女性对化妆品的消费特征-商务英语-毕业论文.doc

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 ： 000000
班级、学号 ： 000000000000
系 (部) ： 经济管理系
专 业 ： 商务英语
指导教师 ： 0000000
开题时间： 2009-4-10
完成时间： 2009-11-3

2009 年 11 月 3 日

22

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 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 women’s consumption has become the elements which can lead to women’s 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 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 the satisfaction of psychology. If you catch this consumption features, it will be easier to have a better acknowledge of cosmetic market.
Key words: cosmetics; consumption characters; consumption psychology

三、参考文献
参考文献
[1]Micheal R.Solomon. Consumer behavior[M] .北京：中国人民大学出版社.2005
[2]傅浙铭.金典培训宝库[M].广州:广东经济出版社.2002
[3]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.2005

Consumption psychology of women’s buying cosmetics
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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。
Abstract
Modern females’ consumption psychology and consumption features have changed greatly with the development of the society. The tendency of women’s consumption has become the elements which can lead to women’s 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 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 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 economy. The power for women’s 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 women’s life , the trend of development for their need for cosmetic things are diversified and individuled. They are playing an important role in the cosmetic consuming market.
In morden society women’s 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 to woman ,and woman gives one face to herself .That’s 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 high quality cosmetics to show their actual economic strength ,consuming hierarchy and their taste.Women are thinking of that if their skin don’t 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 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 women’s buying cosmetics
Generally speaking, men are rational consumers,while male consumers will have a clear goal for what is going to buy before 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 inexpensive and practical. So I think, female consumer have a common feature that is to pick and choose, shop around and undecided . Features of women’s specific buying acts are the following:
1.1 Rather vague goals of purchasing
Buying goals are rather ambiguous. As the main consumer for cosmetic drug and beauty products of cosmetics. Their buying behaviors have a larger initiative. But in normal circumstances, they often don’t 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.
Maybe their mind of shopping appears accidentally.Just when you do something there comes an idea of I’m 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 behavior. 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 habit 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 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 salesperson's words and deeds, as well as opinions of other consumers. Compared with men, they are more 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 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 themselves
Female consumers’ curiosity on the consuming 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 people's living standards, when modern 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 attention to the benefit of goods and use
Females 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 good 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 function 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 , especially 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 women's psychological characters. Therefore, women's purchasing behavior often have strong feelings. Especially when they 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 , such 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 details
Compared with men, women 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 directly 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 price
From one aspect,this has great relation with psychology of calculating household and they are good at bargaining. Another aspect, 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 will 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 women's 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 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 experience
For many women, they fell in love with a kind of shopping pleasure, not just the products are purchased by themselves. Shopping for them 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 to 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 browsing
They also require the shopping enviroment. They usually prefer the large scale multi-functional shopping malls that have convenient 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 other 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 praise
Women and men in decision-making behavior is very different men in decision-making process is linear in nature ,however women's decision-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 women's actions have such a four-point difference: First, they are different 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 example, when can the products be used ;third, in order to get the perfect answer, women's 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 women’s buying something and they would prefer 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. Nowadays 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 acquaintances. 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 to 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