Income's moderating effect on the 4P's influence on purchase intention: The Garnier cosmetics case

Abstract

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.