2024年3月31日发(作者：)

文献出处:

Turban E. The research of cosmetics marketing strategy under the

perspective of female consumer behavior [J]. Journal of Business Research, 2016,

16(9): 60-69.

原文

The research of cosmetics marketing strategy under the perspective of female

consumer behavior

Turban E

Abstract

At present, the economic and social civilization is continuously rapid developing.

Female consumers play an important the role of purchase decision makers, and as the

dominant female cosmetics field, cosmetics consumer market large and great

development potential and important role in the field of consumption has become

increasingly significant. The current women's cosmetics market is huge and has a

broad development prospects, female consumer behavior research has become a

selling products of the key factors of the success of cosmetics companies. Through the

analysis of female consumer behavior, summed up the female cosmetics consumer

behavior is the pursuit of beauty and fashion, such as irrational consumption

characteristics, therefore, on the female cosmetics marketing through creating a

favorable shopping environment, positive use of cosmetic advertisement attract

female consumers to purchase desire.

Keywords: Female consumption; Consumer behavior; Cosmetics marketing

1 Behavior analysis of female consumer

1.1 Infectious consumer behavior

Female consumers in the purchase process usually with rich feelings and

psychological volatile, easily affected by emotions, they tend to be through direct

feelings and preferences on a product or service, because of its name, appearance,

packaging, or service and passive consumption, these would be very easy to make

female consumers ignored the effect of cosmetics and impulse purchase, making

women consumer oneself in the consumption of a passive position, reflected women

infectious characteristics of consumer behavior.

1.2 Terminal passive consumer behavior

With the continuous improvement of living standards, women are becoming

more and more high requirements of beauty, female consumers in the process of

selecting the purchase products, began to increasingly focus on the characteristics of

terminal product design and product compatibility. In the process of consumption,

female consumers very easily affected by external environment, they are often

influenced by promotion or advertising and buy something useless or beyond the

requirements. In general, women in many cases than men pay more attention to their

own image, especially in the face of cosmetics sales staff to sell and introduced it is

easy to give up their principles and to buy cosmetics, the occurrence of the buying

process is essentially a terminal passive consumption. In view of the characteristics of

female consumer’s terminal passive consumption, cosmetics enterprises often take

advantage of the female consumer’s doubt of advisory services, which makes them

feel appearance beautiful is can get promoted by application of enterprise's cosmetics.

Female consumers will gradually attracted by cosmetics in the feeling of the terminal,

eventually implement purchasing behavior.

1.3 Irrational consumption behavior

In the process of female consumers to buy the whole, irrational consumption

factors will greatly affect women buy confidence. Female consumers to purchase

cosmetics will generally have the performance of the impulse; this is due to the

influences of female consumers vulnerable to intuitive feel purchasing behavior.

Irrational consumption behavior in the women's expectations, contemporary cosmetic

enterprises should actively using women irrational consumption behavior

characteristics, in the aspect of sense and consciousness constantly stimulate women

consumption, induce women irrational purchase factor, finally realizes the female

consumers purchase of cosmetics.

2 Female cosmetics consumer psychological characteristics analysis

Refer to cosmetics, naturally associated with the female consumers. Though at

present many enterprises have the conscious development of male cosmetics market,

but the reality of the cosmetics market in China, women are still buy the biggest