A CONCEPTUAL STUDY ON THE ATTİTUDES OF WOMEN CONSUMERS İN PURCHASİNG ONLİNE SHOPPİNG AT COSMETİC PRODUCTS

Abstract

Cosmetics sector is a sector with a wide product range which is world market. It is a marketing opportunity where marketers are aware of the sensitivity to the consumption of cosmetics products of women consumers in particular. Women's interest in cosmetics products also increases the sales of these products in online shopping. The aim of this study is to determine the attitudes of women consumers in the purchase of cosmetics products in online shopping. In order to realize this aim, semi-structured interview technique was applied to female consumers who purchased online cosmetics products to try to determine attitudes. The issues that determine the preferences of women consumers for their cosmetic needs through online shopping have been examined. Only women consumers who shop online are identified. In the study, 60 women who bought cosmetics products online were asked face to face with semi-structured interview method and tried to get feedback on their preferred reasons. The confrontation emerges as a limitation that people may not want to reveal their real feelings and preference reasons. But it can be said that the answers are quite satisfactory. It can be thought that this study will be beneficial to those who will work on business success, marketing and consumer preferences in the future.