Research On Chinese Women Snack Consumption Segmentation From The Perspective Of Personality Psychology

With the development of the economics and culture, people's life style and diet structure have been changing greately, snack has been occupying more portion in the diet list. Snack consumption is a kind of emotion consumption. Consumer has his own emotions and ways to pursue, which come from his own temperament. However, in the environment of intense competition, the whole snack industry is in the stage of product marketing. There are lots of snack products in the market, but lack leader brands. What's more, there is no emotion marketing. They ignore the characteristics of the snack consumption and consumer behavior. As a result, there's no essential market segmentation and location.Temperament is the inner gene of consumer behavior and the essential criterion of market segmentation. This paper insists that the consumer behavior matches with consumer's temperament. Based on the former researchers' outcome, the author applies the institutional structure of the Chinese temperament theory into the research of women snack consumption behavior and market segmentation. At first, we testify that there are five factors of the temperament in the female snack market and there is correlation between the five factors and the female consumers' snack consumption behavior. Then after the clustering analysis, we get five segments of the female snack market: the women who indulge in emotion; the women who have independent personality; the women who enjoy showing their personality; the women who love family lives; the women who are lead the fashion. In the last part of the thesis, we study the psychology characteristics and the consumption behavior of the five segments, and put forward the corresponding marketing strategy for the enterprises.