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Absolute consumption has become a main force of the female Cosmetic Market, the concept of consumption has been significantly different from the past, through the study is to analyze the field of cosmetics, consumers may demand can be divided into physiological needs and psychological needs, this is Maslow's "hierarchy of needs" two of the areas , representing the bottom of the pyramid of life and basic living needs and in pursuit of high self-image perfect psychological needs. Women these two aspects of consumer demand, determine the species of both women in the cosmetics consumer was two kinds of rational and irrational consumer psychology, in general, the basic physiological needs are met, people gradually began a beauty pursuit of the realization of this process, witnessed the physical needs of the psychological needs of the transition, these changes also determines the consumption of cosmetics, women's buying behavior has gradually shifted from a rational emotional consumer spending and this trend is intensified. Between rationality and irrationality to grasp the key factors Consumer research shows that consumption of cosmetics, there is still a large part of loyal female consumers of product quality, they are representative of a rational consumer is often vulnerable to product quality, price and effectiveness of other factors, in doing When buying decision often considered generally not impulse buy a product or brand, this type of large consumer brand loyalty, consumer behavior is relatively stable. However, the special consumption of cosmetics for women-consumption characteristics of the major consumer groups in the consumer decision process, the more consumption is a non-rational characteristics, influence their purchasing decisions factors in the following areas: Female consumer with consumer features of infectious Often women in the consumption process with a rich emotional, mental activity has been more vulnerable to feelings of domination and influence, resulting in a product's favorite cause of the desire to purchase, they often through direct experience and on the formation of a product or service preferences, as its name, appearance, packaging or services caused by impulse, then an advertisement, sales personnel are easy to explain a few intimate moment forget the products to female consumers to purchase the product efficacy and impulse. More representative of the consumer features of this example is the Pond's no time on the 7th Whitening Mask , When the product just launched, fully grasped the female consumer psychology, both from advertising creative, or the final product sales are close to the psychological needs of female consumers, educate consumers through the "seven White recovered love "concept, on the one hand to convince consumers that the Pond's whitening mask on the 7th there will be no time to whiten the skin, and seven days effective and, more importantly, the introduction of advertising to the general consumers White and recovered love together, so that they feel the use of this product, perhaps love will turn back. This series advertising market, although at the time caused some controversy, but it is also evident form the results, some even had seen the ads, will report directly to Sales would like to quickly ask themselves white, recovered true love, seven days using Pond's whitening mask is useful, as long as 7 days can be really white and so such issues do come back. Thus, the process of consumer behavior of women with significant emotional, given the consumption of women's unique position in the consumption process, there is often unavoidable herd mentality, blindly follow others, others, and caused consumer behavior non-rational development, which is an infection of the consumption characteristics. Women desire to buy influence by the intuitive feeling great, is easy to buy the products due to emotional factors. I am an expert from zuansf.com, while we provides the quality product, such as China two sided mirror , lighted compact mirror, folding makeup mirror,and more.
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