Income's moderating effect on the 4P’s influence on purchase intention: The Garnier cosmetics case
The paper presents how the marketing mix elements influence the customers' purchase intention in the context of Garnier cosmetic products and looks at the moderating role of customer income. The marketing mix or 4P can be a way to create profitable marketing strategies and motivate customers to...
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| Format: | Article |
| Language: | English |
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Croatian Statistical Association
2025-01-01
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| Series: | Croatian Review of Economic, Business and Social Statistics |
| Subjects: | |
| Online Access: | https://hrcak.srce.hr/file/480636 |
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| _version_ | 1850219732811120640 |
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| author | Marija Vuković Filipa Marušić Anđelina Mihaljević |
| author_facet | Marija Vuković Filipa Marušić Anđelina Mihaljević |
| author_sort | Marija Vuković |
| collection | DOAJ |
| description | The paper presents how the marketing mix elements influence the customers' purchase intention in the context of Garnier cosmetic products and looks at the moderating role of customer income. The marketing mix or 4P can be a way to create profitable marketing strategies and motivate customers to purchase a product. A sample of 230 respondents was included in a survey analysis. The data were analyzed with partial least squares structural equation modeling (PLS-SEM). The results showed only the product element of marketing mix had significant effect on purchase intention. Regarding the moderating effect of income, the lower-income respondents showed higher price sensitivity while promotion had influence on higher-income respondents. The study contributes to certain extent to beauty industry marketing strategies on example of a well-known global brand. |
| format | Article |
| id | doaj-art-cb7bbb40794d4f94a7027b104dbbf001 |
| institution | OA Journals |
| issn | 1849-8531 2459-5616 |
| language | English |
| publishDate | 2025-01-01 |
| publisher | Croatian Statistical Association |
| record_format | Article |
| series | Croatian Review of Economic, Business and Social Statistics |
| spelling | doaj-art-cb7bbb40794d4f94a7027b104dbbf0012025-08-20T02:07:17ZengCroatian Statistical AssociationCroatian Review of Economic, Business and Social Statistics1849-85312459-56162025-01-01111516610.62366/crebss.2025.1.004Income's moderating effect on the 4P’s influence on purchase intention: The Garnier cosmetics caseMarija Vuković0Filipa Marušić1Anđelina Mihaljević2University of Split, Faculty of Economics, Business and Tourism, Split, CroatiaUniversity of Split, Faculty of Economics, Business and Tourism, Split, CroatiaUniversity of Split, Faculty of Economics, Business and Tourism, Split, CroatiaThe paper presents how the marketing mix elements influence the customers' purchase intention in the context of Garnier cosmetic products and looks at the moderating role of customer income. The marketing mix or 4P can be a way to create profitable marketing strategies and motivate customers to purchase a product. A sample of 230 respondents was included in a survey analysis. The data were analyzed with partial least squares structural equation modeling (PLS-SEM). The results showed only the product element of marketing mix had significant effect on purchase intention. Regarding the moderating effect of income, the lower-income respondents showed higher price sensitivity while promotion had influence on higher-income respondents. The study contributes to certain extent to beauty industry marketing strategies on example of a well-known global brand.https://hrcak.srce.hr/file/480636Garnierincomemarketing mixPLS-SEMpurchase intention |
| spellingShingle | Marija Vuković Filipa Marušić Anđelina Mihaljević Income's moderating effect on the 4P’s influence on purchase intention: The Garnier cosmetics case Croatian Review of Economic, Business and Social Statistics Garnier income marketing mix PLS-SEM purchase intention |
| title | Income's moderating effect on the 4P’s influence on purchase intention: The Garnier cosmetics case |
| title_full | Income's moderating effect on the 4P’s influence on purchase intention: The Garnier cosmetics case |
| title_fullStr | Income's moderating effect on the 4P’s influence on purchase intention: The Garnier cosmetics case |
| title_full_unstemmed | Income's moderating effect on the 4P’s influence on purchase intention: The Garnier cosmetics case |
| title_short | Income's moderating effect on the 4P’s influence on purchase intention: The Garnier cosmetics case |
| title_sort | income s moderating effect on the 4p s influence on purchase intention the garnier cosmetics case |
| topic | Garnier income marketing mix PLS-SEM purchase intention |
| url | https://hrcak.srce.hr/file/480636 |
| work_keys_str_mv | AT marijavukovic incomesmoderatingeffectonthe4psinfluenceonpurchaseintentionthegarniercosmeticscase AT filipamarusic incomesmoderatingeffectonthe4psinfluenceonpurchaseintentionthegarniercosmeticscase AT anđelinamihaljevic incomesmoderatingeffectonthe4psinfluenceonpurchaseintentionthegarniercosmeticscase |