Pink Marketing and Women's Purchasing Decision Making

This study mainly aimed to investigate the impact of pink marketing mix elements on women's purchasing decisions. Two main sources of collecting necessary data for this study have been relied on: Secondary data sources which included, internet, periodicals, references, literature review related to the study, to explain the basic concepts, and identifying the most important studies that dealt with the study subject. Primary data sources included designing a questionnaire to gather data from women who deal with Amman cosmetics market. pink marketing mix elements (pink product, pink price, pink promotion, and pink distribution) were adopted as independent variables while women's purchasing decisions were the dependent variable. The study relied on descriptive and analytical methods, the study population included women customers in Amman cosmetics market, and a convenience sample of 100 women customers who deal with Amman cosmetics market has been selected. The main findings of the study were: There is a statistically significant impact of pink marketing mix elements on women's purchasing decisions. There is a statistically significant impact of each one of the marketing mix elements (pink product, pink price, pink promotion, and pink distribution) on women's purchasing decisions