The effect of pink marketing on consolidating the mental image of the product

Abstract

The study aims to diagnose the extent of the influence and contribution of pink marketing and its dimensions in enhancing the mental image of the customers of the Al-Khouk Commercial Complex to determine the nature of that relationship. 104 questionnaires distributed randomly to the complex’s clients of women were analyzed using the advanced statistical program (SmartPLS) and the method of descriptive exploratory analysis was adopted in the implementation of the research. For the Al-Khouk Commercial Complex Al-Mansour Branch in Baghdad, and the research recommends the need to intensify marketing efforts directed at women, adopting pink marketing mechanisms in the complex more and emphasizing the need to apply the pink marketing mix to influence women, consolidate the mental image and enhance customer loyalty.