THE COMMUNICATION MIX ADRESSED TO THE FEMININE SEGMENT. CASE STUDY ON THE ROMANIAN MARKET OF COSMETIC PRODUCTS

Abstract

Currently, the female segment represents a genuine power in terms of consumer behavior. We can certainly argue that the feminine segment is no longer just a market niche. We can relate to this segment as the majority. To support this idea, we consider the data provided by the National Institute of Statistics. According to these statistics, the female segment sums up 51.4% of the total population, an increase being recorded in the last 10 years, from just over 50% to more than 51%. Therefore, it is not wrong to claim that feminine segment holds the majority in terms of consumer behavior. In this context, the female consumer’s preferences and needs should be integrated into all the communication strategies of organizations. The present study aims to see to what extent, at present, an attention is paid to this segment, proposing as an example a study in an area addressed in a high percentage to the feminine segment, the market of cosmetic products.

Keywords

• marketing
• communication mix
• communication strategy
• feminine segment
• consumer behavior
• consumer preferences and needs