosmetics industry is one of the fastest growing industries both in developed and developing countries. Consumers, especially the youngsters, tend to follow the fashion trend by buying premium foreign products designed by reputable and/or famous brands. Although many scholars have discussed on the effect of brand equity on repurchase intention of women consumers, the studies related to Turkish consumersare limited. Besides, consumers perceptions related to brands not only come from the company, product or the communication they are exposured to but also the store image and the service supplied by the store staff also reflect the promises and the values of the brand. In addition, price is a major factor for customer considerations. Therefore, the purpose of this study was to evaluate the effects of brand awareness, brand loyalty, perceived quality, store image, service quality and price premium on the purchase intention of women consumers in cosmetic industry. In order to test the hypotheses developed, the data were collected thorough an online survey. Convenience sampling method was chosen in order to reach the targeted audience, that is Turkish women consumers (n=303). The research hypotheses were tested by using Partial Least Squares Structural Equation Modelling (PLS-SEM). As a result of the study brand awareness, store image, service quality and price premium were found to have direct effects on purchase intention but brand loyalty and perceived quality did not have a significant effect. Considering the propable moderating effect of price premium, a second model was developed and tested with the same method but none of the developed hypotheses were supported.
Açıklama
Anahtar Kelimeler
Kaynak
Turkish Studies - Economics, Finance, Politics
WoS Q Değeri
Scopus Q Değeri
Cilt
15
Sayı
4
