Research On Cosmetics Consumers Implicit Demand Based On Self-concept

The Chinese cosmetics market gets larger and wild potential. With more fierce competition, we need to study consumer demand, to understand the demand from recognizing deeper the characteristic of people. But the traditional methods have been difficult to adapt the needs, so this paper starts with self-concept. Existing demand researches are lack of for consumer’s implicit demand, which they are not aware, fuzzy or can not accurately express, especially for the cosmetics consumer. Studies have shown self-concept can influence consumer purchase decisions, but research on the relationship between self-concept and implicit demand is still blank yet. Thus the paper focuses on the relationship between self-concept and implicit demand, in order to understand and grasp the consumer demand. So enterprises can design corresponding marketing strategy.This paper constructs self-concept and implicit demand model of cosmetics consumers by questionnaire survey of 600 consumers. SPSS 17.0 and Amos 17.0 are used for statistical analysis. Firstly, the initial scale is amended based on the pie-commissioning, and then formal investigation is carried out. After the data analyzed by exploratory factor analysis, confirmatory factor analysis is applied to verify the assumptions. Finally, genetic algorithm is used to classify the implicit demand of consumers, and puts forward the corresponding marketing strategy.The results as shown:1. Self-concept system of cosmetics consumers consists of six dimensions, namely expression self, family self, career/material self, social self, personal self and spirit self. There are different tensions between these dimensions. The dimensions have features of mutual restraint, hierarchy, consciousness and dynamic.2. The consumers are divided into three types, named family+social contact type, spirit+family type and family+cause/material type. The first type focuses on their status and roles on family and friends. The second type emphasizes on soul calm and family harmonious. The third type pays attentions to success in their career as well as family members material comforts.3. The implicit demand consists of three dimensions:strength, personality and balance. Gender, age, education level and income of cosmetics consumers are not significant influence on implicit demand. The first and the second type consumers’implicit demand are centered on strength and personality, and power is more important. The third type consumers’ implicit demand mainly concentrated in personality. Different consumers have different implicit demand preference. Based on implicit demand algorithm, three kinds of market strategies are provided for enterprises. The enterprises need to take different strategies by the characterise of three kinds of consumers’ implicit demand.For the first type consumers, enterprises should avoid using "rich" or "lordly", and lays emphasis on "attractive", "first-class quality" for family members and friends. As for the second type consumers, should avoid untruthful propaganda and focus on personality charm. To the third type consumer, opposite method with the former two, mainly should highlight treasures on "wealth" and "lordly", less or no mention of "perfect" and other related content.