Pink Marketing and Its impact on Customer Delight An Exploratory Study of the Opinions of a Sample of Women Using the French L'Oreal Product

Abstract

The current research aims to clarify the impact of pink marketing on customer happiness, and thus the main problem of the research was to explain the role that pink marketing plays in its dimensions in its impact on customer happiness, and what is the strength of the relationship and impact between them?, and a number of hypotheses were formulated that were based on the hypothetical research scheme The most prominent of which was that there is a significant effect of pink marketing on customer happiness, and to reach the desired results, a questionnaire was designed and distributed to a sample of women who use L’Oréal’s products for skin care and cosmetics, with a total of (80) women, and the forms were collected from them, sorted and analyzed The research used a number of statistical methods from frequencies and percentages using statistical programming (SPSS Ver.24), as well as extracting the values of correlation and impact coefficients through which the hypotheses were tested. The research reached a number of conclusions, the most important of which were: that each of the pink marketing activities and customer happiness are important for organizations and customers, as they achieve the goals of both parties, represented by fulfilling the needs and desires of women, in order to achieve profitability and market expansion. Based on the conclusions, a number of proposals were presented, the most important of which were: Marketing organizations should pay attention to the concepts of pink marketing and customer happiness by paying attention to the issues of market segmentation, and refer to the specialists in the marketing field to define them so that there is a clear perception of the nature of the two concepts to achieve the desired goals.

Keywords: Pink Marketing, Customer Delight.