Study of the effect of the position of make-up application space on the preferences of users in the cosmetic shoppingplan

Along with the evolution of the life standards, personal care and cosmetic needs have also changed and become diversified. The diversification is on the rise and pushes the cosmetics industry to look for different approaches. As a result of the competition existing within the cosmetics industry, companies develop new selling and marketing strategies. One of these strategies is the user experience and the related literature considers it having an effect on brand selection, loyalty relation and purchasing decision between the last users and the companies. The present study aims to evaluate the user experience via the free makeup application service offered in the cosmetics stores. The effect of the free makeup application service on the user experience has been researched. The literature suggests that the user experience in the store is linked to many variables related to the interior space. Within the present research, the installation plans of six different cosmetics stores with high market shares are analyzed and the difference of makeup application service installations within the store is classified in two, as private and open installation. This classification is used to investigate how the costumers using these makeup services in stores are affected when it comes to their visit frequency and store preferences. During the study, data is collected via online survey methods and is analyzed to obtain statistically valid information. The analyze suggests that the open store plan has a positive effect on the visit frequency and store preference.