女性对化妆品的消费特征-商务英语-毕业论文

1、中国某某某某学校学生毕业设计(论文)题 目： 女性对化妆品的消费特征 姓 名 ： 班级、学号 ： 0 系 (部) ： 经济管理系 专 业 ： 商务英语 指导教师 ： 开题时间： 2009-4-10 完成时间： 2009-11-3 2009 年 11 月 3 日目 录毕业设计任务书 1毕业设计成绩评定表 2答辩申请书 3-5正文6-23答辩委员会表决意见24答辩过程记录表25课 题 女性对化妆品的消费特征一、 课题(论文)提纲引言 1. 女性购买化妆品的特点 1.1 购买目标比较模糊 1.2 容易发生情绪化消费 1.3 环境因素对购物行为的影响大 1.4 追求新鲜、多样化的体验，展示自我 1.5

2、 注重商品的利益与使用价值1.6 购物过程掺杂浓厚的情绪、情感1.7 对细节挑剔1.8 对价格敏感1.9 注重全方位的消费体验1.10 口碑传播的超强影响力2. 女性购买化妆品的心理2.1 注重时尚与美感 2.2 追求个性化 2.3 较强的情感特征2.4 强烈的自尊自重心理 3. 消费层次决定购买力3.1消费者的经济状况3.2 消费者的职业和性质3.3 消费者的年龄总结二、内容摘要现代女性消费心理和消费特点随着社会的发展而发生了重大变化，现代女性消费倾向几乎成为引导女性市场消费的主要因素。她们渴望改变自身，挑战自我，体现个性化，主张自立自强，紧跟时尚潮流，用物质上的满足取悦自身等。她们通过化妆

3、品来增强自己的自信心，更想得到别人的赞许，以消费名牌高档化妆品来显示自己的经济实力，消费层次和品味，向别人夸示自己以获得心理的满足，抓住这些消费特征可以更全面地了解化妆品市场。关键词：化妆品；消费特点；消费心理Modern females consumption psychology and consumption features have changed greatly with the development of the society. The tendency of womens consumption has become the elements which can lead

4、to womens consumption. They desire to change themselves and challenge themselves , show the individuality , claim independence and self-improvement tightly followed by fashion trends and please themselves with material satisfaction, and so on. They increase their confidence by using cosmetics and th

5、ey would like to win praise from others. Some of them are like to buy famous brand of high-quality cosmetics to show their economic strength, consuming level and their taste and showing off to get the satisfaction of psychology. If you catch this consumption features, it will be easier to have a bet

6、ter acknowledge of cosmetic market.Key words: cosmetics; consumption characters; consumption psychology三、参考文献参考文献1Micheal R.Solomon. Consumer behaviorM .北京：中国人民大学出版社.20052傅浙铭.金典培训宝库M.广州:广东经济出版社.20023周军.女性化妆品消费心理M.中国集体经济网.4徐萍.消费心理学教程M.上海:上海财经大学出版社.2005Consumption psychology of womens buying cosmetics

7、中文摘要:现代女性消费心理和消费特点随着社会的发展而发生了重大变化，现代女性消费倾向几乎成为引导女性市场消费的主要因素。她们渴望改变自身，挑战自我，体现个性化，主张自立自强，紧跟时尚潮流，用物质上的满足取悦自身等。她们通过化妆品来增强自己的自信心，更想得到别人的赞许，以消费名牌高档化妆品来显示自己的经济实力，消费层次和品味，向别人夸示自己以获得心理的满足，抓住这些消费特征可以更全面地了解化妆品市场。AbstractModern females consumption psychology and consumption features have changed greatly with th

8、e development of the society. The tendency of womens consumption has become the elements which can lead to womens consumption. They desire to change themselves and challenge themselves , show the individuality , claim independence and self-improvement tightly followed by fashion trends and please th

9、emselves with material satisfaction, and so on. They increase their confidence by using cosmetics and they would like to win praise from others. Some of them are like to buy famous brand of high-quality cosmetics to show their economic strength, consuming level and their taste and showing off to get

10、 the satisfaction of psychology. If you catch this consumption features, it will be easier to have a better acknowledge of cosmetic market.关键词：化妆品；消费特点；消费心理Key words: cosmetics; consumption characters; consumption psychology.Introduction With the advancing of science technology and development of ec

11、onomy. The power for womens purchasing is stronger and stronger ,and they are more independent on the money .They are attaching importance to their life quality .As an essential thing for womens life , the trend of development for their need for cosmetic things are diversified and individuled. They

12、are playing an important role in the cosmetic consuming market.In morden society womens position are higher and higher . Their material life are improved gradually ,they will seek for development in mental field.Every women has a mind of beauty ,Shakespear had ever said a sentence :God gives a face

13、to woman ,and woman gives one face to herself .Thats to say , every one has two faces ,one is born and another is what they want.Many people are making-up by cosmetic things ,which can make them more beautiful ,healthy and younger .They also want to get others approval .Some of them are consuming hi

14、gh quality cosmetics to show their actual economic strength ,consuming hierarchy and their taste.Women are thinking of that if their skin dont maintain well after 25 ,they will look older and older. For this kind of psychology ,they depend on various kinds of cosmetics that can guard the skin , then

15、 they become the buyer of some cosmetic products . From this we can know the importance of cosmetics for women is beyond our mind .1.The characteristics of womens buying cosmeticsGenerally speaking, men are rational consumers,while male consumers will have a clear goal for what is going to buy befor

16、e doing that. The female consumers are easier to be effected by the emotion and the environment, resulting in an excited buying. In addition, female consumers are more picky when they are buying something. They not only hope the goods have special characters, and epidemic, but also the goods are ine

17、xpensive and practical. So I think, female consumer have a common feature that is to pick and choose, shop around and undecided . Features of womens specific buying acts are the following:1.1 Rather vague goals of purchasingBuying goals are rather ambiguous. As the main consumer for cosmetic drug an

18、d beauty products of cosmetics. Their buying behaviors have a larger initiative. But in normal circumstances, they often dont have a specific targets for their shopping.Most of them would like to browse through shopping malls,so many of their consumer behavior happened at the time of visiting shops.

19、Maybe their mind of shopping appears accidentally.Just when you do something there comes an idea of Im going to shopping ,or just I need something .1.2 Prone to emotional consumption Women are Prone to emotional spending. Emotional consumption among the female consumers is a very common consumer beh

20、avior. There are two main emotional consumption forms: First,it happened under a particular emotion by illusion ,Usually people will go shopping on pay days. Because in Wages days as if they have much money, they should go out shopping to buy some things and consolate yourself, or it has been a habi

21、t that buying clothing and cosmetics after pay days . Another emotional consuming will be reflected in their unusual state of mind . Many women put shopping as a way that can reduce the pressure in a bad mood or unpleasant matters,which can balance emotions and give vent to frustration approach. 1.3

22、 High-impact of environmental factors on the shopping behavior Women are easier to be affected by the environment when purchasing goods, including the store environment, shopping atmosphere and the salespersons words and deeds, as well as opinions of other consumers. Compared with men, they are more

23、 likely to buy something by the promotions and fellows. Generally speaking women over the age of 25 years old who are of particular concern their appearance, they are afraid that youth is gone, face becomes old, and try their best to retain the footsteps of years. When their wrinkles first appear on

24、 the eyes, when the first white hair appears, this are the time they most want to restore their beauty and please themselves. So they are easier to be affected by advertising and sales person .1.4 Seeking for fresh, diverse experience and showing themselvesFemale consumers curiosity on the consuming

25、 market is far stronger than men. They are eager to try different ways of life and experience, such as clothing, hair, decoration and cosmetic things . They often have strong interest on fresh things. In addition, with the approvement of the social development and peoples living standards, when mode

26、rn women choose their goods, especially young urban women, they would like to buy something on the basis of their identity, temperament, profession and economic sustainability, etc.They always seek for a product which can show their own personalized consumption and highlighting themselves. 1.5 Pay a

27、ttention to the benefit of goods and useFemales attach great importance to the feeling of the goods they purchased .They will be more cautious and careful in the process of buying .Seriously comparing the good and bad with other goods so as to ensure what she will buy is excellent in quality and goo

28、d in price. Thus, the specific interests of commodities should be visible and sensable. During the time of purchasing ,they attach great importance to actual results of product. The information of the product is fully concerned about. It is essential that they have a try of the product, First,the fu

29、nction of the products must be remarkable for this group of people ;Second, they are more likely to come into contacting with the product and try it.Or even , they will contrast with other similar products. When they buy some skin care products, they enjoy the results the products will bring , espec

30、ially some kinds of whitening moisturizing products. 1.6 Combine strong emotions and feelings with shopping Richful feeling, exquisition and good at association or even illusion are womens psychological characters. Therefore, womens purchasing behavior often have strong feelings. Especially when the

31、y are wandering on the street. There is a name of some cosmetic thing ,the style and the place of display which meet their psychological needs, some of products can stimulate their buying motives, such as Vichy, La Roche-Posay and other commodities .It may be affected by beautiful advertisement , su

32、ch as an advertising for CHCEDO: You are already beautiful. when Some women in particularly happy or particularly prone to depression is the most possible time of buying something. At that time buying behavior has become a way to vent their emotions.1.7 Pick about the detailsCompared with men, women

33、 more focus on the details of things when shopping.Most women believe that it is tasty of a woman who must be refined. They often require their own from the jacket to shoes, small accessories, underwear, pajamas and even fine in the workings excellent in details.Their buying behavior will be directl

34、y affected by an exposed line of clothe.There is no exception for their buying cosmetics , from the packing of the goods even some kinds of designing.1.8 Sensitive on priceFrom one aspect,this has great relation with psychology of calculating household and they are good at bargaining. Another aspect

35、, there are also many white-collar women who have a strong brand awareness and their most beloved brand is more expensive, or even a part of them are luxury one.So their income is insufficient to enable them to buy these brands frequently and freely. Once these brand have discount promotions, they w

36、ill be more interested in than usual. They will be discounted at the mall and buy something they need with a great sense of accomplishment. In the womens groups, to convey information on discount and know which shop is in discount are more general,then they will go there. But, on the other hand, if

37、a high-quality brand has frequent discount throughout a year, they will lose the trust of the brand.1.9 Pay great attention to the full range of consuming experienceFor many women, they fell in love with a kind of shopping pleasure, not just the products are purchased by themselves. Shopping for the

38、m is both a way of release pressure and relax for the activities, but also can purchase beautiful things, Just in order to add their own beauty style.Therefore, they regard shopping as a pleasant, relaxing and joy activity. They rarely have a clear fixed-shopping programs and are generally willing t

39、o do something with their interests.They will give a call to some friends or a boyfriend and they will buy the things they like when seeing it , chatting while browsingThey also require the shopping enviroment. They usually prefer the large scale multi-functional shopping malls that have convenient

40、transportation facilities ,comfortable shopping environment and set dining leisure and recreation facilities. They like high-end renovation beautiful and personalized designing ,and they incline to the shopping malls which have conciderate service.They want their visual, hearing, touch, smell and ot

41、her aspects can enable them to experience the respect, comfort, joy, caring and a sense of achievement and their favorite feeling.1.10 Strongly influenced by public praiseWomen and men in decision-making behavior is very different, men in decision-making process is linear in nature ,however womens d

42、ecision-making process is repeated continuously rotate. Consumer decision-making process is divided into four stages: contact, consider, investigate, complete .Although men and women have also gone through these four stages, but the womens actions have such a four-point difference: First, they are d

43、ifferent from start ,male like to make decision by himself, while women make inquiries with reference to the views of others; second ,male consumers want to work out a good solution while the women want to get a perfect answer, because women would like to consider many things when buying .For exampl

44、e, when can the products be used ;third, in order to get the perfect answer, womens buying process will become erratic, and they will gather more information for selecting. Shop around and never let herself suffer any loss; fourth ,there is no ending after womens buying something and they would pref

45、er to tell a friend or recommend this experience to others, resulting in public praise. If she have a good relationship with a business, their loyalty will be very high.Public praise, that is channel of information disseminate from public praise and the most influential channels of communication. No

46、wadays women are highly educated, they are taking a higher vigilance and reject on ubiquitous and all-pervasive advertising businesses increasingly. Emotionally they are seeking for more familiar channels to find the things she like. Especially they are easier to believe the friends and her acquaint

47、ances. Thus, they are easier to generate group interaction and the herd mentality, resulting to infection consumption. According to statistics, there are 55 young women.5% of them have bought line pencil or service she did not need by the effection of their going shopping with friends or just want t

48、o browse the store. On the other hand, the popularity of Internet and mobile phones will provide a better reputation spread, however the women are initiative when taking part in a variety of acts spread by public praise. They are much happier to share their shopping experiences and opinions with fri

49、ends through the BBS community, MSN, QQ, SMS, etc. For example, hyaluronic acid beauty product is not concerned about originally,but it is to be recommended by A Niu a teacher of women Im the biggest . Its amazing cosmetic functions have been paying more attention to and receiving sincere admiration

50、,which have been swept from Taiwan to the mainland.2.Consumption psychology of womens buying cosmetics Women are the main customer of cosmetics and theres great potential in the cosmetic market.Their psychology of buying cosmetic is worth analyzing .They evaluate people and themselves by standard of

51、 their likes.2.1 Pay great attention to fashions and sense of beautyBeauty ,fashion and new are modern womens common psychology and pursuit. This actions are clear on consuming cosmetics. Products can increase womens beauty is the goal they will seek for forever .They play a role in the society for

52、aesthetic appreciation which has made their vivid charm a valuable wealth.Cosmetics make women more beautiful and confident through careful maintenance and dressing up ,which have a consuming market been created .Women are keen on popular things, following the fashion and taking care of new things.

53、They like brand,prefer advanced consumption and they are happy to lead the fashion. So big brand cosmetics will invite top make-up artists to promote their new products every quarter.The females are likely to pay great attention to the cosmetics out appearance and beautiful design , beautiful color

54、and the beauty of art are tremendous influenced when they purchasing . When they purchase some cosmetics with similar price, same quantity, similar use, the females are often glad to purchase the products with elegant out appearance . And they will put the decoration of shop ,influenced on themselve

55、s and mould of spiritual life of cosmetics on the chief place. 2.2 Pursuit individualizationAt the time of the income and the home capacity enhancing, their self-awareness strengthens increasingly, more and more females start to pay attention to their social imageS. They will try to show their chara

56、cteristics ,qualities and concept of taste and the difference between others and themselves.Cosmetics from overseas company has used this consumption psychology of female, which makes its product best-selling forever. In the 1970s of west, the female pursues and displays painstakingly their unique s

57、tyle characteristic desirably. The French Revlon Cosmetics Perfume Company takes the lead to promote a kind of perfume called “Charlie”, and publicizes “the personalization” in the emotion, flaunted that it is the first kind of the life style in the world. Actually they never refer to the function to the skin. With unique fragrance ,unique packing and extremely rich individuality color , it attracts the female to be the first one to have it. It continues to be in great demand.Along with the Western females emotion shifts