DETERMINING OF THE EFFECT OF COSMETIC PRODUCT LABELS ON PURCHASING PROCESS USING LOGISTIC REGRESSION ANALYSIS (Published)
The aim of this study is to reveal whether label has an effect on cosmetic products purchasing process of 442 students chosen by simple random sampling at different departments in Dumlupınar University and the effect of the information on the labels of these products on the purchasing process using logistic regression analysis. In line with this purpose of the study, first, as a result of logistic regression analysis, using forward selection technique to determine whether label has an effect on cosmetic products purchasing process and what characteristics customers who check a label for information have, it is determined that gender (1-Female), preference of the same brand (1-Yes) and frequency of checking label information (1-Always, 2-Sometimes) are effective factors. Moreover, as a result of logistic regression analysis to reveal whether the information of the label of cosmetic products is effective on purchasing of these products, the important variables are determined to be product name, product brand, name of the manufacturer, ingredients, net weight, production date, expire date, shelf life, information about whether it is a natural/organic product/symbols, information about whether it involves substances hazardous to health/ symbols, information about the use / preparation of the product, quality assurance/ information about whether it has any standards, information about its probable side effect and product price.
Keywords: : Label, Cosmetic Products Labels, Logistic Regression Analysis, Purchasing Process